Author Archives: Charlie Claxton

Delivering more revenue with sustainable advertising solutions

At DoubleClick, we've always had a single mission — to help you grow revenue and build sustainable businesses with advertising. That means ensuring we're helping you make the most revenue from every impression, with solutions that keep up with advertiser demands for more programmatic access to inventory, while at the same time delivering on the expectations of users for great experiences with your sites and apps on every screen. To that end, over the last year we launched products like Optimized Private Auctions, optimized pricing in the Open Auction and DoubleClick for Publishers First Look.

Today, we’d like share some updates on how we’re using the power of automation and machine learning to create sustainable solutions that drive greater advertising performance and revenue for our partners.

Smarter yield through machine learning

Programmatic buying has created many opportunities for publishers to maximize revenue, but optimizing manually puts publishers at a disadvantage when programmatic buyers are constantly investing in smarter bidding technology. That’s why we’ve been applying optimization and machine learning techniques developed over the years at Google to help publishers make more money from programmatic demand. In fact, since 2016 we have run hundreds of experiments resulting in over 50 improvements to our auction algorithms. These optimizations have generated 15% more revenue for publishers using DoubleClick Ad Exchange.

Actionable insights with Opportunities & Experiments

Data can be an important input for making better decisions, but the best yield management strategies also include constant testing and measurement. To make this process easier, we recently launched a new Opportunites & Experiments tool that puts publishers in control of Google intelligence.

Publisher opportunities and experiments in DoubleClick for Publishers and DoubleClick Ad Exchange provide customized, actionable and quantifiable suggestions on how to increase yield. With a few clicks, publishers can safely run an experiment, and if they like the results, accept the change to apply it across their account. Publishers including The Soul Publishing in Russia, TV2 in Norway, and Match.com in the U.S. have grown revenue with Opportunities and Experiments.

"Opportunities and experiments lets us bypass the heavy, manual labor part of the yield optimization process. It lets us skip straight to projecting results of possible changes and testing a yield hypothesis against a control test group in a safe way. Essentially, the feature helps us find the test cases worth our time automatically, letting us focus on increasing yield and revenue,” says Mikaela Rimaila, Programmatic Manager, TV2. "Personally I’d love to do all my yield optimization through this feature, as it adds a safety layer to rule changes, easily giving us the chance to compare and analyse the effects of the test.”

"Opportunities and experiments in AdX has helped streamline our yield optimization process and boosted our indirect revenue. We receive customized suggestions to increase our yield, such as floor adjustments, and have seen significant gains as a result."
- Gregg Murphy Senior Director, Revenue Operations, Match.com

Bringing Exchange Bidding to more partners demand without compromising user experience

We’ve made a lot of progress since announcing our test of Exchange Bidding last year, and today we’re happy to announce the Open Beta of Exchange Bidding, available for publishers using DoubleClick for Publishers* globally. Exchange Bidding helps publishers bring more of their programmatic demand together into a unified auction and the results have been impressive. On average Exchange Bidding is delivering double-digit programmatic revenue uplift, with some publishers seeing programmatic lift as high as 40% with minimal impact to user experience. Today, 100+ publishers can choose from 7 trusted third party exchanges, including our new partners, COMET, OpenX and Sovrn.

"We've been working with Google on the development of Exchange Bidding for several months now and while it's still early, we are pleased with the level of partnership and transparency we have seen from the Google team. While there are still issues to be resolved and the product is very complex, their efforts have resulted in real and positive changes to the Exchange Bidding product. Based on our experience so far, and the excellent results we have seen to date, we are optimistic that we can deliver material value to our publisher partners via Exchange Bidding."
- Jason Fairchild, Co-Founder and Chief Revenue Officer, OpenX

Driving sustainability in the future

Looking back at the results from our latest yield management improvements shows us what’s possible, but I think we can do more. We’ve shown how machine learning can deliver more value to publishers, and in the future, we’ll continue to invest in it to deliver even more innovations. Also, the work our teams have been doing on server side technologies have revealed more opportunities to improve publisher revenue by taking advantage of synergies across our products. Publishers using DoubleClick for Publishers and DoubleClick Ad Exchange may have noticed our first step in this direction, a unified UI for both platforms. Moving forward you should expect more innovations like these to increase publisher yield.

Posted by Jonathan Bellack
Director of Product Management, Publisher Platforms
*Exchange Bidding is not currently available to publishers using DoubleClick for Publishers Small Business

Announcing Exchange Bidding open beta

When we announced the pilot program for Exchange Bidding last year, our goal was to help publishers earn the most money possible, with the least complexity, while maintaining the best user experience.

