01 Dec

Google Ads or Display & Video 360 – Which is a Better Buying Platform for You?

Google Ads or Display & Video 360?

That is the question.

Google offers marketers two excellent platforms for buying programmatic inventory, Google Ads (via the Google Display Network) and Display & Video 360 (via the Google Marketing Platform).

Despite both having equally effective programmatic capabilities for marketers looking to buy digital advertising, the two platforms are entirely different from each other based on the available features and capabilities each uniquely offers digital marketers.

To bring clarity to the uniqueness of both platforms, we will be analyzing the precise differences between Google Ads and Display & Video 360 and then identifying which buying platform, or whether both used in parallel, would perhaps be the most correct strategy for your company’s current programmatic media buying activities and goals.

 

Introduction

Google Ads (Google AdWords)

Google’s most used advertising service for marketers for search & display ads on Google and its advertising network. The Google Ads program enables businesses to set a budget for advertising and only charges when users click (CPC model) the ads.

  • Google owns the world’s largest online display advertising network. (comScore).
  • Google display campaigns reach 80% of global internet users. (Google Benchmarks and Insights).
  • Consumers exposed to display ads are, on average, 155% more likely to search for brand-and segment-specific terms. (Specific Media).
  • Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)
  • 72% of AdWords marketers plan to increase their PPC budgets (Search Engine Watch).This is a strong indication that those businesses were generating positive ROI, because if they were not, then they wouldn’t increase their budgets.

 

Display & Video 360 (DoubleClick Bid Manager)

  • Google’s demand-side platform (DSP) that offers agencies, trading desks, and advertisers access to the world’s most exclusive collection of display, video, native and mobile inventory available in real-time.
  • Display & Video 360 is the evolution and consolidation of DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. It offers a single tool for planning campaigns, designing and managing creatives, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.
  • Display & Video 360 also offers keyword targeting similar to Google Ads but instead of targeting specific search keywords, Display & Video 360 is about contextual keywords.

 

Key Features Comparing Google Ads to Display & Video 360

Creative Options

Google Ads

  • Text, Image, HTML5 (only available for accounts with more than $1,000 total lifetime spend and requires sending an application to Google), Dynamic Creatives and Video Ads.
  • Build and manage creatives in “Ads & Extensions.”

 

Display & Video 360

  • Image, Rich Media (with Campaign Manager), HTML5, Native, Video Ads and Dynamic Creatives (only available with Campaign Manager and a Google Merchant Center account linked to a Google Ads account).
  • Display & Video 360 features a format gallery, an area offering descriptions about each format alongside with example ads for reference.
  • Build and manage creatives with Ad Canvas, Display & Video 360’s visual editor to build and edit creatives in real time.
  • Use data-driven creatives to personalize your creative’s look and feel for different customer segments: Panorama, Cue Cards, Blank Slate.

 

Third Party Data

Google Ads

Google Ads is limited to buying only on the Google Display Network (GDN).

  • Location and language targeting
  • Keyword targeting
  • Device targeting
  • Remarketing

 

Display & Video 360

  • The ability to find the users who could be the ones most interested in your solutions and most likely to convert or purchase.
  • Display & Video 360 provides marketers access to 35 third-party data providers*, which allows you to find users that are similar to your current website visitors, i.e., the types of people who are currently searching for the products/solutions that you offer, and specific demographics or affinity segments.
  • In addition to third-party providers, marketers will also benefit from third-party verification services, which is commonly called third-party data.

 

Feel free to sign up for Display & Video 360 below or contact us if you have any questions.

Device Targeting / Reach

Google Ads GDN

  • Google Ads is limited to buying only on the Google Display Network (GDN).
  • Location and language targeting.
  • Keyword targeting.
  • Device targeting.
  • Remarketing users who have previously visited your website. 

 

Display & Video 360

  • Integrated with 90 Ad Exchanges and includes approx. 1 billion websites. Advertise across all screens -Desktop, Smartphones, Tablets, Connected TVs (Tablet, Smart TV).
  • Advanced Targeting capabilities –Locate and target your current and desired customers based on specific demographics, interests and their purchase intent by using Google’s data. Audience frequency caps for excluding users based on the number of impressions they have been served (across media, channels, and identity spaces).
  • Data Management Platforms (DMP) integration by combining first and third-party data to enable buyers to seek out audiences who have either visited or not visited your website.
  • Audience profile analysis which allows marketers to understand the composition of your selected audience (either first-party or combined audiences) based on its overlap with all other audiences in Display & Video 360 (e.g., Google data, first and third-party segments, combined audiences, and other data sets you have access to).
  • Use your cookies and pixels to reach and monitor your target users across the Google Marketing Platform (only with linked accounts with products in the Google Marketing Platform).
  • Campaign activity features the option to create an audience based on the number of clicks, conversions, and impressions (which are based on first-party remarketing lists or lead to conversions). Once established, you can target the new audience list in multiple line items, both current and future.

 

 

Private Marketplaces (PMPs) & Programmatic Guaranteed (PG)

 

Private Marketplaces (PMP)

An invitation-only RTB auction where one publisher or a group of select publishers invite specific buyers to bid on inventory. The buyer/advertiser knows precisely which sites and ad placements their advertisements will appear on.

 

Programmatic Direct

Method for advertisers to automate direct ad buys for premium campaigns.

Programmatic direct incorporates both programmatic guaranteed deals and preferred non-guaranteed deals. Programmatic direct differs from real-time bidding in that it is a guaranteed-buy rather than an auction like RTB.

Publishers and advertisers are adopting programmatic direct because it allows for premium purchases to be conducted programmatically rather than through the traditional method of direct ad buys.

