Tag Archives: DDM

41.6% of surveyed advertisers say programmatic is top of mind when designing a media plan


There’s no question that yesterday’s ad tech trend, programmatic buying, is here to stay. Programmatic spending is expected to reach $21B worldwide in 2014, according to Magna Global. To understand how the move toward programmatic buying is impacting the advertising industry, DoubleClick recently commissioned a study on the topic with Advertising Age. Here’s what we found.
  • More advertisers are demanding it:
    • 41.6% of surveyed advertisers (including marketers and agencies) indicated that programmatic is top of mind when designing a media plan. This is a marked shift from previous strategies, where it was primarily considered at the end of the media buying process.
    • 2 years from now, marketing departments will be the primary advocates for programmatic buying; currently, the media buying arms of agencies and marketers are responsible for it. 
    • Cross-platform reach is believed to be the primary benefit of programmatic buying for advertisers, followed by increased operational efficiency, and better relevance in messaging
  • Publishers are adapting for a programmatic world:
    • For nearly 25% of the publisher respondents in the survey, programmatic selling is top of mind when responding to RFPs
    • 72% of publishers surveyed would sell more inventory programmatically with stronger cross-platform support
    • Publishers expect an 11.17% rise in CPM growth rates in the next 2 years
  • The growth of programmatic is contingent upon the evolution of the advertising ecosystem:
    • Transparency is key to adoption by buyers and sellers
    • Inventory quality, ad fraud management and the move to programmatic premium will drive higher-value advertising
    • Cross-platform support will help marketers and sellers realize the true potential of one-to-one engagement
Want more information on the study? Here are three things you can do:
  • Read the full report, along with perspectives from industry leaders from Vivaki, UM, Fox News, New York Times. 
  • Get the high-level picture in the infographic supporting key findings
  • Stay tuned for details on a webinar featuring Kellogg’s Aaron Fetters, Director of Analytics and Insights to hear why and how they’re increasing their investment in programmatic technologies.
You can stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.


Posted by Yamini Gupta, Product Marketing Team

Introducing Active View reporting in DoubleClick: A foundation for brand measurement

In an important step toward making brand measurement as actionable as the click, customers of our DoubleClick platform globally now have access to Active View reporting. Advertisers, agencies and publishers now have access to a common, integrated metric to evaluate and compare the viewability of impressions across the web.

Digital advertising can provide brand marketers better measurement for their campaigns, but to do so, we must transition to a market where viewable impressions are a standard currency. On March 31, the Media Rating Council took the first step toward making viewable impressions a standard by lifting its advisory to refrain from transacting on viewable impressions as a digital advertising currency. We’ve always been a strong supporter of the viewability standard and we’re excited to roll out our MRC-certified viewability solution Active View to our DoubleClick partners.

DoubleClick clients globally now have access to Active View viewability reporting by default in:
  • DoubleClick for Publishers, for publishers using Google Publisher Tags 
  • DoubleClick Ad Exchange, in the new Query Tool
  • DoubleClick Digital Marketing
    • DoubleClick Campaign Manager, including reach and frequency
    • DoubleClick Bid Manager

From measurement to currency, the future of Viewability
Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
“The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
"At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”

Providing a common measurement metric is the foundation for a world where we can transact on viewable impressions. But measurement alone does not make viewable impressions a currency. For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions. We already enable this on the Google Display Network and, we’re also investing in tools on the DoubleClick platform to allow advertisers and publishers to value, buy, sell, serve and optimize to viewable impressions. 

The transition to viewable impressions will not happen overnight, but as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers. We look forward to working with our clients and industry bodies to turn viewability into a new currency for the web.

Posted by Sanaz Ahari, Group Product Manager, Brand Metrics


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Q&A with Neal Mohan: A Sneak Peek at the DoubleClick Live Stream

DoubleClick’s annual digital advertising summit is just around the corner, streaming live on YouTube on Wednesday, June 4th. (Sign up here to watch.) We caught up with Neal Mohan, Google’s Vice President of Display and Video Advertising Products, to hear what’s on his mind as we get ready for the event.

Q: What topics should we expect to hear about this year? 
A: I don’t think it will come as a surprise that our team has been very focused on how to make digital work for brands and premium publishers. You can expect to hear a lot more about that. Also, since this event marks Google’s annual conversation on the future of digital advertising, we’ll discuss how digital is redefining consumer behavior, content development, and the ways that advertisers and publishers reach their customers.

Q: Will the live stream include any special guests? 
A: I’ll be joined by Nikesh Arora, our Chief Business Officer at Google, and Jeffrey Katzenberg, the CEO and Co-Founder of DreamWorks Animation. I’m looking forward to hearing Jeffrey talk about how technology has changed content creation.

Q: What consumer trends are impacting the way brands and publishers think about digital? 
A: When we started this DoubleClick event 14 years ago, going online was a deliberate act that required going to a computer and “logging-in”. The days of going online are coming to an end. Today’s digital experience is one that is always-on and always with us. As a result, digital has become far more personal, and one of the most personal forms of communication - video - is playing a more central role in our online lives. All these factors have major implications for brands and publishers, which we’ll discuss at the event.

Q: So...any scoops you can give us?
A: As I mentioned, video has been very much on my mind lately. Getting video right is something that is essential to our brand, agency, and publisher partners...expect to hear more about what we have planned to help make that happen.

We hope you can join us on Wednesday, June 4th at 9:30 am PDT / 12:30 pm EDT. Register to watch the live stream or to receive the recording. -The DoubleClick Team

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

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.

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.