Tag Archives: DoubleClick Rich Media

One Year In: An Update On Google Web Designer


Almost one year ago, we launched Google Web Designer, a free, easy-to-use, professional-grade HTML5 authoring tool. Over that year, we’ve seen increased adoption of HTML5 and Google Web Designer across the industry.

Fast facts, one year in: 
  • In the first half of 2014, DoubleClick Rich Media ad impressions from HTML5 grew 140% compared to the second half of 2013.
  • Ads built with Google Web Designer have garnered 2.5B impressions since the launch of the product.
  • Over 20% of Google Web Designer’s user base are returning users and 72% are located outside the United States. 
  • We partnered with the IAB to launch the “Make Mobile Work” Initiative, which has reached thousands of people through press outreach, an industry open letter, and quarterly webinar series.
  • Advertisers are seeing performance improvements as a result of adopting HTML5. For example, TalkTalk decreased their eCPA by 12% and reduced their backup image rate by 13% by adding HTML5 to their campaign. 
So what’s launching in Google Web Designer? 
Today’s launch provides more granular control and creative flexibility to creative developers and designers, and allows them to easily build more interactive and animated HTML5 content and get it published quickly.
  • Revamped Events and Components allow designers to make any element interactive, and customize the types of interactivity within their creative. 
  • The updated timeline provides more granular control for designers to easily build animated content. 
  • Tighter integrations with Google Drive, DoubleClick Studio, DoubleClick Campaign Manager and AdWords let users collaborate on their works-in-progress and publish finished units more quickly. This integration marks the first time that AdWords will support HTML5 ads.


Simplifying cross-screen advertising
In addition to Google Web Designer, we are continuing to develop tools to make it easier for advertisers and agencies to build successful cross-screen advertising campaigns. 

We recently launched several features in DoubleClick to help you execute and measure your campaigns across screens, including in-app remarketing and conversion tracking in DoubleClick Campaign Manager. We also launched MRAID 2.0 support in DoubleClick Studio and we have certified 69 large publishers and networks for in-app formats, meaning developers can build mobile in-app ads with the confidence that they’ll be accepted across more publishers and networks. 

Through its integration with Google Web Designer, AdWords now supports HTML5 ad creatives. In addition, Flash ads that are uploaded to Adwords will automatically be converted into HTML5 ads and can be uploaded via AdWords Editor and other 3rd party tools coming soon. Over the next few months, we’ll also be releasing tools and services that will resize ads to some of the most popular mobile sizes, without requiring any additional work on the part of the agencies.

Want to learn more?
  • Creative Agencies:
    • Visit our revamped website and download the product for free. 
    • Register for our Google Web Designer overview webinar on Wednesday Aug. 13th. Our lead Product Manager and Creative Technical Consultant will walk through the new Google Web Designer features and demo some cool creative executions. 
  • Media Agencies:
    • Register for our third webinar in the Make Mobile Work Series, focused on best practices for mobile targeting, on Tuesday, Aug. 12th. Google will be presenting alongside speakers from Millennial and Facebook.

Posted by Sean Kranzberg and Tony Mowatt, Engineering Manager and Lead Product Manager for Google Web Designer

Get Studio Certified using the new DoubleClick Studio Certification training guides

A few months back, we launched a campaign to encourage creative partners to Get Studio Certified. Since then, we've focused on improving our training content to help developers grow their skills and get more comprehensive Studio training.

As we continue our revamp of the DoubleClick Studio Certification program, we're thrilled to announce our new Studio Certification study guides. These guides bring Studio training content from presentations, videos, & separate help articles into a central location in the Rich Media Help Center. Use these guides to walk through the details of exactly what you need to know to pass each exam.

DoubleClick Studio Certification study guides include:
  • Core certification for Flash & HTML5
  • Updated QA badge: The QA badge guide covers all areas for testing Flash, HTML5, and dynamic creatives. If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.
  • Advanced badges: Engagement ads, Dynamic creative, YouTube mastheads, & VPAID.
Visit the Rich Media Help Center and try these guides today!

Questions about the Studio Certification program? Download our Certification poster to learn the benefits of getting Studio Certified (including a few tips and tricks). Find out more in the Rich Media Gallery.

Even if you're already certified with one badge, keep developing your skills by reviewing the new training guides and getting certified with new badges.

Reminder: If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.

