tag:blogger.com,1999:blog-82856784027454519232024-03-14T09:13:55.802-04:00DoubleClick Publisher BlogDoubleClick's official blog for publisher news, insights, and information.Unknownnoreply@blogger.comBlogger252125tag:blogger.com,1999:blog-8285678402745451923.post-67749429497558096642018-06-27T00:02:00.000-04:002018-06-27T00:02:08.213-04:00Introducing Google Ad ManagerSince the acquisition of DoubleClick over 10 years ago, we’ve continuously evolved our platforms to help our partners grow their revenue and create sustainable businesses with advertising. That’s why, for the last three years, we’ve been doing more to bring DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) together into a truly unified platform. Today’s DoubleClick has also evolved beyond our roots in the web to become an ad platform for the next generation of content, from mobile applications by developers like King, to multi-platform video from publishers like Cheddar.
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With these changes, we needed a new name that better reflects how our platform helps you earn more and protects your brand, wherever your audience is engaging and however advertisers are looking to work with you. As we <a href="https://www.blog.google/technology/ads/new-advertising-brands/?utm_source=dclk-pub&utm_medium=et&utm_campaign=introducing-google-ad-manager">announced today</a>, that name is Google Ad Manager.
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<center><img border="0" src="https://1.bp.blogspot.com/-bajD2-kEPeg/WzKW8LpodsI/AAAAAAAALuw/z3eXORMykTklyetbJUAwfSYJ6Rl2KOtlQCLcBGAs/s640/DFPAdXAd_Manager_2.gif" width="640" height="263" data-original-width="622" data-original-height="256" /></center>
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Over the next few months, you’ll start seeing the Ad Manager name reflected across your existing DoubleClick UI. Read on to learn more about our journey and vision.
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<h3>Not just an ad server or Sell-Side Platform (SSP)—a complete ad platform</h3>
Automation continues to change the way we do business, with advertisers looking to transact all their campaigns, guaranteed or not, programmatically. That’s why we broke away from the traditional constraints of “ad servers” and “SSPs” to build new programmatic solutions directly into the product we now call Ad Manager—from our programmatic deals framework to features like Optimized Competition that help you maximize yield across reservations, private marketplaces, and the open auction. Ultimately, with Ad Manager, you get a complete ad platform that helps you earn more and grow revenue, no matter how you sell.
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<h3>Optimizing revenue across all buyers</h3>
When we launched Ad Exchange nearly a decade ago, we created a marketplace to help you earn more from real-time competition for your inventory. Today’s exchange is not just an auction, but also a complete sales channel. With Ad Manager, you can curate who has access to your inventory, alongside all your reservation and programmatic demand, and optimize your relationships for yield.
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So, with the integration of AdX into Ad Manager, we're retiring the Ad Exchange brand. The programmatic buyers and networks formerly called “AdX buyers” will now be known as “Authorized Buyers,” a name that reflects the close relationship you have with these partners. You’ll start seeing this change in the Ad Manager UI over the next several months.
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<h3>Monetizing the new places where people are watching, playing or engaging</h3>
People now spend more time on their phones than anywhere else, and are watching more video—live or on demand—on a variety of large and small screens. This shift has created new opportunities for monetization, along with more challenges for managing ads across different screens, SDKs, and content distribution platforms.
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Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging—including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.
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With Advanced TV solutions like Dynamic Ad Insertion for live and on -demand video, formats like native and six-second bumper ads, and yield optimization solutions like rewarded mediation and Exchange Bidding for mobile apps, we’ve evolved Ad Manager to keep up with your customers and support your new distribution channels.
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<h3>Protecting you from bad actors</h3>
Over the last year, the digital advertising industry has faced a lot of challenges, from brand safety to ad fraud. These issues can degrade user experience with inappropriate ads and annoying creatives—or, even worse, harm users with malware-laden ads, and hurt advertisers with invalid, domain-spoofed inventory and non-human bot traffic.
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With Ad Manager, you can be confident the ads we deliver will respect your brand and keep your users and advertisers safe. We have more than 30 controls to help you manage the type of ads you allow to make sure they meet your brand values. In 2017, our industry-leading spam detection and policy enforcement tools <a href="https://blog.google/technology/ads/advertising-ecosystem-works-everyone/?utm_source=dclk-pub&utm_medium=et&utm_campaign=introducing-google-ad-manager">took down</a> more than 3.2 billion ads before they reached users. To ensure you don’t lose money to domain spoofing, Google was the first to integrate the IAB TechLab’s ads.txt standard into all our ads platforms. Rest assured, you have a partner invested in protecting your brand and business as the industry continues to evolve.
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<h3>A solid foundation for innovation</h3>
<blockquote>“Google's complete and integrated ad platform has helped accelerate revenue growth while freeing our team to focus on important relationships with our advertising partners and users” <br><font size="-1">Chris Janz, Managing Director of Fairfax, Australian Metro Publishing</font></blockquote>
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We’re committed to making sure that Ad Manager supports your advertising business both today and in the future. While we may be bidding a fond farewell to the DoubleClick name, we are excited for the next chapter in our journey with you—one that’s focused on sustainable growth in an industry where the only constant is change.
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<font color="#444444">Posted by Jonathan Bellack</font><br><font size="-1">Director of Product Management
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Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-12022279185331896922018-06-27T00:00:00.000-04:002018-06-27T16:15:25.365-04:00Introducing simpler brands and solutions for advertisers and publishersWe launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for <a href="https://www.google.com/retail/success-stories/#?modal_active=ss-yt-s0qTI41cZJQ">eco-friendly stationery</a>, <a href="https://www.youtube.com/watch?v=QWnOF68HNMk&list=PLA7tOCrVkffs0USfu-T0eLFgfrdwKtjWr">quilting supplies</a>, or for a service like a <a href="https://www.youtube.com/watch?v=LDKYXDZdFU4&t=1s">treehouse builder</a> gave us an opportunity to deliver valuable ads that were useful and relevant in the moment. That idea was the start of our first advertising product, and led to the ads business we have today.
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A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.
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That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.
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<h3>Google AdWords is becoming Google Ads</h3>
The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.
<center><img border="0" src="https://3.bp.blogspot.com/--jQwpNW00L0/WzMQFghA7LI/AAAAAAAALvY/UVqpIbvQtxQdt3i_ljbwc2mAc7s0e4E7ACLcBGAs/s400/GAds-Logo-Animation_wTitles.gif" width="400" height="292" data-original-width="1600" data-original-height="1167" /></center>
For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit <a href="https://blog.google/outreach-initiatives/small-business/google-ads-helping-businesses?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">this post</a>.
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We'll introduce more new campaign types at Google Marketing Live. <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Sign up</a> to watch the livestream on July 10th.
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<h3>Stronger collaboration with Google Marketing Platform</h3>
We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: <a href="https://marketingplatform.google.com/about?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Google Marketing Platform</a>.
<center><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMrh4mrlQjpSe6Jqo8XTO62mt21BpbDfQyLjqEd_ohjj25r2nJQTx64s0_E4iNW8im2mJfuK8deQtG2OdkDWnfc0bwh-sjFc5Uqf8qeFHRWul6HtlyiqH9Miq9QKguyiD3BnLl96f7jc4/s1600/GMP_Logo_Animation_Loop.gif" data-original-width="1600" data-original-height="686" /></center>
<a href="https://marketingplatform.google.com/about/resources/bain-report-how-top-brands-grow-with-timely-customer-connections?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">We’ve heard from marketers</a> that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Google Marketing Platform blog</a>.
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As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.
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<h3>Google Ad Manager: A unified platform</h3>
We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–<a href="https://admanager.google.com/home?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Google Ad Manager</a>.
<center><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBJ78qgPRb8gI_HDztPYEo1gytuJXNhvfWcnpolmi4KId_eqdL-KzirGJep9jRLbm58ScyCjdSwWshzJTKCpkY27R6kdmCw4UAEBMXMJVyLMRxQVOAFkTurDXEZ3kKL0ITZz8t0mKihPo/s1600/_DFP%252BAdX%253DAdMan-2e.gif" data-original-width="512" data-original-height="220" /></center>
With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the <a href="https://www.blog.google/products/admanager/introducing-google-ad-manager?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Google Ad Manager blog</a>.
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<h3>Transparency and controls people can trust</h3>
We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently <a href="https://www.blog.google/topics/ads/greater-transparency-and-control-over-your-google-ad-experience">announced new Ads Settings and expanded Why this ad?</a> across all of our services, and almost all websites and apps that partner with us to show ads.
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You'll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the next month.
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We’ll be sharing more about these changes—and many other new Ads, Analytics and Platforms solutions designed to help you grow your business—at Google Marketing Live. <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=dclk-pub&utm_source=et&utm_campaign=new-advertising-brands">Register now</a> to watch live on July 10, 9:00 a.m. PT / 12:00 p.m. ET.
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<font color="#444444">Posted by Sridhar Ramaswamy</font><br><font size="-1">Senior Vice President, Ads & Commerce </font>
Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-55089483593185969272018-05-16T16:06:00.001-04:002018-05-16T16:06:55.280-04:00Tune in on July 10, 2018 as we announce our latest product innovations<a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=dfpblog&utm_team=events-us&utm_campaign=201805-marketing-live-2018">Sign up</a> to join the live streamed keynote at Google Marketing Live:
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<b>When: </b>Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET
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<b>Duration:</b> 1 hour
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<b>Where:</b> Here on the <a href="https://doubleclick-publishers.googleblog.com/">DoubleClick Publisher Blog</a>
<center><a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=dfpblog&utm_team=events-us&utm_campaign=201807-marketing-live-2018"><img border="0" src="https://3.bp.blogspot.com/-mPuP7MNGqz4/WvyMC6nK3LI/AAAAAAAALlk/v2bPgB_Xhrc7jS_LXWdyUfJKS4Qux6d3gCLcBGAs/s1600/sign-up-here-cta-button.png" data-original-width="131" data-original-height="47" /></a></center>
It’s that time of year again! Join us as we unveil the latest Ads, Analytics and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry.
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Register for the keynote live stream <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=dfpblog&utm_team=events-us&utm_campaign=201807-marketing-live-2018">here</a>. We’ll also make a recording available after the live stream for advertisers in other time zones.
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Until then, subscribe to <a href="https://getsubscriptions.withgoogle.com/newsletter/thinkwithgoogle/signup?">Think With Google</a>, and follow us on <a href="https://twitter.com/doubleclick">Twitter</a>, <a href="https://plus.google.com/+doubleclickdigitalmarketing">Google+</a>, <a href="https://www.facebook.com/doubleclickdigitalmarketing/">Facebook</a> and <a href="https://www.linkedin.com/company/doubleclick/">LinkedIn</a> for a sneak peek of what’s coming soon.
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<font color="#444444">Posted by Sridhar Ramaswamy</font><br><font size="-1">Senior Vice President, Ads & Commerce </font>Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-5625549166443376332018-04-16T17:39:00.001-04:002018-04-16T17:39:58.971-04:00Helping publishers recover lost revenue from ad blockingToday, the majority of the internet is supported by digital advertising. But bad ad experiences—the ones that blare music unexpectedly, or force you to wait 10 seconds before you get to the page—are hurting publishers who make the content, apps and services we use everyday. When people encounter annoying ads, and then decide to block all ads, it cuts off revenue for the sites you actually find useful. Many of these people don't intend to defund the sites they love when they install an ad blocker, but when they do, they block all ads on every site they visit.
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Last year we <a href="https://blog.google/topics/journalism-news/building-better-web-everyone/">announced</a> Funding Choices to help publishers with good ad experiences recover lost revenue due to ad blocking. While Funding Choices is still in beta, millions of ad blocking users every month are now choosing to see ads on publisher websites, or “whitelisting” that site, after seeing a Funding Choices message. In fact, in the last month over 4.5 million visitors who were asked to allow ads said yes, creating over 90 million additional paying page views for those sites.
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Over the coming weeks, we’re expanding Funding Choices to <a href="https://support.google.com/fundingchoices/answer/7074355">31 additional countries</a>, giving publishers the ability to ask visitors from those countries to choose between allowing ads on a site, or purchasing an <a href="https://contributor.google.com/v/beta">ad removal pass through Google Contributor</a>. Also, we’ve started a test that allows publishers to use their own proprietary subscription services within Funding Choices.
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<h3>How Funding Choices works</h3>
Funding Choice gives publishers a way to have a conversation with their site visitors through custom messages they can use to express how ad blocking impacts their business and content. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user:
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A dismissible message that doesn’t restrict access to content.
<a href="https://3.bp.blogspot.com/-dXygVzUuwcI/WtT5Qw5MALI/AAAAAAAABDU/4L8W08LfqaUeG8gY4aY61In5Zt9-iDdXQCLcBGAs/s1600/FC_dismissible%2B10APR18.png" imageanchor="1" ><img border="0" src="https://3.bp.blogspot.com/-dXygVzUuwcI/WtT5Qw5MALI/AAAAAAAABDU/4L8W08LfqaUeG8gY4aY61In5Zt9-iDdXQCLcBGAs/s1600/FC_dismissible%2B10APR18.png" data-original-width="772" data-original-height="701" /></a>
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A dismissible message that counts and limits the number of page views that person is allowed per month, as determined by the site owner, before the content is blocked.
