Tag Archives: DoubleClick for Publishers

Delivering yield, speed, and control with DoubleClick for Publishers First Look

Users read, watch, listen, and connect with content across multiple screens throughout the day. With every interaction, they expect fast, safe, and relevant experiences regardless of where they are or what device they’re using. In this environment, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall yield without increasing latency and potentially losing users.

A few weeks ago at the IAB Ad Operations Summit, I spoke about a new feature we are testing to deliver yield, speed, and control, called DoubleClick for Publishers First Look. Today, I’d like to give you some more details about it.

One of the fastest-growing segments of programmatic advertising has been from high-CPM, low-match-rate buyers, such as remarketers. These buyers are willing to pay a substantial premium to publishers in exchange for a ‘first look’ at all of a publisher’s inventory, but they need to see a lot of impressions to find the ones they value. The standard implementation of this first look has been through a header bidding tag to indicate interest. While this works, unfortunately it has drawbacks. It adds latency to every pageview, gives one buyer preferential access, and gives up the control and protection of an ad exchange. A better solution would reduce or eliminate latency, enable any selected buyer to compete, and allow publishers to manage demand just as they do with other private or open marketplaces.

First Look does just that. It allows publishers to give trusted programmatic buyers the opportunity to bid on 100% of their inventory -- even ahead of sponsorships and reservations. By allowing these buyers to see more inventory, and by putting them in real-time competition with each other, publishers in our Beta test have seen an average 10% lift in revenue. First Look is simple to set up (no added line items), creates zero added latency (no additional ad requests), and works across all channels and formats. And since First Look is part of the DoubleClick Ad Exchange, you don’t lose any of the controls and protections you already rely on like creative review, category blocking, or malware protection.

“First Look has shown strong performance, increasing our revenue by a double digit percentage across all of our properties. There were no added tags and no need to change our page setup. Best of all, there has been no impact to what our users experience when they visit our properties, regardless of the device they’re using."
Jeremy Hlavacek, Vice President, Programmatic, The Weather Company.

We believe that First Look is good for buyers, too. According to Sam Cox, Vice President at MediaMath:

“First Look is an exciting step towards having all demand compete, simultaneously. Access to more users who are typically consumed by guarantees will drive higher ROI, and the high prices of the inventory should dispel any myth that programmatic is not premium."
Sam Cox, Vice President, OPEN Global Media Management, MediaMath

As I mentioned at the IAB Ad Ops Summit, DoubleClick’s mission is to help our publisher partners grow their ad revenues in a healthy long-term market. With First Look we are striving to create a solution that delivers lift for publishers without sacrificing consumer experience or publisher controls.

We’re excited to launch DoubleClick for Publishers First Look to all publishers early in 2016. Space in our beta is limited, but if you’re interested in getting set-up before the holiday rush, contact your account manager today. And in the coming weeks, stay tuned for more tips on how to maximize your overall yield.

Posted by Jonathan Bellack
Director, Product Management

Active View updates: Improved cross-screen options for brands and publishers

When advertisers pay for an ad, the chance for it to be seen is a basic expectation. Advertisers shouldn’t have to pay extra to measure and ensure that it was viewable. These expectations drove the launch of Active View back in 2013, an effort to establish a neutral and common set of viewability metrics used by both advertisers and publishers. Since then we've continued to invest in this technology across DoubleClick, YouTube and the Google Display Network, and today we're happy to share two new updates that will help advertisers and publishers run more effective cross-screen campaigns.

Announcing Active View optimization in DoubleClick Bid Manager - A better way to programmatically buy viewable impressions

Today, we're introducing Active View bid optimization in DoubleClick Bid Manager for clients globally. This new bid optimization feature uses the collective intelligence from many signals (e.g. URL, time of day, page category) to predict, impression by impression, the probability that it will be viewable. It then dynamically adjusts bids higher or lower based on that probability to deliver the viewable CPM target that advertisers set for their video and display campaigns. Active View optimization delivers what advertisers actually care about - the total volume of viewable impressions - and doesn’t fixate on a viewable percentage.

This will help solve a common problem: when marketers buy viewable impressions programmatically using current viewability targeting, the decision to bid on a single impression is very basic. Buyers choose a target viewable percentage (e.g. 50%) and their programmatic buying system bids the same amount for any impressions with a likelihood of being viewed above that target - or nothing at all for impressions with a likelihood of being viewed below that target. This means that buyers are missing out on wide swaths of inventory that may actually be viewable and are driving up competition (and CPMs) for the inventory they are buying.

