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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

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With the all important holiday shopping season about to begin, you can’t afford to miss any revenue opportunity. But you also need to be careful about how much you push your already stretched team. This is why we recently introduced three new tools, available to all DoubleClick Bid Manager accounts, that will help you reach more consumers while reducing manual work.

Expand your reach

First, as part of the new planning workflow in DoubleClick Bid Manager, we recently launched a new campaign object that lets you group Insertion Orders (IOs), so you can more efficiently manage your ad buys. For example, this will help you improve the reach of your campaign by allowing you to set up frequency capping across Programmatic Direct deals and open auction IOs, so you can be sure that your open auction campaigns reach consumers who haven’t been already exposed to your ads. You can create a new campaign in just a few simple steps*.

Second, we have introduced a slider that lets you expand your similar audience lists* so you can choose if you want maximum reach, higher similarity or a balance of the two. For example if you’re a toy retailer, your sales during the holiday season are likely going to be critical in determining your success for the entire year. To capture the increased holiday demand, you can use the slider to choose to reach the most possible consumers who look like your frequent purchasers. Once the sales peak has passed, you can scale your similar audience campaigns back to focus on more similarity.

You can find the new expansion slider in the Audience lists targeting tab of your line item level settings.

Optimize campaigns faster

By following the steps above, you can improve the setup of your campaigns and give them the best chance of success, but once your campaigns are up and running, you need a fast way to spot if things are not going according to plan. To help you with this, we recently introduced a new optimization view that allows you to quickly focus on campaigns that are not on track to achieve their spend and performance goals.

Once you know where you should focus your attention, you’ll be able to quickly determine what is driving the poor performance. By segmenting the data along dimensions (site, time of day, day of week, environment and more), you can easily see what is impacting performance.

In addition to surfacing key insights, the optimization view also provides suggestions on how you could optimize Line Item budgets within an IO. This way you can spend time making strategic decisions and not calculating how you should re-allocate budget across different Line Items.


Since using the new optimization view, our partner OMD Australia has been getting more granular insights faster:

"The optimization view has been helping us get quick insights, such as top performing placements and times of day. With this information we can immediately change our strategies to boost campaign performance without having to manually pull reports."
- Jiff Kumar, Programmatic Trader at OMD Sydney

You can access the new optimization view* at the IO or Line Item level by selecting Optimization from the drop down menu next to the New Insertion Order or New Line Item buttons in the DoubleClick Bid Manager.

Posted by Deirdre Athaide and Rod Lopez
Product Managers, DoubleClick Bid Manager


*A DoubleClick Bid Manager account is required to visualize the article.

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Cross-posted from the Google Analytics blog

We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more.

Today at Dreamforce, Google and Salesforce are announcing a strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud:
  • Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation
  • Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance
  • Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS
  • Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists

These new connections between our market-leading digital analytics solution and Salesforce’s market-leading customer relationship management (CRM) platform will change the game for how our clients understand and reach their customers — and how they measure the impact of their marketing. These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used.

By integrating your customer data, you can see a customer’s path from awareness all the way through to conversion and retention. And with connections to Google’s ad platforms and Salesforce’s marketing platform, you can quickly take action, engaging them at the right moment. You'll see these new integrations begin to arrive in the first half of 2018.

Example of a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages); example also shows a prompt to create a new audience segment to take action

New insights

Until now, businesses have not been able to connect offline interactions, such as an estimate provided by a call center rep or an order closed by a field sales rep, with insights on how customers use digital channels. With the connection between Sales Cloud and Analytics 360, soon you’ll be able to include offline conversions in your attribution modeling when using Google Attribution 360, so you’ll have a more complete view of ROI for each of your marketing channels and even more reason to move away from a last-click attribution method. This integration will also let you see how your most valuable customers engage with your digital properties, answering some important questions like, what are they looking for and are they actually finding what they need?

With the integration allowing data from Analytics 360 to be visible in Marketing Cloud, you’ll gain a more complete understanding of how your marketing campaigns perform. For example, if you send an email campaign to frequent shoppers to promote your fall fashion line, you’ll be able to see right in Marketing Cloud information such as how many pages people visited when they came to your site, the number of times people clicked on product details to learn more, and how many people added items to their shopping cart and converted.