<a href="https://3.bp.blogspot.com/-aZkHTznWo4w/WtT6MKZ2GcI/AAAAAAAABDc/ooZJXPXNQvQSTO6aIxulxK6VLuREb2MNQCLcBGAs/s1600/FC_dismissible%2Bpinned%2Bcountdown%2B10APR18.png" imageanchor="1" ><img border="0" src="https://3.bp.blogspot.com/-aZkHTznWo4w/WtT6MKZ2GcI/AAAAAAAABDc/ooZJXPXNQvQSTO6aIxulxK6VLuREb2MNQCLcBGAs/s1600/FC_dismissible%2Bpinned%2Bcountdown%2B10APR18.png" data-original-width="772" data-original-height="701" /></a>
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Or, a message that blocks access to content until the visitor chooses to allow ads on the site, or to pay to access the content with either the site’s proprietary subscription service or a pass that removes all ads on that site through Google Contributor.
<a href="https://1.bp.blogspot.com/-A3aCE10Ni8c/WtT6lt3ai3I/AAAAAAAABDg/2Mqmwo-_3yYKW3OlywpNGXoIjK_VBkRuQCLcBGAs/s1600/FC_non-dismissible%2B10APR18.png" imageanchor="1" ><img border="0" src="https://1.bp.blogspot.com/-A3aCE10Ni8c/WtT6lt3ai3I/AAAAAAAABDg/2Mqmwo-_3yYKW3OlywpNGXoIjK_VBkRuQCLcBGAs/s1600/FC_non-dismissible%2B10APR18.png" data-original-width="772" data-original-height="701" /></a>
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On average, publishers using Funding Choices are seeing 16 percent of visitors allow ads on their sites with some seeing rates as high as 37 percent.
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Ad blockers designed to remove all ads from all sites are making it difficult for publishers with good ad experiences to maintain sustainable businesses. Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of ad blocking on them, and we look forward to continuing to expand the product availability.
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<font color="#444444">Posted by Varun Chirravuri</font><br><font size="-1">Product Manager </font>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-29670049877650050362018-04-10T12:00:00.000-04:002018-04-10T12:00:19.258-04:00Making the most of commercial breaks across screensIt’s not uncommon for a single TV episode to cost millions, if not tens of millions of dollars to produce. Everyday, teams of studio executives, producers, writers, and actors, all set out to do one thing–create the next big TV moment. But what about the moments in between the content? Commercial break experiences can play a big role in whether someone keeps watching your shows. By bringing the best parts of digital advertising like addressability to broadcast TV, we’re helping our partners keep their audiences captivated during ad breaks and watching longer.
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Today, we’re sharing the momentum partners are seeing on our platforms and some of the ways in which we’re working with the industry to bring the performance of digital advertising to traditional linear broadcasts.
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<h3>Delivering better ad experiences on Connected TVs for more partners</h3>
Our continued investments in products such as Dynamic Ad Insertion and <a href="https://www.doubleclickbygoogle.com/articles/tv-made-smarter/">Smarter TV ad breaks</a> have delivered better ad experiences for people watching on Connected TVs and over-the-top devices; and created more value for our partners. In fact, across our platform, ad impressions served on living room screens have more than doubled in the past year.<sup>1 </sup> And we expect this growth to continue as more broadcasters like <a href="http://www.mlb.com">Major League Baseball</a> and <a href="https://cheddar.com">Cheddar</a> partner with DoubleClick to monetize their media.
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Since Opening Day, Google has been working with Major League Baseball to monetize the live streams of their games on the <a href="https://www.mlb.com/live-stream-games/subscribe">MLB.TV</a> app across Connected TVs and other OTT devices. Similarly, Cheddar is partnering with us to ensure no matter where people are accessing news, they’re getting seamless ad experiences.
<div class="separator" style="clear: both; text-align: center;"><a href="https://4.bp.blogspot.com/-ZETKcyn-u2E/WszEiFtQDoI/AAAAAAAABCo/fNrhrQWA6PcQ9AS1bOcIeFSHD3JGTy4FwCLcBGAs/s1600/PartnerLogosBlog.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://4.bp.blogspot.com/-ZETKcyn-u2E/WszEiFtQDoI/AAAAAAAABCo/fNrhrQWA6PcQ9AS1bOcIeFSHD3JGTy4FwCLcBGAs/s1600/PartnerLogosBlog.png" data-original-width="700" data-original-height="200" /></a></div>
<h3>Bringing addressability to traditional TV</h3>
We believe addressable TV ads provide a better experience for the viewer. On our path to enable addressability across the TV ecosystem, we’ve partnered with the National Association of Broadcasters and technology providers such as Unisoft, ATEME, S&T, OpenZNet, and Vewd in a new experiment, now on display at the <a href="https://www.nabshow.com">NABShow</a>.
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This demo brings addressable ads into over-the-air broadcast streams via Smart TVs that support the <a href="https://www.atsc.org/standards/atsc-3-0-standards/">ATSC 3.0 standard</a>. It will feature two TV sets meant to simulate different personas or household types. While tuned to the same broadcast, DoubleClick will serve different ads to each of the TV sets.
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In addition to being more relevant, the ads will also feature an interactive element. We’re looking forward to exploring more in this space as this technology evolves to make advertising experiences better for people, wherever they’re watching.
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<h3>Connect with Google at the 2018 NABShow</h3>
To learn all the ways Google is working to improve the advanced TV audience experience, connect with us at the 2018 NABShow. For a full listing of our speaker sessions, visit our Google at NABShow event website <a href="https://events.withgoogle.com/nab-2018/">here</a>. Or stop by our booth in South Upper Hall #SU218.
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<td width="80"><img border="0" height="48" src="https://2.bp.blogspot.com/-wlCAVYUHsUQ/WntOr_j7O6I/AAAAAAAAA7o/Sh5ZuN4kkgY6FYAM1IWUCOq36vIXWQcbQCPcBGAYYCw/s320/Justin.jpg" height="64" width="64"></td>
<td><font color="#444444">Justin Bradbury</font><br><font size="-1">Product Marketing Manager</font></td>
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<h5><sup>1 </sup> DoubleClick Internal Data, Sep 2016 - Aug 2017</h5>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-90860202183012148942018-04-04T10:49:00.001-04:002018-04-05T17:19:47.336-04:00Exchange Bidding now available to all customers using DoubleClick for PublishersThe first ad server was created in 1995 with the goal of helping websites deliver ads online. Over the next twenty years, what was once a simple technology with limited capabilities would evolve into one of the most fundamental and advanced aspects of a media organization’s business.
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Through that time, DoubleClick’s mission has remained the same: to help publishers maximize revenue and create sustainable businesses. It’s why we’ve been focused on providing our partners with deeper insights into their businesses with initiatives like the <a href="https://doubleclick-publishers.googleblog.com/2017/10/building-for-beyond-with-insights.html">Insights Engine Project</a>, and collaborating with the industry on products like Exchange Bidding.
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When we first <a href="https://doubleclick-publishers.googleblog.com/2016/04/improving-yield-speed-and-control-with-dfp-first-look-and-exchange-bidding.html">announced</a> Exchange Bidding, we hoped that it would help publishers earn more money from their ad partners without sacrificing user experience across their properties. Exchange Bidding is now a significant revenue driver for hundreds of publishers who have grown their programmatic revenue by an average of double-digit percentage points.<sup>1</sup>
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Today, we’re excited to announce that Exchange Bidding is available with new features to all customers using DoubleClick for Publishers* globally.
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<h3>
Greater revenue, greater transparency</h3>
With Exchange Bidding, publishers can increase revenue by allowing multiple exchanges to compete with each other -- and with DoubleClick Ad Exchange -- in a unified auction. In addition to boosting CPM’s, Exchange Bidding provides publishers with a holistic view of each ad partner’s performance and a streamlined billing and payment process. Today we are rolling out new reporting capabilities to provide publishers with greater insights and transparency into each ad partner’s performance.
<br />
<br />
For example, Exchange Bidding customers can now generate reports across several new dimensions including demand channel, exchange partner, yield group or advertiser on a per-impression level. With these new insights, publishers can make smarter and faster decisions to ensure they’re getting the greatest value from every impression.<br />
<br />
<blockquote>
“Consolidated reporting through Exchange Bidding means that we can accurately track performance and trends for our demand partners in respect of our full ad stack. We're excited about Google's further developments in this area and look forward to utilising these new capabilities.” <br />
<h5>
<i>- Alex Payne, VP Ad Platforms, VICE Media</i></h5>
</blockquote>
<h5>
<i> <a href="https://www.doubleclickbygoogle.com/articles/vice-media-boosts-revenue-across-500-websites-exchange-bidding/">Read how</a> VICE Media boosted revenue across 500+ websites with Exchange Bidding. </i></h5>
<h3>
A growing network of global partners</h3>
As publisher adoption of Exchange Bidding has grown, so has our network of exchange partners. Publishers can now access real-time demand from more than <a href="https://support.google.com/dfp_premium/answer/7128453?hl=en&ref_topic=7512060">10 exchanges</a> including new partners like Triplelift and Aerserv directly in DoubleClick.
<br />
<br />
Not only are publishers benefitting from Exchange Bidding, but our exchange partners are also seeing a positive impact on their business. RhythmOne, for example, has seen a <a href="https://www.doubleclickbygoogle.com/articles/rhythmone-boosts-yield-and-cpms-with-googles-exchange-bidding/">40% increase</a> in programmatic revenue among their customers using Exchange Bidding. They’ve also benefited from access to higher quality inventory with cookie match rates exceeding 80%. Index Exchange also cites a 40% increase in total Exchange Bidding revenue attributed to mobile apps.
<br />
<br />
<blockquote>
“Index Exchange’s partnership with Google provides new points of entry to publishers across the globe and allows us to rapidly grow our quality app supply. We’re excited more publishers now have access to these additional tools that will bolster revenue and drive demand for their business.”<br />
<h5>
<i>- Alex Gardner, SVP Partner Development, Index Exchange</i></h5>
</blockquote>
<h3>
Paving the path for greater innovation</h3>
These results for our customers and exchange partners are just the beginning. To ensure publishers continue getting the greatest value for all their ad inventory, we’re expanding Exchange Bidding to more ad formats like video ads and transaction types such as programmatic deals. Both of these products are currently in closed alpha and will be released to beta in the upcoming months.
<br />
<br />
If you are interested in using Exchange Bidding on DoubleClick, please reach out to your account manager or sign up <a href="https://services.google.com/fb/forms/exchangebidding-dfp/">here</a>.
<br />
<br />
<h5>
<i>*Exchange Bidding is currently available in closed beta to publishers using DoubleClick for Publishers Small Business</i></h5>
<h5>
<sup> 1</sup>Google Internal Data, May 2017</h5>
<table border="0">
<tbody>
<tr>
<td width="80"><img border="0" height="64" src="https://2.bp.blogspot.com/-nPs1FZZ3qdY/WsT-06u758I/AAAAAAAABAc/f3mHSftCnDkEilqIH5SoZiDkzglOfHgVwCLcBGAs/s320/Jonathan_Bellack_1..squared-300x300.png" width="64" /></td>
<td><span style="color: #444444;">Posted by Jonathan Bellack</span><br />
Director of Product Management, Publisher Platforms</td>
</tr>
</tbody>
</table>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-71133059437629516632018-03-23T16:03:00.000-04:002018-05-10T10:28:34.088-04:00Changes to our ad policies to comply with the GDPRIn May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is <a href="https://www.blog.google/topics/google-europe/gdpr-europe-data-protection-rules/">committed to complying with the GDPR</a>, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.
<br></br>
Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.
<br></br>
To comply, we will be updating our <a href="https://www.google.com/about/company/consentstaging.html">EU consent policy</a> when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.
<br></br>
We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.
<br></br>
<font color="#444444">Posted by Carlo D’Asaro Biondo</font><br><font size="-1">President, EMEA Partnerships </font>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-65430336964934571952018-02-07T11:00:00.000-05:002018-02-15T14:14:16.218-05:00Publishers Save 57% More Time with Programmatic Guaranteed DealsIn an industry moving increasingly towards automation and efficiency, traditional reservations (the one-to-one selling and management of direct media buys) represented $26B in global display and video spend in 2017.<sup>1 </sup> While media buyers and sellers may still prefer to negotiate their premium reservations directly, new research from The Boston Consulting Group (BCG) suggests that using <a href="https://www.doubleclickbygoogle.com/articles/programmatic-guaranteed-available-advertisers-and-publishers-globally/">Programmatic Guaranteed</a> for the setup and management of direct media buys can save both parties significant time and add value. The report concluded that publishers and agencies/advertisers save 57% and 29% more time, respectively, when using Programmatic Guaranteed deals versus traditional reservations; while still maintaining the same level of control over their campaigns.<sup>2 </sup>
<br></br>
BCG’s report, “A Guaranteed Opportunity in Programmatic Advertising”, investigates the end-to-end direct deal workflows of over 40 advertisers, agencies, and publishers across 12 countries running both Programmatic Guaranteed and traditional reservation deals. The primary objective of the research is to quantify the operational efficiency of each buying methodology. It also explores the performance lift advertisers can gain from Programmatic Guaranteed’s advanced features, like <a href="https://www.doubleclickbygoogle.com/articles/new-capabilities-programmatic-guaranteed/">Audience List Guarantees</a>, <a href="https://www.doubleclickbygoogle.com/articles/programmatic-guaranteed-custom-creatives-delivers-scale/">Custom Creatives</a>, and <a href="https://www.doubleclickbygoogle.com/articles/benefits-consolidating-media-buys-single-platform">Frequency Management</a>.