Announcing Active View for mobile apps in DoubleClick for Publishers and DoubleClick Ad Exchange - Bringing holistic viewability measurement to publishers

We believe that viewability metrics should be a standard currency between buyers and sellers. To enable this, we've been investing in features that allow publishers to see and report on a holistic picture of viewability across their channels and content. We're continuing that momentum today by announcing Active View reporting for mobile apps in DoubleClick for Publishers and on the DoubleClick Ad Exchange. With the consumer shift to mobile reshaping how publishers engage with their audience and those interactions increasingly happening on mobile apps, this new measurement solution completes the picture for publishers helping them see how viewability plays out across all of their properties.

At Google, we remain committed to investing in a broad set of measurement solutions for brands and publishers through a combination of product innovation with our own solutions and partnerships with leading third parties. These announcements are two big steps in our ongoing effort to help our clients measure every moment that matters.

Posted by:

Ari Feldman
Product Manager, DoubleClick for Publishers Reporting and Active View
Deepti Bhatnagar
Product Manager, DoubleClick Bid Manager Brand Measurement and Optimization

Native Ads on DoubleClick boost Trovit’s mobile CPMs by 120%

As consumers spend more and more time on their mobile phones, providing ad experiences that respect their context is more important than ever before. Accordingly, publishers are increasingly embracing native ads -- highly customized advertising units that seamlessly integrate in a user’s content experience without being disruptive. However, creating and delivering these ads can be a challenge. That is why earlier this year we launched Native Ads on DoubleClick, and publishers like Trovit are beginning to see the results.

European publisher Trovit, a classified search engine for property, jobs, cars, products and holiday rentals, had over 50% of its total traffic in some countries coming from mobile devices. To grow mobile revenue while delivering better ad experiences to users, Trovit tested native ads on their apps, powered by DoubleClick, in two of their markets. Based on the promising tests, they expanded their native ads strategy to six more markets. The results: net revenue grew significantly with CPM growth up to 120% in certain markets.

Learn more about Trovit’s strategy and how DoubleClick helped here.

Posted by Nataliya Kozak
Product Marketing Manager, DoubleClick

Boost your business with a Certified Publishing Partner

Today we’re excited to launch our new Certified Publishing Partner program.

Certified Publishing Partners are trained experts on AdSense, DoubleClick for Publishers, and DoubleClick Ad Exchange who could help you earn more from your sites while also saving you time. Whether you’re just starting out with ads, fine-tuning your existing ad setup or looking for brand new revenue sources, Certified Publishing Partners are ready to help you achieve your goals. They know how to make online ads work harder for you so you can spend more time creating and publishing your great content.

Get superior account management

Certified Publishing Partners are experts at account management services such as:

  • Full-service ad operations, implementation and testing
  • Mobile, web, app and responsive design and development
  • Content moderation
  • Video integration
  • Monetization
  • Ad customization

    • Feel confident

    When you see the Certified Publishing Partner badge it means that a partner has been carefully vetted and meets Google's rigorous qualification standards. They have received high rankings in client satisfaction. They are, in short, a trusted business partner.

    The Certified Partner Program is officially open for business today. Learn more about the program and see a list of our partners. Then let us know what you think in the comments section below.

    Posted by Sahar Golestani
    SMB Publishing Marketing Manager

    New study: Simpler ad tech stacks drive greater programmatic efficiency, more revenue

    Publishers’ growth in programmatic revenue is outpacing traditional direct sales for desktop and mobile across display and video advertising. New technologies like “programmatic guaranteed” are further blurring the lines between direct and programmatic channels.

    A new study by The Boston Consulting Group, commissioned by Google, found that despite this trend, many publishers are failing to appropriately capitalize on the programmatic opportunity. For example, the study found that less than 25 percent of programmatic team time is spent on value-creating activities, causing publishers to miss out on significant revenues.

    The study also closely analyzed the operations of those publishers that consistently outperform their peers in terms of value creation and efficiency, and arrived at best practices and approaches other publishers can follow to achieve similar success. Using simpler ad tech stack configurations, best in class publishers were on average 30% more efficient, had up to 24% higher CPMs, and delivered 10% more impressions otherwise lost to discrepancies.

    Head over to DoubleClick.com to read the full study.

    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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    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


    Sign up to receive industry updates from DoubleClick in your inbox. Click here to opt-in to the DoubleClick Digital Marketing Newsletter today.

    Unlocking the Brand Opportunity

    Video is how brands tell stories, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event. 



    Introducing Google Partner Select, A Programmatic Premium Video Marketplace

    Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content -- in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access. 

    Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale. 

    As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it. 

    What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:

    “As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”

    “Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.” 

    Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partners Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.

    I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish. 

    To hear more of our thoughts on this, join us for our livestream here. 

    -- Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google

    Unlocking the Brand Opportunity

    Video is how brands tell stories, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event. 



    Introducing Google Partner Select, A Programmatic Premium Video Marketplace

    Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content -- in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access. 

    Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale. 

    As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it. 

    What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:

    “As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”

    “Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.” 

    Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partners Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.

    I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish. 

    To hear more of our thoughts on this, join us for our livestream here. 

    -- Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google

    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