Tag Archives: Ads

Bringing the speed of AMP to search & display ads

Succeeding on mobile starts with getting the basics right. People choose brands that meet their needs instantly and seamlessly. That means no matter how great your site looks, if it loads slowly, users will leave and you’ll miss out.

The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.

Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.

Improving campaign ROI with lightning-fast AMP landing pages

We’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.

The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they've come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.
“We understand the importance of speed in delivering effective advertising campaigns. That is why we're incredibly excited to apply the speed of AMP to our paid campaigns in AdWords."
-‎Aaron Cocks, Online Marketing Optimization Manager, Toll Brothers

“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we've seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP."
-‎Paul Ortmayer, Head of Digital Analytics - EMEA, Johnson & Johnson


Ensuring display ads are seen with AMP

When ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.

To make ad experiences on the web a lot better and faster, the AMP Project launched The AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.

As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.


Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations.

Posted by Jerry Dischler
Vice President, Product Management

Powering ads and analytics with machine learning

Today in San Francisco, we’re bringing together a thousand marketers from around the world to Google Marketing Next, our annual event to discuss what’s coming next for ads, what’s needed now to grow your business and what we can achieve together.

The ubiquity of mobile has dramatically changed the game in the ads world over the past few years. People expect to be able to immediately turn to their device to know, go, do, and buy—and marketers need to be able to meet those consumers in the moment. But that’s not enough. As people continue to embrace new, natural ways of interacting with devices, ads need to get even smarter and more frictionless—otherwise people will just move on.

That’s why a big focus of today is how machine learning technology–the same tech that is making Gmail replies smarter and helping you get things done around the house with the Google Assistant—will be critical to advertising. It can help marketers analyze countess signals in real time to anticipate consumer needs and reach them with more tailored ads–right at the moment they're looking to go somewhere, buy, or do something. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels, across both the digital and physical worlds. It’s something we believe will shape the future of marketing for years to come.

Check out the AdWords blog for more detail on Google Marketing Next and all these announcements.

Google Attribution: measure the impact of your marketing

 With so many ways to connect with consumers, it's hard for advertisers to answer what should be a simple question—is my marketing working? To truly understand how your different marketing efforts lead to sales, you need to connect the steps of the customer journey as people move between devices—AND value every customer moment, whether it occurs on display, video, search, social, email or another channel.

Google Attribution is a new product that helps you do just that. It helps you understand how all of your customer touchpoints work together to drive sales, even when people research across multiple devices before making a purchase. By integrating AdWords, DoubleClick Search and Google Analytics, it brings together data from all your marketing channels. The end result is a complete view of your performance. Google Attribution is currently in beta and will roll out to more advertisers over the coming months.

Helping marketers bridge the digital and physical worlds

Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly going on their smartphones to do research beforehand. That’s why marketers are using tools like Promoted Places on Google Maps and local inventory ads on Google Shopping to showcase special offers and what’s in-stock at nearby stores to help consumers decide where to go.

To help marketers gain more insight about consumer journeys that start online and end in a store, and deliver better ad experiences based on that data, we introduced store visits measurement back in 2014. This is no easy thing—especially in places with multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. So we use advanced machine learning and mapping technology to tackle these challenges. We’ve recently upgraded our deep learning model to train on larger data sets and confidently measure more store visits in challenging scenarios.

Store visits measurement is already available today for Search, Shopping and Display. And soon this technology will be available for YouTube TrueView campaigns, along with new location extensions for video ads.

Measuring store visits is just one part of the equation. You also need to know if your online ads are ringing your cash register. So in the coming months, we’ll be rolling out store sales measurement so you can measure in-store revenue in addition to the store visits delivered by your search ads. 

Powerful audience insights for Search Ads

Finally, people are often searching with the intent to buy. So we’re also bringing in-market audiences to Search Ads to help you reach people who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs.” In-market audiences use the power of machine learning to better understand when people are close to buying something. 

The convergence of mobile, data and machine learning are unlocking new opportunities for marketers. See the AdWords blog for more detail. 

Powering ads and analytics innovations with machine learning

Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to Google Marketing Next, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.

A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.

It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.

Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to tune in at 9:00 a.m. PT/12:00 p.m. ET.

Hello Google Attribution, goodbye last-click

Today, we're announcing Google Attribution, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.

With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.

Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:

  • Are hard to set up
  • Lose track of the customer journey when people move between devices
  • Aren’t integrated with ad tools, making it difficult to take action

As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.

