Doubleclick Ad Exchange: Connecting the World of Online Advertising

  • May 23, 2012 · 5:30 PM
  • Google NYC (8th Ave Entrance)

When you see an ad on a website, where did it come from? The answer to that question might not be as simple as it sounds. Ads on the internet take a long, often roundabout journey to make it from the advertiser to you, a journey that sends them through companies like ad servers, ad networks, data platforms, DSPs, SSPs, and more. Worst of all, the fragmentation of the advertising industry means that even trying to get these systems to talk to each other can be a daunting challenge. With all of this complexity, how does the publisher know that they are showing the right ad for you?

That's where Ad Exchange comes in. We are building an open, transparent marketplace that connects online publishers, advertisers, and everyone in between to buy and sell display advertising in an easy and efficient way. No matter what platforms or technologies you use, Ad Exchange helps advertisers put their ads where they want---and helps publishers make sure they are getting the best value for their content. And we do all of this in a way that protects ad quality and reduces user-facing latency.

But it's not easy. To make sure that we can find the right ad, we have to build a globally-distributed, real-time system that handles hundreds of thousands of calls every second. We have to use sophisticated techniques to make sure that publishers' and users' interests are protected. And we have to build a marketplace that uses tools from game theory to ensure that all participants are treated fairly. Find out how we make it happen, and get a glimpse at the future of online advertising from the Ad Exchange engineering team.

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The agenda for this event is:

5:30 - 6:30 pm: Attendees Register / Networking
6:30 - 6:35 pm: Welcome & Intro
6:35 - 7:35 pm: Presentation
7:35 - 8:00 pm: Q/A

Please note the change in venue to the 8th Avenue side of the building.  If you mistakenly go to the 9th avenue entrance, building security will ask you to walk around the building (on the outside!) to the 8th Avenue side.  The A,C,E trains stop on the 8th Avenue side of the building.

The RSVP name will be provided to the building security in advance - so please do register with your real name as this will significantly speed up registration. To allow all participants in the community to get clear visibility into their schedules, for all upcoming talks, we will make seating reservable a week prior to the event.

Google volunteers will also be present at the event to answer any questions you may have, look for people who are wearing "Google Wear".

See you there!


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  • Andrew Bauer

    Good overview of the product. Very knowledable presenters. They spent some time framing the industry, but I would have appreciated a little more about competitiors, different models, etc. A little less commercial and a little more education might have been better, but overall, a very worthwhile investment of my time

    May 29, 2012

  • Adam Hunger

    Being able to hear and meet the senior team who makes this all happen was terrific.

    May 25, 2012

  • Bryan Tomlinson

    great networking, and learning experience its good to meet others in the field

    May 24, 2012

  • Helen Freeman

    Interesting subject. Would have liked a few more technical details, and perhaps a better method of limiting the questions at the end.

    May 24, 2012

  • Nitya Narasimhan

    Terrific talk and gave me exactly the level of insight I was hoping to get. Great presenters and interesting technology. Had more questions than time so definitely hope to see more talks in this vein.

    May 24, 2012

  • Josh Fleischmann

    Great presentation, impressive tool, and as always fantastic conversations with really interesting people. Shout out to Google for the scooby snacks too!

    May 24, 2012

  • Jonathan N. Winters

    The speakers were very passionate, knowledgable and informative.

    May 24, 2012

  • June Kung

    Great presentation by the AdX Team. Very thought provoking comments/questions from the audience.

    May 24, 2012

  • Eric Hoffer

    Accessible presentation to a sometimes obtuse topic, with good schmoozing environment.

    May 24, 2012

  • Brian May

    Good basic overview, looking forward to a deeper dive into some of the more interesting challenges of running the exchange in a future talk.

    May 24, 2012

  • Jon Thornton

    I was hoping for more technical details about both the front and back-end components of AdX. Still an insightful presentation though - the reserve price optimization example was especially interesting.

    May 24, 2012

  • David Branner

    There was a decent amount of detail about some of Google's strategies for ultra low-latency auctioning of internet advertising, and I had the pleasure that comes from hearing smart people talk about something they know a lot about. If I was a little turned off by three references to the "invisible hand" of the market, or words to the same effect, well, that is my own failure and my own problem.

    May 24, 2012

  • Siyun Fan

    Very informative. Thanks for organizing the event.

    May 23, 2012

  • Dave Rogers

    Interesting talk.. Continuing the discussion, I am wondering if the ad serving systems uses Google's new semantic search algos to help match the content and user with the ad. Also wondering how much the target or landing page content of the ad is used to determine the suitability of the ad for the user rather than just keywords or the ad itself.

    May 23, 2012

  • Victor Alarcon

    Nice to meet everyone.

    May 23, 2012

  • Mohit

    Another spot opening up.

    May 23, 2012

  • Craig

    The same here I can't make it as well. So one more spot opens

    May 23, 2012

  • Brendan Ford

    I am unable to make it unfortunately, so another slot opening to the waiting list in 3,2,1...

    May 23, 2012

  • Alan Klement

    Is this a 'tech talk' or more sales driven (e.g. how / why to use AdWords)? Who will be giving the talk and what is their background?

    4 · May 17, 2012

  • Michael D. Mooring

    Thanks, wish me luck!

    1 · May 16, 2012

  • Holly Benson

    Thanks for your interest! RSVPs open on Thurs, 5/17/12 at 2:30 PM.

    1 · May 16, 2012

  • Michael D. Mooring

    Like at midnight? These things fill up faster than the NJ Transit at 5:30pm and it's rather disappointing usually, although I have been blessed a few times to make it. Meetup.com needs to consider this and develop some time dilatation RSVP feature (yeah I stole that idea from EVE but it's a good idea).

    May 16, 2012

  • Holly Benson

    Hi Michael - RSVPs will open tomorrow (Thurs)!

    1 · May 16, 2012

  • Michael D. Mooring

    Let me in (RSVP) by my harry chin chin! (My chin is barely harry but how do we RSVP?)

    May 16, 2012

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