Tag Archives: dcm

Insights at your fingertips, for more effective campaigns

Today we are excited to announce Insights, a brand new, beautiful reporting tool that provides marketers and agencies with auto-generated insights about campaign performance across channels to help optimize future campaigns.

To ensure their messages are seen by the right users, today, advertisers spend hours analyzing data, or digging through spreadsheets to find meaningful campaign insights. It shouldn’t be this way. In today’s constantly connected world, where we reach consumers across many screens and channels, real-time, actionable insights are more critical than ever. However, fragmented tools and reporting are major pain points that prevent this, according to a study conducted with the Boston Consulting Group.

Actionable insights at a glance

The Insights tool allows advertisers to view campaign performance at a glance, without having to dig through data or build complex reports manually. You can learn about campaign factors that you undervalued, or ones you may have overlooked. This new tool helps you answer questions like:
  • Which publisher had the lowest cost-per-action (CPA) in previous campaigns for the same advertiser?
  • What time of day generates the highest cost-per-click (CPC)?
  • How does campaign performance vary by mobile platform?
  • Do certain creatives perform better on certain browsers?
  • Am I maximizing exposure on high-performing placements?
Interactive design for faster and more efficient media planning 

Real-time visualizations and graphs replace manual spreadsheets, showing you detailed information faster. The new Insights tool in reporting is highly interactive, with the ability to drill down based on the following:
  • Dimensions
    • Publisher; Placement; Creative; Geo; Platform type; Browser
  • Goals
    • Click-through rate; Cost per click; Conversions per impression; Conversions per click; Cost per activity; Rich media interaction rate; Rich media click rate; Video completion rate
Over the coming weeks and months, you will see more and more dimensions added into the tool that will help you surface key insights for smarter campaign management.

Insights across channels

This new tool includes data across both reservations and programmatic buys. Today, the data is presented together across channels, and in the coming months, we will provide data that is broken out between your reservations and programmatic buys.



Matthew McIntyre, Senior Media Manager at Unique Digital, told us about the benefits they are seeing with the new tool:
“The new Insights tool is really exciting for us as an agency because it lets us see where and how we can make improvements in our campaigns almost immediately. The customizable goals and visualizations allow us to tailor the dashboard for every campaign and instantly make decisions which will drive better results for our clients. The insight provided on performance gives our planners more time and clearer data to make future media plans faster and with more clarity on how to drive the best performance.”
Our goal with DoubleClick Digital Marketing is to integrate your digital marketing efforts seamlessly, so your teams can effectively manage your cross-channel campaigns. With data that is fresh, de-duplicated, and auto-generated, the Insights tool takes us a step closer to this goal. 

Insights is available to all DoubleClick Campaign Manager customers, globally, so if you’re still using DoubleClick for Advertisers, ask your account manager about upgrading to DoubleClick Campaign Manager.

You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Oren Mor, Product Manager, DoubleClick

Become a DoubleClick Campaign Manager expert

We’re thrilled to announce the launch of two exciting DoubleClick Campaign Manager training offerings: DCM Academy & DCM Fundamentals eLearning and Certification.


Get started with DCM Academy

DCM Academy is an easy-to-use, self-paced learning path designed to guide DoubleClick Campaign Manager users by role through core Help Center articles and online training material.

DCM Academy is for ad traffickers, analysts, and media planners – guiding them through curated help content and online training, so that you can learn and master DoubleClick Campaign Manager based on how you use the product.

DCM Academy covers:
  • Basic information for new users: Just getting started? With the DCM Fundamentals eLearning and Certification, this is your first step toward mastering DoubleClick Campaign Manager.
  • Implementation guide: Learn how to structure your new account or advertiser.
  • QA and troubleshooting: Find out how to address and resolve common issues.
  • Advanced topics: Learn about advanced tracking, Google Tag Manager integration, and more.
  • Rich Media: Get tips and best practices for trafficking DoubleClick Rich Media in your DoubleClick Campaign Manager account.

Since DCM Academy covers a lot of material, we’ve set it up so you can track your progress.

The core curriculum: DCM Fundamentals eLearning and Certification

DCM Fundamentals covers key concepts, including:
  • Ad serving basics
  • How to use the DoubleClick Campaign Manager interface
  • Account structure and administration
  • Step-by-step ad trafficking instructions
  • Creating Floodlight tags for conversion tracking
  • Best practices for managing ads, placements, & creative
  • An overview of reporting


Register for DCM Fundamentals through the Training page in the Help Center.

If you're an existing DFA customer, you can continue to use DFA Academy and Fundamentals eLearning for online training. Contact your account manager about upgrading to DoubleClick Campaign Manager today.

Stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Sarah Payne, Product Trainer

Making tagging easy in DoubleClick Campaign Manager

Last week we dove into the new audience capabilities in DoubleClick Campaign Manager that enable you to define, reach, and more deeply understand your customers. Tags plays a critical role in this process, as they allow you to track and measure the impact of your advertising. Today, we’ll dive into how we’re making tagging a much easier and more streamlined part of your digital marketing campaign management.