 

Google Ads

  • Limited to real-time bidding (RTB), buying ads through computer-run, real-time auctions.
  • Google Ads buyers do not have access to private auctions and direct buying opportunities.

 

Display & Video 360

  • Distinguishes itself from Google Ads by giving marketers the ability to target premium inventory available from high trafficked websites across the world via direct deals with publishers and PMPs and programmatic guaranteed buying opportunities.
  • Premium inventory is made available to every partner using Display & Video 360.
  • Buyers can also purchase a set amount of impressions to a particular website’s inventory through Display & Video 360.

 

Bidding Strategies

Google Ads

  • Automated Bidding based on marketing goals.
  • Manual Bidding for specific keywords & ad groups.
  • Bid Adjustments – Gives the user the ability to increase or decrease bids based on a set percentage.

 

Display & Video 360

Fixed Bid – Flat CPM, no automation used

  • How it Works: Use “Fixed Bidding” to have Bid Manager place the same bid on every impression inputted by the user, regardless of the impression value.

Minimize CPC/Minimize CPA – While spending budget in full, minimize action cost based on set goal

  • How it Works: Use “While spending full budget, Minimize CPC/Minimize CPA” to have Bid Manager automatically change your line item’s bid to get the best CPC or CPA performance possible, given the amount you have to spend to exhaust your budget

Meet or Beat a Goal of CPC/CPA –  Priorities Performance over Spend

  • How it Works: Use “Meet or beat goal of CPC/CPA” to have Bid Manager automatically change your line items bid to meet or beat a specific performance goal. If Bid Manager can’t both hit your performance goal and spend all of your line items budget, Bid Manager won’t spend all of your line items budget. If your line items goal is overly aggressive, your line item may not be able to spend its entire budget.

 

Display & Video 360

Viewability – Maximize the number of viewable impressions

  • How it Works: Use “Optimize for viewable CPM bid” to have Bid Manager automatically change your line item’s bid based on the probability that each available impression will be viewable.
  • For example, if you set a viewable CPM goal of $2 and an impression is 40% likely to be viewable based on Active View’s prediction model, Bid Manager’s automated bidding will bid $0.80 CPM (which is 40% of $2).

For mobile app install line item:

  • By default, it’s set to automated bidding to minimize cost per action (CPA). Because the action in this case is typically an app install, the default bid strategy is designed to minimize the cost per install (CPI).

Video Exchanges

Both Google Ads and Display & Video 360 allow marketers to purchase video ads on YouTube.

Specifically, the core difference between the two platforms is Google Ads is connected to the AdX exchange as well as any website serving video through the GDN whereas Display & Video 360’s power lies in its ability access to high-traffiked, premium websites from over 35 video exchanges.

Premium video inventory – Buy brand-safe video inventory for YouTube and TV programmatically through Google Partner Select, Display & Video 360’s premium video marketplace.

It is important to mention that Display & Video 360’s immense strength for video is a massive reason for adding Display & Video 360.  Since Google Ads is limited to the YouTube network and a smaller pool of websites offering video, Display & Video 360’s ability to offer 35 additional exchanges provides a considerable advantage for a marketer looking to launch video campaigns and would like to diversify and expand out the campaigns as far and wide as possible.

 

Feel free to sign up for Display & Video 360 below or contact us if you have any questions.

Reporting and Optimization

Both Google Ads and Display & Video 360 offer:

  • Instant Reporting – Allows you to see data immediately, instead of waiting for a report to run and then downloading the file for offline viewing. Instant Reporting is excellent for quick performance checks, ad-hoc reports, and routine analysis of standard dimensions and metrics. Instant reports can be single-use or saved for later, and also made into visualizations like bar and pie charts.
  • Funnel Analytics Measurement – Deep dive into all of your real-time analytics data to investigate whether your campaigns are reaching the right audiences and converting into leads.
  • Precise Campaign Management – Develop and manage your campaigns using Google’s advanced algorithms to adjust and optimize your bids, budgets and optimization strategies to reach your specific campaign goals.
  • Display & Video 360 allows marketers to view the number of impressions, ad clicks and specific website conversions that originated from the ad campaign.

 

Google Ads

Google Ads offers marketers reports which highlight post-click performance and essential metrics about the users.

Google Ads Reports Cover: Acquisition-Behavior-Conversion (ABC) cycle:

  • User acquisition paths.
  • User behavior on site.
  • Conversion patterns.

Google Ads reports show essential metrics from both Google Ads (Clicks) and Google Analytics (Bounce Rate).

 

Display & Video 360

  • Display & Video 360’s reporting system helps you to analyze performance across Display & Video 360 and take action based on those results, including instant reporting that allows you to quickly access data within Display & Video 360 without waiting for reports to export.
  • Full reporting of more than 66 dimensions and 145 metrics for viewing the essential metrics of a campaign.
  • Manual adjustments – Going through the ads one by one and adjusting the bid.

 

Should you add DoubleClick Bid Manager?

Display & Video 360 will expand and benefit your current abilities to reach your intended audiences. You may be asking, “Why to switch things up when Google Ads is working well?”. We’re confident that if you’re asking this question, then your Google Ads campaigns are probably experiencing positive ROI at a low cost. We want to congratulate you, well done.

However, the central thesis of this eBook isn’t to try to persuade your company to ditch your Google Ads account in favor of a shiny, new Display & Video 360 account.

Instead, as a Google Certified Marketing Partner (GCMP), we would be remiss to ignore the massive benefits Google Ads yields and the success it is potentially already bringing to your company from running ads on the GDN.

We recommend that you should add Display & Video 360 and keep your Google Ads account.

