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About Times Internet•www.timesgroup.com •Headquartered in Gurgaon, India• Largest digital media house in India

Goals•Consolidate huge display, mobile, and video inventoryacrossdifferentplatforms

•Establishexactvalueofeachadimpression ondifferentsectionsofallwebsites

•Build detailed audience data•Support multiple demand channels and

encourage competition between them

Approach•Move total ad serving to DFP in close

cooperation with Google•Use DFP Audience extension to build rich first-partyaudiencedataandcreatenewadvertising opportunity

•Competewithotherthird-partyadnetworks

Results•Goalsachievedin1.5insteadof3years•CTRforadsalesupbymorethan100%•CPMup10%•AdXrevenueup500%•AdservingmovedtoDFPacrossallplatforms

– web, mobile and applications

DFP Premium and Google Ad Exchange helpTimesInternetbenefitfullyfromdigitalbusiness boomLaunchedin1999,TimesInternetistheonlinearmoftheTimesofIndiaGroup.Overthepasttenyears,GooglehasforgedastrongpartnershipwithTimesInternetwhichwastoproveespeciallyvaluableinmeetingthechallengesthebusinessfaced.

Oneofthemostsignificantofthese,accordingtoSwapnilShrivastav,VPAdTechnology, was “managing yield for each impression on different sections of the website and apps”. Times Internet also needed to consolidate ad serving tooneplatform,getthemaximumvalueforeachadimpressionandmakevariousdemandchannels–includingdirectsales,indirect/programmaticchannelsandself-service – compete with each other.

GooglesuggestedDoubleClickforPublishersPremium(DFP)andAdExchangeasawaytoachievetheGroup’suniquegoals.Swapnil,atechveteranof14years,agreed.

AccordingtoSwapnil,implementingDFPandAdExchangewas“asimpletwo-to-three-stepprocess,acrossallplatforms,includingweb,mobileandapplications”.

AfterDFPandAdExchangewereputinplace,TimesInternetsawa10% lift in click-through rate (CTR)foradsalesinsixmonths.ButwhenDFPwascombinedwiththein-house-developedColumbiaoptimizationengine,CTR jumped by a further 100%! In other words, Times Internet now has the ability to compete with leadingonlinemediaplatformslikeFacebook,andindeedGoogleitself.

Ad Exchange has delivered a 10% increase in cost per impression (CPI). Todate,AdExchangehasbeenusedfordisplayadvertisingbutTimesInternetnowwantstoextendittovideoandin-appadvertising.Swapnilalsosaysthatcontinuingtoattractandupselltopremiumbrandadvertisers“isakeyfocusareaforusgoingforward”.HeplanstodothisonAdExchangebyexposingtheirrichaudiencesegmentsthroughpreferreddealsandprivateauctions.

Moreover,thecomplexityofaddeliveryandoptimizationisnowallmanagedwithinDFPandtheadstackaroundit,ratherthanbeingscatteredacrossthevariousplatforms.Asaresult,managingadunitsisnoweasierandlesstime-consuming,andforthefirsttime,theGrouphasacompletereal-timepictureofitsinventoryandyield.Havingaunifiedsystemfromordertoinvoicehasalsobeen“areallybigbenefitofDFP”andthecustomizedadstack.

With Times Internet expanding at a rapid rate, it is counting on Google to help scale uptomeetthedemandsandgrowthrateofdigitalbusiness.

© 2014 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated.

Google Case Study

“DFP helps give us the ability to scale up and keep up with the demands and growth of the digital industry. Ad Exchange enables us to pick the low-hanging fruit of display advertising.” — Swapnil Shrivastav, VP Ad Technology, Times Internet

Integration of Google DoubleClick for Publishers with the Internet Times AdCenter’s custom adstack

AboutDoubleClickAdExchangeTheDoubleClickAdExchangeisareal-timemarketplacetobuyandselldisplayadvertisingspace.Byestablishinganopenmarketplacewherepricesaresetinareal-timeauction,theAd Exchange enables display ads and ad space tobeallocatedmuchmoreefficientlyandeasily across the web.Formoreinformation: http://www.google.co.in/doubleclick/publishers/#tab=featured

About DFP PremiumThe DFP premium solution provides ad serving andmanagementforpublisherswithlargesalesteamsandcomplexsalesoperationswhooftenrequireanadvancedfeatureset,greaterlevelsofcustomization,andenhancedpartnershipand consulting services. Formoreinformation: http://www.google.co.in/doubleclick/publishers/