As it stands today, tagging is one of the most difficult and time-consuming aspects of digital campaign management. In fact, on average, marketers host 14 tags on their sites, 68% of which are third-party. Implementing these tags often involves back-and-forth emails, implementation that can take weeks or months, and a lack of transparency about which tags are installed where. And when tags are implemented incorrectly, it can cause further campaign delays and additional implementation cycles.

We recently introduced two features that will greatly reduce the inefficiencies involved in tagging your campaigns: DoubleClick’s integration with Google Tag Manager, and Tag Assistant.

Making conversion tagging easy with Google Tag Manager integration

To streamline the conversion tagging process, DoubleClick Campaign Manager is now integrated with Google Tag Manager, Google’s free tag management solution. With Google Tag Manager, rather than implementing many individual tags across your site, you can implement one site-wide container tag that uses rules to determine which Google and third-party tracking and measurement tags to dynamically fire. The integration allows you to easily push DoubleClick’s universal conversion tag - Floodlight - directly to Google Tag Manager, making tag deployment faster and and more efficient, while still respecting current campaign management roles.


Deploy tags more quickly: You can push Floodlight tags with one click to Google Tag Manager, reducing implementation time from weeks or even months to minutes. This means you’ll save time, and your campaigns can go live faster. Once your tags are implemented, you can update them in the Google Tag Manager interface in minutes, and you will see these tags deployed on your site within 15 minutes or less. The tags are fired asynchronously, which means they load without blocking other elements on the page from loading, enabling sites to load faster during high-traffic times.



Implement tags more efficiently: With Google Tag Manager, you can rest assured your conversion tags are implemented correctly, as there is only one site-wide contain tag to implement. This helps reduce human error and ensures accurate data is recorded, thanks to rules within Google Tag Manager that determine which tracking and measurement tags to dynamically fire. And you will be able to deploy Floodlight tags across both mobile and desktop pages, making the experience consistent across all devices.


Respect tagging roles: We recognize that different roles within your organization may be responsible for each step of the tagging process. Our goal with this integration was to respect these roles and give you tools to implement tags correctly as quickly as possible. Advertisers still have control over which conversion tags are pushed to Google Tag Manager, and webmasters still have control over which tags go on the page, as they can approve or reject tags within Google Tag Manager.


Simplifying ad tagging with Tag Assistant

Beyond simplifying conversion tagging, we’re also improving how you implement ad tags. One of these initiatives is Tag Assistant, which aims at simplifying the QA process.

Tag Assistant is a Chrome extension that automatically validates the implementation of Google tags on any of your pages. The tool is designed for you to checks tags on the fly and escalate more complex or in-depth issues to support teams.


How it works: Tag Assistant has a predefined list of implementation checks to perform for each tag. When the web page loads, Tag Assistant scans the page, compares your tag implementation against the correct/standard implementation, and cross-references the list of implementation checks. If your tag is implemented correctly, Tag Assistant returns a green status. When a problem is found, a red status is returned along with recommendations and support documentation. The tool not only supports DoubleClick ad tags, but Google Tag Manager, AdWords, and Google Analytics tags as well.

If you're an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

A deep dive into the new audience features in DoubleClick Campaign Manager


Understanding your audience is key to delivering them relevant and compelling messages. In DoubleClick Campaign Manager - the upgraded version of DFA - there are a number of new capabilities to help you define, reach, and more deeply understand your audience, so you can engage them in even more powerful ways. We announced some of these audience features when DoubleClick Campaign Manager launched globally, and today we are going to deep dive into the capabilities.

Define your audience with powerful segmentation tools

With DoubleClick Campaign Manager, you can build segments to define your target audience based on specific actions your customers took, like viewing a certain product on your website, or adding items to their shopping cart. You can also build segments based on combinations of data available in Floodlight custom variables. For example, you can segment users with cart values over a certain amount but who did not check out. Best of all, we’ve enabled existing Floodlight tags to be compatible with building segments, so there’s no need to re-tag in order to take advantage of these features.

Reach your audience with powerful targeting tools

Once you’ve built your audience segments, you can leverage them in real time across the DoubleClick Digital Marketing platform. Segments are shared and synced automatically with DoubleClick Bid Manager, allowing you to apply audience insights to engage your audience across your reserved and programmatic buys. For example, you can combine your first-party segments with powerful keyword-contextual and audience targeting capabilities available in DoubleClick Bid Manager.

And with Dynamic Creative pushed from DoubleClick Studio, a single ad template can support millions of iterations, rotating creative elements like background color, headlines, product images, product descriptions, calls-to-action, and pricing. We optimize to the best combination of variables for each audience segment over time, providing the “perfect ad” for each impression.