The fact that you are opening a discussion about Display & Video 360 within your marketing plans, reflects the advanced nature of where your company’s digital marketing progress is in general. More specifically, if you’re looking to conquer the next digital frontier with your campaigns, Display & Video 360 is indeed the next building block after Google Ads for digital marketers aiming to take on online video advertising and higher budgets for display advertising on premium websites.

Google Ads is great for video campaigns for reaching audiences in YouTube. Though if you’re serious about running video ad campaigns, Google Display & Video 360 is immensely more suited for your goals since you can reach YouTube in addition to 96 ad exchanges which support video ad formats.

Our perspective is that advertisers should segment Display & Video 360 and Google Ads to each run specific campaigns in parallel to challenge each other and test each platform’s ability to achieve positive ROI. We believe that it is a positive approach to reach new audiences and earn better results. If your company is beginning to feel as though it needs to diversify itself into new exchanges, we can assist you in the decision to start using Display & Video 360 and combine it with Google Ads.

At Total Media, we have an abundance of experience working with premium advertisers seeking to maximize their ROI through Google Ads and Display & Video 360. If you would like to begin using Display & Video 360 and are not sure how to start or how to best use Display & Video 360, we can help you with everything along the way.

 

Feel free to sign up for Display & Video 360 below or contact us if you have any questions.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

 

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18 Nov

4 Reasons Why Blockchain Could Be the Answer to Programmatic’s Problems

There is plenty of buzz in the programmatic industry today about integrating blockchain technology into the ecosystem.

Blockchain is most often explained as a continuously expanding list of records, or blocks, connected by encryption that is stored across a distributed matrix of computers globally.  Blockchain’s distribution across a grouping of computers links together a ledger of all of the transactions that occur within a particular blockchain.  The idea behind a chain of computers is to distribute information across many computers rather than on just one, to increase security and decrease the likeliness of a hack against one machine.

New entries into a blockchain are created by data miners who are incentivized to be the first to solve complex mathematical puzzles for writing new transactions into the blockchain.  The first to solve the puzzle receives a financial reward, commonly paid in BitCoin, as a reward for their effort.

The advantage of blockchain is that it is secure and its records cannot be altered without causing all of the previous records across all of the computers in the blockchain to be modified as well. The longer the blockchain, the more secure it becomes.  Therefore, the likeliness of the chain itself being modified at all decreases due to the strength of the blockchain’s global structure across many linked computers.

Growing interest of its applicability is due in large part to its proven ability and success in serving as the public transaction ledger for managing crypto-currencies like Bitcoin, as well as potentially providing its structure and versatility for non-crypto currency use cases such as for art auctions, banking transactions, and environmental issues.

Many believe that blockchain’s potential viability in supporting the programmatic industry is rooted in its value in addressing some of the most significant weaknesses in the programmatic industry today – ad fraud, lack of transparency and diminishing profits.

Here are four reasons why blockchain is considered a valid solution for making programmatic transactions more secure, profitable and transparent for both publishers and advertisers.

Improved Security in Transactions

Blockchain can prevent ad fraud by securing financial campaign transaction with the use of 256-bit encryption, ensuring that only the ad inventory that was sought to be purchased in the end is.

The programmatic industry needs a system of checks and balances to ensure that every company involved in the campaign transaction is aware of the actions of each actor involved.

When a programmatic transaction is made a message is passed to the network to approve or disapprove the legitimacy of the deal. Programmatic ad buyers are understandably interested blockchain technology because it will enable programmatic transactions to become more transparent, and increasingly more trustworthy, especially so when transactions are undertaken with third-parties who are not directly related to the core buyer and seller.

 

 

A blockchain provides all parties an open and decentralized ledger that all parties can verify at any time.  While it is possible for nefarious actors to write lies into a blockchain, no one is incentivized to do this due to a large amount of computing power needed to solve mathematical puzzles for validating and creating new records (ledgers) in the public blockchain.

 

Greater Confidence via Transparency

The emergence of blockchain in the programmatic industry has the possibility of improving the relationship between buyers and sellers in the programmatic supply chain, in addition to sharpening industry standards and increasing security.

Publishers and advertisers alike are currently frustrated with the lack of transparency that takes place behind the scenes of an ad buy. Ad fraud is rampant in the programmatic industry and is estimated to have cost publishers $1.27b annually, and conversely, a recent report by AdLedger titled, “Blockchain & Advertising Special Report,” says ad fraud is especially rampant for advertisers, costing $19b in 2018 alone on the buy-side.

Most ad fraud commonly comes from the following three scenarios:

  • Bots – Automated programs that produce false website impressions which as a result increases the real web traffic received and the ad revenue they earn.
  • Domain spoofing – Content owners mask the real identity of their website by claiming that they are a more popular domain. Domain spoofing causes advertisers to pay for impressions that never appear on premium websites.
  • Human fraud – Click farms employ people to click on advertisements, engage with websites and fill-out forms in order deceive advertisers that the ad engagement is happening when it is not.

 

In all three scenarios outlined above, it’s clear that advertisers appear to be the ones suffering most from ad fraud. According to a 2017 study by Fraudlogix, an ad fraud solutions specialist serving global DSPs and SSPs, an evaluation of 1.3 billion random ad impressions over 30 days found that 247 million of the monitored impressions, roughly 19 percent, were found to be either fake or bot-generated. Despite the optimism, figures released in March 2017 point to ad fraud costing advertisers $16.4 billion in wasted ad spend globally during the current calendar year, a number which amounts to a total loss just short of 20% of the whole digital ad spend worldwide in 2017.

 

Increased Profit Margins

Blockchain’s value comes from bringing transparency to all parties within a public transaction. As a result of this transparency, both publishers and advertisers can reach more sound evaluations about their margins and determine which vendors are providing the highest financial value relative to their cost.

