Tag Archives: doubleclick campaign manager

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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Learn about DoubleClick Campaign Manager and join an upcoming webinar

Need to beat the heat? Set aside time this summer to catch up on DoubleClick Campaign Manager training. We offer cool ways to learn like DCM Academy, a role-based learning path to help you learn based on how you use the product. We also offer Fundamentals eLearning and live webinars covering Reporting, Event Tags, Attribution, and more. And don’t miss our New Features Webinar to learn about the latest product releases.

Register today and find upcoming webinars via the Training page in the DCM or DFA Help Centers (sign-in required).

Start with DCM Fundamentals eLearning

Are you an ad trafficker, analyst, or media planner who needs to learn the basics? Try DCM Fundamentals eLearning and Certification to learn key DoubleClick Campaign Manager concepts. If you need an introduction to the fundamentals and want to learn best practices, this is the place to begin.

Pass the exam and get a certificate of completion demonstrating your knowledge of DoubleClick Campaign Manager. Register

Join a DoubleClick Campaign Manager webinar
If you want to learn about DoubleClick Campaign Manager in a live setting, register for an upcoming training webinar.
DFA6 to DCM for Existing Users – 7/2, 7/9, 7/16, 7/23, 7/30, 8/13, 9/17
Upgrading to DoubleClick campaign Manager? Learn about the latest features and key functionality and workflow differences compared to DFA6. 
DCM Fundamentals – 8/12 (North America), 7/9, 8/13 and 9/10 (Asia-Pacific)
If you want a live webinar experience to support the DCM Fundamentals eLearning, join this 2.5 hour session to learn how third-party ad serving works along with the steps for setting up Floodlight and trafficking your first campaign. This session also touches on remarketing. 
Campaign Trafficking Demo – 7/16, 8/6, and 9/3
Join our product trainer for a walkthrough of how to create a campaign and assign campaign elements. 
Prerequisites: This session is a companion to DCM Fundamentals, and assumes that you’ve taken the DCM eLearning and Certification (or attended the DCM Fundamentals webinar). Before attending, make sure you know how DoubleClick Campaign Manager defines a campaign, placement, ad, and creative. 
DCM New Features Webinar – 7/8
Join our product trainer for a walkthrough of the latest product features.
Advanced webinars
In these webinars, we’ll discuss featured topics to help you more effectively manage your campaigns. Before attending, make sure you’re familiar with basic reporting and DFA6/DoubleClick Campaign Manager concepts.
Reporting Basics – 7/10, 8/14, and 9/11
Learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). Get a demo of Reporting as well as how to pull common reports, including Standard/Performance, Reach, and Floodlight.
Understanding Event Tags – 8/7
Learn about the Event Tags, a DCM feature that helps you to apply 4th party impression and click pixels to your creatives. This webinar will cover Event Tag creation, application and site whitelist/blacklisting.
Reporting: Attribution – 8/28
In this session, you’ll learn about the attribution options available in Reporting, and uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful if you’re upgrading from DFA to DCM and want to expand your knowledge of what the Reporting tool offers.
Prerequisites: Make sure you’re familiar with ad trafficking in DFA6 or DoubleClick Campaign Manager before attending these sessions. If you’re not, attend the Fundamentals webinar first.

DFA webinars
Still using DFA6? That’s okay, we still offer webinar training! Get trained online with DFA Fundamentals eLearning and Certification (eLearnings and exams available in Spanish, Japanese, Portuguese, Swedish, Italian, and more). We also offer webinars for DFA6 Fundamentals and MediaVisor.
DFA Fundamentals – 7/30 and 9/10
DFA Fundamentals is the first step if you’re new to third-party ad serving and DFA6. This webinar mainly focuses on the basics of ad trafficking, but also touches briefly on Floodlight tags and DFA Reporting. 
MediaVisor Fundamentals – 8/5
Learn the most common uses of MediaVisor, including how to plan and create campaigns, advertisers, and site placements. You’ll also learn how to send RFPs and IOs, as well as how to traffic placements from MediaVisor to DFA.
Running into a scheduling conflict? Check out the pre-recorded webinars and training videos in the DCM Help Center, and DFA Help Centers – you might find a pre-recorded session ready to watch.

Don’t forget to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates!

