Google Ad Planner and DFA updates provide more data, more ways

Thursday, November 12, 2009 | 8:10 AM

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The latest enhancements to Google Ad Planner and DoubleClick's DART for Advertisers (DFA) bring new ways to help streamline your online display advertising workflow. With the newly launched DFA Analytics beta and beta integration of Google Ad Planner into the DFA platform, you'll now have a singular, seamless portal for planning, executing, and measuring campaigns -- with just one login. This unified set of tools, all accessible through the DFA platform, bring more efficiency to the campaign management process, saving valuable time and resources.

Beyond access enhancements, both DFA Analytics and Ad Planner also provide you with more data and more ways to analyze it. We've summarized the changes to each product for quick reference below, but be sure to check out the official DoubleClick and Ad Planner blog posts for full details.

The new DFA Analytics beta helps you:

  • Gain insights quickly. Interactive reports mean easier navigation through your accounts and data. You can model data in charts and graphs, as well as drill up and down through criteria such as advertiser, campaign, or targeting settings.
  • Get your reports faster. Reports update frequently - every few hours - and the new user interface enables you to access your data quickly.
  • Use new types of reports. Pull geographic delivery data. Additional reports show delivery data by bandwidth, browser, and operating system.
And Ad Planner's new capabilities now enable you to:
  • View subdomain data. See data including traffic estimates and demographics for the largest ten subdomains of any top-level domain. Once you identify subdomains to add, you can do so easily in Ad Planner.
  • See available ad placements while researching sites. You'll also be able to search for ad placements alongside domains on the "Search by audience" tab and see traffic and demographic estimates for each placement
  • Visualize audience data easily. Quickly compare reach and relevancy of sites you select with a new interactive graph.
  • Access more granular publisher data. With publishers now able to opt-in their Analytics data, you'll receive more accurate and specific information about their sites.
  • Use Ad Planner within DoubleClick DFA. Log in to your DoubleClick DFA account to access Ad Planner and have one tool for campaign planning, trafficking, and measurement. (Note: This feature is rolling out to all users over the next couple weeks)
If you haven't yet tried Ad Planner, give it a go at And for more information on DART for Advertisers, visit and fill out an inquiry form.