Constantly innovating: the DoubleClick Digital Marketing platform

Wednesday, September 19, 2012 | 12:16 PM

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Earlier this summer we announced we were bringing together DoubleClick’s advertising technology products into the unified DoubleClick Digital Marketing (DDM) platform for advertisers and agencies.

Over the coming months we’ll be giving you regular updates on this journey as we launch upgrades of the DoubleClick products, implement cross-product integrations, and deliver innovative, new features within the individual products.

We’ve had a busy summer, and are excited to share the following details:

  • Platforms upgrades - An important first step to delivering on the vision of DDM is upgrading the individual DoubleClick products to take advantage of Google’s technology. Today we’re highlighting the progress we’ve made upgrading two platforms: DoubleClick Bid Manager and DoubleClick Studio.

  • DoubleClick Bid Manager -- Google acquired the Invite Media demand-side platform in 2010, and since then we have completely rebuilt the platform to take advantage of Google's technology. We announced during the summer that Bid Manager was going into beta and now, with a notable volume of traffic flowing through the system, we’ll be making this new version available to all customers in October. Customers using the new Bid Manager to target, optimize, and buy display media have seen improved performance, including seeing 16% more inventory due to infrastructure improvements that reduce our latency with exchanges.

  • DoubleClick Studio version 2 -- We have also upgraded our rich media production tool, DoubleClick Studio, which facilitates a streamlined workflow between media and creative agencies for the web’s most engaging ad formats. Almost 80% of creative agencies using DoubleClick Studio have already transitioned to the new version, which delivers a faster and more responsive UI and integrated dynamic content capabilities.

    Upgrading the individual platforms also gives us the opportunity to make sure that they work better together to unlock even more opportunities for our customers.

  • Streamlining cross-product interactions: When we asked leading agencies and advertisers how much time their staff could save by working in an integrated ad platform, they estimated they could save about a third of hours spent per week -- or about an extra month every year each team member could invest in other activities -- just by reducing manual processes and working in a single system.

    With the DoubleClick Bid Manager upgrade and its integration with DDM, buyers can now access cross-channel opportunities that are only available through a unified system. For example, we’re excited to announce the ability for agencies and marketers using DoubleClick Search to show consumers display ads via DoubleClick Bid Manager based on their interactions with paid search ads. Marketers have struggled to coordinate their search and display marketing efforts, and this new integration makes it easier, with no new site tags and no new products to learn.

    Another subtle step toward cross-product interaction is the rollout this week of a new universal navigation bar and application switcher for users of DoubleClick Search, DoubleClick Bid Manager and DoubleClick Studio. While a simple change, we believe this new UI will facilitate seamless switching between DoubleClick products, saving time for marketers who are using our platform to manage their campaigns across multiple channels.

    Innovation across the platform: In addition to integrating our platforms, we are continuing to invest in our existing products. As an example of this, we’re excited to announce the launch later this month of Attribution Modeling in Multi-Channel Funnels in DoubleClick for Advertisers.

    Advertisers use a variety of channels, messages and ads to engage customers. Determining which of these efforts is most effective in converting customers can be difficult (see related post here). Attribution analysis can help identify what is driving customers, but until recently it’s only been practical for the most sophisticated advertisers. By the end of September, we’re making attribution modeling available to anyone using DFA -- for free.

    Some benefits of this approach include:
    1. Ready to use data -- the attribution modeling data will live within DFA, so there’s no delay between when you want to run an analysis, and when you can actually start.
    2. Flexible, customizable, transparent models -- you can take advantage of five standard attribution models in DFA, or build your own custom model tailored to the needs of your business
    3. It’s free -- no need to build your own system for this kind of analysis. We’re giving it to you as part of DFA, with your data loaded and ready to go.
We're rapidly delivering on our vision for a fully integrated experience and common workflows across DoubleClick solutions -- from ad serving to buying and analytics. We’re excited to be on this journey with our customers and believe that by delivering an integrated experience, we can help the industry truly unlock the full potential of digital marketing. Stay tuned for more updates, there’s a lot more to come!

Posted by Jason Miller