<br></br>
Get the full report to find out how Programmatic Guaranteed can save you time, as well as to learn:
<ul>
<li>The expected growth of programmatic reservations over the next 3 years</li>
<li>The (8) areas where Programmatic Guaranteed improves operational workflows for buyers and sellers</li>
<li>The (4) levers you can pull to make the most of your Programmatic Guaranteed deals</li>
</ul>
<a href="http://get.google.com/pg-report/?utm_source=dc-blog&utm_medium=blog&utm_campaign=2018-q1-gbl-hod-dclk-pg">Download</a> the report here.
<br></br>
<table border="0">
<tbody>
<tr>
<td width="80"><img border="0" height="48" src="https://2.bp.blogspot.com/-wlCAVYUHsUQ/WntOr_j7O6I/AAAAAAAAA7o/Sh5ZuN4kkgY6FYAM1IWUCOq36vIXWQcbQCPcBGAYYCw/s320/Justin.jpg" height="64" width="64"></td>
<td><font color="#444444">Justin Bradbury</font><br><font size="-1">Product Marketing Manager</font></td>
</tr>
</tbody>
</table>
<br></br>
Source:
<h6><sup>1 </sup> Magna Global, “Programmatic 2017,” September 2017.
<br></br>
<sup>2 </sup> The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic Advertising, February 2018.
The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic Advertising, February 2018.</h6>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-14836869250312472002018-01-22T11:02:00.000-05:002018-01-22T11:02:21.647-05:00Capture growing video budgets with new out-stream formats on DoubleClickThe best ads tell stories that pull people in, capture their attention and make them want to believe in what they’re being told. Digital video has given advertisers the canvas to do just that on more screens than ever before. And they’re taking note–digital video spend grew 35% last year alone.<sup> 1</sup> But as powerful as video ads are, they have historically been limited to the confines of players and in-stream video content–missing important consumer moments throughout the day like reading the news, playing a game, or scrolling through a social app.
<br />
<br />
To help advertisers engage their audiences in more places, and to enable publishers to capture growing video budgets across their non-video content on sites and apps, we recently released four new programmatic out-stream video formats in a new beta on DoubleClick. We’re also working closely with the <a href="https://iabtechlab.com/blog/iab-tech-lab-open-measurement-initiative-aims-to-solve-the-industrys-mobile-app-viewability-challenges/">IAB Tech Lab Open Measurement Working Group</a> to ensure that all of our new video formats are easily measurable across all platforms and devices.
<br />
<h3>
</h3>
<h3>
In-article and in-feed formats put video ads front and center in publisher content</h3>
With out-stream ads on DoubleClick, publishers can serve video ads across their content feeds and within their articles programmatically. Both in-feed and in-article video ads seamlessly fit a user's scrolling behavior on both web and apps; and they are muted by default to ensure they don’t disrupt the user. Moreover, the ads only play when 50% or more of the ad is in view, ensuring higher viewability rates. If users choose to engage with an ad, they can tap to unmute the video.
<br />
<br />
On average, out-stream video ads are earning 8.9x higher CPMs compared to standard banner ad CPMs on DoubleClick Ad Exchange.<sup> 2</sup> And in certain regions, among the 100+ publishers who have already signed up for the beta, partners have seen substantially greater CPM lift as we’ve continued to fine tune and scale the new formats.
<br />
<br />
<center>
<iframe width="404" height="720" src="https://www.youtube.com/embed/67de4xLKTjQ?rel=0&controls=0&showinfo=0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></center>
<center> <p> In-Article Video Demo</p>
</center>
<br />
<center>
<iframe width="404" height="720" src="https://www.youtube.com/embed/YZ_BnFElLJM?rel=0&controls=0&showinfo=0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></center>
<center>
<p> In-Feed Video Demo</p>
</center>
<h3>
Native video ads conform to perform</h3>
Native video ads are designed to fit the form and function of the surrounding page or app. Using standardized ad components like headline, description, logo, and video files, publishers can create custom ad experiences that are seamlessly integrated across their sites and apps.
<br />
<br />
Since launching their “Adapt” native video ad format with DoubleClick, Time Inc. has seen a <a href="https://www.doubleclickbygoogle.com/articles/time-inc-grows-revenue-adapt-native-video-ad-units/">5x increase in video inventory</a> available across their properties. Ashley Allen, Director of Ad Product Solutions at Time Inc. commented, “Adapt gives us the flexibility to meet the demands of our advertisers while responding to the behaviors of our audiences. DoubleClick’s native ad technology has enabled us to capture this opportunity as quickly as we’ve been able to.”
<br />
<br />
<center>
<iframe width="404" height="720" src="https://www.youtube.com/embed/r-LQbqVffX0?rel=0&controls=0&showinfo=0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></center>
<center>
<p> Native Video Demo</p>
</center>
<h3>
Rewarded video ads deliver value for users and engagement for game developers</h3>
Games are among the most popular types of apps, pulling in a high percentage of male and female users of all ages, 96% of whom engage with gaming apps every week.<sup>3</sup> Game developers using DoubleClick Rewarded video ads are capitalizing on growing usage by creating non-intrusive, user-initiated ad experiences that offer users something of value (like an extra life in a game) in exchange for viewing a video ad.
<br />
<br />
In 2017, Nestlé ran a campaign in the UK with King, the gaming company behind Candy Crush, offering users an extra life or boost in their games in exchange for watching a video ad. The user-initiated <a href="https://www.thinkwithgoogle.com/intl/en-gb/advertising-channels/mobile/nestle-achieved-brand-goals-in-mobile-app-environment/">placements</a> generated a 99.5% view-through rate and a 3% click-through rate across Android devices.<sup>4</sup> Performance like this underlines the fact that when users’ experiences and choices are respected, both the advertiser and the publisher benefit from increased engagement.
<br />
<br />
<center>
<iframe width="404" height="720" src="https://www.youtube.com/embed/Srsbs_REJIE?rel=0&controls=0&showinfo=0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></center>
<center>
<p> Rewarded Video Demo</p>
</center>
<h3>
Ensuring accountability across new video formats, devices and platforms</h3>
In addition to developing new video ad formats, we're also working to ensure that video viewability is easily measurable across all platforms and devices -- including mobile apps. To accomplish this, we’re integrating the <a href="https://www.thinkwithgoogle.com/advertising-channels/mobile/mobile-ad-viewability-user-experience/">Open Measurement SDK</a> into both our Google Mobile Ads and Interactive Mobile Ads SDKs. Once implemented, mobile app publishers and game developers will be able to power any vendor’s measurement tools, which in turn will reduce development time and streamline deal negotiations with advertisers.
<br />
<br />
The initiative marks a significant step towards improving the measurability of in-app video ads and we're working closely with partners like King to test the Google Mobile Ads SDK integration in their gaming apps.
<br />
<br />
<blockquote>"For the industry at large, The Open Measurement SDK will create a universal standard for the collection of video viewability data and reduce reporting inconsistencies across the mobile app landscape. For King, the single-source solution will enable us to engage with advertisers regardless of their preferred measurement vendor. As a result, mobile in app video will become a more predictable advertising channel, which in turn will create more demand for our inventory."<br><font size=-1>
<br />
--Brian Ames, President of Advertising at King</font></blockquote><br>
<br />
Out-stream video formats are poised to play an important role in the future of video advertising for publishers, because they create a meaningful opportunity to increase the demand for and value of their content and audiences. As advertisers continue to demand more premium video inventory, non-video publishers and game developers should take note, as they may be sitting on a treasure trove of video ad impressions. We look forward to sharing more of our work and innovations in these areas in the months ahead.
<br />
<table border="0">
<tbody>
<tr>
<td width="80"><img border="0" height="64" src="https://1.bp.blogspot.com/-dKurJhTEXhg/WmD4EkIhzyI/AAAAAAAAA1c/DH8miZ3ackcBIB4L577mC6SXjZAsIVRUwCLcBGAs/s320/unnamed.png" width="64" /></td>
<td><span style="color: #444444;">Posted by Benyah Shaparenko</span><br />
Product Manager, Google
</td>
</tr>
</tbody>
</table>
<h5>
<sup>1</sup> “<a href="http://www.dentsuaegisnetwork.com/media/dentsuaegisnetworknewsdetaila/2018/2018_01_12?Dentsu-Aegis-forecasts-improved-ad-spend-outlook-for-2018">Global Ad Spend Forecast</a>”, Dentsu Aegis Network, Jan 2018
<br />
<sup>2</sup> DoubleClick Ad Exchange Data, Sept-Dec 2017
<br />
<sup>3</sup> ”<a href="https://www.ipsos.com/sites/default/files/2017-08/Google-mobile-apps-report-2017.pdf">Something for everyone</a>,” Ipsos MORI mobile app research report, July 2017
<br />
<sup>4</sup> “<a href="https://www.thinkwithgoogle.com/intl/en-gb/advertising-channels/mobile/nestle-achieved-brand-goals-in-mobile-app-environment/">How Nestlé Achieved Brand Goals in Mobile App Environment</a>”, Think with Google, May 2017</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-10671238753271218512017-11-30T14:00:00.000-05:002017-11-30T14:26:42.795-05:00Preventing unauthorized inventoryAdvertising should be free of <a href="https://www.google.com/ads/adtrafficquality/invalid-activity.html">invalid activity</a> – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the <a href="https://iabtechlab.com/ads.txt/">ads.txt standard</a>, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our <a href="https://doubleclick-advertisers.googleblog.com/2017/09/working-with-industry-towards-fraud_21.html">advertiser</a> and <a href="https://doubleclick-publishers.googleblog.com/2017/10/improving-protections-for-publishers.html">publisher</a> advertising platforms.<br />
<br />
As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:<br />
<ul>
<li>Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.</li>
<li>DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.</li>
</ul>
<br />
Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.
<br></br>
<div class="separator" style="clear: both; text-align: center;"><a href="https://3.bp.blogspot.com/-HtuW0kI_eDg/WiA1WTDGImI/AAAAAAAAID8/6QW_ZkZC7esWTUWC3jM_IGOIt_QUOKwnACLcBGAs/s1600/Ads.txt%2Bgraph%2B27%2BNOV%2B2017.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://3.bp.blogspot.com/-HtuW0kI_eDg/WiA1WTDGImI/AAAAAAAAID8/6QW_ZkZC7esWTUWC3jM_IGOIt_QUOKwnACLcBGAs/s1600/Ads.txt%2Bgraph%2B27%2BNOV%2B2017.png" data-original-width="1004" data-original-height="591" /></a></div>
<br></br>
The adoption of ads.txt has been growing quickly and the standard is reaching scale across publishers:<br />
<ul>
<li>Over 100,000 ads.txt files have been published</li>
<li>750 of the comScore 2,000 have ads.txt files</li>
<li>Over 50% of inventory seen by DBM comes from domains with ads.txt files</li>
</ul>
<br />
We believe ads.txt is a significant step in cleaning up bad inventory and it's great to have the broad support of our partners like L’Oreal, Omnicom Media Group, and the Financial Times.<br />
<blockquote>“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
<br>
<font size="-1">- Marie Gulin-Merle, CMO L’Oreal USA</font></blockquote>
<blockquote>"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
<br>
<font size="-1">- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group</font></blockquote>
<blockquote>“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
<br>
<font size="-1">- Anthony Hitchings, Digital Advertising Operations Director, Financial Times</font></blockquote>
<br>
It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.
<br />
<br />
<font color="#444444">Posted by Per Bjorke</font><br><font size="-1">Product Manager, Google Ad Traffic Quality</font>Alexis R. Shellhammerhttp://www.blogger.com/profile/12676240816718368611noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-54751054014174303212017-10-19T07:00:00.000-04:002017-10-19T07:00:20.977-04:00TV made smarter with DoubleClickI used to wait all week to watch 90210 on Thursday nights at 9:00. Today, I can binge watch Breaking Bad whenever I want, wherever I want. Whether it’s 1997 or 2017, there is one simple thing that keeps us coming back to TV — great content. But the issue today is that the experience and the content are often at odds — while the content is addictive, the experience is not.
<br></br>
I believe that the future of TV is one that’s smarter — that brings together the TV content you love with the seamless experience of digital — on every screen or surface. Building towards that future, at our Partner Leadership Summit in Chicago early this month, we announced several new products and features to DoubleClick for Publishers, made for our TV.
<br></br>
<h3>Video ad experiences get smarter, live and on-demand, with Dynamic Ad Insertion</h3>
Over the years, we’ve rebuilt our video platform from the ground up — we knew that TV was a very different experience from the web and we knew that broadcasters had different challenges, infrastructure, distribution partners and content from web publishers. With TV coming to digital, we put our stake in the future of building for a better user experience — one that was connected, always on, and on-demand.
