Category Archives: DoubleClick Publishers Blog

DART for publishers – DoubleClick Publishers

Tune in on July 10, 2018 as we announce our latest product innovations

Sign up to join the live streamed keynote at Google Marketing Live:

When: Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET

Duration: 1 hour

Where: Here on the DoubleClick Publisher Blog
It’s that time of year again! Join us as we unveil the latest Ads, Analytics and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry.

Register for the keynote live stream here. We’ll also make a recording available after the live stream for advertisers in other time zones.

Until then, subscribe to Think With Google, and follow us on Twitter, Google+, Facebook and LinkedIn for a sneak peek of what’s coming soon.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads & Commerce

Helping publishers recover lost revenue from ad blocking

Today, the majority of the internet is supported by digital advertising. But bad ad experiences—the ones that blare music unexpectedly, or force you to wait 10 seconds before you get to the page—are hurting publishers who make the content, apps and services we use everyday. When people encounter annoying ads, and then decide to block all ads, it cuts off revenue for the sites you actually find useful. Many of these people don't intend to defund the sites they love when they install an ad blocker, but when they do, they block all ads on every site they visit.

Last year we announced Funding Choices to help publishers with good ad experiences recover lost revenue due to ad blocking. While Funding Choices is still in beta, millions of ad blocking users every month are now choosing to see ads on publisher websites, or “whitelisting” that site, after seeing a Funding Choices message. In fact, in the last month over 4.5 million visitors who were asked to allow ads said yes, creating over 90 million additional paying page views for those sites.

Over the coming weeks, we’re expanding Funding Choices to 31 additional countries, giving publishers the ability to ask visitors from those countries to choose between allowing ads on a site, or purchasing an ad removal pass through Google Contributor. Also, we’ve started a test that allows publishers to use their own proprietary subscription services within Funding Choices.

How Funding Choices works

Funding Choice gives publishers a way to have a conversation with their site visitors through custom messages they can use to express how ad blocking impacts their business and content. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user:

A dismissible message that doesn’t restrict access to content.

A dismissible message that counts and limits the number of page views that person is allowed per month, as determined by the site owner, before the content is blocked.

Or, a message that blocks access to content until the visitor chooses to allow ads on the site, or to pay to access the content with either the site’s proprietary subscription service or a pass that removes all ads on that site through Google Contributor.

On average, publishers using Funding Choices are seeing 16 percent of visitors allow ads on their sites with some seeing rates as high as 37 percent.

Ad blockers designed to remove all ads from all sites are making it difficult for publishers with good ad experiences to maintain sustainable businesses. Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of ad blocking on them, and we look forward to continuing to expand the product availability.

Posted by Varun Chirravuri
Product Manager

Making the most of commercial breaks across screens

It’s not uncommon for a single TV episode to cost millions, if not tens of millions of dollars to produce. Everyday, teams of studio executives, producers, writers, and actors, all set out to do one thing–create the next big TV moment. But what about the moments in between the content? Commercial break experiences can play a big role in whether someone keeps watching your shows. By bringing the best parts of digital advertising like addressability to broadcast TV, we’re helping our partners keep their audiences captivated during ad breaks and watching longer.

Today, we’re sharing the momentum partners are seeing on our platforms and some of the ways in which we’re working with the industry to bring the performance of digital advertising to traditional linear broadcasts.

Delivering better ad experiences on Connected TVs for more partners

Our continued investments in products such as Dynamic Ad Insertion and Smarter TV ad breaks have delivered better ad experiences for people watching on Connected TVs and over-the-top devices; and created more value for our partners. In fact, across our platform, ad impressions served on living room screens have more than doubled in the past year.1 And we expect this growth to continue as more broadcasters like Major League Baseball and Cheddar partner with DoubleClick to monetize their media.

Since Opening Day, Google has been working with Major League Baseball to monetize the live streams of their games on the MLB.TV app across Connected TVs and other OTT devices. Similarly, Cheddar is partnering with us to ensure no matter where people are accessing news, they’re getting seamless ad experiences.