Posted by Paige Birnbaum, DoubleClick Studio Certification Training

New tools to help advertisers embrace cross-screen campaigns


Today, we're excited to shine a light on several new features of the DoubleClick Digital Marketing platform that help advertisers more seamlessly embrace cross-screen advertising.

Mobile advertising is, without question, top of mind for marketers; but according to the latest "Internet Trends 2014" report from Mary Meeker, it's also the biggest opportunity gap of all forms of media spend. Although 20% of time spent on media is within a mobile environment, only 4% of US advertising spend is on mobile. (1) Marketers still struggle to get up to speed on the new technologies and strategies that cross-screen campaigns require.

That's why we're excited to bring new tools that make it easier to build, buy, target, execute and measure your campaigns across screens:

Google Web Designer integration:
  • Build HTML5 ads easily in Google Web Designer and publish them into DoubleClick Campaign Manager. This allows you to quickly get your HTML5 ads live and serving to any device.
Mobile inventory growth:
  • Buy more mobile inventory -- Programmatic mobile inventory on DoubleClick Bid Manager has grown 130% since Q4 2013 across 12 exchanges and includes both display and video formats. Adding mobile inventory on DoubleClick Bid Manager allows you to incorporate mobile into the rest of your media strategy and optimize across all of your media buys.
In-app remarketing:
  • (Re)target your customers using audience lists within mobile app environments, so that you can drive and measure re-engagement with your existing mobile app users. 
Publisher Certification program for in-app creative formats:
  • Execute your mobile campaigns with the confidence. While mobile rich media standards are widely accepted across the industry, publishers still vary in their implementation, resulting in discrepancies and inconsistent behavior of in-app creative. We are certifying publishers and networks to ensure their mobile apps can accept and run standard mobile in-app ad units (59 certifications completed to date.) 
In-app conversion tracking:
  • Measure in-app view-through and click-through conversions with Floodlight to report on mobile app downloads or any other in-app activities. Whether you are running an app install campaign or driving in-app purchases, you can now attribute these activities to your in-app media and better measure app campaign effectiveness.
TalkTalk drives 12% decrease in eCPA with HTML5 creative and mobile programmatic.
TalkTalk, a Telecom company based in the UK, has embraced cross-screen strategies for their campaigns and drove a 12% decrease in their eCPA using DoubleClick and Google Web Designer. Their creative agency, 22Design, used Google Web Designer to quickly learn and build HTML5 into TalkTalk’s campaign, getting the campaign live in a third of the expected time. 

Not only was the learning process much easier than anticipated, the HTML5 ads actually performed better than the Flash ads, indicating that TalkTalk’s audience was more receptive to the brand message on mobile devices than on desktops. Equipped with their new HTML5 creative and audience insights, TalkTalk was able to add mobile inventory to their programmatic media buy for the first time. 

Rather than waiting on the sidelines, TalkTalk has taken a proactive approach to trying new mobile strategies and techniques with DoubleClick. They started slow, tested what worked, and iterated on their findings, to get their campaigns running successfully across screens. 


We are excited about these new tools and will continue to improve our technology to help marketers and agencies more seamlessly build, execute and measure cross-screen campaigns.

Posted by the DoubleClick Marketing Team

(1) Mary Meeker’s “Internet Trends 2014” - http://www.kpcb.com/internet-trends 

Build dynamic creative expertise: Join our June webinars and online training


For the past several weeks, we’ve been explaining how creative agencies should use the audience and environment information from a media buy to improve the creative message.

DoubleClick Dynamic Creative allows you to use the information about who is viewing an ad, to build ad creative that is relevant to every viewer. Research shows that people are twice as likely to click on real-time (dynamic) creative than they are static creative (1) and today’s consumers expect that the ads they see will be tailored and relevant.

To help our agency partners stay up-to-date on the latest DoubleClick Dynamic Creative tools, we’re launching new training resources to teach you how to more efficiently use dynamic formats. If you’ve taken our Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you build your skills further.

Join our upcoming DoubleClick Rich Media Dynamic Creative webinar series.
See the June schedule and register through the training page in the Rich Media Help Center.
  • Introduction to dynamic creative – 6/3
    • This webinar will provide an overview of dynamic creative, including explaining the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register  
  • Advanced dynamic creative workflow – 6/10
    • This webinar will focus on the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. We'll provide troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register 
  • Dynamic creative best practices – 6/17
    • Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register
These webinars are intended for users who have completed DoubleClick Rich Media Fundamentals training. To get the most out of these sessions, make sure you’ve taken Rich Media Fundamentals and have received your certificate of completion. Please be aware of any regional time differences before enrolling in a live session.

