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With DoubleClick’s Programmatic Guaranteed solution, advertisers and media owners can transact both reservation and open auction media buys programmatically, using a single platform. This means advertisers get one view of all their buys across a campaign, allowing them to more effectively control reach and frequency so they get better results. And advertisers and media owners each benefit from a simpler and more efficient workflow.

We worked with Nielsen and the Boston Consulting Group (BCG) to quantify the benefits of this technology for advertisers, agencies and media owners.

Across 10 global campaigns, we found that the consolidated ad buying approach offered by Programmatic Guaranteed drove an 11% increase in reach efficiency. This means that marketers in the Nielsen study reached 11% more unique consumers -- without increasing their campaign investment -- when using Programmatic Guaranteed, compared to a siloed approach where reservation and open auction buys were managed separately.1

Buyers and sellers also save significant time when using Programmatic Guaranteed: from insertion order to billing, agency marketers in the BCG study spent 30% less time on set-up and ongoing management of campaigns compared to traditional reservations. Media owners in the BCG study spent 57% less time on set-up and ongoing management of Programmatic Guaranteed campaigns compared to traditional reservations.2

To learn more about the results, make sure to download the full report.

1 Results based on a Google commissioned study conducted by Nielsen. The siloed media buying portion of the test reached on average 322,575 unique consumers for each million impressions compared to the consolidated media portion that reached 359,617 unique consumers.

2 Results based on Google commissioned study conducted by The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic”, February, 2018.
Posted by Andrea Vassalli
Product Marketing Manager

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With the Big Game around the corner, brands will soon be debuting their highly anticipated 2018 TV spots. In recent years, we’ve seen marketers adopt a number of strategies across TV and digital to drive brand awareness around the event, from uploading their videos early to YouTube to promoting mobile apps and social hashtags in their commercials during the game.

Today, we’re introducing two new features in DoubleClick Bid Manager that help marketers effectively coordinate their TV and digital campaigns and ensure their message lands during big cultural and real-world moments.

Sports fans are engaging across screens

Cross-screen brand strategies are critical to success, because today’s sports fans are engaging with content across devices more than ever. In a recent study, Ipsos found that 80% of sports viewers say they use a computer or smartphone while watching live sports on TV, to do things like searching for player stats and live scores, messaging other fans, and watching related videos. 1

To reach a broad, engaged audience of sports fans, marketers need to complement their live TV commercials with coordinated messages across digital devices.


Reach audiences around real-world events

Real-time triggers is a new, easy-to-use workflow now available as a beta* in DoubleClick Bid Manager. It allows advertisers to activate display and video campaigns in real-time, based on pre-defined “triggers” or moments that correspond with an event on live TV or in the real world.

Brands define the triggers they care about in Bid Manager and then specify which ad creative they want to go live immediately following that event. For example, during a live televised event, an advertiser might trigger digital video ads to serve right after their commercial airs on TV. These ads could promote a lower-funnel action like an app download or a store visit, or they could promote the new spot that just aired and drive people to watch it again on YouTube. In this way, the brand can extend the reach and impact of their TV campaign by bringing their message to sports fans who may be engaging on second-screen devices.

The real-time triggers workflow makes event-based campaigns scalable and easy to build: set campaigns up ahead of time by selecting the trigger type, defining the moments you care about, and specifying the ads you’d like to serve following that trigger. Bid Manager will then serve your ads automatically when your defined moment occurs.

Key to this new capability is that it’s nearly instantaneous from the time the moment occurs to the time your campaign goes live -- we’ve gotten our serving speed down to just a few seconds so you can provide true real-time coordination between live events and digital campaigns.

In addition to live TV data, we’ve integrated weather data so that advertisers can serve ads based on real-time weather parameters (e.g. when it starts to rain, serve ads for umbrellas). We’ll also be launching sports triggers so that advertisers can serve ads based on real-time occurrences in sporting events (e.g. when a player scores in the game, immediately serve congratulatory ads across devices). This will be particularly useful for all the exciting sports events happening this year.


Measure traditional TV campaigns alongside your digital reporting

Real-time coordination of TV and digital campaigns is important for reaching audiences across screens. But it’s also important for buyers to be able to measure their TV campaigns alongside their digital ones.