Bringing addressability to traditional TV

We believe addressable TV ads provide a better experience for the viewer. On our path to enable addressability across the TV ecosystem, we’ve partnered with the National Association of Broadcasters and technology providers such as Unisoft, ATEME, S&T, OpenZNet, and Vewd in a new experiment, now on display at the NABShow.

This demo brings addressable ads into over-the-air broadcast streams via Smart TVs that support the ATSC 3.0 standard. It will feature two TV sets meant to simulate different personas or household types. While tuned to the same broadcast, DoubleClick will serve different ads to each of the TV sets.

In addition to being more relevant, the ads will also feature an interactive element. We’re looking forward to exploring more in this space as this technology evolves to make advertising experiences better for people, wherever they’re watching.

Connect with Google at the 2018 NABShow

To learn all the ways Google is working to improve the advanced TV audience experience, connect with us at the 2018 NABShow. For a full listing of our speaker sessions, visit our Google at NABShow event website here. Or stop by our booth in South Upper Hall #SU218.
Justin Bradbury
Product Marketing Manager


1 DoubleClick Internal Data, Sep 2016 - Aug 2017

Exchange Bidding now available to all customers using DoubleClick for Publishers

The first ad server was created in 1995 with the goal of helping websites deliver ads online. Over the next twenty years, what was once a simple technology with limited capabilities would evolve into one of the most fundamental and advanced aspects of a media organization’s business.

Through that time, DoubleClick’s mission has remained the same: to help publishers maximize revenue and create sustainable businesses. It’s why we’ve been focused on providing our partners with deeper insights into their businesses with initiatives like the Insights Engine Project, and collaborating with the industry on products like Exchange Bidding.

When we first announced Exchange Bidding, we hoped that it would help publishers earn more money from their ad partners without sacrificing user experience across their properties. Exchange Bidding is now a significant revenue driver for hundreds of publishers who have grown their programmatic revenue by an average of double-digit percentage points.1

Today, we’re excited to announce that Exchange Bidding is available with new features to all customers using DoubleClick for Publishers* globally.

Greater revenue, greater transparency

With Exchange Bidding, publishers can increase revenue by allowing multiple exchanges to compete with each other -- and with DoubleClick Ad Exchange -- in a unified auction. In addition to boosting CPM’s, Exchange Bidding provides publishers with a holistic view of each ad partner’s performance and a streamlined billing and payment process. Today we are rolling out new reporting capabilities to provide publishers with greater insights and transparency into each ad partner’s performance.

For example, Exchange Bidding customers can now generate reports across several new dimensions including demand channel, exchange partner, yield group or advertiser on a per-impression level. With these new insights, publishers can make smarter and faster decisions to ensure they’re getting the greatest value from every impression.

“Consolidated reporting through Exchange Bidding means that we can accurately track performance and trends for our demand partners in respect of our full ad stack. We're excited about Google's further developments in this area and look forward to utilising these new capabilities.”
- Alex Payne, VP Ad Platforms, VICE Media

A growing network of global partners

As publisher adoption of Exchange Bidding has grown, so has our network of exchange partners. Publishers can now access real-time demand from more than 10 exchanges including new partners like Triplelift and Aerserv directly in DoubleClick.

Not only are publishers benefitting from Exchange Bidding, but our exchange partners are also seeing a positive impact on their business. RhythmOne, for example, has seen a 40% increase in programmatic revenue among their customers using Exchange Bidding. They’ve also benefited from access to higher quality inventory with cookie match rates exceeding 80%. Index Exchange also cites a 40% increase in total Exchange Bidding revenue attributed to mobile apps.

“Index Exchange’s partnership with Google provides new points of entry to publishers across the globe and allows us to rapidly grow our quality app supply. We’re excited more publishers now have access to these additional tools that will bolster revenue and drive demand for their business.”
- Alex Gardner, SVP Partner Development, Index Exchange

Paving the path for greater innovation

These results for our customers and exchange partners are just the beginning. To ensure publishers continue getting the greatest value for all their ad inventory, we’re expanding Exchange Bidding to more ad formats like video ads and transaction types such as programmatic deals. Both of these products are currently in closed alpha and will be released to beta in the upcoming months.