Use our dynamic creative strategy & feed training checklists.
Need to know how to translate an advertiser’s campaign goals into a dynamic creative? If you’re planning a dynamic creative campaign for your client and need guidance on strategy and execution, try our new role-based checklists to build your expertise.
  • Media planners: Get an overview of dynamic creative strategies in DoubleClick Rich Media so you can determine the right strategy to meet your advertiser’s goals. Try it now
  • Creative developers: Learn to implement a dynamic feed strategy, including all the details of feed structure. Try it now

Need to know the basics? Start with Rich Media Fundamentals eLearning and certification.
If you’re an agency user who’s new to rich media or just need a refresher, take DoubleClick Rich Media Fundamentals to learn the basics at your own pace.
  • In Rich Media Fundamentals, you’ll learn how to:
    • Build Flash and HTML5 creatives
    • Publish to QA
    • Use the API 
    • Build dynamic creatives and create/edit rules
    • Resolve common live issues
  • Pass the exam and you'll get a printable certificate of completion you can use to show your proficiency.
Watch a pre-recorded webinar.
We also offer recorded webinars in our Help Center, covering the basics of DoubleClick Studio, and more. While you’re there, be sure to read about our latest release notes.

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

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

(1) Magna Global, Media Economy Report: Better, Smarter, Faster: How Data Is Changing Our Business. Vol. 04. Magna Global USA, Inc., 2014.

Design with device in mind: Five strategies for successful cross-screen ad creative


Last week, the IAB hosted the second webinar in the "Make Mobile Work" Initiative, a program aimed at helping advertisers unlock the full value of mobile advertising. The webinar, entitled "Design with device in mind," focused on strategies for designing ad creative to work properly across screens. 

For those of you who weren't able to watch the webinar, you can view the recording here, but we also thought we'd share the strategies more broadly. 

Five strategies for developing successful cross-screen creative:

Note: "Step Zero" is to build your ads in HTML5, so that they can even show up across screens. We talked more about that in our first webinar. 

1) Design ads differently for mobile phones vs. tablets. 
Too often, advertisers lump mobile phones and tablets together as one and the same. But consumer behavior is very different on these two devices. On a smartphone, consumers are typically on the move and their information gathering is action-oriented -- they are searching for a specific answer or piece of information and want to find it quickly. On these smaller screens, you want to keep things short and provide information easily and quickly to users.

With tablets, on the other hand, consumers tend to be stationary and their information gathering is more entertainment-oriented -- they are browsing for interesting things and are more inclined to spend time flipping through content. On these larger screens, you can provide longer, more engaging experiences that use interactive elements, games, photos or videos. 

2) Make ads feel more like content. 
Consumers now expect engaging and interactive ad units, and they won't tolerate ads that are intrusive or unhelpful. Think of your ad as another opportunity, just like your website, to provide useful information for people to engage with your brand and learn more about your products. This is true for all of your digital creative -- desktop, tablet and smartphone -- but it's especially important for the tablet environment, where consumers are often in the “browsing” mentality. Here, they may be more likely to engage with an ad unit, so it's critical to ensure that your ad grabs their attention.

Cadillac used interactive video and multiple content areas in this ad to provide multiple ways for people to engage with the brand and check out the product, directly within the ad unit.

3) Take advantage of the device form-factor.
Build your ads to mimic the way people already interact with the device. Use the touch screen and the accelerometer within mobile phones and tablets to build in interaction modes like swipe, touch, tilt, and shake, giving people new ways to interact with your content.

The Alka-Seltzer ad unit from Project Re:Brief illustrates how you can build these interaction modes into your ad creative in a way that works seamlessly (and even augments) the creative narrative.

You should also take advantage of the call functionality and geo-targeting capabilities inherent in mobile phones. According to the “Mobile path to purchase” research, 69% of consumers searching on mobile phones expect businesses to be within 5 miles or less of their location. And 55% of users who search for a product on their mobile phone want to purchase within an hour of searching. (83% want to purchase within the day.) Use click-to-call, location extensions, and the maps API to help consumers learn more about your company and reach a purchase faster.

4) Alter your assets to work for mobile.
Your standard 30-second TV commercial may not be the best video format for your digital placements, so you should get creative about the length, frequency and sequencing of your video content. You can try shorter 5-15 second video ads on mobile phones, and longer video units on tablets. (Many of the best YouTube videos from brands today are two- five minutes long!) You should also consider sequencing your video ads to create a linear story for a viewer through subsequent ad units.

