Google Rolls Out New DoubleClick Campaign Manager Globally For DFA

DoubleClick Campaign Manager After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today. As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing f [...]

Google Shakes Up Display Advertising Development With AdWords’ Ready Image Ads Tool

google-adwords-square-logo Google is well aware of the challenges both advertisers and SEM agencies face in getting well-designed display ads built. Ads need to be created in multiple sizes and look good on all devices. Today's roll-out of Ready Image Ads in AdWords is Google's best attempt yet to solve this problem and get more AdWords advertisers running display campaigns. By just entering a URL from your website, the Ready Image Ads tool automatically scans and pulls images from the site to create ads in various IAB standard sizes that are HTML5 compatible for viewing on mobile and desktop devices. Ready Im [...]

Google Reportedly Looking To Replace Third-Party Cookies With New AdID

Google Logo - basic featured USA Today is reporting that Google is looking to upend the way the industry tracks online activity for advertising purposes. According to the newspaper, a source at Google says the company is developing an AdID, an anonymous identifier that would replace the third-party cookie as the industry's primary tool for tracking browsing activity and gathering information about user interests for ad targeting. The source, who spoke on condition of anonymity because Google has not made the plans public, told USA Today: The AdID would be transmitted to advertisers and ad networks that have agreed to [...]

Forecast: Mobile To Be 48 Percent Of Display Revenue By 2017

money-growth-chart-featured Data aggregator eMarketer has published a revised set of ad-revenue forecasts with an emphasis on mobile. The firm projects that mobile advertising will account for an increasing share of display revenue and represent nearly 50 percent ($14.5 billion) of all display advertising by 2017. Google will capture more than 50 percent of global mobile ad revenue this year; Facebook is gaining, however. According to eMarketer, Facebook's share of mobile ad revenue will grow from just over 5 percent last year to almost 16 percent this year. In terms of the broader category of global digital ad [...]

Google Debuts DoubleClick Studio Layouts For Code-Free Rich Media and HTML Ad Creation

Today, Google launched DoubleClick Studio Layouts, a production tool designed to make building and publishing rich media and HTML5 ads easier. Layouts provide a pre-built shell that allows non-programmers to turn existing image and video assets into rich media ads. Users can also plug their assets into an HTML5 layout that renders across devices, without having to code. DoubleClick users will find the new "Layouts" tab in the green navigation bar at the top of the web interface. According to Google, Samsung Turkey launched a rich media campaign in 90% less time than they could have [...]

Digital Ad Industry Groups To Online Publishers: Be Ready For “Viewability” Standard By Year-End

Media Ratings Council The leaders of the Making Measurement Make Sense (3MS) initiative are calling on online publishers to prepare for  "viewability" to become the new currency in display advertising by the end of the year. In a new post on the  Interactive Advertising Bureau (IAB) blog, Bob Liodice, CEO and president of the Association of National Advertisers (ANA) writes, "The Media Rating Council (MRC) expects to lift its Viewable Impression Advisory by the end of this year, and at that time marketers will eagerly start buying digital media on viewable metrics. Publishers and agencies, we hope you’re [...]

Export Your Google AdPlanner Data Now: AdWords Display Planner To Take Over Next Month

Google has announced that it's rolling up AdPlanner and the Contextual Targeting Tool and Placement Tool into the new Google Display Planner. The consolidation is designed to unify the process of researching, planning and launching campaigns on the Google Display Network. The Contextual Targeting Tool and Placement Tool will be sunsetted in the next few days. Unlike AdPlanner, which users could access with any Google account, Display Planner requires an AdWords account. (Google made the same move with the recent switch from the Keyword Tool to Keyword Planner.) AdPlanner will be cut in e [...]

Google AdSense Text Ads Get Favicons

Google introduced favicons, the small branding graphics used by website owners, to AdSense text ads today. In the announcement, Google says, "Our experiments show that adding these favicons to the ads makes advertisers more recognizable to your users, which benefits both you and the advertisers whose ads appear on your sites." The favicons are added automatically to advertisers' text ads on the Google Display Network -- through both standard and remarketing campaigns. [...]

Google Adds Google Catalogs To Lightbox Display Format

Google announced it is adding Google Catalogs to the creative assets brands can include in Lightbox ads. Google introduced Lightbox ads, which appear as standard display ads and expand when the user hovers over them for two seconds, last October. The ads feature a "hover to expand" call-to-action button. With Google Catalogs in the Lightbox, users can flip through a catalog without leaving the original page they're viewing. The examples shown here are from the Brand USA's Discover America beta campaign which featured a digitized version of their print tourism guide. Like other L [...]

Google Launches Affinity Segments To Align AdWords And YouTube Targeting With TV Ad Buys

Brand advertisers have long complained about the challenges of making targeted ad buys at scale online in the way they are used to doing for TV. Google is attempting quiet those objections and lure more brand advertising to its display network with its new "Affinity Segments." Launching today, Affinity Segments  leverage the contextual audience targeting called Interest Categories that already exists in Google AdWords. There are more than 1,000 Interest Categories which take into account the types of pages a user visits, including how recently and how often they visited, and associates th [...]

