DoubleClick for Advertisers announced two improvements to its mobile ad serving solution to help advertisers:
With Tracking conversions for mobile ads in DoubleClick for Advertisers (DFA) -- it's now possible to see post-click conversions for mobile ads right alongside your existing conversion reports for display ads, enabling even more efficient allocation of budget.
Now that mobile conversion reporting is captured in DFA, you've more info at your disposal to better understand the elements (search, display, apps and websites) driving traffic to your mobile websites and to compare them directly to the online campaigns you're already running.
Click trackers for mobile placements:
Now click tracking in DFA allow to include mobile placements so that you can track clicks on site-served creatives or text ads (such as search ads) on mobile sites, with reporting by platform, carrier and country. These click-trackers are also optimized to use the same conversion tracking system as regular mobile ads in DFA.
More Info: Help Center
[Source: DoubleClick for Advertisers blog]