Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: Doubleclick, Google
If you run a Website that uses DoubleClick’s DART ad server or Google Ad Manager, those products just got a major upgrade and rebranding.
The DART brand is being retired and it will now be called DoubleClick For Publishers. Meanwhile, Google Ad Manager (which targets smaller Websites) will now be called DFP Small Business.
With the rebranding, DoubleClick is rolling out a new dashboard to manage the ads served on a publisher’s Website, improved ad-serving algorithms, and anew set of APIs.
Google details some of the new changes on its main blog:
- A new interface that has been completely redesigned to save time and reduce errors.
- Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
- Sophisticated algorithms that automatically improve ad performance and delivery.
- A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
- Integration with the new DoubleClick Ad Exchange’s “dynamic allocation” feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks.
More: There is more detailed info on the DoubleClick blog.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting | Tags: Demand-side platforms, Digital Media Buying
What does a demand-side platform do, exactly? They typically offer the following common features:
- A single system that connects to multiple ad exchanges and other media suppliers, accessed by a single user interface.
- Campaign management tools to manually target or automatically optimize campaigns.
- Automated bid management capabilities, often including real-time bidding.
- Advanced analysis and “decisioning” about the value and desirability of ad impression opportunities.
- Ability to capture and manage brand data and third-party data to improve targeting.
- Control of budgets and campaign rates — across all media sources.
- Fully integrated reporting of campaign performance across multiple media suppliers.
How do demand-side platforms compare to some of the more common systems and media sources currently used in media planning? In the current display buying model, networks and exchanges selling ad impressions typically define audience categories, set pricing models, and require media buyers to access a different system for each provider in their media plan, across all of their campaigns.
Filed under: Ad Exchange, Ad Network, Analytics, Datarati, Segmentation, Technology | Tags: DART, Doubleclick, Google
DFA Analytics is the new reporting and visualisation tool for viewing advertising performance data. It shares similar technology with Google Analytics; if you’ve used Google Analytics before, you can quickly come up to speed with the easy-to-use graphical reporting tools that are now part of DFA.
With DFA Analytics, you can:
- Get frequent updates–about every three hours–of your campaign performance data.
- See account performance at a glance, in easy-to-understand charts and graphs.
- Drill down through reports at the advertiser, campaign, site, ad, and creative levels.
You can also review performance by:
- Country, designated market area (DMA), state, city, area code, or zip code.
- Hour, day, week, month, and one or more date ranges.
- Browser, operating system, and connection speed.
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags: Campaign Attribution
In Forrester’s 44-criteria evaluation of interactive attribution vendors, with ClearSaleing, Visual IQ, and Atlas leading the pack.
ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.
Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.
Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.
Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.
Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.
You may have read on the Official Google Blog that the new DoubleClick Ad Exchange is open for business.
The new DoubleClick Ad Exchange helps to open the ecosystem and establish a new marketplace for buyers and sellers.
For a large publisher managing multiple sales channels and ad networks, the Ad Exchange provides real-time yield management to maximize returns.
Participating ad networks and agency networks get access to a large pool of inventory and the controls they need to precisely achieve their marketing goals.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting | Tags: Behavioural Targeting, Display Ads, Quantcast, Quantcast Media Program
In a test of the viability of small online-ad companies, Quantcast has launched a new online ad-targeting service that is being closely watched by advertisers and investors.
Quantcast, a high-profile San Francisco start-up, is one of dozens of young companies helping broker targeted display ads — which typically contain both text and images, and are aimed at audiences selected for such characteristics as age, income or even probable personality traits.
Some of these start-ups sell targeted ads directly on behalf of media companies and other Web publishers. Others — like Quantcast — provide data to help companies, such as General Electric‘s NBC Universal and Time-Warner‘s Time Inc., sell targeted ads on their own.
Investors have poured millions of dollars into the fledgling businesses, hoping to discover the next Google or Yahoo that could change the way ads are sold online.
It may sound like an amusement park, but it’s actually an online educational portal Google is developing for ad shops, one that likely will help the search giant deeper entrench itself in an ad-agency community that’s often been wary of it.
The AgencyLand platform, now in beta with select agencies, houses a ton of Google-centric content created for agency staff. Naturally, much of it is focused on digital topics.
There are webinars, a searchable library with more than 200 marketing case studies and short, on-demand video segments featuring Google leaders such as Chief Economist Hal Varian.
It also aggregates Google’s array of ad tools, such as a media-planning tool that connects advertisers and publishers and a website optimiser, which helps measure user behavior on web pages.
- Banner ads below headers
- Ads that look like content
- Dancing ads
- Auto-expanding half-page ads
- Banners next to logos
- Billboards in the top right corner
- Google text links interrupting content
- Ads with hidden close buttons
- Page Take-overs
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Privacy | Tags: Behavioural Targeting, House of Representatives, Online Advertising, Privacy
On Thursday, the House of Representatives subcommittees on communication and consumer protection plan to hold a joint hearing to discuss online advertising and privacy.
The digital advertising industry will be watching for signs that Congress is preparing regulation that could limit so-called “behavioral advertising,” the fine-grained ad-targeting methods used by companies like Google property DoubleClick and Microsoft (MSFT - news - people ) unit Aquantive.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Social Media | Tags: Contextual Ad Serving, Future of Social Web
In Jeremiah Owyan’s latest report “The Future of the Social Web” he pointed that in the near future we’ll start to see web pages dynamically created based on user profile ID in social networks.
Essentially, your corporate, media, or ecommerce site could provide contextual media, content, and advertisement based on users’ info before they login.
When the era of social context matures, it will look beyond just profile info, but also behavioral data, friend data, location, and content analysis of explicit and implicit data.