We’ve been working on Exchange Bidding in collaboration with our publisher and exchange partners for the last year, and today we’re happy to announce the Open Beta of Exchange Bidding, available to publishers using DoubleClick for Publishers* globally. Our partners have been seeing great results during our testing, and we’d like to give you more details about this powerful enhancement to DoubleClick for Publishers.

Greater revenue without compromising user experience

When every millisecond counts, the fastest solutions yield the best results. Relying on client side connections over mobile networks to manage yield can result in annoyed users, lower viewability and lost opportunities.

That’s why we challenged ourselves and worked hard to prioritize speed during the closed Beta. To maximize revenue without compromising on user experience, we built Exchange Bidding directly into DoubleClick for Publishers.

The results speak for themselves. Publishers in our closed beta have seen double-digit programmatic revenue lift on average, with some seeing programmatic lift as high as 40%. Plus, Exchange Bidding is up to 15x faster than client side or server side solutions in the market today. While header bidding solutions add on average 500ms to 1,000ms of delay to ad delivery speed, Exchange Bidding adds only 60ms seconds of delay.

Publishers like Hearst Digital are seeing great results.

“Our goal is to move as much of our advertising code off our sites as possible. Less code loading on the client side is better. Exchange Bidding is great because it helps us move in that direction. It’s simple to setup and works with our existing DoubleClick tags.”
- Scott Both, Director of Programmatic Sales Engineering, Hearst Digital Media

Reduced complexity with all demand in one ad tag

Beyond speed and revenue lift, Exchange Bidding creates greater value for publishers by reducing the complexity of their existing yield management setups. Because Exchange Bidding is built into DoubleClick for Publishers, it works with our existing ad tags, requires no additional coding to a publisher’s site or app or additional line items cluttering up a publisher’s ad server, and puts no additional burden on users.

Instead of taking days or weeks of development and adjustments to set up, publishers can get Exchange Bidding up and running in less than a day. Instead of constantly updating the price and priority of partner line items or adding hundreds or thousands of new line items to implement header bidding, publishers simply create a handful of yield groups that define which third party exchanges can bid on specific inventory. And instead of spending days collecting reporting and billing information from multiple partners, reconciling discrepancies, and waiting to get paid, Exchange Bidding provides publishers unified reporting and consolidated billing on our standard terms.

“Integrating and maintaining client side headers is a significant investment for any publisher. Setting up server side bidding with Exchange Bidding was simple. It also helped us reduce a lot of the operational overheads associated with headers and it promises to reduce latencies and discrepancies whilst improving scalability”.
- Nat Poulter, Head of Programmatic at MailOnline

We only succeed when our partners succeed

We understand that in order to help publishers thrive we must foster a sustainable advertising ecosystem. That means creating solutions that deliver the most revenue possible for publishers, while maintaining great experiences for users, and providing all players in the industry equal access to high quality inventory.

To ensure we were getting the right feedback from all parties, we created an advisory board with members from our initial exchange partners. It’s feedback from this group that helped inform the development of Exchange Bidding and make it work better for every participant.

"We've been working with Google on the development of Exchange Bidding for several months now and while it's still early, we are pleased with the level of partnership and transparency we have seen from the Google team. While there are still issues to be resolved and the product is very complex, their efforts have resulted in real and positive changes to the Exchange Bidding product. Based on our experience so far, and the excellent results we have seen to date, we are optimistic that we can deliver material value to our publisher partners via Exchange Bidding."
- Jason Fairchild, Co-Founder and Chief Revenue Officer, OpenX

We’ve seen great results during the testing phase of Exchange Bidding. Today, 100+ publishers can choose from seven trusted third party exchanges including our new partners, COMET, OpenX and Sovrn to compete equally in a unified auction against a publisher’s direct sold campaigns in DoubleClick for Publishers and bids from DoubleClick Ad Exchange. We look forward to working with our existing and new users to make Exchange Bidding the best solution for the industry.

Posted by Sam Cox
Group Product Manager, DoubleClick Ad Exchange

*Exchange Bidding is not currently available to publishers using DoubleClick for Publishers Small Business

Helping you scale with new tools for customized marketing

At DoubleClick, we're always looking for new ways to help you drive growth and efficiency. This means giving you tools that let you scale and customize your marketing in a way that suits your business needs.

A pain-free bid strategy with Automated Bidding

Scale and customization are critical to effective media buying. But a dependence on manual processes is often painful, especially when you’re running thousands of campaigns. It’s time-consuming and prone to mistakes.