New Google Analytics Feature Lets Advertisers Import AdWords Cost Data Into Attribution Model Comparison Tool

Google Analytics Google announced today that they will be rolling out a new Google Analytics feature that allows advertisers to import Adwords cost data into the Attribution Model Comparison Tool, offering more insight into Adwords expenditures. Now, advertisers can evaluate Cost Per Acquisition (CPA) within Google Analytics, along with their Return On Ad Spend (ROAS), a metric that, "...compares the value or revenue driven by conversions under different attribution models." By selecting Conversion Value & ROAS within the Attribution Model Comparison Tool, advertisers will be able to compare the perf [...]

Google Analytics Now Offering Unclicked Display Ad & Video Ad Impression Reports

Google Analytics Google Analytics has launched new display ad and video ad impression reports, giving advertisers a look at how unclicked ads impact the conversion path. Using data from the Google Display Network (GDN), advertisers will be able to see when a user has viewed ads on the GDN or video ads on YouTube before visiting their website and completing a conversion. Advertisers who enable the new GDN impression reports in their Google Analytics accounts will have access to two additional conversion metrics in their Multi-Channel Funnel reports: Impression Assisted Conversions and Rich Media Assisted Con [...]

Crowdsourced Display Ad Design And Testing Platform Dispop Launches

A new display ad design and testing platform that taps into the scalability of crowdsourcing launched today. Dispop allows advertisers to source Web banner ads, mobile ads and Facebook ads from thousands of designers and run automated A/B tests to find the top performers based on the marketer's KPIs. Dispop was started by co-founders Ayal Ebert and Guy Falkovitch -- the duo also behind DesignPax, a self-serve online design platform, and Dispop's parent company -- to streamline the process of ad design, delivery and optimization. Ebert says, "We  saw that the display advertising ecosyst [...]

DoubleClick Unveils New Initiatives To Support Social, Native Ads, Video Asset Management

doubleclick-icon 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 th [...] Earns MRC Accreditation For Viewable Impression Measurement

In what could be a watershed moment for the ad viewability movement, web traffic analytics firm has earned accreditation by the Media Rating Council for viewable impression measurement. What sets the service apart is its ability to measure the viewability of individual display ad impressions across all major desktop browsers in any iFrame environment and regardless of iFrame nesting. Ad serving within iFrames has been one of the major impediments to measuring viewability. While iFrames help publishers protect their sites and their users from hackers and fraud by essentia [...]

iAd Becomes First Mobile Ad Network To Earn Media Ratings Council Accreditation

iAd logo The Media Ratings Council gave iAd, Apple's mobile ad platform for iPhone and iPad, full accreditation earlier this month. The accreditation marks a first for a major mobile ad platform. The display ad industry has been beset by pressure from media buyers and advertisers to serve ads that are actually viewable by users. Some 31percent of display ads are never seen by users according to a comScore study. Mobile advertisers face the added issue of paying for ads that don't display properly on any given mobile device. As John McDermott reports in AdAge, the iAd accreditation may help [...]

More Antritrust Pain For Google: FTC To Probe Display Ads Biz

google-legal-law According to Bloomberg, Google is facing yet another antitrust headache at the hands of the US Federal Trade Commission (FTC). The agency is fresh off a settlement earlier this year with Mountain View over its search market dominance. This time, the FTC will reportedly be probing the display side of Google's online advertising business. The Bloomberg report says that "The FTC is looking at whether Google is using its tools to force companies to bypass competing products and use other Google properties, including a marketplace for buying and selling Internet display ads, and features that [...]

Google Launches Real-Time Bidding Platform ‘Open Bidder’ [BETA], Seeking Testers

Google announced the launch of Open Bidder for developers to build real-time bidding solutions. Currently in Beta status, the platform uses the Google Cloud Platform and DoubleClick's real-time bidding protocol. Over a year in the making, the Open Bidder Team wrote in a blog post that the platform removes development barriers for companies looking to build their own RTB technology. Open Bidder removes these barriers by providing a customizable bidder toolkit with a reference implementation that developers can adapt to plug in their own bidding logic and data. Additionally, we provide an ad [...]

New Google Display Planner & Demographics Reports Launch In AdWords

Google Display Planner Google has launched new tools and reports on the AdWords Web UI for researching and planning Google Display Network campaigns. The new Google Display Planner functions somewhat like the existing Google Display Network Ad Planner, but the UI is much simpler.  You start by entering keywords, categories or websites you know your audience is interested in and the landing page for your campaign. Then, much like the Display Network ad planner, the tool suggests websites, mobile applications and video channels on the Google Display Network (GDN) based on the information you entered. From there [...]

Google: Viewable Impressions Will Be The Standard On GDN And DoubleClick

Google announced today that it has received Media Rating Council (MRC) accreditation for Active View, the company's viewability measurement solution.  With Active View, advertisers will be charged only for impressions that meet the IAB’s proposed viewability standard of at least 50% on screen for one second or longer. Google says it will be building the viewability standard into products for both advertisers and publishers. Active View reporting will be available on the Google Display Network (GDN) and in DoubleClick for Advertisers and DoubleClick for Publishers this year. Google' [...]

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