Google gathered some of its biggest agency partners, global brands and publishers on Wednesday to reveal what it calls “the biggest upgrade to our core ad server in the 15 years since its inception.”
Later this summer advertisers will gain access to the DoubleClick Campaign Manager, part of Google’s unified DoubleClick Digital Marketing platform that aims to streamline digital marketing efforts for agencies and brands.
“At the core of digital media is its ability to build connections and we’ve seen that it can be incredibly valuable in helping our partners connect across their business, offering a holistic picture of how all their marketing efforts work together,” Neal Mohan, vice president of display advertising, notes in a blog post detailing improvements to the platform.
DoubleClick is also going social, Mohan says, by building upon last July’s Wildfire acquisition and integrating those social listening tools into the DoubleClick platform, which of course also came to Google via acquisition back in 2007.
“Now, marketers can address a critical part of the customer journey and do it alongside search, display, rich media, video and mobile as part of the broader DoubleClick Digital Marketing platform,” notes Mohan, adding that 80 percent of consumers’ purchase decisions are influenced by social interactions with brands.
“This is really the first time where you’ll be able to get an idea of how your social efforts are doing right alongside your digital marketing efforts,” Mohan says at the annual think DoubleClick event. Google’s ongoing improvements to the ad management and serving process paired with plans to further incorporate Wildfire’s technology “finally allows us to take these ideas of beauty and scale and ensure they’re no longer mutually exclusive,” comments Mohan.
Cross-Sell, a new feature that will be available in DoubleClick for Publishers this summer, gives publishers an easier way to manage joint sales across YouTube channels. Google is also jumping into the native ads bandwagon by testing new ad serving capabilities with select publishers. The company says it wants to give publishers more flexibility with native formats while also ensuring that the ads remain unique to each publisher and create value for users. Google is also building its viewability measurement system Active View into DoubleClick for Publishers, AdSense and the DoubleClick Ad Exchange.
Finally, to help brands connect with consumers as they jump from one device to another, Google is releasing a new HTML5 creative development tool called Google Web Designer. Google plans to release the design-centric platform in the coming months and further integrate the creative process into DoubleClick Studio and AdMob.
Mohan says Google will continue to invest in creative tools, measurement solutions and ad-buying platforms to help accelerate the ongoing shift in interest and resources from offline to online. After all, Google believes it can and will “accelerate and propel digital advertising into a $200 billion industry that funds and supports great content.”