Easy to take action

Today, Google Analytics allows you to create audience lists and goals that you can easily send to AdWords and DoubleClick for digital remarketing and to optimize bids. With the new connection from Sales Cloud to Analytics 360, in addition to unlocking new insights and more data for attribution modeling, you’ll be able to combine Salesforce data (such as sales milestones or conversions) with behavioral data from your digital properties to create richer audiences and for smarter bidding.

For example, if you’re a residential solar panel company and want to find new customers, you can create an audience in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager to reach people with similar characteristics. Or, create a goal in Analytics 360 based on leads marked as closed in Sales Cloud, and automatically send that goal to AdWords or DoubleClick Search to optimize your bidding and drive more conversions.

With the Analytics 360 connection to Marketing Cloud, you’ll be able to use customer insights to take action in marketing channels beyond Google’s ad platforms, such as email, SMS or push notification. For example, you can create an audience in Analytics 360 of customers who bought a TV on your site and came back later to browse for home theater accessories, and use that list in Salesforce to promote new speakers with a timely and relevant email.

Powerful combination

Every day, Google Analytics processes hundreds of billions of customer moments, Salesforce Marketing Cloud sends 1.4 billion emails, and there are over 5 million leads and opportunities created in Salesforce Sales Cloud. These new integrations represent a powerful combination, and we believe they will help marketers take a big step closer to the ultimate dream: providing every customer with a highly relevant experience at each step of their journey.

You’ll see these new joint capabilities become available beginning in 2018, and we'll be sure to keep you updated along the way. Contact us here if you would like to learn more about Analytics 360. We hope you’re as excited as we are!

Posted by Babak Pahlavan
Senior Director of Product Management, Measurement & Analytics

The Google Analytics 360 + Salesforce integrations are just one part of a broader strategic alliance announced today between Google and Salesforce. Read about new integrations between G Suite and Salesforce and a new partnership between Google Cloud and Salesforce here.

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Measurement is foundational to digital marketing. Heading into the holidays, it’s more important than ever to make sure all of your online sales, reservations and leads are measured accurately. To that end, we wanted to bring an important update to your attention: the recent introduction of Intelligent Tracking Prevention affects conversion measurement on Safari. It’s important to update your website tags as soon as possible to support measurement of conversions from Safari. This is in line with Apple's recommendations for ad attribution. Without updating your tags, it will be difficult to measure the efficacy of your marketing campaigns.

Site-wide tagging preserves your visibility

There are multiple ways to measure the performance of your online advertising. The best options rely on site-wide tagging—tagging that’s applied to every page on your site. Applying the tag to every page of your site keeps your measurement updated and helps to measure conversions more accurately, including in Safari's ITP environment.

There are two options for complete measurement of conversions from Safari in DoubleClick Search:

Option 1: Install the global site tag (gtag.js) on your entire site

The global site tag (gtag.js) is a new web tagging library that works across Google's site and conversion measurement products–giving you better control while making implementation easier. The new tag will now serve as the single tag for both AdWords and Google Analytics, with support for DoubleClick Search coming mid-November. By setting it on every page of your site, and including event snippets on your active conversion pages, the global site tag will send conversion data whenever event calls are made.

Stay tuned to learn more about DoubleClick Search support for the new global site tag in November.

Option 2: Use Google Tag Manager

For customers who are already using Google Tag Manager, there's no need to make any changes to your page—simply add the Conversion Linker tag in the Tag Manager interface, and set it to fire on all pages.

If you're not using Google Tag Manager, you can get started today. Alternatively, you can start with the global site tag (option 1 above) and then easily upgrade to Tag Manager in the future.

If you’re using a non-Google tool for website measurement, check with your vendor to make sure your solution allows you to measure conversions in Safari's ITP environment.

Estimating untracked conversions in DoubleClick Search

To help you accurately measure and take action on your conversion data, DoubleClick Search uses statistical modeling. Statistical modeling gathers website conversions for traffic that can’t be measured from Safari and includes them in your DoubleClick Search reporting.

We’ll continue to use statistical modeling in Doubleclick Search where site-wide measurement isn’t applied. However, using site-wide tagging will let you better understand your marketing performance across all DoubleClick products.

Measurement in DoubleClick Campaign Manager and DoubleClick Bid Manager

The two options outlined above also provide more complete measurement of conversions in DoubleClick Campaign Manager and DoubleClick Bid Manager. You can use Google Tag Manager today and the new global site tag in mid-November. Campaign Manager and Bid Manager customers using these two measurement solutions will start to see improvements in measurement coverage over the next few months.

