EsheleD Marketing & Technology

14Apr/160

Improving yield, speed and control with DoubleClick for Publishers First Look and exchange bidding

Today we’re announcing that First Look is available to all DoubleClick for Publishers clients globally and that we’ve begun testing exchange bidding in Dynamic Allocation.

Our goal is to help publishers thrive and create sustainable businesses with advertising. With the transition to mobile, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall yield. Research shows that an extra 1 second of load time on mobile can result in 58% higher bounce rates.1 That’s why we’ve been working on two new features that use the power of real-time bidding and the efficiency of server-side connections to generate greater revenue for publishers without compromising user experience.

Higher revenue with no client side code or added waiting

A few months ago, we announced the Beta of DoubleClick for Publishers First Look. Since then, we’ve had over 200 partners test the feature and the results have been great. Publishers like Gannett, Grupo Zeta, Gumtree, Sankei Digital, Scripps, Time Inc., and Zoopla have seen their programmatic revenue increase by double-digit percentages. Today, we’re happy to open this feature to all our DoubleClick partners.

“We want to monetize all of our inventory and all of our audiences to the greatest extent that we can. Since implementing First Look, we’ve seen a 15 percent lift in eCPMs of our programmatic channel.”
-Tim Wolfe, VP of Ad Operations, Gannett


Testing server-side connections for more accurate pricing

While First Look makes it easy for publishers to capture new revenue from high-paying buyers, we are also testing a new technology to help publishers manage yield between multiple exchanges and supply-side platforms (SSPs).

Exchange bidding in Dynamic Allocation will allow publishers to invite trusted third-party exchanges and SSPs to submit real-time prices using industry-standard RTB calls. These prices will be considered along with bids from the DoubleClick Ad Exchange and the publisher’s reservation campaigns to pick the highest-paying ad. Exchange bidding also empowers publishers with unified and accurate reporting on the revenue they are earning from each exchange/SSP. And just like First Look, exchange bidding works with no additional client-side code.

We are working on this new technology with exchanges like Index Exchange and Rubicon Project, along with a select group of publishers including About.com, Hearst, Meredith Corporation, and Zillow. Before we scale exchange bidding to more partners, we will evaluate the results from our pilot testing and consult with participating buyers, sellers, and exchanges/SSPs to ensure that this solution helps the programmatic marketplace continue to grow and thrive.

With First Look and exchange bidding in Dynamic Allocation, we are continuing to help publishers get the highest yield for every impression without sacrificing user experience.

Posted by Jonathan Bellack
Director, Product Management

1.Soata Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate”

31Mar/160

Get the most from DoubleClick for Publishers and Ad Exchange

When we launched Publisher University two years ago, our goal was to create a destination to help you get the most from DoubleClick for Publishers and DoubleClick Ad Exchange so you could spend more time focusing on what you do best: creating great content.

Over the past two years we’ve listened to your feedback to ensure Publisher University has the right information you need, when you need it, so you can feel confident in your decisions. The new Publisher University offers training courses, videos, and updates to do just that. In addition, the new Publisher University helps you:

  • Feel confident in your decisions, with beginner through advanced content.
  • Track course progress over time so you never miss a step.
  • Access course content and trainings from any device.
  • Learn in the language most comfortable to you; choose from 11 languages.

Visit the new Publisher University today to begin getting the most from DoubleClick for Publishers and Ad Exchange, and be on the lookout for new training content to be continually added in the future.

Posted by Katelyn Zaleski
Technical Trainer, DoubleClick

Note: Publisher University is designed for publishes using DoubleClick Ad Exchange or DoubleClick for Publishers. If you’re currently using the Small Business edition of DoubleClick for Publishers, please visit the help center.

16Mar/160

Planning for a programmatic future: What we’ve learned

Over the last few years, the adoption of programmatic has significantly grown across the industry. Demand Media is an early adopter and recently, we caught up with their Senior Director of Media Sales and Operations, Angela Kinsella, on the lessons they’ve learned since increasing their investment in programmatic. Here’s what she shared.

Programmatic has evolved significantly over the past few years. It’s no longer just a real-time bidding (RTB) system for remnant inventory, nor is it restricted to standard IAB units. Today, programmatic is a sophisticated technology that can be used to sell virtually all your media through direct deals—including branded executions, custom content, re-skins and more.

The true value of programmatic lies in two key areas. The first is access to rich, granular data on buyer needs and campaign performance, which leads to better sales optimization. The second is gains in operational efficiency for the entire advertising ecosystem—from the creative agency down to the publisher.