As of today, an ad buy passes through several sets of go-betweens (and sometimes more than several) before it reaches the publisher and consumer. When a publisher reviews their finances about their monetized impressions, it is quite common for a publisher to only yield 30% for the impression after all of the actors involved in the programmatic food chain have taken their share.

In order to address the consequences of ad fraud, both publishers and advertisers have begun using third-party verification services for verifying ad delivery. Agencies are pushing these fees onto publishers, who as a result raise CPMs to compensate for the increase in expenses.

Third-party verification fees vary in price depending on how many products an advertiser chooses wants to use. Commonly an advertiser will choose to use a combination of tracking, anti-fraud and viewability products, which can add up to nearly $2 per CPM. Not surprisingly these expenses are passed along to publishers, who as a result are seeing less profit due to the sunk cost of doing business in the programmatic industry. For further information about third-party verification fees, AdWeek recently published an excellent in-depth discussion about these so-called ad-tech taxes, see the article here.

Blockchain’s digital ledgers will reduce some of those inefficiencies by de-intermediating the market for advertisements, radically reducing ad spend waste by exposing unnecessary third-parties from being involved in the transaction.

 

 

 

Growing Appreciation and Adoption 

The emergence of blockchain in the industry has the possibility of improving the relationship between buyers and sellers in the programmatic supply chain, thereby sharpening industry standards, increasing security and reducing unnecessary third-parties from the transaction.

In July 2018, the IAB Technology Laboratory, a non-profit research and development consortium that produces and provides standards, software, and services to drive growth of an effective and sustainable global digital media ecosystem, announced details about its Blockchain Working Group pilot program to demonstrate the applicability and value of blockchain technology for programmatic advertising.  Partnered with leaders from across the supply chain, FusionSeven, Kochava Labs, Lucidity, and MetaX, the group is striving to test and evaluate the how Blockchain can address the primary pain points in programmatic “from data discrepancies to supply chain transparency.”

Additionally, the Adledger “Blockchain & Advertising Special Report,” found that a substantial majority of ad executives believe that the future of the programmatic advertising industry will eventually be linked and secured by blockchain technologies. The report surveyed 100 senior advertising executives about blockchain and its importance in the programmatic industry. When asked whether they believe that Blockchain is the future of programmatic advertising, more than 70% of the executives responded that they either “Agree” or “Strongly Agree” with the statement.

Blockchain’s central benefit is its ability to provide transparency and accuracy in its reporting, and there is a growing sentiment among advertisers that blockchain has the power to improve the industry. “ The AdLedger report found that 31.3% of marketers think blockchain can solve the industry’s problems, while 37.7% say maybe and 13.4% say no.

Optimism about blockchain is now evolving into actual use. Toyota and its ad agency Saatchi & Saatchi recently ran a trial with Lucidity to test whether a blockchain-based technology system would yield better programmatic ad campaign performance.

Not surprisingly the campaign resulted in a 21% better performance with blockchain than without by tracking and excluding suspect websites and bot fraud from the campaign.

Beachfront, a leading ad tech provider for video publishers, has also begun integrating cryptographic and blockchain based technologies into its ad platforms to enable better targeting for ad campaigns, in addition to offering post-campaign verification for video ads across all devices (desktop, mobile, connected TVs).

Beachfront’s cryptographic and blockchain technologies create a detailed and permanent record of each campaign which allows for publishers to provide evidence of ad delivery, which audiences received the impression, as well as enabling advertisers set-up more precise targeting and optimization for their campaigns.

Blockchain’s central benefit is its ability to provide transparency and accuracy in its data, and there is a growing sentiment among advertisers that blockchain has the power to improve the industry. According to the AdLedger report, 31.3% of marketers think blockchain can solve the industry’s problems, while 37.7% say maybe and 13.4% say no.

Just over 50% think blockchain will reduce the number of intermediaries in the supply chain, with 34.8% saying maybe. More than a third, or 39.4%, agree and 32.4% strongly agree that blockchain is the future of advertising.

 

Concluding Thoughts 

The emergence of blockchain in the programmatic industry offers a compelling case for improving the relationship between buyers and sellers in the programmatic supply chain. As a result, blockchain could effectively assist in improving industry standards, increasing security and reducing unnecessary third-parties from the transaction.

Proponents of the technology may very well be correct in believing that blockchain’s viability in supporting the programmatic industry would effectively address three of the most significant weaknesses in the programmatic industry today – ad fraud, lack of transparency and diminishing profits.

Though for blockchain to be considered a viable measurement and validation tool, it needs to be universally adopted by both sides of the programmatic ecosystem as a recognized standard. Perhaps a critical mass of adopters will emerge in 2019 and create a new status quo for how the industry self-regulates itself.

Where things stand today, it easy to see why blockchain is considered a valid solution for making programmatic transactions more secure, profitable and transparent for both publishers and advertisers.

There is plenty of buzz in the advertising industry about integrating blockchain technology into the ecosystem, and we are expecting the conversation about the technology to grow louder and the integration of the technology to begin to scale in 2019.

 

 

 

Brian Blondy is the Marketing Manager at Total Media.  

You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

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02 Oct

HTML5 Campaigns Now Enabled in Google Ads

If you were wondering whether it would ever be possible to run HTML5 campaigns in Google Ads, we have some good news for you.

Since August 27, 2018, Google has begun automatically approving advertisers for HTML5 ads once they spent more than USD 1,000 on Google Ads, and their account is more than 90 days old.

You can apply for HTML5 access here – https://support.google.com/google-ads/contact/html_5_access?hl=en

Currently, there are no limitations for running HTML5 campaigns in Display and Video 360.

