Buying and selling ads based on audience has transformed the display industry in recent years. Buyers use new technologies to run highly relevant campaigns to users across ad networks and exchanges. This benefits publishers greatly, because it allows them to deliver more useful ads to their users ultimately helping increase RPMs on their indirectly sold inventory.
Publishers are increasingly taking control of their audience data as one of the key assets of their digital businesses. But publishers tell us they still want better tools to improve the integration, transparency, and control over their own audience data for both direct and indirect ad sales.
Today we’re announcing the first in a series of features in the upgraded DFP service that help publishers manage and control audience data through one platform, integrated directly with their primary ad serving technology.
This first release is focused on first-party segments - as a publisher, you will have the ability to define your own user audience based on criteria that you define (e.g., sports enthusiasts, travel readers). First party audience segmentation was available in the existing DFP service, and is now integrated seamlessly with the upgraded DFP service.
First-party segmentation involves no implementation or integration effort by you. Simply define the criteria you want for your audience segments, in DFP and DoubleClick technology does the work of populating them directly from the ad tag. Once you’ve defined your audience you can use it to increase the direct sales value of undersold inventory, and gain insights on how different audience segments are engaging with content across your site. We have designed it to be seamless, easy to use and to put you in control of your data.
First party segmentation is a great tool for our publishers, but it’s just the first step in the work of building out DFP’s audience capabilities. In the coming months you’ll see more information from us as we release a series of new features that are directly integrated with the upgraded DFP service.