By 2012, Demand Media had seen consistent positive results with the open exchange and we felt ready to deepen our programmatic investment. However, we knew we couldn’t (or shouldn’t) make massive changes to our business overnight. Before we increased our stake in programmatic, we wanted to use our learnings to date to optimize our technological, operational and sales infrastructure. For anyone that’s making this transition now, this is what we’ve learned.

Identify technology partners that meet your needs—today and in the future

In terms of technology, we carefully evaluated our partners to find those best serving our current needs and those who might be best equipped to work with us in the future.

Accordingly, we carried out an exhaustive request for information (RFI) with a number of supply-side providers (SSPs). We considered a variety of factors during the process, including each partner’s ability to execute programmatic direct deals, including private marketplaces. We wanted to make sure we chose a partner with access to first-rate advertiser networks, who was committed to keeping up with industry changes.

Empower sales teams with programmatic knowledge

There’s a belief out there that programmatic can replace people. We knew that wasn’t true for us. But we also knew that the way our sales teams worked needed to change.

While sales teams are still responsible with building stronger relationships with advertisers, the “sellers of the future” need to be able to speak a new language, one that’s far more metrics-driven than that of the past. Our teams built competency in programmatic concepts and key performance indicators (KPIs) like audience targeting, backend conversions, and more, to ensure informed and productive conversations with buyers.

Enable advertisers in their programmatic transition

Our sales teams also needed to educate buyers who were slow to shift budgets to programmatic. We had two ways of doing this: programmatic direct and hybrid deals.

With programmatic direct, we’re able to give buyers the comfort of knowing what they're buying while setting our own deal terms. Ultimately, this strategy has proved to be a great way for both parties to maintain control of pricing and inventory quality. Programmatic direct has also enabled us to structure additional elements into the deal such as data sharing and “first look,” which has driven up CPMs.

Another strategy we’ve used is to offer buyers hybrid deals with both direct and programmatic components. With hybrid deals, we can negotiate a direct sponsorship and then layer on audience and contextual targeting. When buyers see their results, they’re often more open to increasing their programmatic investment.

Communication is key during transitional times

It’s easy to get excited about the potential of programmatic, but it is important to keep in mind that increasing your programmatic investment often results in some level of uncertainty in the short term. Change can be uncomfortable, but can also result in positive results for your business. During transitional times, it’s important to keep the lines of communication open both internally and with buyers to ensure your programmatic strategies evolve and succeed.

Posted by Angela Kinsella
Senior Director, Media Sales and Operations, Demand Media

11Mar/160

Viewability spotlight for sellers: Three loading methods that can optimize your viewability

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, three speedy ways to improve viewability, and four ways to improve ad layouts for better viewability.In this post you'll learn three content and ad loading methods that can optimize your viewability rates.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability.

Posted by Anish Kattukaran
Product Marketing Manager, Brand Measurement, Google

9Mar/160

Viewability spotlight for sellers: Four ways to improve ad layouts for better viewability

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, and three speedy ways to improve viewability. In this post you'll learn tips for laying out ads on a webpage or scrollable page in an app in order to improve viewability rates.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability. Feel free to share your viewability success story in the comments section below.

In the next part of our Spotlight on Viewability, we'll share three content and ad loading methods that can improve viewability.

Posted by Anish Kattukaran
Product Marketing Manager, Brand Measurement, Google

5Mar/160

Viewability spotlight for sellers: Three speedy ways to improve viewability

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

Recently on the blog, we focused on two tips for enabling viewability measurement. In this post you'll learn tips for improving ad viewability by optimizing your apps and sites for speed and responsiveness.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability. Feel free to share your viewability success story in the comments section below.

In the next part of our Spotlight on Viewability, we'll share four ways to improve ad layouts for better viewability rates.

Posted by Anish Kattukaran
Product Marketing Manager, Brand Measurement, Google

2Mar/160

Viewability spotlight for sellers: Two tips to enable viewability measurement

There's a lot that publishers and app developers can do to increase the likelihood that their ads will be measured as viewable. Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability across four categories based on insights from Active View, Google's MRC-accredited viewable impression measurement technology. These insights and recommendations come from our services teams that have spent thousands of hours working with publishers and developers to improve advertising outcomes.

In this post, we focus on tips you can use to improve ad viewability by optimizing your apps and sites for speed and responsiveness.

Here is today's recommendation:

We hope these recommendations will improve your site or apps ad viewability. Feel free to share your viewability success story in the comments section below.