<br></br>
Powering dynamic ad insertion has become a leading benefit of our platform. Over the last couple of years, we’ve successfully powered dynamic ad insertion for live streaming and on-demand content for many of the largest news, sports events and episodic premiers. In fact, over the past two years alone we’ve seen a 4X increase in ad impressions delivered via our Dynamic Ad Insertion product by TV partners like CBSi, AMC, Bloomberg, TF1 and many more.<sup>1</sup>
<br></br>
<h3>Smarter TV ad breaks optimize revenue within each pod, programmatically</h3>
We’re also bringing new updates to a key feature of our platform — smarter TV ad breaks. With this update, ad slots no longer need to be sold as fixed lengths in the break. Smarter TV ad breaks automatically optimize your ad break to the revenue-maximizing combination of ads, personalized and relevant for each viewer. For example, a ninety second ad break can now be filled by two 15-second and two 30-second ads or one 15-second, one 60-second and two 6-second <a href="https://www.thinkwithgoogle.com/products/bumper-ads/">bumper</a> ads depending on what will bring you the most revenue. Importantly, we’re able to do this across your programmatic or reservation deals, while respecting your business rules, such as competitive exclusions and frequency capping within the break or stream.
<br>
<div class="separator" style="clear: both; text-align: center;"><a href="https://3.bp.blogspot.com/-8jAftzE16PY/WeYhMf_JttI/AAAAAAAAArs/-YmRBRdR_e8fUflBSte9H71sIwtD3vPegCLcBGAs/s1600/Video%2Bsmarter%2Bad%2Bbreak-1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://3.bp.blogspot.com/-8jAftzE16PY/WeYhMf_JttI/AAAAAAAAArs/-YmRBRdR_e8fUflBSte9H71sIwtD3vPegCLcBGAs/s1600/Video%2Bsmarter%2Bad%2Bbreak-1.png" data-original-width="1550" data-original-height="681" /></a></div>
<br>
<h3>Content gets smarter with TV Content Explorer</h3>
To effectively monetize TV content, you need a platform that can better understand the content you’re monetizing, the audiences engaging with it and serve the right ad in just the right moment no matter where users are consuming it. That’s why we’re launching TV Content Explorer in DoubleClick for Publishers, available in beta by the end of 2017.
<br></br>
Leveraging Google’s machine learning expertise and smart heuristics, TV Content Explorer creates and automatically organizes an intuitive catalog of your shows and clips. We analyze millions of signals from video content feeds, automatically applying classifiers and making recommendations for how content should be organized across dimensions like show, genre, trending, dayparts, etc. With this inventory catalog, you’ll get a clearer view of the opportunities and packages available to sell.
<br></br>
But that’s not all. To ensure that you aren’t leaving any revenue on the table, the Explorer will also proactively surface deeper insights into audiences and monetization opportunities via <a href="https://www.doubleclickbygoogle.com/articles/building-beyond-insights-engine/">insight cards</a>. We’re just scratching the surface of what’s possible with this feature and are excited to bring even more innovation to this Explorer in the future.
<br></br>
<h3>Inventory decisions get smarter with updated forecasting and pacing models</h3>
Accurately predicting inventory volumes across a multitude of devices for TV content requires consideration for factors such as seasonality of content, unpredictable viewership spikes for live events and varying programming schedules.
<br></br>
That’s why our new forecasting and pacing models, currently in beta, were built to include a lookback window of 18 months, consideration for organic growth over time, audience seasonality and one-off anomaly corrections for unpredictable events like breaking news. Soon, it will also allow you to import offline traffic data and upload custom pacing curves to inform the algorithm for greater accuracy.
<br></br>
<div class="separator" style="clear: both; text-align: center;"><a href="https://2.bp.blogspot.com/-UQJF3-4_SUA/WeYf9tzL_fI/AAAAAAAAArg/Mr-AmxdgLqINiVrkiBZg78YTxzu-k4OYQCLcBGAs/s1600/forecasting.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-UQJF3-4_SUA/WeYf9tzL_fI/AAAAAAAAArg/Mr-AmxdgLqINiVrkiBZg78YTxzu-k4OYQCLcBGAs/s1600/forecasting.png" data-original-width="1029" data-original-height="459" /></a></div>
<br>
<h3>Audience strategies get smarter with insights from Google</h3>
We <a href="https://www.doubleclickbygoogle.com/articles/building-beyond-insights-engine/">recently shared </a>that we’re starting limited tests to help our partners better understand their audiences with new insight reports that expose demographic and interest data from Google. This presents an opportunity for broadcasters and programmers to personalize ad experiences more effectively and package digital inventory similarly to how TV is bought and sold. Additionally, we’re starting limited tests to help partners serve ads against demographic data from Google via Programmatic Guaranteed deals with DoubleClick Bid Manager.
<br></br>
TV is here to stay because there’s no such thing as too much good content — it’s hard for me to imagine a world without 90210, Breaking Bad or Designated Survivor. By bringing everything that’s good about digital to TV, we’re only making it unstoppable. Stay tuned to learn more about how we’re evolving our platforms for a future where TV will be smarter, just as it will continue to be everywhere.
<br></br>
<table border="0">
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<td><font color="#444444">Posted by Rany Ng</font><br><font size="-1">Director, Product Management, Google</font></td>
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<h5><sup>1</sup>DoubleClick Internal Data, Jan-Sept 2015 and Jan-Aug 2017</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-71764178062030649092017-10-13T11:00:00.000-04:002017-11-06T16:39:03.003-05:00Improving protections for publishers There are many issues impacting the health of the advertising ecosystem today. Counterfeit, misrepresented, and fake ad inventory are diverting revenue from high quality publishers. And, publishers are looking for tools to help them stop unsuitable ads from appearing alongside their content and damaging their brand. Addressing these challenges is critical to creating a healthy ecosystem where publishers can thrive. That’s why we’ve been investing in multiple initiatives to help alleviate these problems for our partners.
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<h3>Helping stop the sale of counterfeit ad inventory</h3>
When counterfeit inventory is allowed to be sold or an unauthorized reseller puts underpriced inventory into the market, it prevents publishers from receiving the full value of their inventory. That’s why we fully support the IAB Tech Lab’s <a href="https://iabtechlab.com/press-releases/iab-tech-lab-launches-assault-on-illicit-advertising-inventory/">ads.txt standard</a>. Ads.txt gives publishers and distributors a simple, flexible and secure method to disclose the companies they authorize to sell their digital inventory. It increases transparency in the inventory supply chain making it more difficult to sell counterfeit inventory or resell inventory without a publisher’s approval.<br></br>
We <a href="https://doubleclick-advertisers.googleblog.com/2017/09/working-with-industry-towards-fraud_21.html">recently announced</a> that DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available. At our recent Partner Leadership Summit, we announced three updates to our publisher ad platforms to support the IAB Tech Lab’s <a href="https://iabtechlab.com/press-releases/iab-tech-lab-launches-assault-on-illicit-advertising-inventory/">ads.txt standard</a>.
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<ul>
<li>AdSense has begun to display ads.txt alerts in the user interface to let publishers know if we identify errors in their ads.txt file.</li>
<li>By the end of October, DoubleClick for Publishers will include an ads.txt generator and validator to help publishers create their initial ads.txt file and correct and modify their existing ads.txt files.</li>
<li>And most importantly by the end of this year, DoubleClick Ad Exchange and AdSense will filter unauthorized inventory, as identified by a publisher’s ads.txt file, from our auction. </li>
</ul>
<br>
The growth we’ve seen in ads.txt adoption has been strong. As of October 12, our ads.txt crawler has found files from over 11,000 urls. However, only 252 of the comScore 1000 publishers have published ads.txt files. The broader the adoption of ads.txt, the faster we’ll be able to help prevent the sale and purchase of counterfeit inventory and foster a fair and safe market for publishers to grow their businesses.
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<h5>Number of urls that have posed an ads.txt file globally as found by our crawler</h5>
<h3>Keeping unsuitable ads off of publisher sites</h3>
We've heard from our publishers that they want more options and control to determine the types of ads that appear on their sites from our advertising partners. While we have strict <a href="https://support.google.com/adwordspolicy/answer/6008942?hl=en">policies</a> on our own platforms to protect publishers and our users from harmful, misleading and inappropriate ads, we are introducing more controls and filters so publishers can make their decisions about what is and what isn't suitable for their brand.
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We have released two new controls in DoubleClick that allow publishers to block sensational, tabloid-style ads and ads featuring significant skin exposure from their sites. And we recently made changes to significantly improve the accuracy and quality of our automated creative classification filters. We’ve always had comprehensive controls to help publishers automatically block the types of ads that appear on their sites, and these updates will help publishers fine tune the types of ads that appear alongside their content.
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<h5>Mock-ups of an ad featuring significant skin exposure and a sensationalist ad blocked by our sensitive category controls</h5>
<h3>Creating a fair and safe marketplace for publishers</h3>
Helping publishers create sustainable businesses and continue to grow is core to our mission. That cannot happen without a healthy advertising ecosystem. By helping to stop the sale and purchase of counterfeit inventory, and giving publishers the controls to prevent unsuitable and unsafe ads from appearing next to their content, we hope to make it easier for our partners to succeed.
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<font color="#444444">Posted by Pooja Kapoor</font><br><font size="-1">Head of Global Strategy, Programmatic and Ecosystem Health </font>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-63946169499011821032017-10-03T14:30:00.000-04:002017-10-03T14:30:17.131-04:00Building for beyond with the Insights Engine ProjectAt Google, we’ve always believed that our mission “to organize the world’s information and make it universally accessible” is closely aligned with that of the media industry. Without you, there’s no information. This partnership is what sets us apart, and what fuels our commitment to helping you build thriving and sustainable businesses.
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Our commitment is particularly evident in how we’re evolving DoubleClick. There’s no doubt that the dual explosions of programmatic advertising and mobile devices have ushered in a new digital era fueled by data. Today, you can be better news publishers, entertainment programmers or app developers — and make smarter content and business decisions — with the immense amount of information available to you.
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We believe there is a new opportunity emerging to turn raw data into powerful insights. So, we are announcing the Insights Engine Project, an ongoing initiative to bring Google’s cloud computing and machine learning expertise to DoubleClick’s reporting and forecasting systems. We want to make it easier for you to optimize your business for success with both consumers and advertisers. Our teams have been hard at work for some time now, and today we are announcing seven features in development, many of which are already in testing with select partners.
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<h3>Custom data analysis and visualization with BigQuery and Data Studio</h3>
All the data in the world is not much use if you can’t analyze it and see the results. To make this easier, we are connecting DoubleClick to two powerful Google tools — BigQuery and Data Studio. <a href="https://cloud.google.com/bigquery/?utm_source=google&utm_medium=cpc&utm_campaign=na-US-all-en-dr-bkws-all-all-trial-b-dr-1002250&utm_content=text-ad-none-any-DEV_c-CRE_153585401993-ADGP_SKWS+%7C+Multi+~+null_Big+Query-KWID_43700011179648335-kwd-35927591586&utm_term=KW_big%20query-ST_big+query&gclid=Cj0KCQjwgb3OBRDNARIsAOyZbxCYxTAU9JDH654eo8Wdccc-k68vul1lBmSH12cC7cIruriUwKGjpn0aAnfBEALw_wcB&dclid=CIyK-7SfztYCFdELNwodC30A7g">BigQuery</a> is Google’s fully managed, petabyte scale, low cost enterprise data warehouse for analytics. <a href="https://www.google.com/analytics/data-studio/?utm_source=google&utm_campaign=suite&utm_medium=cpc">Data Studio</a> turns your data into customizable informative dashboards and reports that are easy to read and share. Both connectors are in beta now, with broad availability in early 2018.
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<h3>Smarter decisions with insight cards and a new forecasting experience</h3>
Late last year, we started using Google machine learning to offer opportunities and experiments in DoubleClick for Publishers and Ad Exchange. So far, our partners have implemented more than 6,700 recommendations worth millions of dollars in new revenue.<sup>1</sup> Often, the most valuable insights are not simply into what has happened in your business, but also into what your peers are doing, and especially into what comes next.
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In the months to come, a new set of insight cards in DoubleClick will give you information about how you are performing relative to your peers on key success metrics like ad viewability, site latency, and more. And to help you be more confident about the future, we will also be launching a new forecasting experience that includes automatic growth detection, seasonal adjustments, and easy viewing of historical data side by side with future predictions.
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<h3>Audience insights for more relevant content and ads</h3>
The Insights Engine Project does not stop with business data. We also believe that helping you learn more about your audience can help you deliver more relevant and higher quality experiences. In the months to come, we will be conducting two limited tests of sharing demographic and interest insights with our partners, including using those insights to deliver more relevant ads in programmatic deals with DoubleClick Bid Manager advertisers. These tests will help us explore the best way to make ads and content more relevant for users, while ensuring their privacy and preferences are respected.
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<h3>Supporting the news industry with subscription offers</h3>
Finally, subscriptions are becoming a more and more important part of the business of our partners in the news industry. So, we are also testing the application of machine learning and audience insights to the subscription business — helping you optimize the best moment to reach users when they have a higher likelihood of paying.