Here’s how it works:
Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance.

Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.

Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.
“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - 
-‎Karl Villanueva, Head of Paid Search & Display 
Google Attribution is now in beta and will roll out to more advertisers over the coming months.

Mobile-local innovations drive more consumers to stores

Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand -- especially on Google.com and Google Maps.
To help consumers decide where to go, marketers are using innovations like Promoted Places and local inventory ads to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using location extensions.

We introduced store visits measurement back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.

Only Google has the advanced machine learning and mapping technology to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.

Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out store sales measurement at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.

If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.

Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.

Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion.

“Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.”
-James Libor, Performance Marketing and Technology Manager
empowered us to invest more budget in Search to better support this critical part of the consumer journey.”

Machine learning delivers more powerful audience insights to search ads

People are often searching with the intent to buy. That’s why we’re bringing in-market audiences to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.

This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers -- and I’m excited to be on this journey with all of you.

Please join us at 9:00 a.m. PT/12:00 p.m. ET to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads & Commerce

Powering ads and analytics with machine learning

Today in San Francisco, we’re bringing together a thousand marketers from around the world to Google Marketing Next, our annual event to discuss what’s coming next for ads, what’s needed now to grow your business and what we can achieve together.

The ubiquity of mobile has dramatically changed the game in the ads world over the past few years. People expect to be able to immediately turn to their device to know, go, do, and buy—and marketers need to be able to meet those consumers in the moment. But that’s not enough. As people continue to embrace new, natural ways of interacting with devices, ads need to get even smarter and more frictionless—otherwise people will just move on.

That’s why a big focus of today is how machine learning technology–the same tech that is making Gmail replies smarter and helping you get things done around the house with the Google Assistant—will be critical to advertising. It can help marketers analyze countess signals in real time to anticipate consumer needs and reach them with more tailored ads–right at the moment they're looking to go somewhere, buy, or do something. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels, across both the digital and physical worlds. It’s something we believe will shape the future of marketing for years to come.

Check out the AdWords blog for more detail on Google Marketing Next and all these announcements.

Google Attribution: measure the impact of your marketing

 With so many ways to connect with consumers, it's hard for advertisers to answer what should be a simple question—is my marketing working? To truly understand how your different marketing efforts lead to sales, you need to connect the steps of the customer journey as people move between devices—AND value every customer moment, whether it occurs on display, video, search, social, email or another channel.

Google Attribution is a new product that helps you do just that. It helps you understand how all of your customer touchpoints work together to drive sales, even when people research across multiple devices before making a purchase. By integrating AdWords, DoubleClick Search and Google Analytics, it brings together data from all your marketing channels. The end result is a complete view of your performance. Google Attribution is currently in beta and will roll out to more advertisers over the coming months.

Helping marketers bridge the digital and physical worlds

Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly going on their smartphones to do research beforehand. That’s why marketers are using tools like Promoted Places on Google Maps and local inventory ads on Google Shopping to showcase special offers and what’s in-stock at nearby stores to help consumers decide where to go.

To help marketers gain more insight about consumer journeys that start online and end in a store, and deliver better ad experiences based on that data, we introduced store visits measurement back in 2014. This is no easy thing—especially in places with multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. So we use advanced machine learning and mapping technology to tackle these challenges. We’ve recently upgraded our deep learning model to train on larger data sets and confidently measure more store visits in challenging scenarios.

Store visits measurement is already available today for Search, Shopping and Display. And soon this technology will be available for YouTube TrueView campaigns, along with new location extensions for video ads.

Measuring store visits is just one part of the equation. You also need to know if your online ads are ringing your cash register. So in the coming months, we’ll be rolling out store sales measurement so you can measure in-store revenue in addition to the store visits delivered by your search ads. 

Powerful audience insights for Search Ads

Finally, people are often searching with the intent to buy. So we’re also bringing in-market audiences to Search Ads to help you reach people who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs.” In-market audiences use the power of machine learning to better understand when people are close to buying something. 

The convergence of mobile, data and machine learning are unlocking new opportunities for marketers. See the AdWords blog for more detail. 

Improving the living room viewing experience

Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.

You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.

At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.

In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called VAST 4.0, updates previous video standards to work better for the viewing behavior in today’s world.

Today, we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.