In the next part of our Spotlight on Viewability, we'll share 3 speedy ways to improve viewability.

Posted by Anish Kattukaran
Product Marketing Manager, Brand Measurement, Google

17Feb/160

SDK-less mediation: A more efficient path to greater yield

Today, we're happy to announce SDK-less mediation for mobile apps in DoubleClick for Publishers, now in beta. People spend nearly 37 hours per month in apps, creating a significant revenue opportunity for publishers1. But maximizing revenue from app inventory is challenging. Demand for app inventory is highly fragmented and managing performance across multiple partners while maintaining their 3rd party SDKs is cumbersome.

Simplifying app yield

We developed SDK-less mediation in DoubleClick for Publishers to make it simpler and less time-consuming to manage yield across multiple mobile ad networks, including DoubleClick Ad Exchange. DoubleClick for Publishers automatically updates the CPMs for supported networks by collecting and analyzing reporting data on your behalf, removing the need to constantly monitor and adjust your settings. Also, we’ve made it easier to segment your inventory and control groups of networks that can access that inventory. Then to maximize your yield, our solution dynamically picks the best order to call those networks for every impression.

In the past, adding a new network to your mediation chain meant integrating and maintaining another SDK in your app—an error prone process that could lead to bugs, bloated code, or worse, security issues. Our SDK-less solution removes these hassles and makes it easy for you to add new partners by simply changing a few settings in your DoubleClick for Publishers account. Starting today, Aarki, Drawbridge, MdotM, and Smaato can be included in SDK-less mediation. Support for more networks is coming in the near future.

Publishers like Runtastic, New York Daily News, and Ubisoft have found DoubleClick for Publishers’s app mediation features extremely easy to set up:

"With SDK-less mediation we have a much better overview about our performance and the new UI is extremely user friendly, transparent and easy to use."
- Philipp Durstberger, Head of Advertising, Runtastic

"Mediation is brilliant, one of a kind, first of a kind, turnkey, simple to use and takes only a few minutes to set up. My favorite is the SDK-less feature which never existed but should have. I don’t have to beg product and engineering teams to install multiple SDKs to onboard various demand partners."
- Ilya Utkin, Director, Revenue Platforms and Operations, New York Daily News

“I was impressed by how quick it was to set up DoubleClick for Publishers Mediation with different networks, and how stable and efficient it’s been from day one.”
- Baptiste Chardon, Head of Mobile Monetization, Ubisoft

Maximizing yield for publishers has always been our goal. With the release of SDK-less mediation, we’re making it easier for you to make the most from your app inventory. SDK-less mediation is currently in beta and will be available to all publishers this spring. Talk to your DoubleClick account manager about getting started.

Also, we’re pleased to announce SDK-less mediation is now available in AdMob - check out the AdMob announcement to learn more.

Posted by Gargi Sur
Product Manager, DoubleClick

1 http://www.nielsen.com/us/en/insights/news/2015/so-many-apps-so-much-more-time-for-entertainment.html

26Jan/160

A better mobile experience

Sridhar Ramaswamy, Google’s SVP for Ads and Commerce, spoke today at the IAB Annual Leadership Meeting in Palm Desert, CA. Building on the theme of “The Next $50B,” Sridhar reinforced Google’s commitment to better mobile experiences in order to move the digital advertising industry forward.

A faster mobile experience

Half of all users tell us waiting for slow pages to load is their top frustration with mobile. Let’s face it, your mobile strategy is irrelevant if people don’t stick around waiting for your page to load. That’s the premise behind Accelerated Mobile Pages (AMP), an open-source technology we announced last October that any publisher can use to make their pages load instantly - and also integrate with any advertising partner.

Sridhar provided an update on the work we’ve been doing with our partners since then to test a range of monetization solutions, from programmatic ad serving to native ads to paywalls. In this time, we’ve also built an ecosystem of third party providers who will support AMP.

Better mobile ads

With AMP we're excited to bring new, compelling mobile experiences to users. But we are also focusing on preventing bad experiences - and Sridhar shared the latest on those efforts. For example, have you ever been swiping through a slideshow of photos on your mobile device and all of a sudden an ad you didn’t mean to tap takes you to another site? We developed technology to detect and prevent these accidental taps - and we block a significant number of them everyday.

We also have policies in place for sites and apps that show Google ads. In 2015, we stopped showing ads on 25,000 apps that didn't meet our guidelines. Two-thirds of them were for bad practices, like ads that covered up your content. This means users have a better ad experience and it also helps publishers and all of those who depend on a healthy digital ads ecosystem. (Learn how we fought bad ads in 2015.)