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<h3>The first step</h3>
As we enter the next phase of digital growth, in a world that’s AI-first and where data is king, we’re excited to partner with you in new ways to drive sustainable growth beyond tomorrow into the further future. We are confident that when you have the right pieces of information in the right places, the possibilities are endless. The Insights Engine Project starts with the initiatives I have described here, but will continue into 2018 and beyond, so stay tuned to learn more about how you can start taking advantage of these new capabilities.
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<td><font color="#444444">Posted by Jonathan Bellack</font><br><font size="-1">Director of Product Management, Publisher Platforms</font></td>
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<h5><sup>1</sup> DoubleClick Internal Data, Oct 2016 - Sept 2017</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-41752779595259880102017-08-08T18:30:00.001-04:002017-08-08T18:30:27.488-04:00Helping publishers bust annoying ads<i><h5>Cross-posted from <a href="https://www.blog.google/topics/journalism-news/helping-publishers-bust-annoying-ads">The Keyword</a></h5>
</i>
<p>At some point, we’ve all been caught off guard by an annoying ad online—like a video automatically playing at full volume, or a pop-up standing in the way to the one thing we’re trying to find. Thanks to <a href="http://betterads.org/standards">research</a> conducted by the Coalition for Better Ads, we now know which ad experiences rank lowest among consumers and are most likely to drive people to install ad blockers.</p>
<p>Ads, good and bad, help fund the open web. But 69% of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money. </p>
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<p>In June we <a href="https://www.blog.google/topics/journalism-news/building-better-web-everyone/">launched</a> the <a href="https://www.google.com/webmasters/tools/ad-experience-unverified?pli=1">Ad Experience Report</a> to help publishers understand if their site has ads that violate the Coalition’s <a href="http://betterads.org/standards">Better Ads Standards</a>. In just two months, 140,000 publishers worldwide have viewed the report. </p>
<blockquote>“This report is great for helping publishers adapt to the Better Ads Standards. The level of transparency and data is incredibly actionable. It literally says here’s the issue, here’s how to fix it. I think it will be helpful for all publishers.”<br><font size=-1>
Katya Moukhina, Director of Programmatic Operations, POLITICO</font></blockquote><br>
<p>We're already starting to see data trends that can give publishers insights into the most common offending ads. Here's a look at what we know so far.</p>
<h3>It's official: Popups are the most annoying ads on the web </h3>
<p>Pop-up ads are the most common annoying ads found on publisher sites. On desktop they account for 97% of the violations! These experiences can be bad for business: 50% of users <a href="https://www.betterads.org/research/standardpaper/">surveyed</a> say they would not revisit or recommend a page that had a pop-up ad. </p>
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<p>Instead of pop-ups, publishers can use less disruptive alternatives like full-screen inline ads. They offer the same amount of screen real estate as pop-ups—without covering up any content. Publishers can find more tips and alternatives in our <a href="https://www.doubleclickbygoogle.com/articles/creating-better-ad-experiences/">best practices guide</a>. </p>
<h3>Mobile and desktop have different issues</h3>
<p>On mobile the issues are more varied. Pop-ups account for 54% of issues found, while 21% of issues are due to high ad density: A mobile page flooded with ads takes longer to load, and this makes it harder for people to find what they're looking for. </p>
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<h3>Most issues come from smaller sites with fewer resources</h3>
<p>Our early reporting shows that most issues are not coming from mainstream publishers, like daily newspapers or business publications. They come from smaller sites, who often don’t have the same access to quality control resources as larger publishers.</p>
<p>To help these publishers improve their <a href="https://support.google.com/webtools/topic/7071812">ads experiences</a>, we review sites daily and record videos of the ad experiences that have been found non-compliant with the Better Ads Standards. If a site is in a “failing” or “warning” state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site.</p>
<p>We encourage all publishers to take a look at their report. Here’s how. </p>
<ol>
<b><li>Gaining access to the report</b> <br>
The <a href="https://www.google.com/webmasters/tools/ad-experience-unverified?pli=1">Ad Experience Report</a> is part of <a href="https://support.google.com/webmasters/answer/4559176?hl=en">Google Search Console</a>, which means you need to be a verified site owner to access it. You can either ask your webmaster to add you as an owner or user, or verify ownership yourself. <a href="https://support.google.com/webtools/answer/7072528?hl=en&ref_topic=7073612">Learn more</a>.</li>
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<b><li>Understanding the report</b> <br>
If your site has been reviewed and the <a href="https://support.google.com/webtools/answer/7072706#review_status">status</a> is “Warning" or "Failing," the report will show videos of the <a href="https://support.google.com/webtools/topic/7071812">ad experiences</a> that are likely to annoy or mislead your visitors. Click on desktop or mobile reports to see the specific experiences identified.
</li>
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<b><li>Fixing the issues and requesting a review</b><br>
Once you’ve identified the violating experiences, work with your ad ops and site design teams to remove the annoying experiences. After that, describe how you addressed each of the issues in the ‘Request review’ area and click ‘I fixed this’. You’ll receive a confirmation email saying your review is in progress. <a href="https://support.google.com/webtools/answer/7072706#review_status">Learn more</a>.
</li>
</ol>
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<h3>Looking ahead</h3>
<p>Over the next few weeks we’ll begin notifying sites with issues. For even more insights on the types of sites and violations found, publishers can visit The Ad Experience Report <a href="https://developers.google.com/ad-experience-report/">API</a>.
</p>
<p>The good news is that people don’t hate all ads—just annoying ones. Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising. This is why we support the Coalition’s efforts to develop marketplace guidelines for supporting the Better Ads Standards and will continue working with them on the standards as they evolve.
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<td><font color="#444444">Scott Spencer</font><br><font size="-1">Director of Product Management, Sustainable Ads
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Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-73866727303653426522017-08-01T13:58:00.000-04:002017-08-02T13:13:09.171-04:00Programmatic Native Ads on DoubleClick available to allWhen we <a href="https://doubleclick-publishers.googleblog.com/2015/11/bringing-native-ads-and-mobile-video.html">announced</a> the beta of Native Ads on DoubleClick, our goal was to help our partners earn the most money possible with ad experiences that are both engaging and complementary to the user experience. Since then, we’ve seen <a href="https://doubleclick-publishers.googleblog.com/2017/05/boosting-publisher-revenue-native.html">hundreds</a> of partners deliver beautiful native ads that match the look, feel and function of the surrounding content. And we’ve learned that <a href="https://doubleclick-publishers.googleblog.com/2017/05/boosting-publisher-revenue-native.html">advertisers are willing to pay more for and users are more likely to engage</a> with native ads compared to traditional ad experiences.
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Today we’re happy to announce that all DoubleClick for Publishers (DFP) partners can now deliver native ads programmatically to users across any screen.
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<h3>Grow your business with native ads</h3>
DoubleClick provide a dynamic framework for delivering ad experiences that advertisers and users love. Rather than serving a static image or text ad, native ads deliver an <a href="https://nativeads.withgoogle.com/#/">engaging user experience</a> by taking multiple creative components — such as a headline, thumbnail and description — and assembling them in real-time to match the style of the site or app.
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Partners like <a href="https://www.doubleclickbygoogle.com/articles/new-york-times-native-ads-case-study/">The New York Times</a> are using DoubleClick to deliver premium standalone ad experiences, increasing CTRs 6X. Accuweather is using native ads to grow programmatic yield on their existing ad placements. In fact, this strategy has improved CPMs 40%, with over 15% of their total impressions won by native-specific demand.
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“DoubleClick's native product provides the perfect solution for us to increase CPMs while delivering a mobile experience that is consistent with what users expect from Accuweather,” says Bill McGarry, Vice President of Advertising Sales at Accuweather. “Since implementing Native Ads on DoubleClick, we've seen a significant increase in CPMs and we look forward to expanding our investment in native.”
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<h3>All of DoubleClick, one flexible native solution</h3>
With DoubleClick, you can deliver beautiful native ads while leveraging the efficiency and scale of a single platform that works across all of your advertising inventory, sales channels and ad formats — whether they’re custom display, video or native ads.
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One of DoubleClick’s strengths is the flexibility it provides in how you connect with advertisers — via Programmatic Guaranteed deals, Private Auctions or manually-trafficked direct deals. With this launch, you can make your native inventory available to advertisers across of your deals, irrespective of how they’re transacted.
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We’re also helping you maximize your revenue by allowing these new formats to compete with traditional banner ads. By activating native demand across your existing ad units, you can capture the highest value from a broader group of advertisers competing to serve ads to your audience.
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<h3>New tools for designing beautiful native ads</h3>
Finally, we’ve made it easier for our partners to implement native ads with the launch of 22 new and customizable native styles in DFP. While it's possible to create highly custom integrations from scratch, these templates can serve as a great starting point.
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These templates take advantage of the many new features we’ve added this year:
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<ul>
<li><b>Ad attribution and AdChoices badges</b> can now <a href="https://support.google.com/dfp_premium/answer/6075370">overlap</a> the primary image, removing the need to place these elements in a separate row.</li>
<li><b>Additional style targeting</b> options, like devices and negative key values, help you to show the right style at the right time.</li>
<li><b>Better previews</b> make it easier to see how your native style will look while you build it.</li>
</ul>
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We’ve also developed a <a href="https://storage.cloud.google.com/support-kms-prod/51i8k6YO1CeICTqke6cX4al1ZWc7VuL65Rbg">guide</a> to building great native ads, with advice from Google’s design team and feedback from advertisers about the type of inventory they want to buy, to help you create beautiful and high-performing native ads.
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In a world where high-quality ad experiences are <a href="https://doubleclick-publishers.googleblog.com/2017/06/building-better-web-for-everyone.html">more important than ever</a>, Native Ads on DoubleClick provide a solution for delivering beautiful and impactful ad experiences efficiently while helping you build thriving and sustainable businesses.
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<i>To get started with Native Ads on DoubleClick, <a href="https://support.google.com/dfp_premium/answer/7068739?hl=en&ref_topic=7032774">visit our Help Center</a> or contact your account manager today.</i>
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<font color="#444444">Posted by Aaron Karp</font><br><font size="-1">Product Manager, DoubleClick</font>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-81658072486181591352017-06-08T12:01:00.000-04:002017-06-12T09:49:56.764-04:00Delivering more revenue with sustainable advertising solutionsAt DoubleClick, we've always had a single mission — to help you grow revenue and build sustainable businesses with advertising. That means ensuring we're helping you make the most revenue from every impression, with solutions that keep up with advertiser demands for more programmatic access to inventory, while at the same time delivering on the expectations of users for great experiences with your sites and apps on every screen. To that end, over the last year we launched products like <a href="https://doubleclick-publishers.googleblog.com/2016/05/smarter-optimizations-to-support.html">Optimized Private Auctions</a>, optimized pricing in the Open Auction and <a href="https://doubleclick-publishers.googleblog.com/2016/04/improving-yield-speed-and-control-with-dfp-first-look-and-exchange-bidding.html">DoubleClick for Publishers First Look</a>.
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Today, we’d like share some updates on how we’re using the power of automation and machine learning to create sustainable solutions that drive greater advertising performance and revenue for our partners.
<a href="https://1.bp.blogspot.com/-hTExXpLZyCg/WTh_k5cV5rI/AAAAAAAAAgA/4yt3zj6fPaUa9VgNkio3KywmPMcBoqvHQCLcB/s1600/BlogPost_YeildMomentum_infographic-02.png" imageanchor="1" ><img border="0" src="https://1.bp.blogspot.com/-hTExXpLZyCg/WTh_k5cV5rI/AAAAAAAAAgA/4yt3zj6fPaUa9VgNkio3KywmPMcBoqvHQCLcB/s1600/BlogPost_YeildMomentum_infographic-02.png" data-original-width="1600" data-original-height="488" /></a>
<h3>Smarter yield through machine learning</h3>
Programmatic buying has created many opportunities for publishers to maximize revenue, but optimizing manually puts publishers at a disadvantage when programmatic buyers are constantly investing in smarter bidding technology. That’s why we’ve been applying optimization and machine learning techniques developed over the years at Google to help publishers make more money from programmatic demand. In fact, since 2016 we have run hundreds of experiments resulting in over 50 improvements to our auction algorithms. These optimizations have generated 15% more revenue for publishers using DoubleClick Ad Exchange.
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<h3>Actionable insights with Opportunities & Experiments</h3>
Data can be an important input for making better decisions, but the best yield management strategies also include constant testing and measurement. To make this process easier, we recently launched a new Opportunites & Experiments tool that puts publishers in control of Google intelligence.
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Publisher opportunities and experiments in DoubleClick for Publishers and DoubleClick Ad Exchange provide customized, actionable and quantifiable suggestions on how to increase yield. With a few clicks, publishers can safely run an experiment, and if they like the results, accept the change to apply it across their account. Publishers including The Soul Publishing in Russia, TV2 in Norway, and Match.com in the U.S. have grown revenue with Opportunities and Experiments.
