Monday, December 3, 2012

Evolving with publishers for the multi-device world

Monday, December 3, 2012 |


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.


As your business continues to evolve, and mobile becomes more of an integrated piece of your operations, we want to make sure you’re supported with the tools you need across all devices. Bridging the gap between desktop and mobile in 2012 allows us to focus on a new wave of opportunities to help our publishers win with mobile in the upcoming year. We have some big things planned, such as being able to run a single campaign across all inventory, and new approaches to tagging for responsive design sites. Stay tuned!