Another thing to consider is the speed and cost of people's internet connections on smartphones and tablets. People streaming or downloading video content when they are not on wifi have to pay for those data charges, so you should be smart about the file size of the ads that you show people. Identify whether the person is on a mobile network vs. wifi, and then serve smaller file sizes to the person on the mobile network, and larger file sizes (higher res assets, more interactive elements) to the person on the wifi network. This helps reduce viewers' frustration when they can't download and ensures that your mobile video message gets through with the quality you intended.

5) Create both in-app ad units in addition to mobile web ad units. 
Smartphone users spend up to 5 times more minutes per month on apps than they do using the mobile web. (Nielsen Smartphone Analytics, March 2013) So it’s important to build in-app ad units, in addition to mobile web ad units, that can get in front of that audience. Mobile applications also offer different contexts for you to place your ads, so it provides more variety when considering your creative and targeting strategies. 

------------------
These 5 strategies are just a taste of the content available through the "Make Mobile Work" Webinars. Our next webinar will be in mid-August and will focus on how to target your campaigns and reach the right people across devices. (RSVP here.) We hope you'll join us!

Posted by Becky Chappell, Product Marketing Manager, DoubleClick



DoubleClick Studio Certification Program Updates


At the beginning of March, we announced a month-long campaign to revamp our DoubleClick Studio Certification program. Over the course of the month, we have released new resources to better communicate the benefits of being a Studio Certified user, and new badges to help you develop a diverse set of skills.

Our new certification resources - by the numbers:
  • 1 new landing page on the Rich Media Gallery 
  • 2 new one-sheeters for creative and media agencies*
  • 5 new case studies featuring studio certified creative agencies*
  • 12 tips and tricks, available via our Certification Poster 
    • EX: Did you know certified users now have access to Live DoubleClick Chat Support?

The new certification badges include:
  • Engagement Ads badge: This badge lets you prove your expertise building Google Display Network Engagement Ad formats.
  • Updated QA badge: The updated badge includes comprehensive testing for Flash, HTML5, and dynamic creatives. 
    • Note: If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.
Media agencies -- if you're looking for a creative agency that knows the in's and out's of the DoubleClick product, you can find them on our Certified Partner list. 

Creative Agencies -- even if you're already certified in our core badges, you can continue to develop your skills in more complex areas, such as dynamic creative, the YouTube Masthead and VPAID. So keep building your expertise and get certified today.

Posted by Becky Chappell, DoubleClick Product Marketing 

*available in the resources section of the new Certification landing page

Merge the art and science of brand advertising by learning to build Engagement Ads

Studio Certified developers, do you want to tell the world that you can create innovative ads designed for users to connect with brands? With DoubleClick Studio’s Engagement Ads Certification, you can get certified in building ads that marry the art of brand building with the science of performance display.

Engagement Ads are tuned to user engagement – not clicks, letting brands connect with users through multiple creative formats. Ads are available on a cost-per-engagement (CPE) basis, allowing advertisers to bid and pay only for user engagement.

Watch this video:


Engagement Ads fit in standard display units, allowing them to scale across the web and then expand to a larger format after an innovative two-second hover delay. This delay eliminates nearly all accidental expansions, providing a better user experience and more accurate reporting to advertisers.

With this flexibility, the richness of a campaign using Engagement Ads depends on the story the brand wants to tell and the type of content they want to promote. Creatives can range from rich, interactive videos built in DoubleClick Studio to immersive brand experiences using HTML5, CSS3, and WebGL – all without leaving the ad format on the publisher’s website.

Check out an Engagement Ad format in action.

Engagement Ads badge certification gives you:
  • A badge that identifies you as a Studio Certified user able to create Engagement format ads
  • Promotion as a via DoubleClick Rich Media properties and associated sites
You also receive the benefits of the Studio Certification Program, including exclusive access to betas and product features, DoubleClick hosted events and workshops, and a badge you can use for self-promotion.


Pass the exam and get the badge to demonstrate your expertise in creating rich ads to boost user engagement. Take the Engagement Ads exam and get certified.

Note: You must be Studio Certified in Core Flash or HTML5 to take the Engagement Ads certification exam.