To ease this pain, we’ve rebuilt Automated Bidding from the ground up. Rather than trying to guess the best bidding strategy, you can use Automated Bidding to leverage deep insights informed by Google’s machine learning. You set your bidding strategy to meet campaign goals, such as conversions or viewable impressions, and DoubleClick does the work for you, analyzing dozens of signals to dynamically place bids on the most valuable impressions.

Automated Bidding is now available in all DoubleClick Bid Manager accounts.

Flexing to meet your business goals with Custom Algorithm

While Automated Bidding lets you scale your marketing campaigns to meet a number of common goals, many marketers have campaign objectives specific for their business.

We’re introducing Custom Algorithm to address this need. This solution lets you customize the DoubleClick Bid Manager algorithm based on your proprietary data and models. You can assign a value to each impression based on your own unique data, and then Bid Manager automatically optimizes your strategy against those values, rather than clicks or conversions.

Fully customizable to meet any campaign goal, Custom Algorithm offers brands in any industry a way to better drive results using their proprietary data and insights. For instance, a financial services company could customize the algorithm to serve more of their ads to consumers with a high credit score, while a retail advertiser could use their historical purchase data to reach people likely to make high-value purchases.

Custom Algorithm also creates opportunities in more complex scenarios. Google’s internal media buying team used Custom Algorithm for the launch campaign of the Pixel phone. With the aim of optimizing for viewable placements on premium inventory, the team used previous campaign results to build a media buying model to score impressions based on these two factors. They used Custom Algorithm to increase the number of impressions on premium placements, while reducing cost per viewable impression.

They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach.

Custom Algorithm will launch in limited beta in June 2017 and roll out in full availability towards the end of the year.

Adapting your bids to the user’s context with Bid Multipliers

Automated Bidding and Custom Algorithm are new tools to help marketers automatically set their bids to reach their broader marketing goals. But the most effective bid strategies are ones that align to the user’s context.

For instance, imagine you want to adjust your bids based on the device consumers are using. Right now this process requires you to manually set these bids in separate line items.

We’re aiming to improve your productivity with Bid Multipliers. This new solution lets you set different bids for six dimensions all within the same line item, including device, site, audience lists, demographic, location and time of day. You can also adjust your bids to better reach particular customer segments. For example, if your customers are converting at a higher rate on mobile than desktop, you could shift your strategy to bid higher on mobile campaigns.

We’ll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.

We understand the leverage you can gain when we invest in tools that give you greater efficiency and help you scale. With these new solutions, we aim to increase your productivity and empower your team to achieve more impactful results.

Posted by Deepti Bhatnagar
Senior Product Manager, DoubleClick

Introducing Ads Data Hub: Next generation insights and reporting

Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.

We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.

Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.

For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.

Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.

As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible.

"With the complexity of today's consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services."
- Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group Company

With the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward.

Posted by Geoff Samek
Senior Product Manager, Ads Data and Privacy

Improving the living room viewing experience

Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.

You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.

At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.

In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called VAST 4.0, updates previous video standards to work better for the viewing behavior in today’s world.

Today, we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.

To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:

  • TV-quality viewing experiences: TV-quality creative files (known as mezzanine files) uploaded to DoubleClick Campaign Manager and DoubleClick for Publishers can now be passed to services that dynamically stitch ads into video streams (server side ad insertion platforms). This helps ensure a higher quality viewing experience, especially for connected TVs, by enabling the TV-quality ad creative to be transcoded and served in one stream alongside the video content.
  • More efficient ad delivery: A universal ad ID system helps the server side ad insertion platform better identify unique vs. existing creatives, which reduces unnecessary transcodes.

This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.

To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, please register for our webinar, coming up next Monday, 5/22, from 12-1pm ET.

Posted by Peentoo Patel and Sunil Gupta
Product Managers, DoubleClick Video Ads

Improving the living room viewing experience

Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.

You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.

At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.

In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called VAST 4.0, updates previous video standards to work better for the viewing behavior in today’s world.

Today, we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.

To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:

  • TV-quality viewing experiences: TV-quality creative files (known as mezzanine files) uploaded to DoubleClick Campaign Manager and DoubleClick for Publishers can now be passed to services that dynamically stitch ads into video streams (server side ad insertion platforms). This helps ensure a higher quality viewing experience, especially for connected TVs, by enabling the TV-quality ad creative to be transcoded and served in one stream alongside the video content.
  • More efficient ad delivery: A universal ad ID system helps the server side ad insertion platform better identify unique vs. existing creatives, which reduces unnecessary transcodes.