Posted by Sriram Parameswar
Product Manager, DoubleClick Search

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Advertising fraud is a complex challenge, but one that we are working to simplify for our partners. That’s why we’ve developed sophisticated systems, including over 180 automated filters and detection algorithms, to prevent invalid traffic from impacting our clients. For years, we’ve used these technologies to protect Google-owned media properties from invalid traffic and now we’re working to expand them to help the rest of the ecosystem.

Today we’d like to highlight three areas we are investing in, for DoubleClick Bid Manager, to help our partners build trust in the advertising supply chain.

Automating refunds for invalid traffic

In the coming months, we’ll be implementing new infrastructure to further automate the refund process for invalid traffic. Supply partners like AppNexus, Index Exchange, OpenX, Pubmatic, SpotX, Teads, Telaria and DoubleClick Ad Exchange have been very supportive of these changes and have committed to provide advertisers with refunds for invalid traffic detected up to 30-days after monthly billing.

“At OpenX, we believe it is the responsibility of every participant in the market to commit to providing a high quality, transparent and fraud free advertising marketplace. The industry must work together to advance a clean, well-lit ecosystem to be successful in eliminating the scourge of fraud from the market. We are pleased to partner with DoubleClick on this important effort to cut off funding for criminal actors and advance trust for our entire industry.”
- Ian Davidson, OpenX

These commitments, along with others, cover over 90% of the available inventory in DoubleClick Bid Manager. Soon, we’ll identify in Bid Manager which supply partners provide refunds for invalid traffic and offer advertisers the option to buy only from those sources. This will make it easier for our customers to collect refunds for invalid activity.

Increasing transparency on invalid traffic we’ve filtered

It’s hard to prevent invalid activity if you don’t know how you’re being impacted. That’s why we’re investing in reporting features to give advertisers and supply partners greater visibility into what our invalid traffic defenses detect.

With these new features, advertisers will be able to see and understand the amount of invalid traffic detected in their campaigns both pre-bid and post-serve, including breakdowns by categories like data center traffic, automated browsers, and falsely represented inventory. Supply partners will receive reporting on the sources and amounts of invalid traffic that our systems are post-serve filtering from their platforms. By providing our customers and supply partners with access to this data we hope to provide more transparency into the sources of invalid traffic, facilitate conversations with third parties, and make sure our clients’ media spend does not enrich bad actors.
Example of an upcoming change to our user interface showing the sources of invalid traffic.

Support for ads.txt

Beyond our own platforms, we are fully supportive of industry initiatives to improve the health of the advertising ecosystem and combat ad fraud. Recently, the IAB Tech Lab released the ads.txt standard to increase supply chain transparency and make it more difficult to sell counterfeit inventory. It defines a simple method for publishers to publicly declare who is authorized to sell or resell their digital advertising inventory.

We believe the ads.txt standard is a significant step forward in the fight against ad fraud, and by the end of October, DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available.

The success of ads.txt will be defined by the extent of its adoption, and it’s great to see healthy adoption by publishers since the standard was finalized.

These changes are just some of the things we’re doing to help combat ad fraud and increase transparency in the advertising supply chain, and it’s been great working with partners like Nissan Motor Corporation, Omnicom Media Group and GroupM as we developed these solutions.

“Google has been a proactive partner helping us fight ad fraud. At Nissan, we look to Google, all publishers, as well as media agencies, to take their responsibility to clean up the inventory supply chain. It is therefore good to see that we’re gaining momentum to address this issue. We all need to embrace and demand new solutions to further accelerate this clean-up. That’s why we strongly urge all publishers we work with to adopt ads.txt to help keep the supply chain accountable and ensure marketer dollars are driving real results.”
- Roel de Vries, Nissan Motor Corporation

“We've always taken proactive steps to protect our clients from advertising fraud and we're glad Google is driving forward on this. These changes will help simplify the process of keeping invalid traffic out of our media buys and help clean up the ecosystem.”
- Steve Katelman, Omnicom Media Group

"We're extremely supportive of the steps Google is taking to bring transparency and accountability to the digital supply chain. It's critical that we have partners who are as dedicated as we are to protecting brands from ad fraud and we look forward to working together solve this issue for our clients."
-Rob Norman, GroupM

There’s no doubt that this is a complex problem, but if we continue to work together, we’re confident that we can address this challenge.

Posted by Payam Shodjai
Director, Product Management