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Sign up to join the live streamed keynote at Google Marketing Live:

When: Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET

Duration: 1 hour

Where: Here on the DoubleClick Advertiser Blog
It’s that time of year again! Join us as we unveil the latest Ads, Analytics and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry.

Register for the keynote live stream here. We’ll also make a recording available after the live stream for advertisers in other time zones.

Until then, subscribe to Think With Google, and follow us on Twitter, Google+, Facebook and LinkedIn for a sneak peek of what’s coming soon.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads & Commerce

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Consumers engage with your brand across many channels, from search to display to social. However, only 17% of advertisers look at performance across these channels.1 And while search advertising will continue to make up the majority of digital ad spend this year, spending on social ads is estimated to grow. That’s why we’ve expanded DoubleClick Search’s best-in-class cross-channel reporting and optimization to include social ads. Key features include:

Automated click and view tracking

We’ve partnered with social marketing platforms, including 4C Insights and Smartly.io, to make integration simple. Once you connect your account, DoubleClick’s view and click trackers are automatically applied. You’ll be able to see your Floodlight-based conversion metrics, including visits, actions, transactions and revenue in your social reports. In the coming weeks, we’ll be expanding support to include Brand Networks and Sprinklr.
Connect to top paid social marketing platforms
If you’re not using a social marketing platform, you can use tracking sheets to see your social ads activity directly in DoubleClick Search.
“DoubleClick Search streamlined the process of connecting our DoubleClick click and view trackers to our social campaigns. We’ve saved upwards of 6+ hours a month in trafficking, while still being able to leverage attribution insights in DoubleClick Campaign Manager.”
— Andi Brosseuk, Team Lead, iProspect Canada

Unified reporting across channels

See your search, social and display data all in one place. With a connected social account, your clicks, conversions, impressions and cross-channel remarketing metrics are captured together with your other channels.

Using different tracking tags across channels often results in splintered and duplicated data. To ensure you don’t overvalue clicks or channels, DoubleClick Floodlight tags deduplicate conversions across search, display and social. You can also report on assisted conversions, which tells you the number of conversions that were assisted by a particular keyword or ad.
See your search, display and social data together

Unified cross-channel attribution

Assign credit to the right customer interactions across channels by using a single attribution model. Then use Smart Bidding to automatically set bids informed by your cross-channel attribution model for even better performance.

You can also include social data in your DoubleClick Campaign Manager path-to-conversion reports to understand the role your social ads play in your customers’ path to purchase. For example, if you see that most of your sales happen after multiple clicks on your social ads, there might be an opportunity to refine your social ad content.

Cross-channel remarketing

Drive more conversions by creating an audience in one channel, and reaching them on another. For example, reach qualified shoppers on Google.com with an engaging search ad after they’ve clicked on an awareness-building social ad. You can re-engage these social audiences on both search and display.
“As an agency, we’re excited to integrate our social campaigns into DoubleClick Search. The ability to share remarketing lists across channels has not only improved our performance, but also enabled our cross-channel teams to work more closely together. We’re now also able to see more of the conversion path in DoubleClick Search, including the addition of social conversions into our Data Driven Attribution models.”
–Beth Williams, Search Platforms Lead, Merkle Periscopix
Learn more about integrating your paid social campaigns in the DoubleClick Search Help Center.

Posted by Sriram Parameswar
Product Manager, DoubleClick Search

1 Source: Advertiser Perceptions/Google, Measurement Survey, U.S., September 2017

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In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.

Posted by Carlo D’Asaro Biondo
President, EMEA Partnerships

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The way we watch TV has fundamentally changed. The popularity of on-demand and over-the-top streaming services, the proliferation of devices, and the availability of more high-quality content means that we’re able to watch wherever, whenever and however we want.

While this is great for consumers, it can create complexity for marketers. But there is also opportunity — you can now use advanced data and automated technology to more effectively reach audiences wherever they are choosing to watch.

We’ve launched a new guide for marketers that is all about that opportunity. Learn what TV and video viewing behavior looks like in today’s world and get recommendations for how to apply data and automated technology to reach viewing audiences more effectively.

Then, get started today with our 10 best practices for improving your DoubleClick brand campaigns.



Posted by Becky Chappell
Product Marketing Manager

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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