To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:

  • TV-quality viewing experiences: TV-quality creative files (known as mezzanine files) uploaded to DoubleClick Campaign Manager and DoubleClick for Publishers can now be passed to services that dynamically stitch ads into video streams (server side ad insertion platforms). This helps ensure a higher quality viewing experience, especially for connected TVs, by enabling the TV-quality ad creative to be transcoded and served in one stream alongside the video content.
  • More efficient ad delivery: A universal ad ID system helps the server side ad insertion platform better identify unique vs. existing creatives, which reduces unnecessary transcodes.

This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.

To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, please register for our webinar, coming up next Monday, 5/22, from 12-1pm ET.

Posted by Peentoo Patel and Sunil Gupta
Product Managers, DoubleClick Video Ads

Improving the living room viewing experience

Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.

You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.

At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.

In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called VAST 4.0, updates previous video standards to work better for the viewing behavior in today’s world.

Today, we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.

To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:

  • TV-quality viewing experiences: TV-quality creative files (known as mezzanine files) uploaded to DoubleClick Campaign Manager and DoubleClick for Publishers can now be passed to services that dynamically stitch ads into video streams (server side ad insertion platforms). This helps ensure a higher quality viewing experience, especially for connected TVs, by enabling the TV-quality ad creative to be transcoded and served in one stream alongside the video content.
  • More efficient ad delivery: A universal ad ID system helps the server side ad insertion platform better identify unique vs. existing creatives, which reduces unnecessary transcodes.

This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.

To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, please register for our webinar, coming up next Monday, 5/22, from 12-1pm ET.

Posted by Peentoo Patel and Sunil Gupta
Product Managers, DoubleClick Video Ads

Boosting publisher revenue with native ads

At DoubleClick, we’re committed to helping our partners deliver great advertising experiences while earning the most from every impression. One way we meet this goal is through native advertising. Native ads match the look, feel and function of their surrounding content, enabling publishers to serve non-disruptive advertising experiences to users.

One year ago, we made native ads on DoubleClick available across all screens — on desktop, mobile web and in apps. Since then, native impressions served through DoubleClick for Publishers (DFP) have increased by more than 7x.1 Users are engaging more with these ads than traditional banner ads, so advertisers have ramped up demand as well. Since May 2016, average CPMs for native ads on DoubleClick Ad Exchange (AdX) have significantly increased.2

Today, we’re excited to share some of our partners’ success with native ads and announce new tools for delivering better native ads on DoubleClick.

With higher user engagement, publishers see greater revenue

Native ads on DoubleClick are flexible and dynamic, enabling publishers to optimize their native implementations for better user engagement. In fact, we’ve found that users are more than twice as likely to click on a native ad as opposed to a traditional ad.3

“Moving to DFP native enables us to optimize for better performance. We dictate how we want the ad template to look and A/B test to ensure the best performing position and style combination. This flexibility lets us cater to our partners’ branded content needs. The result is better quality traffic and renewals, a 10% lower bounce rate and a higher average time on page."
- Jen Castillo, Director of Ad Ops, Slate Magazine

Slate is one of many partners benefiting from native ads on DoubleClick. As more publishers recognize the opportunity to increase performance and deliver compelling advertising experiences through native ads, partners such as the New York Times, Vogue, Daily Mail, eBay and Condé Nast are all using DoubleClick to deliver beautiful and responsive native ads.

Publishers are also benefiting from combining the flexibility and engagement of native ads with the scale and efficiency of programmatic. Australia-based real estate marketing provider Domain Group uses DoubleClick to offer advertisers dynamic native ads at scale. In addition to selling directly to advertisers, Domain makes their native ad inventory available on AdX. Compared to traditional banner ads, Domain saw a 38% increase in viewable impressions and a 12% increase in revenue with programmatic native ads.

“Programmatic Native allows us to offer a truly differentiated product to our advertisers. It significantly reduced the complexity and time required for our production team to code and compile individual creatives. And they’re driving significantly positive results.”
- Shannon Fitzpatrick, Commercial Manager for Domain Group’s Trading Group

With better performance, advertisers ramp up on native

As users have responded well to native ads, advertisers have increased their investment. That's why today, we’re excited to announce that programmatic native ads are now available to all advertisers in DoubleClick Bid Manager, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.

In addition to Bid Manager, more than 40 demand-side platforms are currently buying native ads on DoubleClick Ad Exchange, including AppLovin, The TradeDesk, Criteo and Liftoff. And it’s paying off: for third-party DSPs, average click-through rates are more than 4x higher than traditional banner ads.5

“Since launching our support for native ads on AdX, we've seen native ads expand into one of our highest growth channels. We view programmatic native ads as one of the most effective formats for helping our advertiser partners engage with their target audience across all devices through an integrated format."
- Tim Sims, VP of Inventory Partnerships, The Trade Desk.