If you are interested in using for Exchange Bidding on DoubleClick, please reach out to your account manager or contact: exchange-bidding-ga@google.com.

*Exchange Bidding is currently available in closed beta to publishers using DoubleClick for Publishers Small Business.
1Google Internal Data, May 2017
Posted by Jonathan Bellack
Director of Product Management, Publisher Platforms

Changes to our ad policies to comply with the GDPR

In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.

Posted by Carlo D’Asaro Biondo
President, EMEA Partnerships

Changes to our ad policies to comply with the GDPR

In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.

Posted by Carlo D’Asaro Biondo
President, EMEA Partnerships

Publishers Save 57% More Time with Programmatic Guaranteed Deals

In an industry moving increasingly towards automation and efficiency, traditional reservations (the one-to-one selling and management of direct media buys) represented $26B in global display and video spend in 2017.1 While media buyers and sellers may still prefer to negotiate their premium reservations directly, new research from The Boston Consulting Group (BCG) suggests that using Programmatic Guaranteed for the setup and management of direct media buys can save both parties significant time and add value. The report concluded that publishers and agencies/advertisers save 57% and 29% more time, respectively, when using Programmatic Guaranteed deals versus traditional reservations; while still maintaining the same level of control over their campaigns.2

BCG’s report, “A Guaranteed Opportunity in Programmatic Advertising”, investigates the end-to-end direct deal workflows of over 40 advertisers, agencies, and publishers across 12 countries running both Programmatic Guaranteed and traditional reservation deals. The primary objective of the research is to quantify the operational efficiency of each buying methodology. It also explores the performance lift advertisers can gain from Programmatic Guaranteed’s advanced features, like Audience List Guarantees, Custom Creatives, and Frequency Management.

Get the full report to find out how Programmatic Guaranteed can save you time, as well as to learn:
  • The expected growth of programmatic reservations over the next 3 years
  • The (8) areas where Programmatic Guaranteed improves operational workflows for buyers and sellers
  • The (4) levers you can pull to make the most of your Programmatic Guaranteed deals
Download the report here.

Posted by Justin Bradbury
Product Marketing Manager

Source:
1 Magna Global, “Programmatic 2017,” September 2017.

2 The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic Advertising, February 2018. The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic Advertising, February 2018.

Capture growing video budgets with new out-stream formats on DoubleClick

The best ads tell stories that pull people in, capture their attention and make them want to believe in what they’re being told. Digital video has given advertisers the canvas to do just that on more screens than ever before. And they’re taking note–digital video spend grew 35% last year alone. 1 But as powerful as video ads are, they have historically been limited to the confines of players and in-stream video content–missing important consumer moments throughout the day like reading the news, playing a game, or scrolling through a social app.

To help advertisers engage their audiences in more places, and to enable publishers to capture growing video budgets across their non-video content on sites and apps, we recently released four new programmatic out-stream video formats in a new beta on DoubleClick. We’re also working closely with the IAB Tech Lab Open Measurement Working Group to ensure that all of our new video formats are easily measurable across all platforms and devices.

In-article and in-feed formats put video ads front and center in publisher content

With out-stream ads on DoubleClick, publishers can serve video ads across their content feeds and within their articles programmatically. Both in-feed and in-article video ads seamlessly fit a user's scrolling behavior on both web and apps; and they are muted by default to ensure they don’t disrupt the user. Moreover, the ads only play when 50% or more of the ad is in view, ensuring higher viewability rates. If users choose to engage with an ad, they can tap to unmute the video.

On average, out-stream video ads are earning 8.9x higher CPMs compared to standard banner ad CPMs on DoubleClick Ad Exchange. 2 And in certain regions, among the 100+ publishers who have already signed up for the beta, partners have seen substantially greater CPM lift as we’ve continued to fine tune and scale the new formats.

In-Article Video Demo


In-Feed Video Demo

Native video ads conform to perform

Native video ads are designed to fit the form and function of the surrounding page or app. Using standardized ad components like headline, description, logo, and video files, publishers can create custom ad experiences that are seamlessly integrated across their sites and apps.