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<blockquote>"Opportunities and experiments lets us bypass the heavy, manual labor part of the yield optimization process. It lets us skip straight to projecting results of possible changes and testing a yield hypothesis against a control test group in a safe way. Essentially, the feature helps us find the test cases worth our time automatically, letting us focus on increasing yield and revenue,” says Mikaela Rimaila, Programmatic Manager, TV2. "Personally I’d love to do all my yield optimization through this feature, as it adds a safety layer to rule changes, easily giving us the chance to compare and analyse the effects of the test.”</blockquote>
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<blockquote>"Opportunities and experiments in AdX has helped streamline our yield optimization process and boosted our indirect revenue. We receive customized suggestions to increase our yield, such as floor adjustments, and have seen significant gains as a result." <br> - Gregg Murphy Senior Director, Revenue Operations, Match.com</blockquote><br>
<h3>Bringing Exchange Bidding to more partners demand without compromising user experience</h3>
We’ve made a lot of progress since announcing our test of Exchange Bidding last year, and today we’re happy to <a href="https://doubleclick-publishers.googleblog.com/2017/06/announcing-exchange-bidding-open-beta.html">announce the Open Beta of Exchange Bidding</a>, available for publishers using DoubleClick for Publishers<sup>*</sup> globally. Exchange Bidding helps publishers bring more of their programmatic demand together into a unified auction and the results have been impressive.
<a href="https://1.bp.blogspot.com/-9K8Q64bhOVg/WTh_G9fM0MI/AAAAAAAAAf8/rJ0fJSLtZLwzdhulyDuQVcfKyzwkVOnKACLcB/s1600/BlogPost_YeildMomentum_infographic-01.png" imageanchor="1" ><img border="0" src="https://1.bp.blogspot.com/-9K8Q64bhOVg/WTh_G9fM0MI/AAAAAAAAAf8/rJ0fJSLtZLwzdhulyDuQVcfKyzwkVOnKACLcB/s1600/BlogPost_YeildMomentum_infographic-01.png" data-original-width="1600" data-original-height="488" /></a>
On average Exchange Bidding is delivering double-digit programmatic revenue uplift, with some publishers seeing programmatic lift as high as 40% with minimal impact to user experience. Today, 100+ publishers can choose from 7 trusted third party exchanges, including our new partners, COMET, <a href="https://www.openx.com/company/press-releases/openx-signs-beta-partner-google-ebda/">OpenX</a> and Sovrn.
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<blockquote>"We've been working with Google on the development of Exchange Bidding for several months now and while it's still early, we are pleased with the level of partnership and transparency we have seen from the Google team. While there are still issues to be resolved and the product is very complex, their efforts have resulted in real and positive changes to the Exchange Bidding product. Based on our experience so far, and the excellent results we have seen to date, we are optimistic that we can deliver material value to our publisher partners via Exchange Bidding." </br>- Jason Fairchild, Co-Founder and Chief Revenue Officer, OpenX</blockquote><br>
<h3>Driving sustainability in the future</h3>
Looking back at the results from our latest yield management improvements shows us what’s possible, but I think we can do more. We’ve shown how machine learning can deliver more value to publishers, and in the future, we’ll continue to invest in it to deliver even more innovations. Also, the work our teams have been doing on server side technologies have revealed more opportunities to improve publisher revenue by taking advantage of synergies across our products. Publishers using DoubleClick for Publishers and DoubleClick Ad Exchange may have noticed our first step in this direction, a unified UI for both platforms. Moving forward you should expect more innovations like these to increase publisher yield.
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<td><font color="#444444">Posted by Jonathan Bellack</font><br><font size="-1">Director of Product Management, Publisher Platforms</font></td>
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<h5><sup>*</sup>Exchange Bidding is not currently available to publishers using DoubleClick for Publishers Small Business</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-21179173602348388902017-06-08T12:00:00.001-04:002017-11-06T16:39:17.133-05:00Announcing Exchange Bidding open betaWhen we announced the pilot program for Exchange Bidding <a href="https://doubleclick-publishers.googleblog.com/search?q=exchange+bidding">last year</a>, our goal was to help publishers earn the most money possible, with the least complexity, while maintaining the best user experience.
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We’ve been working on Exchange Bidding in collaboration with our publisher and exchange partners for the last year, and today we’re happy to announce the Open Beta of Exchange Bidding, available to publishers using DoubleClick for Publishers<sup>*</sup> globally. Our partners have been seeing great results during our testing, and we’d like to give you more details about this powerful enhancement to DoubleClick for Publishers.
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<h3>Greater revenue without compromising user experience</h3>
When every millisecond counts, the fastest solutions yield the best results. Relying on client side connections over mobile networks to manage yield can result in annoyed users, lower viewability and lost opportunities.
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That’s why we challenged ourselves and worked hard to prioritize speed during the closed Beta. To maximize revenue without compromising on user experience, we built Exchange Bidding directly into DoubleClick for Publishers.
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The results speak for themselves. Publishers in our closed beta have seen double-digit programmatic revenue lift on average, with some seeing programmatic lift as high as 40%. Plus, Exchange Bidding is up to 15x faster than client side or server side solutions in the market today. While header bidding solutions add on average 500ms to 1,000ms of delay to ad delivery speed, Exchange Bidding adds only 60ms seconds of delay.
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Publishers like Hearst Digital are seeing great results.
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<blockquote>“Our goal is to move as much of our advertising code off our sites as possible. Less code loading on the client side is better. Exchange Bidding is great because it helps us move in that direction. It’s simple to setup and works with our existing DoubleClick tags.”<br>
- Scott Both, Director of Programmatic Sales Engineering, Hearst Digital Media</blockquote>
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<h3>Reduced complexity with all demand in one ad tag</h3>
Beyond speed and revenue lift, Exchange Bidding creates greater value for publishers by reducing the complexity of their existing yield management setups. Because Exchange Bidding is built into DoubleClick for Publishers, it works with our existing ad tags, requires no additional coding to a publisher’s site or app or additional line items cluttering up a publisher’s ad server, and puts no additional burden on users.
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Instead of taking days or weeks of development and adjustments to set up, publishers can get Exchange Bidding up and running in less than a day. Instead of constantly updating the price and priority of partner line items or adding hundreds or thousands of new line items to implement header bidding, publishers simply create a handful of yield groups that define which third party exchanges can bid on specific inventory. And instead of spending days collecting reporting and billing information from multiple partners, reconciling discrepancies, and waiting to get paid, Exchange Bidding provides publishers unified reporting and consolidated billing on our standard terms.
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<blockquote>“Integrating and maintaining client side headers is a significant investment for any publisher. Setting up server side bidding with Exchange Bidding was simple. It also helped us reduce a lot of the operational overheads associated with headers and it promises to reduce latencies and discrepancies whilst improving scalability”.
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- Nat Poulter, Head of Programmatic at MailOnline</blockquote>
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<h3>We only succeed when our partners succeed</h3>
We understand that in order to help publishers thrive we must foster a sustainable advertising ecosystem. That means creating solutions that deliver the most revenue possible for publishers, while maintaining great experiences for users, and providing all players in the industry equal access to high quality inventory.
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To ensure we were getting the right feedback from all parties, we created an advisory board with members from our initial exchange partners. It’s feedback from this group that helped inform the development of Exchange Bidding and make it work better for every participant.
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<blockquote>"We've been working with Google on the development of Exchange Bidding for several months now and while it's still early, we are pleased with the level of partnership and transparency we have seen from the Google team. While there are still issues to be resolved and the product is very complex, their efforts have resulted in real and positive changes to the Exchange Bidding product. Based on our experience so far, and the excellent results we have seen to date, we are optimistic that we can deliver material value to our publisher partners via Exchange Bidding."<br>
- Jason Fairchild, Co-Founder and Chief Revenue Officer, OpenX
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We’ve seen great results during the testing phase of Exchange Bidding. Today, 100+ publishers can choose from seven trusted third party exchanges including our new partners, COMET, OpenX and Sovrn to compete equally in a unified auction against a publisher’s direct sold campaigns in DoubleClick for Publishers and bids from DoubleClick Ad Exchange. We look forward to working with our existing and new users to make Exchange Bidding the best solution for the industry.
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<font color="#444444">Posted by Sam Cox</font><br><font size="-1">Group Product Manager, DoubleClick Ad Exchange</font>
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<h5><sup>*</sup>Exchange Bidding is not currently available to publishers using DoubleClick for Publishers Small Business</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-52467852433663451342017-06-01T17:23:00.000-04:002017-06-02T13:10:46.549-04:00Building a better web for everyone<h5><i>Cross-posted from <a href="https://blog.google/topics/journalism-news/building-better-web-everyone/">The Keyword</a></i></h5>
<p>The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web--like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads--taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation. </p>
<p>We believe online ads should be better. That’s why we joined the <a href="https://www.betterads.org/">Coalition for Better Ads</a>, an industry group dedicated to improving online ads. The group’s recently announced <a href="https://www.betterads.org/standards">Better Ads Standards</a> provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it. </p>
<h3>New tools for publishers</h3>
<p>The new <a href="https://www.google.com/webmasters/tools/ad-experience-unverified">Ad Experience Report</a> helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new <a href="https://www.doubleclickbygoogle.com/articles/creating-better-ad-experiences">best practices guide</a>. </p>
<center><img border="0" src="https://4.bp.blogspot.com/-ujanZfj5a44/WTGbQEne_fI/AAAAAAAAJws/Ig8-f_70NEYN9LuHSTZfWRmk-kQCo7wRgCLcB/s400/GIF%2BAd%2BExperience%2BReport.gif" width="400" height="274" data-original-width="1000" data-original-height="686"></img><br><font size="-2">The Ad Experience Report lists when we have identified ad experiences on a site that are likely to harm users or violate the Better Ads Standards.
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“We’ve always put our users first and fully support the Coalition’s Better Ads efforts and standards. At the same time, we deal with so many different websites and ad experiences it’s hard to tell at a glance which ads experiences we need to replace. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and are 200% behind this initiative.”</i>
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<font size="-1">- Troy Young, President, Hearst Digital Media </font></td></tr>
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<p>As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With <b>Funding Choices</b>, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor. </p>
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“Looking at the past few years, we’ve come to realize that to the rise of ad blockers has negatively impacted potential revenue across all of our properties, particularly in Europe. Funding Choices allows us to have a conversation with visitors using ad blockers on how our business works, and provide them a choice to whitelist or contribute to our newsroom. We’ve found that people are generally open to whitelisting once they understand how content gets created.”</i>
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<font size="-1">- Marc Boswell, SVP, Sales Operations & Client Services, Business Insider</font></td></tr>
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<p>Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new <a href="https://www.doubleclickbygoogle.com/articles/engage-with-ad-blockers">best practices guide</a> for tips on crafting the right message for their audience. </p>
<h3>Chrome support for the Better Ads Standards</h3>
<p>Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.
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<h3>Looking ahead</h3>
<p>We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising. </p>
<p>We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the DCN, the WFA, the ANA and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.