Growing native adoption with a common language for native ad creatives

To realize the true growth potential of native ads, we need to continue making native ads easier to execute at scale. One key challenge in doing that is ensuring buyers and sellers are speaking a common language when talking about native ad creatives.

The definition of native ads varies across publishers and technology platforms. This causes confusion for advertisers, and without clear guidance on the proper creative assets for effective native ads, they struggle to scale native experiences.

To help solve this problem, we’re launching a new interactive tool that lets advertisers visualize how their native ads could look across different environments. By uploading just one set of creative components, or leveraging sample creatives already supplied in the tool, anyone can see customized native ads dynamically render across multiple websites and devices. For publishers, this tool offers an easy solution for helping their advertising partners preview how their creative assets will assemble to deliver a compelling user experience.

This interactive tool is just the latest step in our ongoing effort to help buyers and sellers create beautiful native ads at scale. In the upcoming weeks, we’ll share new features that make it easier for publishers to create beautiful, high-performing native ads on DoubleClick.

In the meantime, build your native ad today to see what’s possible with native ads on DoubleClick.

Posted by Gabe Bender
Product Marketing Manager, DoubleClick
1 Internal data, DoubleClick, May 2016 - April 2017
2 Internal data, DoubleClick, May 2016 - April 2017
3 Internal data, DoubleClick, April 2017
4 Internal data, DoubleClick, May 2016 - April 2017
5 Internal data, DoubleClick, March 2017

Programmatic native ads now available to all in DoubleClick Bid Manager

We are excited to announce that programmatic native ads are now available to all advertisers in DoubleClick Bid Manager, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.

A “native ad” is a paid advertisement that fits the look, feel and function of a publisher’s content. It’s assimilated into the design so that it feels like it belongs on the page or in the app. Users are responding positively to native ads: across the DoubleClick platform, we've seen that users are more than 2X as likely to click on a native ad as a traditional banner.1

DoubleClick’s component-based native ad solution makes it easy for brands to create compelling native ads that look great across any site or app, and on any device. Exact audience targeting and access to thousands of premium publishers provide both reach and precision — Bid Manager’s 40+ exchange integrations give access to hundreds of billions of global monthly native impressions. And the unified workflow lets you seamlessly integrate native ads with other buys and measure native alongside other campaigns to get a holistic view of performance.

“Native allows us to deliver ads that look good, with appealing text and information, for users to learn about products. We’re able to provide users with an integrated experience.” - Elie Milan, Associate Director of Programmatic at Starcom

Native advertising drives results

Native ads offer many benefits for advertisers. To date, over 500 brands and agencies have used DoubleClick Bid Manager to execute native ad strategies across both brand and direct response campaigns, with success across multiple objectives.

For example, Starcom helped Saudi Telecom reach a younger, tech savvy audience with native ads in DoubleClick, with a 30% increase in unique user reach and 2X improvement in operational efficiencies. Sojern team with SF Travel and used DoubleClick’s native solution to drive 1662% more bookings than their previous campaign with greater media efficiency.

“Thanks to our work with the San Francisco Travel team and Google, programmatic native ads in DoubleClick are now a proven method for driving direct bookings. We’ve since expanded this opportunity and made it available to all of Sojern’s clients.” - Jackie Lamping, VP of Marketing for Sojern

Visualize native ads with our new interactive tool

We've heard from a number of advertisers who want to better understand how their native ads will look before delivering them across a range of different publisher formats and devices.

We’re launching a new tool to help solve this challenge. Our interactive native ad gallery allows you to visualize your native ads before you begin building them. You can use the tool to preview native ads across multiple website templates and multiple devices, using sample creative or uploading custom assets to see your branded ads in action.

Try our interactive tool now to start visualizing your next native campaign.

Getting started with programmatic native ads in DoubleClick Bid Manager

We have also created a guide to help advertisers better understand native and the benefits of buying native ads programmatically. This guide gives you an overview of programmatic native in DoubleClick Bid Manager and offers practical tips to get you started.

DoubleClick’s native solution can help you build beautiful, relevant ads at scale, engaging consumers with better experiences across any screen and context.

Explore native ads in DoubleClick with our new interactive tool and getting started guide.

Posted by Ladika Jackto
Product Marketing Manager, DoubleClick
1 DoubleClick Internal Data April 2017