HTML5 is the latest standard of HTML and the first update of the standard since 1997 (HTML4). It features new elements, attributes, and behavior which create clear advantages for advertisers seeking new, streamlined solutions for delivering video content within an advertisement. In contrast to previous versions of HTML, HTML5 supercharges websites, applications and video to be more powerful, cost-effective and faster loading on the internet.

If you need any assistance beginning HTML5 on Google Ads, you are welcome to reach out to us and we will assist you in any manner that we can.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

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04 Sep

Meet with us at our DMEXCO exhibition booth – Hall 8, E32

Save time to meet with us at our DMEXCO exhibition booth (Hall 8, E32), Sept. 12-13, 2018

 

This year we are excited to be taking meetings about EBDA, the next great technology in the programmatic industry for publishers.  In addition, we will also be presenting our full spectrum of dynamic solutions (platform accessmediaservicesanalytics) for publishers and advertisers.  Scroll down for our DMEXCO overview so you know which meeting to book.

Whether you are looking to earn more revenue for your website or you want to reach new audiences with your digital campaigns, we are certified and trusted by Google for over fifteen years to provide you with the highest standard of technology, service and excellence. Let us know how we can assist you.

If you would like to set up a meeting for DMEXCO you can contact us here.

 

EBDA is now available for publishers in Google Ad Manager 360!

Exchange Bidding Dynamic Allocation (EBDA) is a dynamic revenue earning strategy in Google Ad Manager which enables exchanges and SSPs to bid on a publisher’s inventory within a unified auction.  EBDA is an excellent strategy for publishers to accelerate growth and increase monthly revenue.
  • Increased global competition and demand for your inventory.
  • Reduced load latency and complexity for partner tags.
  • Simplified and timely monthly payment for all revenue earned.
  • The next great technology in the programmatic industry for publishers.

Publisher Solutions We’re Presenting at DMEXCO

Google Ad Manager 360 (with EBDA)
The ultimate platform to manage your ad business and grow your revenue.

Total Media’s Video Platform
Advanced outstream video advertising solutions.

Monetization & Optimization 
Setup, optimization, and maintenance of your ad revenue.

Set-up a Meeting – Contact us here.

Advertiser Solutions We’re Presenting at DMEXCO

Display & Video 360 
End-to-end campaign management as a part of the Google Marketing Platform.

Video Marketplace

A curated pool of programmatic inventory sources for maximizing your campaigns.

Set-up a Meeting – Contact us here.

 

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24 Jan

A Conversation about Ads.txt with Mr. Sherzod Rizaev of MinuteMedia (Short)

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

 

Why did you decide to add Ads.txt to your website?

We were convinced to add Ads.txt to our website for the following three reasons:

  • Following Google’s leadership of the initiative
  • Being able to discover who is monetising our inventory and control
  • Being able to define which other opportunities and partners are out there for us to approach directly

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business thus far?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

 

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.”  We see that particular vendors will send the same email to us every day until we either respond or make a decision about them.  In the meantime, we’re not doing anything with these emails.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

One of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

For example let’s say that network “XYZ” has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us.  We’re already working with those partners and we have already seen the inventory on the exchanges.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

 

Interview conducted by Brian Blondy, December 2017.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

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11 Jan

A Conversation about Ads.txt with Mr Sherzod Rizaev of MinuteMedia (Full)

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

Why did you decide to add Ads.txt to your website?

First, the choice to add Ads.txt follows Google’s leadership and industry focus on the subject. In addition to working with Google, we also put our inventory on other multiple platforms which follow Google’s lead in the industry. Primarily, an initiative supported by Google or the IAB will always be strongly considered and most likely implemented by our team since Google is one of our website’s primary revenue generators.

Second, Ads.txt gives us a better idea of who is monetising our inventory and on which platforms. For example, if I’m working with a network and they are giving me six different network IDs files, I know for sure now how they are monetising my inventory. Through Ads.txt, I see how much unique demand these providers possess. Supporting the Ads.txt initiative is proving to be crucial for us for figuring out how our impressions are being mapped out onto the global exchanges.

Third, there are some players on our .txt file that I’ve never heard of, specifically some of the exchanges, especially on the video front. We see this as an opportunity to check all of our vendors and to leave no stone unturned at this stage since video is a primary revenue stream of ours.

These three reasons combined: Google’s leadership of the initiative, finding out who is monetising our inventory, and which other opportunities and partners are out there for us to approach directly, convinced us to implement Ads.txt onto our website.

 

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.” We see that particular vendors will send the same email to us every day until we either respond or make a decision about them. In the meantime, we’re not doing anything with these emails.

As I said earlier, one of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

The presence of Ads.txt has helped us to clarify who we are working with. For example let’s say that network XYZ has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us. We’re already working with those partners, and we have already seen the inventory on the exchanges.

Now I ask myself, do I need network XYZ? Yes, I believe that we have more control to decide. But that feeling currently leads to the need to conclude whether we want to work with these guys or not because we have more information in which to judge them and their activities.

In a conversation that I recently had with the IAB, a particular question kept popping up in my mind, “How many vendors are too many?” Looking forward to January 1, we are already looking to clean out a lot of the happenings within our ecosystem within our control. We primarily want to analyse our system and find the ones that we wish to have our inventory monetised by.

We have taken the perspective as we are crafting our Ads.txt list to ask ourselves, how many local partners do we need? How many global partners do we need to serve 80-100M unique visitors?

