DoubleClick Adds Cross-Device Measurement Across Web, Native Units, Programmatic Guaranteed

Google’s DoubleClick made several announcements during its Leadership Summit in Florida on Wednesday to address the needs of mobile advertisers and publishers.

Building on its capabilities to measure cross-device conversions from search and display ads in AdWords, Google is expanding cross-device measurement on ad buys made across the web in DoubleClick.

Cross-device measurement provides estimated conversion data to capture ad influence when a user visits an advertiser site after clicking on an ad on one device but completes a transaction on another device. The measurement will be available to all DoubleClick advertiser products, not just with the ads they buy from Google.

Pressure has mounted for Google to deliver a solution for measuring advertising impact across screens and devices, brought on by Facebook’s Atlas, which relaunched last year with the promise of “people based” marketing that relies on user IDs rather than cookies to track behavior. Google’s cross-device conversion solution uses anonymized logged-in user IDs as a proxy for general user activity.

The company also released some cross-device benchmarks from Adwords advertisers Wednesday.

Native Ads Support For Apps

Capitalizing on the demand for native ad units, DoubleClick is introducing a new solution for app publishers to enable native ad serving. App publishers can create their own custom native formats or use DoubleClick’s standardized templates. DoubleClick automatically generates the ads and provides advertisers with performance metrics.

Programmatic Guaranteed

Google says demand for programmatic direct transactions has doubled in the past year, with eight of the top 25 publishers using DoubleClick selling at least 10 percent of their impressions through programmatic direct.

The new Programmatic Guaranteed solution will give brands and publishers a way to buy guaranteed inventory at negotiated rates while taking advantage of programmatic targeting.

DoubleClick also rebranded with the new logo displayed in this article.