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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, 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

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For an ad to have impact, being seen isn’t just important, it’s fundamental. That’s why measuring the viewability of advertising matters so much. Today, we’re releasing new research to help the industry better understand video ad viewability rates around the world and across devices, and announcing updates to our Active View measurement technology that helps advertisers place their ads where they have a better chance to be seen.

The current state of video ad viewability

Last year, we announced that globally, average video ad viewability on YouTube grew to 93%, significantly higher than the 66% average video ad viewability across the rest of the web and apps. Today, this number is even higher: Globally, average YouTube video ad viewability is now 95%, while the average video ad viewability across the rest of the web and apps remains at 66%.1 And what’s more, 95% of YouTube ads are audible.2

Read the full “State of Video Ad Viewability” report to see viewability rates across different inventory types and devices around the world.

New Active View optimization strategies in DoubleClick Bid Manager

To ensure all of your video ads are being seen and heard, not just those on YouTube, we’re launching two new Active View bid optimization strategies in DoubleClick Bid Manager for video ads on the rest of the web and apps, where video ad viewability is lower. This includes the ability to optimize towards a video ad that is viewable on screen for at least 10 seconds, or towards a video ad that completes in view and is audible.

Active View optimization uses machine learning to maximize the impressions that meet your viewability and audibility goals. Specifically, this means that Active View factors in signals like video player size, domain and position on page to determine the optimal bid for each impression, so you get the most from your marketing budget. These new bidding strategies allow you to improve view-through rate for situations when you need to know that your audience is paying attention — if, for example, you need more time to explain your offering, or if your branding or logo doesn’t show up until the end of the video.

These two new Active View bid optimization strategies are now available in Bid Manager for all advertisers globally, building on our existing Active View bid optimization strategies that help you deliver against viewable CPM goals.

Advanced Active View metrics for all of your video ads

Earlier this year we announced enhanced reporting for YouTube TrueView campaigns in DoubleClick. Now, we're expanding on that announcement and making new Active View metrics available in DoubleClick Campaign Manager and DoubleClick Bid Manager for all of your video ads, not just YouTube.

These new viewability and audibility metrics allow you to uncover deep insights into creative performance and user attention, including:

Studies have shown that the longer a user views your ad, the higher the lift in brand metrics like brand awareness and consideration. With new viewability and audibility metrics in DoubleClick, you can get closer to understanding which of your video ads are holding the attention of your viewers, and are thus most likely to make an impact, and which you need to improve in order to deliver more impact.

And, because DoubleClick Campaign Manager is MRC-accredited for viewable video ad impressions for desktop web, mobile web and mobile app, when you view these metrics in Campaign Manager you can feel confident that they’ve undergone a stringent, independent audit. We are also in the process of seeking MRC accreditation for video impressions and viewability statistics in both AdWords and DoubleClick Bid Manager.

Today’s announcements are the next evolution of Active View and reflect our commitment to empowering you with the data and tools you need to ensure your ads are capturing attention. Visit the Help Center to see all available metrics in Campaign Manager and Bid Manager reports.
Posted by Babak Pahlavan
Senior Director of Product Management, Analytics Solutions and Measurement, Google
Google and DoubleClick advertising platforms data, May 2017
Google Internal Data, Global, August 2016 (when volume is at least 10% for YouTube ads)

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If your business offers a large number of products or services, it can be difficult to manually create and manage keywords and ads for each and every one of them. Inventory keyword campaigns allow you to automatically convert your product catalog to highly relevant, up-to-date search ads. Today we’re providing additional flexibility and scale to feed-based automation with new upgraded inventory management. You can now automatically create thousands of campaigns, ad groups, keywords and other items based off any feed.

Endless possibilities with one easy setup

Getting started with upgraded inventory management is easy. First, connect the feed you want to use. Then, create an inventory plan. Finally, create templates for your campaigns, ad groups, keywords, ads, and other items. DoubleClick will automatically create thousands of each item at once, so you don’t have to. When creating new items, you can save time by editing your existing templates instead of starting from scratch.

Let’s say you’re a clothing retailer looking to promote your new line of Fall dress styles. Through a single setup, you can create an inventory plan that uses your dresses product feed to automatically generate a campaign for each and every dress style. Then for each dress style campaign, create thousands of relevant keywords, sitelinks, and more.

Show more relevant ads

Your ads will always be up to date as they’ll automatically reflect any changes to your feed. You can customize almost anything using your feed and apply functions and rules to that data. For example, show how many dresses are available by applying the COUNT function to the headline of your ad template. You can also apply a rule to automatically pause these ads when you sell out of that particular dress.

