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

Processing...Please wait.

MarTech » Connected TV and OTT » Google trying TV ad buying again with DoubleClick Bid Manager

Google trying TV ad buying again with DoubleClick Bid Manager

In a new test, advertisers will be able to buy linear TV spots programmatically via DBM.

Ginny Marvin on April 24, 2017 at 3:31 pm

To allow advertisers to buy and compare video ad performance across linear TV and digital, Google is bringing programmatic access to linear TV inventory to DoubleClick Bid Manager (DBM).

The new offering, announced at the National Association for Broadcasters (NAB) conference in Las Vegas on Monday, taps inventory sources from WideOrbit, clypd and Google Fiber, the company’s own high-speed internet service. Google Fiber offers access to addressable local inventory on cable networks; WideOrbit from local affiliates; and clypd from national broadcast and cable networks.

“By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way,” wrote Rany Ng, director, project management at Google in the blog post announcing the test.

What’s unclear is what kinds of inventory and audiences broadcasters will make available to Google.

On measurement, DBM will offer impact metrics for attribution across channels. “For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.”

At last year’s NAB conference, Google offered publishers and TV broadcasters using DoubleClick for Publishers (including MCN, Roku and Cablevision) ways to control inventory and ad experiences across screens, regardless of how and when users tune in to content.

The test announced today is the first reintroduction of TV ad buying for Google since the company discontinued its Google TV Ads program, which let advertisers buy TV spots in AdWords. That program never gained traction and ran from 2007 to 2012.

Google is not alone in this space. Adobe is among those offering traditional TV broadcasters and content providers ways to sell and measure ad inventory across screens and devices. Last fall, Facebook confirmed it is testing ad delivery on internet-connected TV platforms like Roku and Apple TV.


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


New on MarTech

    Webinar: Benchmark your social media performance for a competitive edge

    Gartner announces the 2021-22 Genius Brands

    4 strategies to help marketing teams improve workflow and collaboration

    What you need to know from Google Marketing Live

    New Mailchimp integration automatically syncs customer data with Stripe

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

Connected TV and OTTCustomer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

The MarTech Conference logo.

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

The SMX Conference logo.

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

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
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

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