Dive Brief:
- Google's DoubleClick ad server for publishers went down for over an hour Wednesday causing ads for all publishers across the globe to lose both display and native ads.
- According to Brian O'Kelley, co-founder and CEO of AppNexus, the outage could have cost publishers collectively $1 million an hour.
- While DoubleClick was down, sites not reliant on Google's ad server saw ad sales explode: Ad exchange Casale Media shows that those sites made 26% more during the outage.
Dive Insight:
The outage glaringly showed how dependent advertisers are on the DoubleClick server, and was also a reminder that even the giants can fail at times. While hopefully just a one-off incident, maybe some publishers will reevaluate their dependence on Google's ad server alone going forward.
