Google wants more control over how advertisers buy YouTube ads.
On Thursday, the search giant revealed that it will cut off ad buying through DoubleClick Ad Exchange (or AdX), its programmatic network, by the end of the year.
Instead, advertisers will need to go through Google's AdWords or DoubleClick Bid Manager, the company's other two pieces of software that marketers use to buy search and skippable TrueView promos.
The move shows how Google wants a tighter grasp on its ad business. DoubleClick Ad Exchange works with third-party ad tech firms to help brands manage their campaigns and gain access to extra data that Google itself doesn't provide advertisers. In those cases, the Mountain View, Calif., company doesn't have as much control over its ad network as it may want. By contrast, AdWords and DoubleClick Bid Manager campaigns are handled by Google reps.
In a blog post, Google pointed out that TrueView promos make up 85 percent of YouTube's in-stream ads, but those ads have never been available through AdX.
"With this change, we'll be able to invest even more in creating the best and most effective YouTube advertising and buying experiences possible, continuing our efforts in TrueView and offerings like Google Preferred," said Neal Mohan, Google's vp of display and video advertising in a post.