UPDATE: Google’s DoubleClick Outage Affected 55,185 Websites

#Bannergate cost publishers and ad networks

Headshot of Lauren Johnson

UPDATE: This morning's crash of Google's DoubleClick ad server took down ads for more than 55,185 websites, equivalent to 315 ad network outages, according to data from online monitoring firm Dynatrace.

Around 9 a.m. this morning, Google's DoubleClick ad server, which powers advertising for countless publishers, went down, potentially costing the overall publishing industry thousands—if not millions—of dollars. The outage affected Adweek, among other publishers, and we saw the problem cease at roughly 10:30 a.m.

Here's what happened: Ads that usually pop up on Adweek, The Wall Street Journal, Wired, Forbes and The Guardian's homepages were nonexistent for 90 minutes. Google's platform is responsible for running ads for the majority of publishers across the Web.

Google's third-party ad network brought in $3.4 billion last quarter, according to the Mountain View, Calif.-based company's third quarter report. That equates to $1.5 million per hour when applying back-of-the-napkin math, which also suggests the damage could have been as much as $2 million this morning.

Here is the official statement from Google, sent at 11:30 a.m.

"DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug, and DFP is now back up and running, so our publisher partners can return to funding their content."

Meanwhile, Twitter users are already sounding about the problem, using hashtags like #bannergate and #Adpocalypse. Check some of them out below:

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.