Tag Archives: Industry Commentary

Q&A with Neal Mohan: A Sneak Peek at the DoubleClick Live Stream

DoubleClick’s annual digital advertising summit is just around the corner, streaming live on YouTube on Wednesday, June 4th. (Sign up here to watch.) We caught up with Neal Mohan, Google’s Vice President of Display and Video Advertising Products, to hear what’s on his mind as we get ready for the event.

Q: What topics should we expect to hear about this year? 
A: I don’t think it will come as a surprise that our team has been very focused on how to make digital work for brands and premium publishers. You can expect to hear a lot more about that. Also, since this event marks Google’s annual conversation on the future of digital advertising, we’ll discuss how digital is redefining consumer behavior, content development, and the ways that advertisers and publishers reach their customers.

Q: Will the live stream include any special guests? 
A: I’ll be joined by Nikesh Arora, our Chief Business Officer at Google, and Jeffrey Katzenberg, the CEO and Co-Founder of DreamWorks Animation. I’m looking forward to hearing Jeffrey talk about how technology has changed content creation.

Q: What consumer trends are impacting the way brands and publishers think about digital? 
A: When we started this DoubleClick event 14 years ago, going online was a deliberate act that required going to a computer and “logging-in”. The days of going online are coming to an end. Today’s digital experience is one that is always-on and always with us. As a result, digital has become far more personal, and one of the most personal forms of communication - video - is playing a more central role in our online lives. All these factors have major implications for brands and publishers, which we’ll discuss at the event.

Q: So...any scoops you can give us?
A: As I mentioned, video has been very much on my mind lately. Getting video right is something that is essential to our brand, agency, and publisher partners...expect to hear more about what we have planned to help make that happen.

We hope you can join us on Wednesday, June 4th at 9:30 am PDT / 12:30 pm EDT. Register to watch the live stream or to receive the recording. -The DoubleClick Team

What industry leaders value in a digital marketing platform

-- The following is cross-posted from the DoubleClick Advertiser blog --

A few months ago, we launched the new version of DFA - DoubleClick Campaign Manager - globally.

The launch coincided with DFA’s 15th anniversary, so we wanted to use this opportunity to hear from some of our longtime partners. Surely, the world has changed since the early days of DFA, 15 years ago. With new opportunities to reach consumers in more ways than ever, come many new challenges for digital marketers. And marketing platforms must continuously evolve to meet the demands of a shifting and ever-growing industry. 

We asked industry leaders Kurt Unkel, President of Product & Solutions at VivaKi, Megan Moldovan, Director of Platform Logistics at Annalect, and Angelina Eng, VP of Digital Media Ops at Carat what they value in a platform in this day and age, and how DoubleClick has evolved to address those needs. Here’s what they told us:
  1. Efficiency, reliability, and simplicity are crucial to helping marketers streamline the campaign management process. Kurt Unkel said, ”What we get with DoubleClick that we struggle to see anywhere else is simplicity - the ability to integrate a lot of disparate technologies into a common stack. That’s something that really makes a difference in our business, because it allows us to focus on the bigger, strategic things.”
  2. Marketers need integration across channels and screens, and to be able to track and execute across their efforts within one system. Angelina Eng notes, “When we talk about all of these different things that are coming out - verification, video, mobile - how do make that work all together? A company that’s embracing that is one that we want to work with.” 
  3. Platforms must help marketers gain more actionable insights and act on them in real-time. “We have almost too much data at our disposal,” Megan Moldovan tells us, “and it can sometimes be hard to sift through all of that information and understand what it really means, and particularly understand what everything means when you look at it together.”


      With DoubleClick, we are investing in tools to help your digital teams work more efficiently to maximize your results across channels and screens. 

      In the coming weeks and months we will deep dive into many of the new product features available in DoubleClick Campaign Manager. Stay tuned to the blog to learn about the new tools that will simplify digital, help you engage across channels, and enable better decisions.

      If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by following us on our Google+ page.

      What industry leaders value in a digital marketing platform

      A few months ago, we launched the new version of DFA - DoubleClick Campaign Manager - globally.

      The launch coincided with DFA’s 15th anniversary, so we wanted to use this opportunity to hear from some of our longtime partners. Surely, the world has changed since the early days of DFA, 15 years ago. With new opportunities to reach consumers in more ways than ever, come many new challenges for digital marketers. And marketing platforms must continuously evolve to meet the demands of a shifting and ever-growing industry. 

      We asked industry leaders Kurt Unkel, President of Product & Solutions at VivaKi, Megan Moldovan, Director of Platform Logistics at Annalect, and Angelina Eng, VP of Digital Media Ops at Carat what they value in a platform in this day and age, and how DoubleClick has evolved to address those needs. Here’s what they told us:
      • Efficiency, reliability, and simplicity are crucial to helping marketers streamline the campaign management process. Kurt Unkel said, ”What we get with DoubleClick that we struggle to see anywhere else is simplicity - the ability to integrate a lot of disparate technologies into a common stack. That’s something that really makes a difference in our business, because it allows us to focus on the bigger, strategic things.”
      • Marketers need integration across channels and screens, and to be able to track and execute across their efforts within one system. Angelina Eng notes, “When we talk about all of these different things that are coming out - verification, video, mobile - how do make that work all together? A company that’s embracing that is one that we want to work with.” 
      • Platforms must help marketers gain more actionable insights and act on them in real-time. “We have almost too much data at our disposal,” Megan Moldovan tells us, “and it can sometimes be hard to sift through all of that information and understand what it really means, and particularly understand what everything means when you look at it together.”


        With DoubleClick, we are investing in tools to help your digital teams work more efficiently to maximize your results across channels and screens. 

        In the coming weeks and months we will deep dive into many of the new product features available in DoubleClick Campaign Manager. Stay tuned to the blog to learn about the new tools that will simplify digital, help you engage across channels, and enable better decisions.

        If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by following us on our Google+ page.