This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.

To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, please register for our webinar, coming up next Monday, 5/22, from 12-1pm ET.

Posted by Peentoo Patel and Sunil Gupta
Product Managers, DoubleClick Video Ads

Boosting publisher revenue with native ads

At DoubleClick, we’re committed to helping our partners deliver great advertising experiences while earning the most from every impression. One way we meet this goal is through native advertising. Native ads match the look, feel and function of their surrounding content, enabling publishers to serve non-disruptive advertising experiences to users.

One year ago, we made native ads on DoubleClick available across all screens — on desktop, mobile web and in apps. Since then, native impressions served through DoubleClick for Publishers (DFP) have increased by more than 7x.1 Users are engaging more with these ads than traditional banner ads, so advertisers have ramped up demand as well. Since May 2016, average CPMs for native ads on DoubleClick Ad Exchange (AdX) have significantly increased.2

Today, we’re excited to share some of our partners’ success with native ads and announce new tools for delivering better native ads on DoubleClick.

With higher user engagement, publishers see greater revenue

Native ads on DoubleClick are flexible and dynamic, enabling publishers to optimize their native implementations for better user engagement. In fact, we’ve found that users are more than twice as likely to click on a native ad as opposed to a traditional ad.3

“Moving to DFP native enables us to optimize for better performance. We dictate how we want the ad template to look and A/B test to ensure the best performing position and style combination. This flexibility lets us cater to our partners’ branded content needs. The result is better quality traffic and renewals, a 10% lower bounce rate and a higher average time on page."
- Jen Castillo, Director of Ad Ops, Slate Magazine

Slate is one of many partners benefiting from native ads on DoubleClick. As more publishers recognize the opportunity to increase performance and deliver compelling advertising experiences through native ads, partners such as the New York Times, Vogue, Daily Mail, eBay and Condé Nast are all using DoubleClick to deliver beautiful and responsive native ads.

Publishers are also benefiting from combining the flexibility and engagement of native ads with the scale and efficiency of programmatic. Australia-based real estate marketing provider Domain Group uses DoubleClick to offer advertisers dynamic native ads at scale. In addition to selling directly to advertisers, Domain makes their native ad inventory available on AdX. Compared to traditional banner ads, Domain saw a 38% increase in viewable impressions and a 12% increase in revenue with programmatic native ads.

“Programmatic Native allows us to offer a truly differentiated product to our advertisers. It significantly reduced the complexity and time required for our production team to code and compile individual creatives. And they’re driving significantly positive results.”
- Shannon Fitzpatrick, Commercial Manager for Domain Group’s Trading Group

With better performance, advertisers ramp up on native

As users have responded well to native ads, advertisers have increased their investment. That's why today, we’re excited to announce that programmatic native ads are now available to all advertisers in DoubleClick Bid Manager, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.

In addition to Bid Manager, more than 40 demand-side platforms are currently buying native ads on DoubleClick Ad Exchange, including AppLovin, The TradeDesk, Criteo and Liftoff. And it’s paying off: for third-party DSPs, average click-through rates are more than 4x higher than traditional banner ads.5

“Since launching our support for native ads on AdX, we've seen native ads expand into one of our highest growth channels. We view programmatic native ads as one of the most effective formats for helping our advertiser partners engage with their target audience across all devices through an integrated format."
- Tim Sims, VP of Inventory Partnerships, The Trade Desk.

Growing native adoption with a common language for native ad creatives

To realize the true growth potential of native ads, we need to continue making native ads easier to execute at scale. One key challenge in doing that is ensuring buyers and sellers are speaking a common language when talking about native ad creatives.

The definition of native ads varies across publishers and technology platforms. This causes confusion for advertisers, and without clear guidance on the proper creative assets for effective native ads, they struggle to scale native experiences.

To help solve this problem, we’re launching a new interactive tool that lets advertisers visualize how their native ads could look across different environments. By uploading just one set of creative components, or leveraging sample creatives already supplied in the tool, anyone can see customized native ads dynamically render across multiple websites and devices. For publishers, this tool offers an easy solution for helping their advertising partners preview how their creative assets will assemble to deliver a compelling user experience.

This interactive tool is just the latest step in our ongoing effort to help buyers and sellers create beautiful native ads at scale. In the upcoming weeks, we’ll share new features that make it easier for publishers to create beautiful, high-performing native ads on DoubleClick.