We’re sure that we are going to need a lot of partners to serve our audiences. It might be that we should have partners that are strong in specific local markets versus our global partners that are strong in our top ten markets.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

As of today, I believe that it is still early to accurately judge the impact Ads.txt has had on our business and revenue. Though we have seen an impact from our third-party publishers that have seen a dip in their income over the last month. For us, we were ready when Ads.txt launched, and we have been fortunate to have not seen a drop in our revenue. It remains to be seen whether this stabilisation of our revenue connects to whether Ads.txt is working or whether there is no connection at all.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

I think it is a positive development that the system will be cleaned for the benefit of the publisher as well as the advertiser. If Ads.txt works in clearing out the system more efficiently, I believe that it is going to add quick ad returns since our approved vendors who buy from us are responding directly to us with their creatives. In addition to the absence of the arbitrage of our inventory, I believe that Ads.txt will continue to diminish the chances for us to being misrepresented to the advertiser. In the end, we will deliver much better results for advertisers.

 

Interview conducted by Brian Blondy, December 2017.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

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06 Dec

Ads.txt December ’17 Updates for Publishers

Ads.txt – December News Roundup:

Today’s post is an overview of interesting and useful content we have recently read about Ads.txt.  Being that Ads.txt is a relatively new development in the programmatic industry, we thought you would appreciate a curated roundup of relevant content about Ads.txt in order to get a good overview of what Ads.txt is and how both publishers and advertisers have been adjusting to it over the final months of 2017.  If you’re interested in additional Ads.txt content, you can read our November 2017 content roundup here.

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

 

Ads.txt – AppNexus Launches an Ads.txt Validator

AppNexus, one of the world’s leading demand platforms, launched a tool designed to assist publishers to ensure that their Ads.txt file has been configured correctly.

On the page, users can either will enter their URL or domain or upload their Ads.txt file directly.

Once finished, the AppNexus Ads.txt validator will check for:

  • Data, comments and variable declaration line
  • A recognizable exchange URL
  • Valid relationship types
  • Valid variable names

The validator doesn’t check for:

  • Valid Publisher IDs – For AppNexus this should be a three or four digit number
  • Vadility of certificate authority IDs
  • Variable values

You can view the Ads.txt Validator here – http://adstxt.adnxs.com/

 

Google Reports Ad Revenue is Increasing for Publishers Using Ads.txt

With Ads.txt continuing to be adopted by the world’s largest publishers, Google bullishly expects that Ads.txt will boost revenue for publishers whom have added the file onto their websites.

First reported by The Wall Street Journal on November 30, Google revealed that the average price of ad space purchased via their ad-buying systems has increased throughout November, a change the company attributes to increased advertiser confidence of the inventory after widespread industry adoption of Ads.txt.  As of early December 2017, nearly 50% of the world’s top 2,000 websites have already added Ads.txt onto their websites.

Since Nov. 8, Google has been actively preventing advertisers from purchasing unauthorized ad impressions on its DSPs which have been identified by Ads.txt. As a result, Google believes that they have significantly reduced the amount of counterfeit inventory in its systems.  As more unauthorized inventory is cleaned from its systems and more publishers adopt Ads.txt, Google believes that advertisers should not only increase their confidence in the inventory, but also their budgets for their next ad campaigns.

“We would expect prices to increase once we started to cut out unauthorised inventory,” said Pooja Kapoor, Google’s Head of Global Strategy and Programmatic to The Wall Street Journal.

According to Google, more than 50% of ad space available for purchase through DoubleClick Bid Manager now comes from publishers using Ads.txt to prevent unauthorized selling of impressions. Powered by the ability to filter out unauthorized inventory, Google believes that increased industry confidence in its DSP makes the inventory more premium and inheritantly more valuable.

“Advertisers and agencies may need to pay a little bit more. But if they don’t vote with their dollars then unauthorized selling will continue,” Ms. Kapoor noted.

 

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

 

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27 Nov

Ads.txt November ’17 Updates for Publishers

Ads.txt – November News Roundup:

 

Today’s post is an overview of interesting and useful content we have recently read about Ads.txt.  Being that Ads.txt is a relatively new development in the programmatic industry, we thought you would appreciate a curated roundup of relevant content about Ads.txt in order to get a good overview of what Ads.txt is and how both publishers and advertisers have been adjusting to it over the final months of 2017.

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

 

UK News Reports Increase in Revenue After Ads.txt 

During a recent speech at The Drum’s Programmatic Punch on November 9, 2017, Ian Hocking, head of programmatic at News UK, stated that the company saw a “slight incremental rise in revenue” after it adopted Ads.txt.

“Can I afford to have 100 different people selling my inventory? Our file was pretty short, we want brands and agencies to come to us and have a conversation about the best ways of using our assets. By opening yourself up to resellers you open yourself up to problems,” Hocking added.

Read the rest of the post here.

 

Are Companies Trying to Push Themselves onto Publishers’ Ads.txt Files?

 

There have been reports of prominent publishers being approached by agencies and marketing companies requesting (could be described as threatening?) to stop buying inventory unless they are added to a publisher’s Ads.txt file.   Turns out that these companies may or may not have been legitimate buyers (see Thrive interview below for an example of a possible misunderstanding) or have had a direct relationship with the publishers per se.

In essence what this means is that publishers need to be extra careful when building out their Ads.txt file both from the perspective of including all of their most relevant suppliers, in addition to being cautious of third-parties who may approach them with requests to be added to an Ads.txt file. Publishers will also need to put in place a management strategy to ensure that their Ads.txt is kept up to date.  Since there is a fair amount of confusion about Ads.txt, we thought it would be a good idea to present, without bias, an overview of how companies have been approached about revising their Ads.txt file and what professionals in the industry is saying about it.

AdExchanger OverviewRead here

Thrive Interview about Approaching Publishers for Ads.txtRead here

Reddit Discussion on the SubjectRead here

 

Ads.txt Adoption is on the Rise

Ben Kneen, author of the website AdOpsInsider, has been extensively covering the industry’s adoption of Ads.txt.  In addition to covering the nuances of Ads.txt prior to its launch on Nov. 1, 2017, Kneen has been following the adoption rate of Ads.txt in Alexa’s top ten thousand websites.