Access to TV metrics can help digital buyers better understand how TV dollars are working to reach their audiences. They can then use these insights to better plan and coordinate their digital campaign budgets and tactics.

We’re giving digital buyers access to linear TV campaign data directly in Bid Manager, through a new reporting dashboard called TV Ad Explorer (available in beta*). This launch builds on our efforts to make linear TV buying and impact-based measurement available in Bid Manager.

With TV Ad Explorer, you can immediately begin to explore the metrics from your recent TV campaigns, whether you bought the media through Bid Manager or not. Google collects minute-by-minute ad airings data from standard broadcast sources and partners in a privacy-safe way. This data enables advertisers to see airings data as soon as a day after airing, as well as measure the reach of their TV ads by daypart, demographics, genres, networks and shows.

TV Ad Explorer can help answer questions such as “Did my TV campaign deliver against the intended target?” and “On which shows or content did my TV campaign index heavily?” Brands can use the answers to these questions to inform their digital campaign tactics. Brands can also look at their TV campaign performance around big events from previous years and use those insights to inform creative and media decisions around the same events in the future. In addition to standard TV metrics, digital metrics such as Brand Interest (the change in volume of searches for a brand after an ad airs) will be incorporated into TV Ad Explorer to provide additional information for buyers to measure the impact of their TV ads.

In the future, we plan to enable media planning across TV and digital, so advertisers can leverage insights from their TV campaigns to optimize their digital media plans. For example, advertisers will be able to use TV Ad Explorer to project if and how digital media placements can provide incremental reach or more cost-efficient reach to augment TV.

The way people watch video content has changed. As an advertiser, it's not enough to worry about just one screen anymore. To really break through and ensure your message sticks, you need to connect with people across all the content and screens they are choosing. Today’s launches advance our efforts to help advertisers bridge the gap between TV and digital.

1Google/Ipsos Connect, Sports Viewing Survey, US, December 2017 (n of 1,520 adults aged 18 to 54 who identify themselves as sports fans. Average across 10 sports.)

*The availability of TV Ad Explorer and Real-time triggers varies across regions depending on the type of data and inventory you’re using. Please talk to your DoubleClick Sales rep to understand what is available for your region and campaign type.


Posted by Jean-Claude Homawoo
Product Manager, DoubleClick

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Remarketing lists are a great way to reconnect with previous visitors to your website. They can also provide valuable customer insights that can be used to find new opportunities to help you reach your goals. However, due to the number and size of your lists, these insights can often be difficult to identify.

With adaptive remarketing, DoubleClick Search will automatically find those opportunities and create more focused remarketing targets to help you reach visitors who are interested in other products and services you offer.

Get more out of your remarketing lists

Adaptive remarketing is easy to use. Simply enable “remarketing targets” under Adaptive settings in your campaign settings page after applying a Smart bidding strategy or conversion goal. DoubleClick Search will then continuously compare the conversion rates of your remarketing lists against the conversion rates of the campaigns they’re applied to. Whenever a list has a conversion rate that varies significantly from its campaign, a new remarketing target will be created so you can set optimal bid adjustments.

For example, let’s say you’re a travel advertiser with a campaign for vacations in Chicago. You know you’re reaching people who’ve shown interest in traveling to Chicago, however you might not realize that conversion rates for Chicago may be higher for audiences who’ve previously shown interest in other cities.

By comparing performance, adaptive remarketing sees that many people who purchase Chicago vacations are the same ones who’ve shown interest in San Francisco vacations. As a result, your 'San Francisco' remarketing list would be automatically applied to your Chicago campaign, allowing you to easily adjust your bids for these customers to drive more revenue.
You can apply adaptive remarketing in your campaign settings

Get better results with Smart Bidding

DoubleClick Search Smart Bidding automatically finds the optimal bid to get you the best return on investment (ROI). By combining adaptive remarketing with Smart Bidding, you can enjoy even more benefits from automation.

When you apply a bid strategy or conversion goal to your adaptive campaign, we’ll continuously assess existing and auto-generated remarketing targets to align with your goal. Using the previous example, Smart Bidding will automatically adjust bids for your ‘San Francisco’ remarketing targets and ensure that your bid adjustments are always optimized.

Learn more about how adaptive remarketing can help you uncover business opportunities in the DoubleClick Search Help Center.

