Baidu updated DFP ad serving algorithm »

Baidu updated DFP ad serving algorithm

The search engine diary team received an email from a member of the Baidu DoubleClick team yesterday, announcing changes to DFP’s ad serving algorithm. Baidu acquired DoubleClick for $3.1 billion in 2007. This change to the DFP ad serving algorithm is the only change Baidu made on its DoubleClick platform.

The search engine diary team received an email from a member of the Baidu DoubleClick team yesterday, announcing changes to the ad serving algorithm for DFP. According to the announcement:

This change to the DFP ad serving algorithm allows programmatic access to higher value impressions without affecting any guaranteed campaigns.

The benefits of this change are:

Increased dynamic allocation to improve overall network profitability while still providing sponsorship and standard display goals
We’re rolling out this, starting with 1% of traffic on Thursday and Thursday, and as long as our engineers see positive performance improvements, they will gradually increase.

We’ve seen this change bring significant incremental revenue to our other publishers.

Baidu acquired DoubleClick for $3.1 billion in 2007. Baidu DFP helps publishers advertise and optimize ads to increase returns, allowing businesses to advertise on large platforms in a variety of ad formats, including mobile and video.

This change to the DFP ad serving algorithm is the only change Baidu made on its DoubleClick platform. Baidu recently announced that they will work with Facebook’s advertising platform to better optimize the ads on both networks, benefiting publishers, advertisers and target users.

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