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer

Join a DoubleClick Campaign Manager webinar this Spring

Spring is in bloom in most places, trees and flowers are growing (or at least the snow is melting), and more agencies and marketers are upgrading! It’s the perfect season to learn and master DoubleClick Campaign Manager based on your role and how you use the product. We offer multiple learning options, from the basics to more advanced topics like In-Stream Video, Attribution, and more – so come check us out!

Register for the eLearning and see upcoming webinars via the Training page in the DCM or DFA Help Centers (sign-in required).

Start with DCM Academy and Fundamentals eLearning


Are you an ad trafficker, analyst, or media planner just getting started? Try DCM Academy for easy-to-use learning paths that guide you through core Help Center articles and online training material, including the recently-launched DCM Fundamentals eLearning and Certification. 

Pass the exam and get a printable certificate of completion demonstrating your knowledge of DoubleClick Campaign Manager.


Join a DoubleClick Campaign Manager webinar
Whether you’re starting to upgrade to DCM or you’ve already made the move, attend these webinars to better understand and use the product.

DCM Fundamentals – 4/29 and 6/10
Similar to the eLearning, this 2.5 hour webinar will teach you everything from how third-party ad serving works to the steps needed to set up Floodlight tags and traffic your first campaign. This session also touches on Remarketing. Attend this webinar if you need an introduction to the fundamentals and want to learn best practices.
DFA6 to DCM for Existing Users – 4/2, 4/16, 4/30, 5/14, 5/28, 6/11, 6/25
Learn what's changed in DoubleClick Campaign Manager. Get a demo of the key differences compared to DFA6. Attend this webinar if you’ve been using DFA6 and want to know about functionality and workflow differences between DFA and DoubleClick Campaign Manager before you upgrade.  
Campaign Trafficking Demo – 4/9, 5/7, and 6/4
Join our product trainer for a live walk through of how to create a campaign and assign campaign elements.

Prerequisites: This session is a companion to the DCM Fundamentals eLearning, and assumes that attendees have taken the DCM eLearning and Certification or attended the DCM Fundamentals webinar. Before attending, you should already know how DoubleClick Campaign Manager defines a campaign, placement, ad, and creative.

Advanced webinars
In these webinars, we’ll discuss featured topics to help you more effectively manage your campaigns. Before attending, make sure you’re familiar with basic reporting and DFA6/DoubleClick Campaign Manager concepts.
Understanding In-Stream Video – 4/17
In this session, you'll learn the basics of trafficking In-Stream Video creatives in DCM.

Reporting: Report Builder – 4/3, 5/1, and 6/5
Learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). Get a demo of Reporting along with how to pull common reports, including Standard/Performance, Reach, and Floodlight.

Reporting: Attribution – 5/15
In this session, you’ll learn about the attribution options available in Reporting, and uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful if you’re upgrading from DFA to DCM and want to expand your knowledge of what the Reporting tool offers.
Prerequisites: Users should have familiarity with ad trafficking in DFA6 or DoubleClick Campaign Manager before attending these sessions. If you’re not familiar with DoubleClick Campaign Manager or DFA6, attend the Fundamentals webinar session first.

DFA webinars
Still using DFA6? That’s okay, we still offer plenty of training! Get trained online with DFA Fundamentals eLearning and Certification (eLearnings available in Spanish, Japanese, Portuguese, Swedish, Italian, and more). We also offer webinars for DFA6 Fundamentals and MediaVisor.

DFA Fundamentals – 4/23 and 6/4
DFA Fundamentals is the first step if you’re new to third-party ad serving and DFA6. This webinar mainly focuses on the basics of ad trafficking, but also touches briefly on Floodlight tags and DFA Reporting.

MediaVisor Fundamentals – 4/22 and 6/17
Learn the most common uses of MediaVisor, including how to plan and create campaigns, advertisers, and site placements. You’ll also learn how to send RFPs and IOs, as well as how to traffic placements from MediaVisor to DFA.
Some sessions mention prerequisites where we recommend background knowledge. Be sure to note these to get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any live sessions.

Running into a scheduling conflict? Check out the pre-recorded webinars in the DCM Help Center, and the DFA Help Center – you might find a pre-recorded session ready to watch.

