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

 

Share this
22 Aug

The Power of Outstream – Mobile Interstitial

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.


 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

Share this
28 Jun

The Power of Outstream – Mobile Top Fixed Sticky

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

Share this
29 Apr

Programmatic Video, with a touch of history

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.

 

Talia Chudacoff is a Senior Account Manager at Total Media.  You can contact Talia by email at talia(at)mediatraderz(dot)com or on LinkedIn

Share this
23 Apr

The Power of Outstream – Sticky

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Sticky Video Monetization – Ideal for Desktop

A sticky ad is designed to open up when there is demand, in the bottom right-hand side the screen, and is anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

Share this
23 Apr

Inside of Outstream, Taking a Closer Look at InRead

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

InRead Video Monetization

InRead is a type of outstream video format that is designed to open up when there is demand and expands to show between text. Publishers have the option to choose whether the player will pause if the player becomes less than 50% viewable or the player can continue in the bottom right-hand corner of the page in a minimized size.  In both cases, the video player will close upon the completion of the advertisement.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple – webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream Sticky Demo

 

 

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

 

Share this
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

Share this
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

  • Monthly Page Views *
Share this
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

 

Share this
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

 

Share this

© 2017 TOTALMEDIA LTD. ALL RIGHTS RESERVED.                SITE BY PURPLEBRAND

Top