Ben is a good follow on Twitter, you can check him out here.

 

 

How Ads.txt Will Clean Up the System

 

Beet.tv published a video interview with Art Muldoon, CEO of AmNet Group US, who discussed the importance and relevance of Ads.txt for publishers seeking to minimize ad fraud taking place with their inventory.

“Today, in this world of ad fraud, too many publishers inventories have been spoofed. So Ads.txt is a great initiative, publisher-led but demand-supported, to help clean up that path,” said Muldoon. “We need more accountability, more transparency, so that our intended investment reaches the recipient in that way.”

Watch the interview here.

 

IAB Ads.txt Standardization Guide

 

 

If you’re still unsure what Ads.txt is (you can read our recent summary here) or how to implement it onto your website, the IAB produced a useful technical guide for publishers which explains the basis for Ads.txt and a in-depth guide for webmasters looking to install Ads.txt.

Download the IAB PDF guide about Ads.txt here

 

The Financial Times – Why Ads.txt is Beneficial

Digiday recently published an article about how The Financial Times (FT) discovered that it was the victim of programmatic domain spoofing on a significant scale.   The FT found its inventory was being presented as available on 10 separate ad exchanges and video ads on 15 exchanges, even though the FT doesn’t sell video advertisements programmatically.  With roughly 300 accounts selling fraudulent inventory on behalf of the FT, the domain estimates that the fraudulent inventory to be worth $1.3 million USD on the yet to be named exchanges. The discovery of the massive fraud coincides with the launch of Ads.txt. It’s an interesting article – read the rest of the blog post here

 

Live Examples of Ads.txt Files on Top Websites

 

 

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

 

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24 Aug

What You Need to Know About Remarketing

Photo credit – Justin Brooke

What is Remarketing?

Remarketing is a type of digital advertising which allows marketers to present an advertisement to web users whom have previously engaged with either the desktop or mobile version of their website.  Remarketing is a tactic that is useful for keeping individuals in your business’ “loyalty loop” or for reaching new customers who are further along in the sales funnel. As a tactic, remarketing is generally used for “direct response” campaigns, where your goal is to bring visitors to your website to convert or to continue to stay engaged with your brand.

The basic idea behind remarketing is to reach out to users who already know your brand or products and, for that reason, potentially have much higher chances of converting on your website. Remarketing is all about targeting the user over several, specific occasions, thereby personalizing the messaging more and more over the interactions in order to encourage the user to move along the conversion funnel to complete the conversion.

Here’s how remarketing usually works:

  1. Someone visits your website
  2. The remarketing code you have installed on your website places a “cookie” in that person’s browser
  3. You show ads to that person as they browse other websites and social media platforms aiming to motivate them to complete a form, purchase or another visit

How Can I Begin Remarketing My Website Visitors?  

Remarketing works by placing cookies on your website visitors machine (desktop, mobile, tablet) when they meet your criteria. Their cookie ID is added to your remarketing list. You can have multiple lists with a range of different criteria. For example, you may wish to target visitors that viewed a particular page or section on your website but didn’t make a purchase or complete and registration form.  There are a number of advertising controls available to use, including the period of time that a cookie ID stays on your remarketing list and impression caps on how many ads per day are shown to an unique user.

In order to conduct a remarketing campaign, a website owner/marketer is required to build a list of users/visitors who have previously visited their website.  This user list is constructed by inserting a remarketing pixel across all of the pages of a website (or just specific ones of your choosing) in order to identify the visitors that can be targeted at a later opportunity.

Technically, this remarketing pixel is a small, invisible piece of code ( 1×1 pixel image) that allows your marketing team to keep track of how many users have visited your website or have seen your advertisement. With each user that visits your webpage or sees your advertisement, each is given your cookie and is subsequently added to the remarketing list.

The pixels allow you to begin to achieve an understanding of your customer’s actions on your website. Empowered with this information, you now have the option to run a simple new set of ads promoting a new/different products or create a remarketing funnel for people who have visited specific pages on your website and retarget them with ads.

Core Benefits of Remarketing:

  • Present a range of calls-to-action messages which are aimed to motivate a return visit to your website (flash sales, discounts, added benefits)
  • Act as a reminder to purchase an item they previously showed interest in
  • Serve as a call-to-action to return to complete a transaction for goods or services
  • Offer potentially interested users with a relevant and appealing offer
  • Reach customers who have already demonstrated interest in your business a reminder about the goods/services you offer
  • Create customized advertisements about your website/business
  • Create dynamic pricing strategies based on behavior
  • Achieve better ROI by converting more paying customers or registered users through better engagement
  • Fulfill more of your digital marketing goals

How to Implement Pixels

The easiest way for marketers to begin using pixels is to begin using Google Tag Manager (GTM).  In case you are unaware, GTM is a tag creation platform which allows to create and launch pixels in addition to the ability to track many different metrics across Google Analytics and Google AdWords.

Once your website has been configured to pass information to the pixel, these pixels can be fired in numerous ways, but most commonly they are triggered by passing through shopping cart sales transactions and website visits.  All of the aforementioned actions can be tracked in order to gain a wider scope of the sales funnel and to reach users that have taken a specific action on the website.

If you are interested in learning how to use Google Tag Manager (GTM) to implement a pixel, click here – https://visual-meta.com/tech-corner/switching-to-google-tag-manager-to-handle-marketing-pixels.html

All pixels can be used for counting visits to a website and adding browsers to remarketing lists. However, pixels can also be used for passing custom variables that you can use to build custom audiences.

