Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Digital Transformation » Google test surfaces user data in DoubleClick for Publishers as part of new Insights Engine Project

Google test surfaces user data in DoubleClick for Publishers as part of new Insights Engine Project

Several new initiatives are aimed at bringing machine learning into publisher products and offering solutions for driving subscriptions.

Ginny Marvin on October 3, 2017 at 4:23 pm

Google is laying the groundwork for turning the love-hate relationship many publishers have with the company into a love-love relationship. In an event for publishers hosted at the Google offices in Chicago Tuesday, executives laid out several new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses.

“This is not some secret disintermediation strategy,” said Philipp Schindler, SVP & chief business officer, at the outset of the event. ‎”We are all in this together … and we are all invested in seeing you succeed.”

Among the announcements was the launch of a new effort to share user data with publishers and introduce more machine learning into Google’s publisher products.

Insights Engine Project

Jonathan Bellack, director of product management, introduced a new effort called the Insights Engine Project.

[blockquote cite=”Jonathan Bellack, Google director of product management”]Great user experiences today means mobile. And increasingly, mobile advertising means native advertising.[/blockquote]

The new Insights Engine Project “is not one thing,” Bellack explained, but an ongoing effort and commitment to bring machine learning into Google’s products for publishers. Google is kicking off the new initiative with seven new features:

  1. For the first time, Google is making user (aggregated and anonymized) data available to publishers with insight cards. Publishers will be able to see and create audience segments based on demographics and interests, including in-market behaviors of their readers. Audience insights can then be used in programmatic guaranteed deals made through DoubleClick Bid Manager. These efforts are currently ongoing but involve very limited tests.
  2. New insight cards in DoubleClick for Publishers are powered by machine learning to show ads insights and benchmarks relative to competitor publications .  The initial benchmarks will be for latency and viewability metrics.
  3. The ability to import DoubleClick data into BigQuery, the data warehouse product that’s part of the Google Cloud offering, is currently in beta now and will be available generally next year.
  4. Publishers will be able to import DoubleClick data into Google Data Studio to create and share visual reports. This is also currently in beta and will roll out early next year.
  5. The company has updated its forecasting engine with more machine learning capabilities to automatically detect what’s happening with ad sales growth, including seasonal expectations, and adjust forecasts automatically. A new visualization in the DoubleClick UI will show publishers past and future ad revenue estimates on a continuum.

New test to support subscriptions

Yesterday, Google announced it was ending the First Click Free program, and replacing it with Flexible Sampling. Google announced Tuesday that it is in an early testing phase of applying machine learning and audience insights to see how it can drive subscriptions for publishers.

The test uses machine learning to detect readers who are likely to be candidates for subscribing. Rather than serving a standard ad (or ads) to those users, DFP would instead serve them house subscription ads.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Digital TransformationMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.