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<td><font color="#444444">Posted by Sridhar Ramaswamy</font><br><font size="-1">Senior Vice President, Ads and Commerce</font></td>
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</table>Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-44411400637453837872017-05-23T11:30:00.000-04:002017-05-23T11:30:09.175-04:00Google Ads, Analytics and DoubleClick announcements keynote<p>Welcome to the Google Marketing Next live stream! Tune in live at 9:00 a.m. PT/12:00 p.m. ET to learn about Google’s latest marketing innovations, the moment they’re announced.</p>
<p>Join the conversation at #GoogleMarketingNext.</p>
<center><iframe width="560" height="315" src="https://www.youtube.com/embed/e8jB2fSyiM8" frameborder="0" allowfullscreen></iframe></center>Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-61234751340346707592017-05-18T13:58:00.000-04:002017-05-18T14:10:37.348-04:00Improving the living room viewing experience<p>Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.</p>
<p>You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.</p>
<p>At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.</p>
<p>In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called <a href="https://www.iab.com/news/vast-4-0-arrives-championing-the-technology-behind-the-growth-of-digital-video-advertising/">VAST 4.0</a>, updates previous video standards to work better for the viewing behavior in today’s world.</p>
<p>Today, <b>we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers</b>. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.</p>
<p>To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:</p>
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<li><b>TV-quality viewing experiences:</b> TV-quality creative files (known as mezzanine files) uploaded to DoubleClick Campaign Manager and DoubleClick for Publishers can now be passed to services that dynamically stitch ads into video streams (server side ad insertion platforms). This helps ensure a higher quality viewing experience, especially for connected TVs, by enabling the TV-quality ad creative to be transcoded and served in one stream alongside the video content.</li>
<li><b>More efficient ad delivery:</b> A universal ad ID system helps the server side ad insertion platform better identify unique vs. existing creatives, which reduces unnecessary transcodes.</li></ul> <br>
<p>This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.</p>
<p>To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, <b><a href="https://www.iab.com/events/vast4-server-side-ad-insertion-technology-best-practices-webinar/">please register for our webinar</a>, coming up next Monday, 5/22, from 12-1pm ET.</b></p>
<font color="#444444">Posted by Peentoo Patel and Sunil Gupta </font><br><font size="-1">Product Managers, DoubleClick Video Ads </font>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-12494069409624842952017-05-10T11:14:00.001-04:002017-05-18T15:57:08.656-04:00Boosting publisher revenue with native ads<p>At DoubleClick, we’re committed to helping our partners deliver great advertising experiences while earning the most from every impression. One way we meet this goal is through native advertising. Native ads match the look, feel and function of their surrounding content, enabling publishers to serve non-disruptive advertising experiences to users.</p>
<p>One year ago, we made <a href="https://doubleclick-publishers.googleblog.com/2016/05/native-ads-doubleclick-launch.html">native ads on DoubleClick available across all screens</a> — on desktop, mobile web and in apps. Since then, native impressions served through DoubleClick for Publishers (DFP) have increased by more than 7x.<sup>1</sup> Users are engaging more with these ads than traditional banner ads, so advertisers have ramped up demand as well. Since May 2016, average CPMs for native ads on DoubleClick Ad Exchange (AdX) have significantly increased.<sup>2</sup></p>
<p>Today, we’re excited to share some of our partners’ success with native ads and announce new tools for delivering better native ads on DoubleClick.</p>
<h3>With higher user engagement, publishers see greater revenue</h3>
<p>Native ads on DoubleClick are flexible and dynamic, enabling publishers to optimize their native implementations for better user engagement. In fact, we’ve found that users are more than twice as likely to click on a native ad as opposed to a traditional ad.<sup>3</sup></p>
<blockquote>“Moving to DFP native enables us to optimize for better performance. We dictate how we want the ad template to look and A/B test to ensure the best performing position and style combination. This flexibility lets us cater to our partners’ branded content needs. The result is better quality traffic and renewals, a 10% lower bounce rate and a higher average time on page."</br>
- Jen Castillo, Director of Ad Ops, Slate Magazine</blockquote></br>
<p>Slate is one of many partners benefiting from native ads on DoubleClick. As more publishers recognize the opportunity to increase performance and deliver compelling advertising experiences through native ads, partners such as the <a href="https://www.doubleclickbygoogle.com/articles/new-york-times-native-ads-case-study/">New York Times</a>, Vogue, Daily Mail, eBay and Condé Nast are all using DoubleClick to deliver beautiful and responsive native ads.</p>
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<p>Publishers are also benefiting from combining the flexibility and engagement of native ads with the scale and efficiency of programmatic. Australia-based real estate marketing provider Domain Group uses DoubleClick to offer advertisers dynamic native ads at scale. In addition to selling directly to advertisers, Domain makes their native ad inventory available on AdX. Compared to traditional banner ads, Domain saw a 38% increase in viewable impressions and a 12% increase in revenue with programmatic native ads.</p>
<blockquote>“Programmatic native allows us to offer a truly differentiated product to our advertisers. They’ve significantly reduced the complexity and time required for our production team to code and compile individual creatives. And they’re driving significantly positive results.”</br>
- Shannon Fitzpatrick, Operations and Performance Director, Domain Group
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<h3>With better performance, advertisers ramp up on native</h3>
<p>As users have responded well to native ads, advertisers have increased their investment. That's why today, we’re excited to announce that <a href="https://doubleclick-advertisers.googleblog.com/2017/05/programmatic-native-ads-now-available-doubleclick.html">programmatic native ads are now available to all advertisers in DoubleClick Bid Manager</a>, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.</p>
<p>In addition to Bid Manager, more than 40 demand-side platforms are currently buying native ads on DoubleClick Ad Exchange, including AppLovin, The TradeDesk, Criteo and Liftoff. And it’s paying off: for third-party DSPs, average click-through rates are more than 4x higher than traditional banner ads.<sup>5</sup></p>
<blockquote>“Since launching our support for native ads on AdX, we've seen native ads expand into one of our highest growth channels. We view programmatic native ads as one of the most effective formats for helping our advertiser partners engage with their target audience across all devices through an integrated format."</br>
- Tim Sims, VP of Inventory Partnerships, The Trade Desk.</blockquote></br>
<h3>Growing native adoption with a common language for native ad creatives</h3>
<p>To realize the true growth potential of native ads, we need to continue making native ads easier to execute at scale. One key challenge in doing that is ensuring buyers and sellers are speaking a common language when talking about native ad creatives.</p>
<p>The definition of native ads varies across publishers and technology platforms. This causes confusion for advertisers, and without clear guidance on the proper creative assets for effective native ads, they struggle to scale native experiences.</p>
<p>To help solve this problem, we’re launching a new <a href="https://nativeads.withgoogle.com/">interactive tool</a> that lets advertisers visualize how their native ads could look across different environments. By uploading just one set of creative components, or leveraging sample creatives already supplied in the tool, anyone can see customized native ads dynamically render across multiple websites and devices. For publishers, this tool offers an easy solution for helping their advertising partners preview how their creative assets will assemble to deliver a compelling user experience.</p>
<a href="https://nativeads.withgoogle.com/" imageanchor="1" ><img border="0" src="https://2.bp.blogspot.com/-0U61GVQB6DA/WRIc4mtOXAI/AAAAAAAAAYQ/puJof7bu5usSjEroos-rhbfjPsYTOeYFACLcB/s1600/SODA_Image1_v22.png" /></a>
<p>This interactive tool is just the latest step in our ongoing effort to help buyers and sellers create beautiful native ads at scale. In the upcoming weeks, we’ll share new features that make it easier for publishers to create beautiful, high-performing native ads on DoubleClick.</p>
<p>In the meantime, <a href="https://nativeads.withgoogle.com/#/">build your native ad today</a> to see what’s possible with native ads on DoubleClick.</p>
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<td><font color="#444444">Posted by Gabe Bender</font><br><font size="-1">Product Marketing Manager, DoubleClick </font></td>
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<h5><sup>1</sup> Internal data, DoubleClick, May 2016 - April 2017</br>
<sup>2</sup> Internal data, DoubleClick, May 2016 - April 2017</br>
<sup>3</sup> Internal data, DoubleClick, April 2017</br>
<sup>4</sup> Internal data, DoubleClick, May 2016 - April 2017</br>
<sup>5</sup> Internal data, DoubleClick, March 2017</h5>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-27620020554753422052017-04-24T06:00:00.000-04:002017-04-24T10:11:49.717-04:00Bridging the gap between TV and digital video<p>If you’ve watched a movie on your mobile phone or streamed a YouTube video on your TV, you’re not alone. People are watching great content wherever and whenever they want, across the small screens in their pockets to the large screens in their living rooms. We’re in the golden age of video, and while this explosion of great content is great for users, it creates a lot of complexity for advertisers and publishers.</p>
<p>As the lines blur between TV and digital video, it's important that marketers are able to reach their audiences across screens. That’s why <b>we’re making traditional TV inventory available to buy in DoubleClick Bid Manager in the US</b>. We are integrating with <a href="http://www.wideorbit.com/">WideOrbit</a>, <a href="http://clypd.com/">clypd</a> and <a href="https://fiber.google.com/about/">Google Fiber</a> to provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager.</p>
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<h3>Manage TV and digital video campaigns in a single platform with DoubleClick Bid Manager</h3>
<p>Historically, TV and digital advertising have been bought and measured through different systems and currencies. By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.<p>
<p>In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick. For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.<p>
<p>Programmatic technology has already automated some of the manual processes associated with buying digital video, and with these new integrations we’ll be extending many of the same workflow improvements to traditional TV.<p>
<h3>Access to new advertisers for television networks and station owners</h3>
<p>With their inventory now available through DoubleClick Bid Manager, television networks and station owners get access to new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers. Many of these buyers already use DoubleClick, but until now, have had limited access to US TV audiences.<p>
<p>As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.<p>
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<td><font color="#444444">Posted by Rany Ng</font><br><font size="-1">Director, Product Management, Google</font></td>
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</table>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-25148716167143692192017-04-05T11:00:00.001-04:002018-04-20T15:17:09.067-04:00Bringing programmatic buying to reservation deals everywhere<p>At DoubleClick, we’ve always focused on building solutions that help publishers and advertisers connect in better ways. Today, delivering on that goal means giving advertisers the programmatic tools to find and reach their audiences across their preferred publisher partners. It also means giving publishers the flexibility to negotiate a variety of different types of deals that can be delivered programmatically, including direct deals that were historically transacted via paper insertion orders and tags.</p>
<p>This was the premise for <a href="https://doubleclick-publishers.googleblog.com/2016/01/programmatic-guaranteed-now-available.html">Programmatic Guaranteed</a>. Advertisers gain guaranteed access to premium inventory on brand-safe publisher sites with the ability to optimize their campaigns programmatically. Publishers benefit from locking in revenue from preferred advertisers with greater efficiency.</p>
<p>With these benefits, it’s no surprise that Programmatic Guaranteed impressions served on DoubleClick <a href="https://www.doubleclickbygoogle.com/articles/the-state-of-programmatic-direct/">grew at a monthly rate of 20% in 2016</a><sup>1</sup>, making it the fastest growing <a href="https://www.doubleclickbygoogle.com/articles/buyers-guide-programmatic-direct/">transaction type</a> on our platform. We’ve seen adoption from global advertisers like <a href="https://www.doubleclickbygoogle.com/articles/turkish-airlines-business-class-programmatic-guaranteed/">Turkish Airlines</a> and <a href="https://www.doubleclickbygoogle.com/articles/mercedes-benz-drives-sales-programmatic-guaranteed/">Mercedes-Benz</a>, and premium publishers like <a href="https://www.doubleclickbygoogle.com/articles/programmatic-guaranteed-improves-efficiency-conde-nast-and-mediacom/">Condé Nast</a>, <a href="https://www.doubleclickbygoogle.com/articles/direct-sales-fast-lane-vox-media-and-programmatic-guaranteed/">Vox</a> and <a href="https://www.doubleclickbygoogle.com/articles/mercadolibre-audience-precision-programmatic-guaranteed/">MercadoLibre</a>.</p>
<p>Building on our initial announcement <a href="https://www.doubleclickbygoogle.com/articles/new-capabilities-programmatic-guaranteed/">last year</a>, today we’re excited to share that Programmatic Guaranteed is now available to all DoubleClick Bid Manager and DoubleClick for Publishers users globally with two new key features—support for buyer audience lists and sponsorships.</p>
<h3>Reach the right user with audience lists</h3>
<p>Using Programmatic Guaranteed with audience lists, advertisers can target (or exclude) their own audience lists and secure guaranteed access to preferred publisher inventory while minimizing media waste. Publishers can forecast the inventory available against advertisers’ lists and guarantee they’re only serving ads to the buyer’s target audience. Since we announced this feature, advertisers and agencies such as i360 have used Programmatic Guaranteed with audience lists to meet their reach goals while targeting only their desired consumers on premium publishers. The net result: a 25% uplift in viewability and a 72% completion rate for their video ads.</p>
<h3>Greater flexibility to transact fixed fee deals programmatically</h3>
<p>Programmatic Guaranteed with sponsorships allows publishers to sell high-value inventory on a flat-fee sponsorship basis—a common practice among publishers transacting via traditional reservations. With this new capability, advertisers and publishers can maintain the control of a sponsorship transaction, while reaping the efficiency benefits of programmatic.</p>
<p><blockquote>“Being able to sell sponsorships through Programmatic Guaranteed really benefits us. On one hand, we are able to transact high value placements through a new channel generating new business to Universo Online. On the other, we also see a lot of operational benefits for us and for our buyers. With this new feature, it is possible to bring agility to the entire workflow of booking, trafficking, credit checking and invoicing. Consequently, we have a more agile and efficient implementation process to run campaigns.”<br>-Adriano Marques, Head of Adtech at Universo Online (UOL)</blockquote></p>
<h3>Connect faster with Marketplace and Programmatic Guaranteed</h3>
