Google Announces A Bunch Of New DoubleClick FeaturesBy: Chris Crum - June 4, 2013
Google has kicked off its annual DoubleClick event, thinkDoubleClick, and has started off by making a slew of announcements.
First, Google is launching a new version of DFA, which it is calling DoubleClick Campaign Manager. It’s the biggest upgrade to the core ad server that in the fifteen years that it’s been around. Google says it “completely re-imagines” ad management and the ad serving process. This will be available to all advertisers globally in the coming months.
Second, Google announced that it is taking steps to integrate Wildfire into the DoubleClick platform. Wildfire is a social marketing platform Google acquired last summer (you know, the company Mark Zuckerberg’s sister Arielle works for).
“Today’s digital platforms play a critical role in helping marketers adapt to constantly evolving formats and channels,” says Neal Mohan, Vice President, Display Advertising at Google. “Today, social is a good example of that; it has changed the way we communicate, share and interact. And not just with our loved ones — 80% of consumers say social interactions with brands influence their purchase decisions.”
“Now, marketers can address a critical part of the customer journey, and do it alongside search, display, rich media, video and mobile as part of the broader DoubleClick Digital Marketing platform,” he says. “This is just the beginning of how we’re incorporating Wildfire’s technology. There are more exciting things to come in this area.”
Google will also soon introduce Cross-Sell in DoubleClick for Publishers. This will automatically manage joint slaes for YouTube partners. They’re also testing some native advertising features with a few publishes, and will soon expand to more. Google also says it is focused on “unlocking new ways of measurement” with the rollout of Active View in DoubleClick for Publishers, AdSense, and the DoubleClick Ad Exchange.
Finally, Google will soon release a tool called Google Web Designer, which it says “will empower creative professionals to create cutting-edge advertising as well as engaging web content like sites and applications.” It will be free, and it will be available in the coming months.
The U.S. Federal Trade Commission has reportedly been considering opening up a new investigation into Google’s display ad business.