At the thinkDoubleClick, annual industry event, Google unveiled two key improvements to its DoubleClick Digital Marketing platform.
“”DoubleClick Digital Marketing” is a unified platform launched last year, to help advertisers and agencies manage the entire breadth of their digital marketing efforts.”
DoubleClick Campaign Manager, introduced today, is a new version of DFA, that completely re-imagines the ad management and ad serving process.
“DoubleClick Campaign Manager” is the “biggest upgrade to our core ad server in the 15 years since its inception,” says Google. It will be available to all advertisers globally in the coming months.
DoubleClick goes social with integrating Wildfire, (that Google acquired last year) into the DoubleClick platform. Now, “marketers can address a critical part of the customer journey, and do it alongside search, display, rich media, video and mobile as part of the broader DoubleClick Digital Marketing platform,” informs Neal Mohan, Vice President, Display Advertising at Google.
And, to help connect with partners, Google is introducing:
- Shared sales with YouTube in DoubleClick for Publishers. In the coming months, Google launching a new feature called “Cross-Sell in DoubleClick for Publishers,” that automatically and easily manage joint sales for YouTube partners.
- Google is also introducing “native formats” as a native to DoubleClick. These “native formats” provide new types of brand experiences, like sponsored stories, that are unique to each publisher. “We’re already testing this capabilities with a handful of publishers and will be looking to expand in the coming months,” informs Mohan.
- Google is also rolling out Active View to core publisher products: “DoubleClick for Publishers, AdSense and the DoubleClick Ad Exchange” to help publishers measure what inventory is viewable. In early tests, “we’ve found that Active View can help uncover “gold below the fold”,” Mohan writes.
Google is also investing in helping advertisers and publishers connect with them across screens as well:
- Google Web Designer, a new HTML5 creative development tool available in the coming months, “will empower creative professionals to create cutting-edge advertising as well as engaging web content like sites and applications – for free,” explains Mohan.
Google Web Designer will be seamlessly integrated with DoubleClick Studio and AdMob, greatly simplifying the process of building HTML5 creative that can be served through Google platforms.