<p>Media buyers who use DoubleClick Bid Manager can discover and request to reserve premium inventory from any publisher participating in DoubleClick’s Marketplace. With the recent release of the new RFP workflow in Bid Manager, advertisers now have a simple solution to create a media plan. And with a single click, they can request quotes from publishers who they already know or from publishers whose inventory matches their campaign goals or their first party audience data.</p>
<h3>Extending Programmatic Guaranteed to even more DSPs</h3>
<p>Last year, we <a href="https://www.doubleclickbygoogle.com/articles/new-capabilities-programmatic-guaranteed/">expanded</a> Programmatic Guaranteed deals to more third party DSPs, giving publishers on DoubleClick access to even more advertisers looking to reserve inventory programmatically. Since then, we’ve seen successful campaigns executed by partners like Adobe Advertising Cloud, MediaMath and The Trade Desk. Given the benefits our publishers and DSP partners are seeing, we’re excited to share that we’ve continued to extend the program to new DSPs like DataXu.</p>
<p><blockquote>"The days of programmatic buying being perceived as a niche tactic to build cheap reach are over. Brands are embracing automated, data-driven buying on their private and direct buys of the most premium inventory out there. Google’s expansion of Programmatic Guaranteed is part of what’s making that possible on the supply-side, and we’re proud to offer that inventory for cross-screen buying in Adobe Advertising Cloud."<br>-Keith Eadie, VP of Revenue & Partnerships at Adobe Advertising Cloud</p></blockquote>
<p><blockquote>“Providing programmatic access points to high quality, brand-safe inventory with guaranteed volumes is exactly what top advertisers want from their media buying platform. Expanding our integration with DoubleClick to strike Programmatic Guaranteed deals with premium publishers allows for just that and is a natural strategic progression of our partnership. Collaborations like these are a positive sign for the industry. We’re all trying to deliver great storytelling opportunities for brands and better ad experiences for consumers; it starts with quality inventory and data-driven decisioning. Programmatic Guaranteed offers both.”<br>-Tim Sims, VP of Inventory Partnerships at The Trade Desk</blockquote></p>
<p>With the launch of these new features, we’re excited to prove the value Programmatic Direct can bring to every deal and all tiers of publisher inventory. Advertisers are reaching their audiences with more efficiency and accuracy on the publisher brands they care about, and publishers are making new connections to grow their businesses.</p>
<p>Stay tuned as we continue to expand the capabilities of our programmatic platforms to bring the full power of automation and machine learning to improve advertising performance for our partners.</p>
<p><i>Check out the latest Programmatic Direct trends in our newly updated report “<a href="https://www.doubleclickbygoogle.com/articles/the-state-of-programmatic-direct/">The State of Programmatic Direct</i></a>” or <a href="https://www.doubleclickbygoogle.com/articles/the-state-of-programmatic-direct/">g.co/ProgrammaticDirect</a>.</p>
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<td><font color="#444444">Posted by Kurt Spoerer</font><br><font size="-1">Group Product Manager, DoubleClick</font></td>
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<td><font color="#444444">Posted by Roshan Khan</font><br><font size="-1">Product Manager, DoubleClick</font></td>
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<p><small>1 <i>DoubleClick Ad Exchange data, Jan 2016-Dec 2016</i></small></p>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-54288792358883557192017-01-25T09:32:00.002-05:002017-03-27T16:04:16.147-04:00How we fought bad ads, sites and scammers in 2016<h5>Cross-posted from <a href="https://blog.google/topics/ads/how-we-fought-bad-ads-sites-and-scammers-2016/">The Keyword</a></h5>
A free and open web is a vital resource for people and businesses around the world. And ads play a key role in ensuring you have access to accurate, quality information online. But bad ads can ruin the online experience for everyone. They promote illegal products and unrealistic offers. They can trick people into sharing personal information and infect devices with harmful software. Ultimately, bad ads pose a threat to users, Google’s partners, and the sustainability of the open web itself.<br />
<br />
We have a strict set of <a href="https://support.google.com/adwordspolicy/answer/6008942?hl=en" target="_blank" title="AdWords policies">policies</a> that govern the types of ads we do and don’t allow on Google in order to protect people from misleading, inappropriate, or harmful ads. And we have a team of engineers, policy experts, product managers and others who are waging a daily fight against bad actors. <a href="https://blog.google/topics/ads/better-ads-report/" target="_blank" title="How we fought bad ads in 2015">Over the years</a>, this commitment has made the web a better place for you—and a worse place for those who seek to abuse advertising systems for their own gain.<br />
<br />
In 2016, we took down 1.7 billion ads that violated our advertising policies, more than double the amount of bad ads we took down in 2015. If you spent one second taking down each of those bad ads, it’d take you more than 50 years to finish. But our technology is built to work much faster.<br />
<br />
Last year, we did two key things to take down more bad ads. First, we expanded our policies to better protect users from misleading and predatory offers. For example, <a href="https://blog.google/topics/public-policy/an-update-to-our-adwords-policy-on/" target="_blank" title="An update to our AdWords policy on lending products">in July</a> we introduced a policy to ban ads for payday loans, which often result in unaffordable payments and high default rates for users. <b>In the six months since launching this policy, we disabled more than 5 million payday loan ads. </b>Second, we beefed up our technology so we can spot and disable bad ads even faster. For example, “trick to click" ads often appear as system warnings to deceive users into clicking on them, not realizing they are often downloading harmful software or malware. <b>In 2016, our systems detected and disabled a total of 112 million ads for “trick to click,” 6X more than in 2015.</b><br />
<br />
Here are a few more examples of bad ads we took action against in 2016:<br />
<br />
<h3>
Ads for illegal products</h3>
Some of the most common bad ads we find online are ads promoting illegal activities or products. Although we've long had a policy against bad ads for pharmaceuticals, last year our systems detected an increase online. <b>We disabled more than 68 million bad ads for healthcare violations, up from 12.5 million in 2015.</b><br />
<br />
Similarly, we saw more attempts to advertise gambling-related promotions without proper authorization from regulators in the countries they operate. <b>We took down more than 17 million bad ads for illegal gambling violations in 2016.</b><br /><br />
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<tr><td class="tr-caption" style="text-align: center;">17M ads removed for illegal gambling violations</td></tr>
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<h3>
Misleading ads</h3>
We don't want you to feel misled by ads that we deliver, so we require our advertisers to provide upfront information for people to make informed decisions. Some ads try to drive clicks and views by intentionally misleading people with false information like asking, “Are you at risk for this rare, skin-eating disease?” or offering miracle cures like a pill that will help you lose 50 pounds in three days without lifting a finger. <b>In 2016, we took down </b><b>nearly 80 million bad ads for deceiving, </b><b>misleading and shocking users.</b><br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCXeWVU-kyM95A13F8VjxSGBSatjpzVM6bKbkfzJkX_jpZcYgUc6FlkPhEr9biBilAo8IKnLGTHDFrURxddNhZcMMQI36R4GQHqC0FtvmNTM9gcguHe7ypYGGlxfa_bKlVUeGJ5q_iwvs/s1600/Image1.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCXeWVU-kyM95A13F8VjxSGBSatjpzVM6bKbkfzJkX_jpZcYgUc6FlkPhEr9biBilAo8IKnLGTHDFrURxddNhZcMMQI36R4GQHqC0FtvmNTM9gcguHe7ypYGGlxfa_bKlVUeGJ5q_iwvs/s400/Image1.png" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">1,300+ accounts suspended for tabloid cloaking</td></tr>
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<h3>
Bad ads on mobile</h3>
If you’ve ever been on your phone and suddenly, without warning, ended up in the app store downloading an app you’ve never heard of, a “self-clicking ad” could be to blame. In 2015, we disabled only a few thousand of these bad ads, but <b>in 2016, our systems detected and disabled more than 23,000 self-clicking ads on our platforms, a huge increase year over year.</b><br />
<br />
<h3>
Ads trying to game the system</h3>
Bad actors know that ads for certain products—like weight-loss supplements or payday loans—aren’t allowed by Google's policies, so they try to trick our systems into letting them through. <b>Last year, we took down almost 7 million bad ads for intentionally attempting to trick our detection systems.</b><br />
<br />
In 2016, we saw the rise of <b>tabloid cloakers</b>, a new type of scammer that tries to game our system by pretending to be news. Cloakers often take advantage of timely topics—a government election, a trending news story or a popular celebrity—and their ads can look like headlines on a news website. But when people click on that story about Ellen DeGeneres and aliens, they go to a site selling weight-loss products, not a news story.<br />
<br />
To fight cloakers, we take down the scammers themselves, and prevent them from advertising with us again. <b>In 2016, we suspended more than 1,300 accounts for tabloid cloaking.</b> Unfortunately, this type of bad ad is gaining in popularity because people are clicking on them. And a handful of scammers can pump out a lot of bad ads: During a single sweep for tabloid cloaking in December 2016, we took down 22 cloakers that were responsible for ads seen more than 20 million times by people online in a single week.<br />
<br />
<h3>
Promoting and profiting from bad sites</h3>
When we find ads that violate our policies, we block the ad or the advertiser, depending on the violation. But sometimes we also need to suspend the website promoted in the ad (the site people see after they click on it). So, for example, while we disabled more than 5 million payday loan ads last year, we also took action on 8,000 sites promoting payday loans.<br />
<br />
Here are some examples of common policy violations we saw among <b>bad sites</b> in 2016:<br />
<ul>
<li>We took action on 47,000 sites for promoting content and products related to weight-loss scams.</li>
<li>We took action on more than 15,000 sites for unwanted software and disabled 900,000 ads for containing malware.</li>
<li>And we suspended around 6,000 sites and 6,000 accounts for attempting to advertise counterfeit goods, like imitation designer watches.</li>
</ul>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-60rAnCu1_IA_fL6uY-GzParRJVdawyVCWKekP50KCZ4-OQqVADZ4JAuOY7vQ_jzwr3Trrvy5achTNYZnULEHxmoYuC6Nju2L9E4HXSjb-VAOx5-XHE2TbxyN5VI0QcNwvlsM6Nn8fzk/s1600/Image3.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-60rAnCu1_IA_fL6uY-GzParRJVdawyVCWKekP50KCZ4-OQqVADZ4JAuOY7vQ_jzwr3Trrvy5achTNYZnULEHxmoYuC6Nju2L9E4HXSjb-VAOx5-XHE2TbxyN5VI0QcNwvlsM6Nn8fzk/s400/Image3.png" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">6,000 sites and 6,000 accounts removed for attempting to sell counterfeit goods</td></tr>
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<br />
Publishers and website owners use our AdSense platform to make money by running ads on their sites and content, so we have strict policies in place to keep Google's content and search networks safe and clean for our advertisers, users and publishers. When a publisher violates our policies, we may stop showing ads on their site, or even terminate their account.<br />
<br />
We've had long-standing policies prohibiting AdSense publishers from running ads on sites that help people deceive others, like a site where you buy fake diplomas or plagiarized term papers. In November, we expanded on these policies, introducing a new <a href="https://support.google.com/adsense/answer/1348688?hl=en#Misrepresentative_content" target="_blank" title="Misrepresentative Content">AdSense misrepresentative content</a> policy, that helps us to take action against website owners misrepresenting who they are and that deceive people with their content. From November to December 2016, we reviewed 550 sites that were suspected of misrepresenting content to users, including impersonating news organizations. We took action against 340 of them for violating our policies, both misrepresentation and other offenses, and nearly 200 publishers were kicked out of our network permanently.<br />
<br />
In addition to all the above, we support industry efforts like the <a href="https://www.betterads.org/" target="_blank" title="Making online ads better for everyone">Coalition for Better Ads</a> to protect people from bad experiences across the web. While we took down more bad ads in 2016 than ever before, the battle doesn’t end here. As we invest in better detection, the scammers invest in more elaborate attempts to trick our systems. Continuing to find and fight them is essential to protecting people online and ensuring you get the very best from the open web.<br />
<br>
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<td><font color="#444444">Posted by Scott Spencer</font><br><font size="-1">Director of Product Management, Sustainable Ads</font></td>
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Stephen Kliffhttp://www.blogger.com/profile/17150039533572128779noreply@blogger.comtag:blogger.com,1999:blog-8285678402745451923.post-61892500362080698082016-11-16T09:57:00.000-05:002016-11-16T17:01:39.422-05:00Have you been to Publisher University?<center><iframe width="560" height="315" src="https://www.youtube.com/embed/8f7mgsz4fhw" frameborder="0" allowfullscreen></iframe></center>
<p>Are you a new publisher to DoubleClick for Publishers (DFP) and/or DoubleClick Ad Exchange, and are wondering where to find engaging, publisher-facing training materials?</p>
<p>Do you regularly review Google help centers but want more tailored content?</p>
<p>Or are you already a seasoned publisher who has been waiting for new training materials that would help you drive growth to your business?</p>
<p>No matter your publisher expertise, you can access valuable training materials at Publisher University, a website created specifically for DFP and Ad Exchange users. With <a href="https://g.co/PublisherU">Publisher University</a>, you can learn about the product areas that are most valuable to you through tailored, self-study training modules.</p>
Since its launch in 2014, Publisher University has become a one-stop training destination for DoubleClick publishers. There are solutions suited to your needs:
<ul><li><b>Courses:</b> Start with a <i>level 1</i> course for a well-rounded understanding of how DFP and Ad Exchange work, and then demonstrate your knowledge by passing an exam. The goal is to provide a clear learning path for both products. You’ll even receive a printable certificate, the perfect accessory for bragging to your co-workers.</li>
<li><b>Video Library:</b> If you’re looking to find training on a specific topic, you’ll find all of the publisher training materials conveniently located in one place. With the Video Library, you can go ahead and pick the topics that are most relevant for you.</li>
<li><b>What’s New:</b> The <i>What’s New</i> video series is a great tool to help keep track of the latest feature releases on DFP and Ad Exchange, and see how they work.</li></ul>
<br>
Publisher University is constantly improving to help you learn, and has made numerous improvements to serve our publishers better. Highlights include:
<ul><li><b>International language support:</b> All Publisher University content is available in 11 languages, including: English, German, Spanish, French, Italian, Japanese, Korean, Portuguese (Brazil), Russian, Chinese (Simplified) and Chinese (Traditional).</li>
<li><b>Search:</b> No need to click from page to page to find the video you’re looking for. Instead, you can search in the language of your choice for the topic you need to learn.</li>
<li><b>Site responsiveness:</b> Looking to learn on the go? Open Publisher University on your tablet or smartphone to let the learning continue when you’re away from your desk.</li></ul>
<p>Access this high-quality content from the convenience of your own computer, phone or tablet. Especially with our latest updates to our learning resources, there’s never been a better time to learn.</p>
Visit <a href="https://g.co/PublisherU">g.co/PublisherU</a> today.
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<font color="#444444">Posted by Danielle Chang</font><br><font size="-1">Ad Traffic Quality</font>Anonymousnoreply@blogger.com