Since launching their “Adapt” native video ad format with DoubleClick, Time Inc. has seen a 5x increase in video inventory available across their properties. Ashley Allen, Director of Ad Product Solutions at Time Inc. commented, “Adapt gives us the flexibility to meet the demands of our advertisers while responding to the behaviors of our audiences. DoubleClick’s native ad technology has enabled us to capture this opportunity as quickly as we’ve been able to.”

Native Video Demo

Rewarded video ads deliver value for users and engagement for game developers

Games are among the most popular types of apps, pulling in a high percentage of male and female users of all ages, 96% of whom engage with gaming apps every week.3 Game developers using DoubleClick Rewarded video ads are capitalizing on growing usage by creating non-intrusive, user-initiated ad experiences that offer users something of value (like an extra life in a game) in exchange for viewing a video ad.

In 2017, Nestlé ran a campaign in the UK with King, the gaming company behind Candy Crush, offering users an extra life or boost in their games in exchange for watching a video ad. The user-initiated placements generated a 99.5% view-through rate and a 3% click-through rate across Android devices.4 Performance like this underlines the fact that when users’ experiences and choices are respected, both the advertiser and the publisher benefit from increased engagement.

Rewarded Video Demo

Ensuring accountability across new video formats, devices and platforms

In addition to developing new video ad formats, we're also working to ensure that video viewability is easily measurable across all platforms and devices -- including mobile apps. To accomplish this, we’re integrating the Open Measurement SDK into both our Google Mobile Ads and Interactive Mobile Ads SDKs. Once implemented, mobile app publishers and game developers will be able to power any vendor’s measurement tools, which in turn will reduce development time and streamline deal negotiations with advertisers.

The initiative marks a significant step towards improving the measurability of in-app video ads and we're working closely with partners like King to test the Google Mobile Ads SDK integration in their gaming apps.

"For the industry at large, The Open Measurement SDK will create a universal standard for the collection of video viewability data and reduce reporting inconsistencies across the mobile app landscape. For King, the single-source solution will enable us to engage with advertisers regardless of their preferred measurement vendor. As a result, mobile in app video will become a more predictable advertising channel, which in turn will create more demand for our inventory."

--Brian Ames, President of Advertising at King


Out-stream video formats are poised to play an important role in the future of video advertising for publishers, because they create a meaningful opportunity to increase the demand for and value of their content and audiences. As advertisers continue to demand more premium video inventory, non-video publishers and game developers should take note, as they may be sitting on a treasure trove of video ad impressions. We look forward to sharing more of our work and innovations in these areas in the months ahead.
Posted by Benyah Shaparenko
Product Manager, Google
1Global Ad Spend Forecast”, Dentsu Aegis Network, Jan 2018 
2 DoubleClick Ad Exchange Data, Sept-Dec 2017
3Something for everyone,” Ipsos MORI mobile app research report, July 2017
4How Nestlé Achieved Brand Goals in Mobile App Environment”, Think with Google, May 2017

Preventing unauthorized inventory

Advertising should be free of invalid activity – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the ads.txt standard, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our advertiser and publisher advertising platforms.

As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:
  • Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
  • DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.

Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.



The adoption of ads.txt has been growing quickly and the standard is reaching scale across publishers:
  • Over 100,000 ads.txt files have been published
  • 750 of the comScore 2,000 have ads.txt files
  • Over 50% of inventory seen by DBM comes from domains with ads.txt files

We believe ads.txt is a significant step in cleaning up bad inventory and it's great to have the broad support of our partners like L’Oreal, Omnicom Media Group, and the Financial Times.
“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
- Marie Gulin-Merle, CMO L’Oreal USA
"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group
“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
- Anthony Hitchings, Digital Advertising Operations Director, Financial Times

It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.

Posted by Per Bjorke
Product Manager, Google Ad Traffic Quality

TV made smarter with DoubleClick

I used to wait all week to watch 90210 on Thursday nights at 9:00. Today, I can binge watch Breaking Bad whenever I want, wherever I want. Whether it’s 1997 or 2017, there is one simple thing that keeps us coming back to TV — great content. But the issue today is that the experience and the content are often at odds — while the content is addictive, the experience is not.