Understand your audience with deeper insights

Surfacing strategic insights is crucial for optimizing your campaigns. So we introduced new audience performance reporting that brings audience dimensions to all standard reports. This means all campaign metrics, such as clicks or impressions, can be aggregated or filtered by audience characteristics or specific first-party lists. These reports help you answer questions like, “Did my publisher deliver to the audience that we wanted to target?” and “How many impressions did I deliver to my first-party remarketing list versus everywhere else?” As a result, you can better understand the audience segments with which your message resonated most, and use that information to optimize your campaigns.

DoubleClick Bid Manager customers can also report on audience segments created as part of their reservations buy (and see how they overlap with their third-party lists) with the Audience Composition Report available in DoubleClick Bid Manager.

We are continuing to build powerful audience capabilities into DoubleClick Campaign Manager that enable marketers and agencies to deliver the right message to the right user, on any device.

Next week, join us for a deep dive on the tagging capabilities in DoubleClick Campaign Manager.

If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Adam Champy, Product Manager

What industry leaders value in a digital marketing platform

-- The following is cross-posted from the DoubleClick Advertiser blog --

A few months ago, we launched the new version of DFA - DoubleClick Campaign Manager - globally.

The launch coincided with DFA’s 15th anniversary, so we wanted to use this opportunity to hear from some of our longtime partners. Surely, the world has changed since the early days of DFA, 15 years ago. With new opportunities to reach consumers in more ways than ever, come many new challenges for digital marketers. And marketing platforms must continuously evolve to meet the demands of a shifting and ever-growing industry. 

We asked industry leaders Kurt Unkel, President of Product & Solutions at VivaKi, Megan Moldovan, Director of Platform Logistics at Annalect, and Angelina Eng, VP of Digital Media Ops at Carat what they value in a platform in this day and age, and how DoubleClick has evolved to address those needs. Here’s what they told us:
  1. Efficiency, reliability, and simplicity are crucial to helping marketers streamline the campaign management process. Kurt Unkel said, ”What we get with DoubleClick that we struggle to see anywhere else is simplicity - the ability to integrate a lot of disparate technologies into a common stack. That’s something that really makes a difference in our business, because it allows us to focus on the bigger, strategic things.”
  2. Marketers need integration across channels and screens, and to be able to track and execute across their efforts within one system. Angelina Eng notes, “When we talk about all of these different things that are coming out - verification, video, mobile - how do make that work all together? A company that’s embracing that is one that we want to work with.” 
  3. Platforms must help marketers gain more actionable insights and act on them in real-time. “We have almost too much data at our disposal,” Megan Moldovan tells us, “and it can sometimes be hard to sift through all of that information and understand what it really means, and particularly understand what everything means when you look at it together.”


      With DoubleClick, we are investing in tools to help your digital teams work more efficiently to maximize your results across channels and screens. 

      In the coming weeks and months we will deep dive into many of the new product features available in DoubleClick Campaign Manager. Stay tuned to the blog to learn about the new tools that will simplify digital, help you engage across channels, and enable better decisions.

      If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by following us on our Google+ page.

      What industry leaders value in a digital marketing platform

      A few months ago, we launched the new version of DFA - DoubleClick Campaign Manager - globally.

      The launch coincided with DFA’s 15th anniversary, so we wanted to use this opportunity to hear from some of our longtime partners. Surely, the world has changed since the early days of DFA, 15 years ago. With new opportunities to reach consumers in more ways than ever, come many new challenges for digital marketers. And marketing platforms must continuously evolve to meet the demands of a shifting and ever-growing industry. 

      We asked industry leaders Kurt Unkel, President of Product & Solutions at VivaKi, Megan Moldovan, Director of Platform Logistics at Annalect, and Angelina Eng, VP of Digital Media Ops at Carat what they value in a platform in this day and age, and how DoubleClick has evolved to address those needs. Here’s what they told us:
      • Efficiency, reliability, and simplicity are crucial to helping marketers streamline the campaign management process. Kurt Unkel said, ”What we get with DoubleClick that we struggle to see anywhere else is simplicity - the ability to integrate a lot of disparate technologies into a common stack. That’s something that really makes a difference in our business, because it allows us to focus on the bigger, strategic things.”
      • Marketers need integration across channels and screens, and to be able to track and execute across their efforts within one system. Angelina Eng notes, “When we talk about all of these different things that are coming out - verification, video, mobile - how do make that work all together? A company that’s embracing that is one that we want to work with.” 
      • Platforms must help marketers gain more actionable insights and act on them in real-time. “We have almost too much data at our disposal,” Megan Moldovan tells us, “and it can sometimes be hard to sift through all of that information and understand what it really means, and particularly understand what everything means when you look at it together.”


        With DoubleClick, we are investing in tools to help your digital teams work more efficiently to maximize your results across channels and screens. 

        In the coming weeks and months we will deep dive into many of the new product features available in DoubleClick Campaign Manager. Stay tuned to the blog to learn about the new tools that will simplify digital, help you engage across channels, and enable better decisions.

        If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by following us on our Google+ page.