Our commitment is particularly evident in how we’re evolving DoubleClick. There’s no doubt that the dual explosions of programmatic advertising and mobile devices have ushered in a new digital era fueled by data. Today, you can be better news publishers, entertainment programmers or app developers — and make smarter content and business decisions — with the immense amount of information available to you.
We believe there is a new opportunity emerging to turn raw data into powerful insights. So, we are announcing the Insights Engine Project, an ongoing initiative to bring Google’s cloud computing and machine learning expertise to DoubleClick’s reporting and forecasting systems. We want to make it easier for you to optimize your business for success with both consumers and advertisers. Our teams have been hard at work for some time now, and today we are announcing seven features in development, many of which are already in testing with select partners.
Custom data analysis and visualization with BigQuery and Data StudioAll the data in the world is not much use if you can’t analyze it and see the results. To make this easier, we are connecting DoubleClick to two powerful Google tools — BigQuery and Data Studio. BigQuery is Google’s fully managed, petabyte scale, low cost enterprise data warehouse for analytics. Data Studio turns your data into customizable informative dashboards and reports that are easy to read and share. Both connectors are in beta now, with broad availability in early 2018.
Smarter decisions with insight cards and a new forecasting experienceLate last year, we started using Google machine learning to offer opportunities and experiments in DoubleClick for Publishers and Ad Exchange. So far, our partners have implemented more than 6,700 recommendations worth millions of dollars in new revenue.1 Often, the most valuable insights are not simply into what has happened in your business, but also into what your peers are doing, and especially into what comes next.
In the months to come, a new set of insight cards in DoubleClick will give you information about how you are performing relative to your peers on key success metrics like ad viewability, site latency, and more. And to help you be more confident about the future, we will also be launching a new forecasting experience that includes automatic growth detection, seasonal adjustments, and easy viewing of historical data side by side with future predictions.
Audience insights for more relevant content and adsThe Insights Engine Project does not stop with business data. We also believe that helping you learn more about your audience can help you deliver more relevant and higher quality experiences. In the months to come, we will be conducting two limited tests of sharing demographic and interest insights with our partners, including using those insights to deliver more relevant ads in programmatic deals with DoubleClick Bid Manager advertisers. These tests will help us explore the best way to make ads and content more relevant for users, while ensuring their privacy and preferences are respected.
Supporting the news industry with subscription offersFinally, subscriptions are becoming a more and more important part of the business of our partners in the news industry. So, we are also testing the application of machine learning and audience insights to the subscription business — helping you optimize the best moment to reach users when they have a higher likelihood of paying.
The first stepAs we enter the next phase of digital growth, in a world that’s AI-first and where data is king, we’re excited to partner with you in new ways to drive sustainable growth beyond tomorrow into the further future. We are confident that when you have the right pieces of information in the right places, the possibilities are endless. The Insights Engine Project starts with the initiatives I have described here, but will continue into 2018 and beyond, so stay tuned to learn more about how you can start taking advantage of these new capabilities.
|Posted by Jonathan Bellack |
Director of Product Management, Publisher Platforms