In a new digital era with ushers in the programmatic advertising and mobile devices, Google is commited to evolving DoubleClick, today, announced a new initiative that will power DoubleClick's reporting and forecasting systems by leveraging its cloud computing and machine learning (ML) capabilities, through "Insights Engine Project."
The new project will be introducing seven features currently in development, many of which are already in testing with select partners. Here is a list of these upcoming features:
Connecting to BigQuery and Data Studio
By connecting to two powerful tools, BigQuery and Data Studio, DoubleClick will enable custom data analysis and visualization. Both these connectors are currently in beta, with broad availability expected early 2018.
BigQuery, is Google's fully managed, petabyte scale, low cost enterprise data warehouse for analytics. While, Data Studio will turn data into customizable informative dashboards and reports that are easy to read and share.
New insight cards and forecasting experience
A set of new "insight cards" in DoubleClick will provide with information on key success metrics like ad viewability, site latency, and more — available in next few months.
Additionally, a new forecasting experience that includes automatic growth detection, seasonal adjustments, and easy viewing of historical data side by side with future predictions will also available to your disposal.
Screenshot of new insight cards:
Audience insights for relevant content and ads
As part of Insights Engine Project, two limited tests with partners involving sharing demographic and interest insights, including using those insights to deliver more relevant ads in programmatic deals with DoubleClick Bid Manager advertisers will begin.
These tests will explore best way to make ads and content more relevant for users, while respecting privacy and preferences, says the team.
Lastly, with Google ending First Click Free (FCF) to support news industry with subscription offers, so the DoubleClick to help optimize the best moment to reach paying users, have begun testing an application of machine learning and audience insights to subscription business.