DoubleClick’s publisher platform on Nov 14th Monday, launching three new betas, designed to help publishers thrive in a mobile and video world.
In the beta offering today, video are now available to Native Ads solution to DoubleClick publishers, who can now capture premium video advertising budgets on their non-video content. According to DFP, the native video templates — content and app-install give advertisers an alternative to banner and static native.
Second offering today is “Exchange Bidding” that helps publishers maximize demand for every impression by letting them put multiple exchanges into competition in real time without adding any new client-side code. Luanched as alpha earlier this year, Exchange Bidding has grown 4x, and it’s now entered into closed beta in the US.
In addition, Exchange Bidding beta is now expanded to include mobile apps, with Smaato as one of the first mobile app exchange partners. “By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges.” writes Christian Sieweke, Senior Product Manager at Smaato.
Finally, Dynamic Ad Insertion (DAI) for live TV on DoubleClick launched earlier this year in beta today extend to video on demand (VOD) helping users to engage with personalized video experiences on every screen.
This feature will be capable of serving both direct-sold and programmatic campaigns – in both cases delivering smarter, data-driven ads that perform better.
“Publishers like A+E Networks are now inserting relevant, highly targeted ads into both long- and short-form VOD content across all devices, and delivering personalized ads while eliminating common pain points like buffering,” writes DFP team.
In other advertising news, Google has formally begin to show AdWords price extension format as swipeable cards, as well as rolling out internationalization support for Price extensions by adding 10 additional languages, price qualifiers and price units.
Debuted in July this year, Price extensions enable advertisers to show their business’s offering such as pricing information in detail, so people can find what they want more quickly through mobiel text ads.
Price extensions can be used to highlight brands, events, products, and sevices. The typical price extension allows you to include a header, description, and price. Since each price extension listing has its own link, “people can simply tap the link to browse through your mobile site,” explains Google.
Despite being a larger ad unit, there is no additional cost to using price extensions. The advertiser is only charged when a user taps on a price extension link, and the amount charged is same as they would be charged for a click on a standard text ad.
The 10 additional languages include include English, Dutch, French, German, Italian, Japanese, Polish, Portuguese, Russian, Spanish and Swedish.
— Google AdWords (@adwords) November 14, 2016
Internationalization support is also now rolled out to price extensions for AdWords API, which was launched earlier this year, and supported only English price extension type, price qualifiers and price units.
“Price extensions’ headers and descriptions will be reviewed in the context of the specified language, and those written in languages other than the specified one will be disapproved,” writes Google.
Earlier this year, we added support for managing price extensions to the AdWords API. This included the addition of PriceFeedItem to extension setting services in v201607, and placeholder type ID 35 to feed services in all versions of the AdWords API.
Here’s how to use this feature:
- Extension setting services: Set your desired local language and use priceExtensionType, priceQualifier and priceUnit same way as before.
- Feed services: Check out the translated price extension types, price qualifiers and price units, and ensure that you use the translated price feed type (placeholder field ID 1), price qualifier (placeholder field ID 2) and price units (placeholder field ID 103, 203, …, 803) that match with the language code you specify as placeholder field ID 4. For all available placeholder fields for price feeds, refer to the feed placeholders page.
Note: All PriceTableRow entries must have the same currencyCode or you will get the ExtensionSettingError.INCONSISTENT_CURRENCY_CODES error.
Update 11/16: People expect great experiences wherever they’re consuming content, especially on mobile. But slow loading mobile sites are more than a user experience issue; they can cost publishers revenue. Our recent research,
The Need for Mobile Speed, shows that mobile websites that load in 5 seconds can earn up to 2X more revenue than sites that load in 19 seconds, the industry average. To help publishers understand how much more revenue they could earn, DFP published an interactive revenue calculator on DoubleClick.com showing how mobile page speed relates to ad revenue.
To get the repot, publishers need to enter a few data points from their current site, while there are many factors that can impact publisher revenue, “the results provided by the calculator are based on analysis of thousands of mobile web domains combined with real revenue and site performance data from DoubleClick for Publishers, DoubleClick Ad Exchange and Google Analytics,” DFP team explained.