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DoubleClick for Advertisers (DFA) is the largest real-time ad bidding platform on the web. It serves >25B display ads a day, and does a significant amount of br
by necubi 12y ago
DoubleClick for Advertisers (DFA) is the largest real-time ad bidding platform on the web. It serves >25B display ads a day, and does a significant amount of brand advertising.
Very little of display advertising these days is direct response. It's common for display ads to have click-through rates in the range of a few per million impressions.
- temuze 12y agoYes, programmatic ads far outweigh direct response ads in terms of number of impressions. However, the real money is in direct response! Those ads on Yahoo or WSJ's homepage? That's the result of a guy picking up a phone and saying "wanna buy my homepage for X $100,000 or X $1,000,000 per day?" Direct response is basically a way of artificially reducing supply on the most valuable properties.