I believe that the future of TV is one that’s smarter — that brings together the TV content you love with the seamless experience of digital — on every screen or surface. Building towards that future, at our Partner Leadership Summit in Chicago early this month, we announced several new products and features to DoubleClick for Publishers, made for our TV.

Video ad experiences get smarter, live and on-demand, with Dynamic Ad Insertion

Over the years, we’ve rebuilt our video platform from the ground up — we knew that TV was a very different experience from the web and we knew that broadcasters had different challenges, infrastructure, distribution partners and content from web publishers. With TV coming to digital, we put our stake in the future of building for a better user experience — one that was connected, always on, and on-demand.

Powering dynamic ad insertion has become a leading benefit of our platform. Over the last couple of years, we’ve successfully powered dynamic ad insertion for live streaming and on-demand content for many of the largest news, sports events and episodic premiers. In fact, over the past two years alone we’ve seen a 4X increase in ad impressions delivered via our Dynamic Ad Insertion product by TV partners like CBSi, AMC, Bloomberg, TF1 and many more.1

Smarter TV ad breaks optimize revenue within each pod, programmatically

We’re also bringing new updates to a key feature of our platform — smarter TV ad breaks. With this update, ad slots no longer need to be sold as fixed lengths in the break. Smarter TV ad breaks automatically optimize your ad break to the revenue-maximizing combination of ads, personalized and relevant for each viewer. For example, a ninety second ad break can now be filled by two 15-second and two 30-second ads or one 15-second, one 60-second and two 6-second bumper ads depending on what will bring you the most revenue. Importantly, we’re able to do this across your programmatic or reservation deals, while respecting your business rules, such as competitive exclusions and frequency capping within the break or stream.

Content gets smarter with TV Content Explorer

To effectively monetize TV content, you need a platform that can better understand the content you’re monetizing, the audiences engaging with it and serve the right ad in just the right moment no matter where users are consuming it. That’s why we’re launching TV Content Explorer in DoubleClick for Publishers, available in beta by the end of 2017.

Leveraging Google’s machine learning expertise and smart heuristics, TV Content Explorer creates and automatically organizes an intuitive catalog of your shows and clips. We analyze millions of signals from video content feeds, automatically applying classifiers and making recommendations for how content should be organized across dimensions like show, genre, trending, dayparts, etc. With this inventory catalog, you’ll get a clearer view of the opportunities and packages available to sell.

But that’s not all. To ensure that you aren’t leaving any revenue on the table, the Explorer will also proactively surface deeper insights into audiences and monetization opportunities via insight cards. We’re just scratching the surface of what’s possible with this feature and are excited to bring even more innovation to this Explorer in the future.

Inventory decisions get smarter with updated forecasting and pacing models

Accurately predicting inventory volumes across a multitude of devices for TV content requires consideration for factors such as seasonality of content, unpredictable viewership spikes for live events and varying programming schedules.

That’s why our new forecasting and pacing models, currently in beta, were built to include a lookback window of 18 months, consideration for organic growth over time, audience seasonality and one-off anomaly corrections for unpredictable events like breaking news. Soon, it will also allow you to import offline traffic data and upload custom pacing curves to inform the algorithm for greater accuracy.


Audience strategies get smarter with insights from Google

We recently shared that we’re starting limited tests to help our partners better understand their audiences with new insight reports that expose demographic and interest data from Google. This presents an opportunity for broadcasters and programmers to personalize ad experiences more effectively and package digital inventory similarly to how TV is bought and sold. Additionally, we’re starting limited tests to help partners serve ads against demographic data from Google via Programmatic Guaranteed deals with DoubleClick Bid Manager.

TV is here to stay because there’s no such thing as too much good content — it’s hard for me to imagine a world without 90210, Breaking Bad or Designated Survivor. By bringing everything that’s good about digital to TV, we’re only making it unstoppable. Stay tuned to learn more about how we’re evolving our platforms for a future where TV will be smarter, just as it will continue to be everywhere.

Posted by Rany Ng
Director, Product Management, Google
1DoubleClick Internal Data, Jan-Sept 2015 and Jan-Aug 2017