Don’t forget to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates!

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer

Take advantage of engagement metrics and larger file sizes with Enhanced Formats in DoubleClick Campaign Manager


Today, we’re launching Enhanced Formats in DoubleClick Campaign Manager, which allow media agencies to easily add engagement reporting to their standard banner ads and upload larger creative files (such as HTML5 creatives) to DoubleClick Campaign Manager directly. 

Digital advertising has moved beyond the impression and the click -- consumers can now interact with ads in more nuanced ways and advertisers need to be able to measure and understand these interactions. As digital creative becomes more interactive and built for multi-screen, it is also challenging publishers’ website specifications with larger and more complex files. Enhanced Formats provide an easy and inexpensive tool, built into your existing DoubleClick Campaign Manager workflow, that allows you to ensure all of your digital ads are built to accommodate the changing realities of the modern web.

Measure user engagement and interaction for every digital ad you create 
With Enhanced Formats, you can add basic engagement metrics and multiple exit links to your standard banner ads automatically. These will let you track metrics such as interaction rate, display time, the number of times people click on different exit links in your creative, and the breakdown of impressions that occur on various versions of your creative (back-up image vs. HTML5 vs. Flash.) 

blog post image.png

Enhanced banner in the DoubleClick Campaign Manager dropdown menu

Upload larger files sizes, such as HTML5 files
Instead of compressing your HD assets to meet publishers’ specifications, add a polite load image and load your heavy file after the rest of the website loads. That way you preserve your high-res assets without violating publisher specs. Because many HTML5 ads require larger file sizes, the polite load is essential for running mobile-compatible ads. You’ll also be able to pay a fixed price for your assets, rather than paying “by the KB,” so you’ll know exactly what to expect when invoices show up.

Upload mixed mode creative
Instead of showing a static backup image when Flash isn’t compatible, show a more robust HTML5 ad. Enhanced Formats support mixed mode creatives (creatives that include Flash, HTML5 and backup image assets.) DoubleClick automatically renders the correct assets, based on the end user’s environment. Metrics for each type of asset are available in the reporting tab. 

Fewer steps; elegant execution and reporting
We’ve simplified the steps needed to “enhance” your banners and built everything into the existing DoubleClick Campaign Manager workflow. 
  • Add multiple exits: DoubleClick automatically creates exits for the clicktags in a creative and lets you customize the reporting label for each exit. You only have to traffic one creative (as opposed to a creative for every clicktag), and you get all the exits alongside the rest of your metrics in the reporting tab. 
  • Batch upload: Upload a zip file full of assets and DoubleClick will automatically detect which assets go with which creative. Enhanced banners will be created for larger assets in the zip, and flash or HTML5 formats will be created for smaller assets in the zip. 
Less expensive than full rich media
With Enhanced Formats, you get access to engagement metrics, polite load, and larger file sizes at a lower cost. 

To add Enhanced Formats to DoubleClick Campaign Manager, please contact your account manager. Note that Enhanced Formats are only available in DoubleClick Campaign Manager, so if you’re still using DFA, ask your account manager about upgrading to DoubleClick Campaign Manager first. 

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

Posted by Jordan Sumerlus, Product Manager, DoubleClick

Investing in a cleaner, more accountable web with spider.io

Advertising helps fund the digital world we love today -- inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world. But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud.

This is a fight we’ve taken seriously from the beginning. Over the years, we’ve invested significantly in the technology and talent to prevent fraud and create greater accountability online. For example, we put extensive resources towards keeping bad actors out of our ad systems -- last year alone, we turned down millions of applications from sites looking to join our network because of suspected fraudulent activity. We also introduced new measurement tools, like MRC-accredited Active View, which lets advertisers buy only those ads that are viewable on a page. Active View offers greater peace of mind to all media buyers, but is especially important for brand marketers who want to know, first and foremost, that their ad has a chance to be seen.

Today we’re announcing our latest investment: we’ve completed an acquisition of spider.io, a company that has spent the past 3 years building a world-class ad fraud fighting operation.

Our immediate priority is to include their fraud detection technology in our video and display ads products, where they will complement our existing efforts. Over the long term, our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media and give all parties a clearer, cleaner picture of what campaigns and media are truly delivering strong results. Also, by including spider.io’s fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem.