In the meantime, build your native ad today to see what’s possible with native ads on DoubleClick.

Posted by Gabe Bender
Product Marketing Manager, DoubleClick
1 Internal data, DoubleClick, May 2016 - April 2017
2 Internal data, DoubleClick, May 2016 - April 2017
3 Internal data, DoubleClick, April 2017
4 Internal data, DoubleClick, May 2016 - April 2017
5 Internal data, DoubleClick, March 2017

Programmatic native ads now available to all in DoubleClick Bid Manager

We are excited to announce that programmatic native ads are now available to all advertisers in DoubleClick Bid Manager, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.

A “native ad” is a paid advertisement that fits the look, feel and function of a publisher’s content. It’s assimilated into the design so that it feels like it belongs on the page or in the app. Users are responding positively to native ads: across the DoubleClick platform, we've seen that users are more than 2X as likely to click on a native ad as a traditional banner.1

DoubleClick’s component-based native ad solution makes it easy for brands to create compelling native ads that look great across any site or app, and on any device. Exact audience targeting and access to thousands of premium publishers provide both reach and precision — Bid Manager’s 40+ exchange integrations give access to hundreds of billions of global monthly native impressions. And the unified workflow lets you seamlessly integrate native ads with other buys and measure native alongside other campaigns to get a holistic view of performance.

“Native allows us to deliver ads that look good, with appealing text and information, for users to learn about products. We’re able to provide users with an integrated experience.” - Elie Milan, Associate Director of Programmatic at Starcom

Native advertising drives results

Native ads offer many benefits for advertisers. To date, over 500 brands and agencies have used DoubleClick Bid Manager to execute native ad strategies across both brand and direct response campaigns, with success across multiple objectives.

For example, Starcom helped Saudi Telecom reach a younger, tech savvy audience with native ads in DoubleClick, with a 30% increase in unique user reach and 2X improvement in operational efficiencies. Sojern team with SF Travel and used DoubleClick’s native solution to drive 1662% more bookings than their previous campaign with greater media efficiency.

“Thanks to our work with the San Francisco Travel team and Google, programmatic native ads in DoubleClick are now a proven method for driving direct bookings. We’ve since expanded this opportunity and made it available to all of Sojern’s clients.” - Jackie Lamping, VP of Marketing for Sojern

Visualize native ads with our new interactive tool

We've heard from a number of advertisers who want to better understand how their native ads will look before delivering them across a range of different publisher formats and devices.

We’re launching a new tool to help solve this challenge. Our interactive native ad gallery allows you to visualize your native ads before you begin building them. You can use the tool to preview native ads across multiple website templates and multiple devices, using sample creative or uploading custom assets to see your branded ads in action.

Try our interactive tool now to start visualizing your next native campaign.

Getting started with programmatic native ads in DoubleClick Bid Manager

We have also created a guide to help advertisers better understand native and the benefits of buying native ads programmatically. This guide gives you an overview of programmatic native in DoubleClick Bid Manager and offers practical tips to get you started.

DoubleClick’s native solution can help you build beautiful, relevant ads at scale, engaging consumers with better experiences across any screen and context.

Explore native ads in DoubleClick with our new interactive tool and getting started guide.

Posted by Ladika Jackto
Product Marketing Manager, DoubleClick
1 DoubleClick Internal Data April 2017

Bridging the gap between TV and digital video

If you’ve watched a movie on your mobile phone or streamed a YouTube video on your TV, you’re not alone. People are watching great content wherever and whenever they want, across the small screens in their pockets to the large screens in their living rooms. We’re in the golden age of video, and while this explosion of great content is great for users, it creates a lot of complexity for advertisers and publishers.

As the lines blur between TV and digital video, it's important that marketers are able to reach their audiences across screens. That’s why we’re making traditional TV inventory available to buy in DoubleClick Bid Manager in the US. We are integrating with WideOrbit, clypd and Google Fiber to provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager.


Manage TV and digital video campaigns in a single platform with DoubleClick Bid Manager

Historically, TV and digital advertising have been bought and measured through different systems and currencies. By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.

In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick. For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.

Programmatic technology has already automated some of the manual processes associated with buying digital video, and with these new integrations we’ll be extending many of the same workflow improvements to traditional TV.

Access to new advertisers for television networks and station owners

With their inventory now available through DoubleClick Bid Manager, television networks and station owners get access to new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers. Many of these buyers already use DoubleClick, but until now, have had limited access to US TV audiences.

As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.

Posted by Rany Ng
Director, Product Management, Google