The ads can be sold through either DoubleClick’s open auctions or the private marketplaces run by publishers, and can appear in websites or in apps.
The system will soon enable buyers to purchase an ad to run across multiple kinds of screens in one shot as opposed to buying app and web inventory separately, Google said.
EBay was one of the first companies to use the programmatic capabilities.
“As a pioneer in the programmatic space, eBay recently rolled out its Native Mobile Programmatic solutions, which have revolutionized the way brands deliver their message to the right person, at the right time,” Jonathan Bellack, director of product management at Google, wrote on the company’s blog Friday. “Since the launch of its new native ad unit, eBay is seeing a 3.6x increase in ad engagement on average, with some campaigns delivering click-through rates up to 5%.”