Holiday Hypermarket, a popular UK travel aggregator, uses upgraded inventory management to help improve its ad targeting and increase efficiency. The brand saw click through rates increase by 88%, ROI increase by 11% and saved upwards of 30 hours in campaign creation.

“Upgraded inventory management’s ability to generate entire campaigns based off of templates has saved us many hours in legwork. We can now focus our time on running and optimizing campaigns.”
- Ruaridh Stewart, Senior Account Manager, Periscopix
You can learn more about upgraded inventory management in the DoubleClick Search Help Center.
Posted by Henry Tappen
Product Manager, DoubleClick Search

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Cross-posted from The Keyword

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web--like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads--taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.

New tools for publishers

The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.


The Ad Experience Report lists when we have identified ad experiences on a site that are likely to harm users or violate the Better Ads Standards.

“We’ve always put our users first and fully support the Coalition’s Better Ads efforts and standards. At the same time, we deal with so many different websites and ad experiences it’s hard to tell at a glance which ads experiences we need to replace. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and are 200% behind this initiative.”
- Troy Young, President, Hearst Digital Media

As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.

“Looking at the past few years, we’ve come to realize that to the rise of ad blockers has negatively impacted potential revenue across all of our properties, particularly in Europe. Funding Choices allows us to have a conversation with visitors using ad blockers on how our business works, and provide them a choice to whitelist or contribute to our newsroom. We’ve found that people are generally open to whitelisting once they understand how content gets created.”
- Marc Boswell, SVP, Sales Operations & Client Services, Business Insider

Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.

Chrome support for the Better Ads Standards

Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.

Looking ahead

We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.

We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the DCN, the WFA, the ANA and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads and Commerce

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At DoubleClick, we're always looking for new ways to help you drive growth and efficiency. This means giving you tools that let you scale and customize your marketing in a way that suits your business needs.

A pain-free bid strategy with Automated Bidding

Scale and customization are critical to effective media buying. But a dependence on manual processes is often painful, especially when you’re running thousands of campaigns. It’s time-consuming and prone to mistakes.

To ease this pain, we’ve rebuilt Automated Bidding from the ground up. Rather than trying to guess the best bidding strategy, you can use Automated Bidding to leverage deep insights informed by Google’s machine learning. You set your bidding strategy to meet campaign goals, such as conversions or viewable impressions, and DoubleClick does the work for you, analyzing dozens of signals to dynamically place bids on the most valuable impressions.

Automated Bidding is now available in all DoubleClick Bid Manager accounts.

Flexing to meet your business goals with Custom Algorithm

While Automated Bidding lets you scale your marketing campaigns to meet a number of common goals, many marketers have campaign objectives specific for their business.

We’re introducing Custom Algorithm to address this need. This solution lets you customize the DoubleClick Bid Manager algorithm based on your proprietary data and models. You can assign a value to each impression based on your own unique data, and then Bid Manager automatically optimizes your strategy against those values, rather than clicks or conversions.

Fully customizable to meet any campaign goal, Custom Algorithm offers brands in any industry a way to better drive results using their proprietary data and insights. For instance, a financial services company could customize the algorithm to serve more of their ads to consumers with a high credit score, while a retail advertiser could use their historical purchase data to reach people likely to make high-value purchases.

Custom Algorithm also creates opportunities in more complex scenarios. Google’s internal media buying team used Custom Algorithm for the launch campaign of the Pixel phone. With the aim of optimizing for viewable placements on premium inventory, the team used previous campaign results to build a media buying model to score impressions based on these two factors. They used Custom Algorithm to increase the number of impressions on premium placements, while reducing cost per viewable impression.

They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach.

Custom Algorithm will launch in limited beta in June 2017 and roll out in full availability towards the end of the year.

Adapting your bids to the user’s context with Bid Multipliers

Automated Bidding and Custom Algorithm are new tools to help marketers automatically set their bids to reach their broader marketing goals. But the most effective bid strategies are ones that align to the user’s context.

For instance, imagine you want to adjust your bids based on the device consumers are using. Right now this process requires you to manually set these bids in separate line items.

We’re aiming to improve your productivity with Bid Multipliers. This new solution lets you set different bids for six dimensions all within the same line item, including device, site, audience lists, demographic, location and time of day. You can also adjust your bids to better reach particular customer segments. For example, if your customers are converting at a higher rate on mobile than desktop, you could shift your strategy to bid higher on mobile campaigns.

We’ll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.

We understand the leverage you can gain when we invest in tools that give you greater efficiency and help you scale. With these new solutions, we aim to increase your productivity and empower your team to achieve more impactful results.

Posted by Deepti Bhatnagar
Senior Product Manager, DoubleClick