 

How Custom Variables Work

Custom variables are key-values that can be used to track virtually any type of data that you collect about your users, such as ticket purchases for particular genres of movies, geos of shipped purchases, or the gender of the user. For example, you create a pixel to count the number of users who arrive at a thank you page after they register with your website.

As part of the registration process, your users enter information about themselves, such as what state they live in, whether they are male or female, and whether they would like to receive promotional emails with special offers. By sending this information to the Floodlight tag (DoubleClick pixels) as the values for a set of custom variables, you enable reporting on each of these variables.

With custom variables, you can define additional segments to apply to targeting specific visitors with particular characteristics. Segmentation enables us to understand who are our customers and how different groups of people behave on the website; this information is extremely valuable in order to provide a richer and more relevant experience to customers.

Additionally, you can use custom variables to build custom audiences. This can be useful for planning, remarketing, and reporting based on various segments of larger audiences.

By using DoubleClick custom variables, you can create reporting data that is tailored to your unique business needs, helping you to understand your conversions in greater detail.  To use custom variables, your website must be technically capable of passing information into a Floodlight tag (DoubleClick pixels) dynamically.

You can include custom variables in any of your pixels. İn DoubleClick You can create up to 100 custom variables per pixel. You can also add friendly names to make these key-values easier to understand in reports.

There are lots of creative ways that you can use custom variables:

  • Location: Pass the area code, the shipping or billing postal code, the region, etc.
  • Travel and vacation: Pass the number of nights booked for hotels, participation in a rewards program, route or fare details for travel, etc.
  • Products: Pass the SKU, product name, sales tax amount, shipping amount, etc.

 

Conclusion

Remarketing is an incredibly effective method for engaging visitors of your website. The ability to retarget website users whom have showed intent to purchase items, interest to convert on your landing pages or simply represent the right demographics or metrics for a potential long-term visitor to your site, is a highly powerful tool in a marketer’s arsenal to motivate a return visit.  Never before has it been so easy to use remarketing for branding and sales purposes.

If you have any questions about remarketing or would like to discuss how we can assist you and your company to begin using remarketing within your digital advertising activities, please feel free to contact us and we would be more than happy to assist you in meeting your digital goals.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

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05 Jul

DoubleClick Bid Manager 101

Introduction

If you’re a company or agency looking to expand and strengthen your digital marketing activities, DoubleClick Bid Manager (DBM), the world’s premier Demand Side Platform (DSP) available for marketers, is an excellent option to set your sights on.

DBM offers media buyers the view into the world’s premium inventory for programmatic media buying across all channels and formats.

In this post, we will be discussing DBM, each of its core benefits for marketers and how DBM simplifies programmatic ad buying and later, ad campaign evaluation.

 

What is DoubleClick Bid Manager?

DoubleClick Bid Manager (DBM) is Google’s demand side platform (DSP) that offers agencies, trading desks, and advertisers access to the world’s most exclusive collection of display, video, and mobile inventory available in real-time.

Often called the most premium solution in a marketers programmatic advertising portfolio, DBM ensures media buyers the best opportunity to reach the highest level of bidding, targeting and optimization available for launching programmatic ad campaigns.  As we will discuss below, advertisers have the ability to organize and align all of their programmatic buying options within DBM.

 

What are DoubleClick Bid Manager’s Core Features for Marketers?

Targeting

  • Integrated with inventory from more than 100 Ad Exchanges and approx..1 billion websites
  • Advertise across all screens (Desktop, Mobile, Tablet)
  • Elite Bidding Technology – manage multiple bidding strategies
  • Advanced Targeting capabilities – Locate and target your current and desired customers based on specific demographics, interests and their purchase intent by using Google’s data.
  • Ability to reach people on your existing remarketing list.

 

Buying Options

  • All-in-one Solution – Marketers can choose from a variety of options for buying programmatically including programmatic guaranteed, direct deals and open exchange.
  • DoubleClick Bid Manager’s interface allows marketers to plan, seek and purchase premium media within the platform interface.
  • Premium video inventory – Buy brand-safe video inventory for YouTube and TV programmatically through Google Partner Select, DBM’s premium video marketplace.
  • Simplified Buying Process – DoubleClick Bid Manager allows marketers to build, execute and measure campaigns across desktop, mobile and video all within DBM.

 

Reporting and Optimization

  • Full reporting of more than 35 dimensions and 50 metrics for viewing the essential metrics of a campaign.
  • Funnel Analytics Measurement – Deep dive into all of your real-time analytics data to investigate whether your campaigns are reaching the right audiences and converting into leads.
  • Precise Campaign Management – Develop and manage your campaigns using Google’s advanced algorithms to adjust and optimize your bids to reach your specific campaign goals.
  • DBM allows marketers to view the number of impression, ad clicks and specific website conversions that originated from the ad campaign

 

Unified Platform with DoubleClick

  • Use your cookies and floodlights to reach and monitor your target users in DoubleClick
  • Data created from DBM can be used and monitored throughout DoubleClick

 

Verification

  • Google’s DoubleClick Verification provides fraud protection for advertisers

 

 

Conclusion

Be a part of the world’s most premium solution for delivering your message. DBM will give you the best opportunity to reach the highest level of bidding, targeting and optimization available for your programmatic ad campaigns.

As an official DoubleClick Certified Marketing Partner (DCMP), Total Media has a rich history of working on DoubleClick platforms with different integration options. We have been an official value added partner of DoubleClick by Google since year 2009 and a partner of DoubleClick for 11 years, specializing in both buy side and sell side platforms.

If your company is searching for the leading programmatic opportunities, we would be happy to provide you with more information about how you can begin using DoubleClick Bid Manager.

 

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

 

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