Tuesday, March 6, 2012

Supercharge ad performance with DFP Optimization

Tuesday, March 6, 2012 |
When advertisers are evaluating whether to advertise on a publisher’s site, they want to ensure their ad will perform well. Advertisers decide whether to keep buying on your site or a competitors’ based on if their campaigns are reaching the most valuable audience and meeting their campaign goals.

As a publisher, ensuring your advertiser's campaigns are receiving the impressions, clicks, and conversions they expect can be a daunting task. Ad operation teams spend hours at the controls of their ad server adjusting delivery settings, flight dates, and targeting, in effort to help their advertiser’s campaigns perform well. But solving this equation manually for hundreds or thousands of campaigns at once is virtually impossible to do.

The answer may lie in technology....and we think we can help.

Today, we’re excited to introduce DoubleClick for Publishers (DFP) Optimization, an advanced optimization system that supercharges ad performance to help publishers increases the value of their premium inventory, and boost yield for non-premium inventory.

DFP Optimization leverages Google’s infrastructure and processing capabilities to automatically deliver the best ad, to the best user, at the best time. The system uses advanced modeling and pattern recognition, and harnesses the power of AdWords machine learning and AdSense contextual matching, to deliver ads to users who are more likely to respond to them. DFP Optimization helps advertisers improve campaign performance, while helping publishers maximize clicks, conversions, and revenue.

Heise Online, one of Germany’s leading IT publishers, saw clicks on their optimized campaigns increase by 52% using DFP Optimization. This increase helped their sales teams improve the site stats they share with prospective clients, and were able to charge new premiums for its highly valuable inventory. Thomas Goldmann, Sales Director at Heise Online said “DFP Optimization has had a positive influence on our sales relationships with advertisers. Optimization allows better use of our premium inventory and increases the quality we can make available to our customers.”

DFP Optimization is fully integrated with the DFP ad serving platform, and can be easily implemented across all of a publisher’s inventory. After activating DFP Optimization, the system will continually learn, process, and adapt; this happens all without any manual intervention from your ad operations team. The system provides validation for publishers and their clients through a built-in control group that demonstrates the percentage lift for each optimized campaign. With this powerful reporting tool, you and your clients will know the solution is working.

To learn how you can begin increase the value of your inventory with DFP Optimization, please contact us.