Over the course of 2012, we’ve begun to see publishers make a significant transition in how they address mobile in the context of their broader ad operations. Prior to this year, we saw publishers look at mobile through a different lens than the rest of their business, defining a mobile strategy in isolation, and usually without much long term planning.
Increasingly, we're seeing the savviest publishers look at mobile as one piece of a multi-device strategy, rather than a standalone channel.
We've designed DoubleClick for Publishers (DFP) from the ground up to enable this very strategy, enabling publishers to serve their display, mobile, and video campaigns all from a single platform. Today, we're rolling out a few new features that we think will make it even easier for publishers to run campaigns using the same features and workflows on desktop AND mobile:
- Internal redirects to DoubleClick for Advertisers (DFA): You can use internal redirects when delivering a DFA campaign from DFP, reducing impression loss, improving ad load times and minimizing the administrative overhead of reconciliation.
- Custom creatives: Custom creatives are useful for delivering bespoke creatives developed in-house or provided by advertisers.
- Data transfer: You can now include mobile impressions - with mobile targeting information - in your data transfer files.
At the same time, we're continuing to add features specifically designed to make the mobile experience better for publishers and users:
- Latitude and longitude geo-targeting data: Latitude and longitude data can now be provided to DFP to improve the precision of geo-targeting.
- Device category targeting and reporting: You can target and report on whole categories of devices at once: feature phones, smartphones, tablets.
- Video interstitials for Android: You can now deliver a fullscreen video ad into your mobile applications on Android as well as iOS.
- Auto-close option for video interstitials: The video interstitial creative type now includes the option to auto-close the interstitial after the video has completed.