Tuesday I had the pleasure of delivering the opening keynote at DoubleClick Insights, a half-day event in which we brought together the industry’s top digital media executives for a series of honest conversations about where the space is headed and how we can move it forward together. In addition to several announcements I summarize below, the event was packed with viewpoints from ecosystem partners and luminaries. If you weren’t one of the thousands who tuned in for the livestream, you can watch it here on the DoubleClick YouTube channel.
Over the last few years, DoubleClick has focused its publisher efforts on helping you maximize revenues across multiple channels and formats. We introduced the next generation of DFP, expanded our capabilities across mobile and video, and acquired Admeld. Today we’re doubling down on publishers by building on this foundation to help you make smarter decisions, capture new spends, and work seamlessly with partners across the ecosystem.
Make Smarter Decisions
We launched the beta of Ad Exchange Market View, an interface that lets you see an aggregated landscape of pricing and uniques across the entire exchange, including which ad formats and regions are likely to get the best returns. It’s data that’s highly actionable, and no other exchange operates with this type of transparency. In addition, we also introduced the integration of 3rd party audience segments into the new version of DFP. For years, buyers have used aggregate audience data to target particular demographics and segments, and we think publishers deserve the same perspectives for their sales process. The early response to this capability has been enthusiastic and we look forward to expanding it further.
Capture New Spend
With its high-touch private exchange, Admeld took pioneering steps toward helping publishers find value in the elusive “middle tier” between direct and indirect sales. We’re continuing to iterate on this model with the launch of AdX Preferred Deals, a tool for publishers to privately negotiate and sell non-guaranteed inventory to individual buyers. Preferred Deals (formerly called Direct Deals), are best suited for publishers who haven’t yet fully embraced the exchange model, and in the coming weeks we’ll share more information with our clients about how they can take part in this closed beta.
Work Easily with Partners
As the ubiquitous Lumascape attests, our ecosystem is complex and in order for digital advertising to be medium that provides a great experience for consumers, marketers and publishers alike, we all need to work together. DoubleClick believes in the power of openness, and we’re privileged to work with over 200 partners. This includes 100+ for core DFP, 40+ for mobile, 40+ for video, and a dozen each for data and rich media. Together, in partnership with the ecosystem, we’re ready to help you explore the next growth areas, and drive the revenue that funds a new generation of great content.
A Word About Digital Marketing Manager
Lastly, I wanted to mention an big announcement we made on the buy side -- the introduction of DoubleClick Digital Marketing Manager (DDM), a integrated buy-side platform that will ultimately unify audience buying and reporting across all digital channels and formats -- search, display, social, desktop, mobile and video. DDM will help buyers spend more and spend smarter. As a publisher, that means means more revenue for you and better ad experiences for your audience. You can read more about DDM at the DoubleClick Advertiser Blog.
My main takeaway from Insights, is that we’re entering an exciting new phase in this industry--one in which everything is being re-imagined, from the ads themselves to the ways they’re created, delivered, transacted and measured. DoubleClick’s goal isn’t just to help you thrive in this change, but help you drive it in ways that meet your evolving business needs. In short, our success is based on yours.
Posted by Neal Mohan, Vice President of Display Advertising