Of course, this is not an issue we’re fighting alone. We applaud industry efforts like the IAB’s Traffic of Good Intent (TOGI) task force, which also play a critical role, as well as major commitments from others in the space. As an industry, we can address this issue and block those who seek to game the system. We can make digital the platform of choice for all marketers -- including brands -- to invest. And we can offer accountable media for all; we’re excited to take this big next step.


Posted by Neal Mohan, VP, Display Advertising

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

Join an upcoming DoubleClick Campaign Manager training webinar

With the new year, now is the perfect time to learn the DCM interface and dive into the new workflow. Whether you're upgrading or haven't yet used DCM, we offer multiple ways for you to learn the basics, and learn about advanced training topics.

Take a look at our upcoming DCM and DFA webinars and enroll through the Training page in the DCM or DFA Help Centers (sign-in required).

DCM webinars
Whether you’re upgrading to DCM or have already upgraded, attend these webinars to better understand and use DCM.
DCM Fundamentals – 2/12, 2/26 and 3/12
Designed for new DCM users, this webinar will teach you everything from how 3rd party ad-serving works to how to set up Floodlight tags and traffic your first campaign. This session also touches on Remarketing. Attend this webinar if you need an introduction to the fundamentals of DCM and want to learn best practices.
DFA6 to DCM for Existing Users – 2/5, 2/19, 3/5, and 3/19
Learn what's changed in DCM. Get a demo of the key differences in DCM compared to DFA6. Attend this webinar if you’ve been using DFA6 and want to know about functionality and workflow differences between DFA and DCM before you upgrade. 
Reporting: Report Builder – 2/6 and 3/6
Learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). Get a demo of Report Builder (Reporting) as well as how to pull common reports (Standard/Performance, Reach, and Floodlight). This training also covers the differences between Report Builder and ReportCentral.
This session is designed for users with a basic knowledge of DFA6 or DCM. If you’re not familiar with DCM or DFA, attend the Fundamentals webinar session first.

Advanced webinars
In these webinars, experts will discuss featured topics to help you more effectively manage your campaigns in DCM. Before attending, users should be familiar with basic reporting and DFA6/DCM concepts.
Understanding Ads and Creatives: Properties – 1/23
In this session, you'll learn about the properties of your ads, including priority, delivery goals, creative rotation, and targeting. This will also cover creative labeling, which can be used to isolate and view the performance of similar creative messages in reporting.
Understanding Event Tags – 2/27, 3/20
This session addresses the new Event Tags feature in DCM, which helps you to apply 4th party impression and click pixels to your creatives in DCM. Learn about Event Tag creation, application and site whitelist/blacklisting.
Understanding Remarketing – 3/13
This session will cover the use of remarketing in DCM, including the creation of remarketing lists and the use of those lists for the purpose of targeting ads in DCM.
Reporting: Attribution – 2/20
In this session, you’ll learn about the attribution options available in Reporting. Get a look at uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful if you’re upgrading from DFA to DCM to expand knowledge of what the Reporting tool offers.
DFA webinars
Still using DFA6? No worries! Get trained online with our DFA Fundamentals eLearning (available in Spanish, Japanese, Portuguese, and Swedish, Italian, and more). We also offer webinars for both DFA6 Fundamentals and MediaVisor.
DFA Fundamentals – 1/21, 2/19, 2/26, and 3/26
Learn the basics of trafficking in DFA6. The bulk of the session focuses on ad trafficking, but touches briefly on Floodlight tags and DFA Reporting. DFA Fundamentals is the first step if you’re new to third-party ad serving and DFA.
MediaVisor Fundamentals – 2/11 and 3/11
Learn the most common uses of MediaVisor, including how to plan and create campaigns, advertisers, and site placements. You’ll also learn how to send RFPs and IOs, as well as how to traffic placements from MediaVisor to DFA.
Some sessions mention prerequisites where we recommend background knowledge. Be sure to note these to make sure you get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any of the live sessions.

Running into a scheduling conflict? Check out the pre-recorded webinars in the DCM Help Center as well as the DFA Help Center – you might be able to find a pre-recorded session ready to watch.

Don’t forget to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events and product updates!

Posted by Sarah Payne, DCM 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.