Not Studio Certified? No worries! Get Certified today. We have these Studio Certification badges available:
  1. Core Studio Certification exam for Flash and HTML5 developers
  2. Integrated QA Certification
  3. Advanced Badge Certification for Dynamic creatives, VPAID creatives, and YouTube mastheads
    Learn more about Studio Certification in the Rich Media Gallery.

    Posted by Paige Birnbaum, Program Manager, DoubleClick Studio Certification

    Build your expertise. Get Studio Certified.


    As an industry, we know that getting in front of the right user is just half the story. A campaign’s creative is a critical component that can make or break campaign success. And as the people who design and develop that creative message, creative agencies need to be experts at their craft, with a deep understanding of the tools of their trade and the ability to promote that expertise across the complicated ecosystem of players that compose the advertising landscape. 

    Here at DoubleClick, we recognize this need and have spent the past year and a half developing a robust training and certification program for our creative agency partners. By becoming a DoubleClick Studio and QA Certified Partner -- a “Jedi” so to speak -- you put yourself in the driver’s seat to build creative faster, with fewer issues, and ship it on your own timeline. 

    Our DoubleClick Studio Training and Certification program enables you to:
    • Work more efficiently by taking control of your turnaround times 
    • Build your expertise in the Studio product and keep your skills fresh 
    • Promote your expertise as a Certified Partner to prove you’re the best for the job 
    Over a thousand people in the creative industry have already become Certified Partners, representing individuals and agencies across the globe, and every day we're adding more. Here are five of them to tell you a bit about their experience: 



    Beyond the core Studio and QA certifications, you can hone your skills further and demonstrate your “specialist” abilities with additional badges, including Dynamic, Masthead, and VPAID badges. These advanced certifications can help you create innovative, out-of-the-box approaches to digital creative that can set you apart from the crowd. 

    Ready to get started? 
    Visit the Studio Certification page. You can take all of our exams through this portal. Each exam takes ~1-2 hours to complete and has accompanying training materials to help you if you get stuck. 

    Still unsure? 
    Every day for the month of March, we’ll provide tips, fun facts and case studies about DoubleClick Studio and the Studio Certification program. Check back here each day for a new, unlocked Tip of the Day. Today’s tip features Tom Miller, Founder and Owner of Creative Ocean, sharing his experience with Studio Certification. 

    Posted by Becky Chappell, Product Marketing, DoubleClick

    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

    MRAID Beta Program: Bringing scale to mobile rich media through in-app advertising


    Are you an advertiser or agency running mobile in-app ads or are you interested in testing out in-app formats? 

    We’re looking for advertisers or agencies willing to participate in an MRAID beta program, to run campaigns with impression volume against our tested networks and verify that the reporting and metrics are tracking properly. 

    In exchange for helping us test out the metrics, we’ll wave rich media ad serving fees for the duration of the beta. (Note: we may see significant reporting discrepancies during this beta period.)

    Requirements to participate in the beta:
    • Have our “Beta Feature” language in the Advertising Platform Agreement (APA) or have a separate Beta Feature Agreement 
    • Deliver HTML5 creative assets to DoubleClick
    • Run media with an MRAID compliant publisher or platform that has been tested by DoubleClick. (e.g. Greystripe, Millennial, Jumptap, New York Times, Mojiva, InMobi, AdMarvel). 
      • Be sure to ask your sales representative for an updated list of compliant publishers.
      • Don't see your desired publisher on the list? Point them to our DFA publisher certification so you can run in-app ads on their network or application. 
    If you are interested in taking part in this beta program, please contact your DoubleClick Sales Representative.

    -----------------------
    Background on MRAID:

    Mobile rich media advertising has historically been difficult for agencies and publishers to execute on a large scale because every publisher has maintained different standards and specs for mobile ads. With so many different standards, an agency would have to create many ads, each tailored to individual publishers -- a very manual and unscalable process. 

    To help make mobile rich media execution more scalable, the IAB developed the Mobile Rich Media Ad Interface Definitions (MRAID), which provide a standard for mobile rich media ads, so that all publishers can accept the same ad type (and agencies can build one ad to work across all the publishers.) 

    DoubleClick Rich Media and Studio is MRAID compliant, meaning agencies that use DoubleClick have the ability to serve MRAID creatives to in-app inventory offered by publishers and mobile ad networks. We have already been working with a number of publishers, confirming their ability to support our test tags. Now, we need to run live campaigns with impression volume against these tested networks, to verify that metrics are tracking properly. This is the goal of the beta program.