Tuesday, July 15, 2014

Introducing Active View reporting in DoubleClick: A foundation for brand measurement

Tuesday, July 15, 2014 |
In an important step toward making brand measurement as actionable as the click, customers of our DoubleClick platform globally now have access to Active View reporting. Advertisers, agencies and publishers now have access to a common, integrated metric to evaluate and compare the viewability of impressions across the web.

Digital advertising can provide brand marketers better measurement for their campaigns, but to do so, we must transition to a market where viewable impressions are a standard currency. On March 31, the Media Rating Council took the first step toward making viewable impressions a standard by lifting its advisory to refrain from transacting on viewable impressions as a digital advertising currency. We’ve always been a strong supporter of the viewability standard and we’re excited to roll out our MRC-certified viewability solution Active View to our DoubleClick partners.

DoubleClick clients globally now have access to Active View viewability reporting by default in:
  • DoubleClick for Publishers, for publishers using Google Publisher Tags 
  • DoubleClick Ad Exchange, in the new Query Tool
  • DoubleClick Digital Marketing
    • DoubleClick Campaign Manager, including reach and frequency
    • DoubleClick Bid Manager

From measurement to currency, the future of Viewability
Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
“The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
"At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”

Providing a common measurement metric is the foundation for a world where we can transact on viewable impressions. But measurement alone does not make viewable impressions a currency. For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions. We already enable this on the Google Display Network and, we’re also investing in tools on the DoubleClick platform to allow advertisers and publishers to value, buy, sell, serve and optimize to viewable impressions. 

The transition to viewable impressions will not happen overnight, but as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers. We look forward to working with our clients and industry bodies to turn viewability into a new currency for the web.

Posted by Sanaz Ahari, Group Product Manager, Brand Metrics


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Tuesday, July 1, 2014

Introducing the next generation of publisher training

Tuesday, July 1, 2014 |
At Google, we’re constantly updating our publisher products to improve user experience and push the boundaries of innovation in the digital advertising space. We know it can be difficult to stay current with these ongoing updates when you have an online business to manage, which is why we’re excited to introduce Google's brand new online training center, Publisher University!

This new offering allows you to deep dive into the product areas that are most valuable to you through tailorable, self-study training solutions for DoubleClick for Publishers, DoubleClick Ad Exchange and AdSense.



As your one-stop training destination for all publisher-facing products, the materials have been designed to suit a variety of roles and skill levels. Whether you’re starting out as a trafficker or you’re a seasoned manager, there’s a training solution suited to your needs:
  • Certification: Review one of our engaging online courses and demonstrate your knowledge of Google publisher products by taking an online exam. Once you’ve passed you’ll obtain a printable certificate of completion.
  • Mix and Match: Here you’ll find all of the publisher training materials conveniently located in one place. Go ahead and pick the topics that are most relevant for you.
  • Labs: Practice what you’ve learned through in-product exercises and activities. For example, you can practice your trafficking skills in a real DFP network!
  • What’s New: Check out the latest feature releases and how to use them.
  • Learning Paths (Coming soon): If you’re simply not sure where to start, we can suggest a learning path for you and help you to explore the training options available! 
Access the same high-quality content delivered at our in-person classroom trainings from the convenience of your own computer. With a huge variety of regularly updated learning resources, there’s never been a better time to brush up on your skills.

Visit g.co/PublisherU and kick-start your training today!

Posted by Marcus Jacobs, Technical Trainer