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DoubleClick Unveils New Initiatives To Support Social, Native Ads, Video Asset Management
Google will be rolling out a number of new features and tools for DoubleClick this year. DoubleClick’s Vice President, Display Advertising,¬†Neal Mohan announced several new DoubleClick initiatives and features in a blog post that coincided with the start of the company’s annual thinkDoubleClick event.
DoubleClick for Advertisers is getting a revamp and a new name. The newly dubbed DoubleClick Campaign Manager will be released globally in the next several months. This is the largest update to DoubleClick’s core ad server since the service launched 15 years ago and “completely re-imagines the ad management and ad serving process.”
Mohan admits that social has been conspicuously missing from the DoubleClick platform. Nearly a year after acquiring social marketing platform Wildfire, Google is starting to integrate Wildfire technology into the DoubleClick Digital Marketing platform. The integration allows marketers to see how their social efforts are impacting their brands’ attribution models alongside their other digital marketing campaigns in the DoubleClick Marketing dashboard. Mohan says that this is just the beginning of the Wildfire integration with DoubliClick.
Cross-Sell in DoubleClick for Publishers is a new feature designed to make it easier for publishers to manage shared YouTube sales. The Cross-Sell feature is in beta now and will roll-out later this year.
In response to the growing popularity and demand for native ads, the company says it is testing native ad serving capabilities with a few publishers. The challenge is to enable each publisher to support native ads that are unique and in keeping with their sites’ environment. Google says the focus is on making the technology seamless for publishers that want to add native formats to their inventory and that they’ll be expanding their testing to more publishers in the coming months.
Finally, Mohan announced that¬† Active View, Google’s newly accredited viewability measurement system will be rolled out on the publisher side. Active View will be built into the entire publisher suite, including DoubleClick for Publishers, AdSense and the Ad Exchange. The Active View integration allows publishers to manage and measure ad inventory by views rather than impressions.