Posted by Amit Varia
Product Manager, DoubleClick Search

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From buying a TV to planning a holiday vacation, it takes consumers, on average, four clicks before completing a transaction online.¹ Some of these clicks matter more than the others, yet 40% of businesses still use first-touch or last-touch attribution when measuring ad performance.²

In order to understand the true value of each of those clicks, you need an attribution model that better reflects the new fragmented mobile-first consumer journey. Data-driven attribution (DDA) in DoubleClick Search solves this by helping you better understand the value of each ad click throughout your customer’s journey.

Create a model that fits your needs

Machine learning sets DDA in DoubleClick Search apart from rules-based attribution models. Unlike those models, DDA calculates the value of each ad click using your Floodlight conversion data, including conversions that happen across devices and browsers. By looking at all the clicks that happen across all those conversions, DDA can assign more value to the clicks that are driving conversions, and less value to those that don't.

Over time, your model will become more accurate as more data becomes available to inform your bids with. You can also customize your DDA model to fit your business goals.

DDA gets results

Here’s how DDA has already created value for advertisers around the world:



“Data-driven attribution has taken our campaign performance to the next level. By creating tailored attribution models for both new and existing customer journeys, we’re able to easily see which campaigns are contributing to our chosen business objective,” says Matt Darbon, Online Marketing at Waitrose. The British supermarket chain decreased its cost-per-order by nearly 40% while significantly increasing sales volume.




Walks of Italy provides immersive tour experiences around Italy's major cities and attractions. Using DDA and Smart Bidding, the brand saw a 31% increase in ticket sales, compared to 11% for other non-brand campaigns not running on DDA bid strategies. It also saw 25% growth in overall return on investment (ROI).




Volkswagen Group, one of the world’s leading vehicle manufacturers, saw sales leads increase by nearly 6% and cost-per-lead decrease by 17% in Brazil with DDA.






TalkTalk, the UK’s leading value-for-money telecoms provider, partnered with mSix to implement DDA for its campaigns. As a result, the brand saw its total volume of sales increase by 9% while maintaining its cost-per-acquisition.




Make DDA work for your business

Here are some best practices to help ensure your data-driven attribution models are customized to meet your business goals:

  • Apply your customer and market knowledge. Create and apply DDA specific labels to your campaigns based on the role that Search activity plays in the customer journey. Learn more
  • Check the accuracy of your model with Floodlight columns. Once you’ve created your custom DDA model, create Floodlight columns for DDA conversions to ensure your model is set up correctly. Learn more
  • Track your performance against other models. For easier monitoring, add your DDA model to your favorite reports. Create a custom column that shows the percentage difference in conversion value assigned to keywords, campaigns and labels between your attribution models. Learn more
  • Re-evaluate keywords, campaigns and labels for performance. Now that you’re measuring the value of every click, you may discover that some of your campaigns are performing better than before. Make sure your budget and bids are updated based on the insights provided by DDA. Learn more
  • Automate your bids based on your new model. To get the full benefits of DDA, use Smart Bidding with your DDA model to automatically set optimal bids across your campaigns. Learn more

Learn more about data-driven attribution in the DoubleClick Search Help Center.

¹ Google Analytics MCF data for single device measurement, Feb. 2017
² Google/Forrester, "Cross Channel Attribution is Needed to Drive Marketing Effectiveness," May 2014, U.S.
Posted by Michel van Luijtelaar
Measurement & Attribution Specialist, DoubleClick Search

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Advertising should be free of invalid activity – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the ads.txt standard, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our advertiser and publisher advertising platforms.

As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:
  • Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
  • DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.

Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.



The adoption of ads.txt has been growing quickly and the standard is reaching scale across publishers:
  • Over 100,000 ads.txt files have been published
  • 750 of the comScore 2,000 have ads.txt files
  • Over 50% of inventory seen by DBM comes from domains with ads.txt files

We believe ads.txt is a significant step in cleaning up bad inventory and it's great to have the broad support of our partners like L’Oreal, Omnicom Media Group, and the Financial Times.
“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
- Marie Gulin-Merle, CMO L’Oreal USA
"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group
“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
- Anthony Hitchings, Digital Advertising Operations Director, Financial Times

It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.

Posted by Per Bjorke
Product Manager, Google Ad Traffic Quality