Measurement across devices

As we work to create better mobile experiences, we can take advantage of one big upside of mobile: measurement. With mobile, we’re able to tap into more signals, and get more relevant data, from device to location to time of day.

Advertisers and publishers can use this data to make mobile ads better and improve business outcomes. For example, Sridhar shared how Cadreon used cross-device measurement in DoubleClick for an auto client to measure the impact of mobile on each conversion, ultimately realizing a 15% lift in total conversions and developing new insights to feed back into their media planning.

Posted by Jonathan Meltzer
Head of Platforms and Publisher Marketing, Google

13Jan/160

Programmatic Guaranteed: Now available to advertisers, publishers globally

Six months ago at the US DoubleClick Leadership Summit, we announced the start of testing for Programmatic Guaranteed, a new way to use programmatic pipes to execute direct deals. In this time, over 300 advertisers and 200 publishers have tested this capability, and we’ve seen impression volumes double every quarter. Based on your feedback, we’ve made several changes and significantly improved the product. So today, we’re announcing the public beta of Programmatic Guaranteed and opening it to any advertiser using DoubleClick Bid Manager or publisher using DoubleClick for Publishers*.

Programmatic direct spending was expected to reach $8 Billion in 2015 in the US alone - more than 50% of total programmatic display ad spend1. Initial steps to bring the benefits of programmatic to direct deals have been focused on automating the deal booking process. While that’s a good start, it only scratches the surface of what programmatic technology can do. The true value of programmatic direct will be achieved when the power of real-time, data-driven decisions is combined with access to brand safe, reserved publisher inventory currently available through direct sales. This will not only shorten the time it takes to book and execute high value reservations type deals, but also improve advertising performance.

That was our goal when developing Programmatic Guaranteed. It’s the only product available today that uses real-time bidding infrastructure to bring the power of programmatic to direct sales. Advertisers and agencies get access to premium guaranteed inventory with cross-campaign / advertiser optimization and frequency management across programmatic and reservation inventory. Publishers can lock in revenue through reservations, forecast against programmatic deals, and enjoy the ease of automated billing and collections. All that without the need to email tags, worry about creative controls, resolve discrepancies, or fax I/Os back and forth.

Finally, we’ve found that Programmatic Guaranteed is creating new opportunities for advertisers and publishers to connect. Here’s what some of our partners are saying about Programmatic Guaranteed:

“The way we stay ahead is by constantly experimenting and pushing technology to work for us. With Programmatic Guaranteed we can lock in revenue by selling a guaranteed number of impressions at pre-negotiated rates. We’ve seen great success with an initial batch of advertisers so far. Programmatic Guaranteed is simple and effective, and it’s ideally suited to the direct sales environment because clients really understand it.”
-Joe Alicata, VP Revenue Product and Operations, VOX Media

"As a premium publisher we will automate what today is manual. Programmatic Guaranteed is definitely an end to end solution. It is exactly what a publisher like Conde Nast needs to do more in a digital environment that is constantly changing and becoming more demanding."
-Elia Blei, Commercial Director Digital and Large Markets, Condé Nast

“At Generator Media we aim to provide a holistic solution for our clients. Including Programmatic Guaranteed in our offering allows us to manage valuable reserved buys alongside our open exchange and private marketplace activity. Doing so provides a level of frequency and messaging control previously unattainable across large scale digital media buys.”
-Russell Wagner, Director of Platform Integrations, Generator Media

"Programmatic Guaranteed helps the publisher deliver very high quality inventory to the advertiser. When we start a campaign, we always have to start with the publisher: we then fix the price with the publisher, define the placement, the timeline and then we define the volume. Through this, if you compare direct sales with Programmatic Guaranteed, we are returning better results."
-Andrea Di Fonzo, Managing Director, MediaCom Italy

Programmatic Guaranteed is now available to all marketers and buyers using DoubleClick Bid Manager, and all publishers using DoubleClick for Publishers. If you have a reservation deal that would benefit from the efficiencies of programmatic, reach out to your DoubleClick account team today to get started. We’re excited to bring this innovative advertising tool to the market and we look forward to your feedback on how we can best improve Programmatic Guaranteed during the public beta.

Posted by Kurt Spoerer
Senior Product Manager, DoubleClick

1 eMarketer, Oct 2015
* Programmatic Guaranteed is not currently available to publishers using DoubleClick for Publishers Small Business

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