Mobile has forever changed the way we live, and it’s forever changed the way we engage with brands. It has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments -- the moments in time when consumers' preferences are shaped and decisions are made. Each one is a critical opportunity for brands, and increasingly we are seeing advertisers turn to programmatic to reach and engage audiences everywhere and win these moments.

As the industry gears up for Advertising Week next week, I want to reflect on the momentum we’re seeing in programmatic buying across our platforms, especially in mobile. At DoubleClick, the number of advertisers using our programmatic solutions has grown nearly 2x in the last 18 months, and now includes over 80% of the AdAge top 100 advertisers. More broadly, IDC estimates that programmatic spending on mobile display and video advertising in the U.S. will grow from $4.7 billion in 2015 to $22.8 billion in 2019 (a CAGR of 65%.)¹

With people switching between multiple devices throughout their day and increasing their consumption of mobile video, advertisers have changed how and where they buy programmatically in order to connect with people in micro-moments. Both mobile and video impressions served on DoubleClick Bid Manager have grown more than 3.5x since last year, and impressions served via direct deals that are transacted programmatically have nearly tripled. To provide you with the largest pool of inventory, DoubleClick Bid Manager has access to 70 exchanges and API partners, and we prioritize mobile and video inventory sources when identifying new integrations to pursue.

Ultimately, our engineers spend each day thinking about how to build innovative products that help you win these micro-moments by connecting with the people you want to reach, across screens and at scale. The growth in usage of our platforms shows that we are making progress, but we are even more excited for what's to come. Google has a great line-up of talks set for next week in New York - we hope to see you there.

Posted by Neal Mohan VP, Display & Video Advertising, Google

_{1. IDC Report #256782, June 2015 “WW and US Programmatic growth forecasts, 2015-2019”}

Every day, your audience is filling their days with hundreds if not thousands of micro-moments—intent-rich moments when preferences are shaped and decisions are made. As consumers spread their attention across more and more screens and channels, those moments can happen almost anywhere, anytime. People search on their smartphones while in front of the TV. They watch YouTube videos on their tablets while texting their friends. They open a mobile app to shop for the perfect gift, then head to the store to buy it. With mobile devices never more than an arm’s length away, people can find and buy anything, anytime.

For marketers, this means the purchase funnel is wildly more complicated than it was just a few years ago.

“Brands can use programmatic to assemble a consumer’s micro-moments in just the right way—like joining puzzle pieces together—to see a detailed blueprint of consumer intent.”

It’s hard to plan for nonlinear purchase paths, but programmatic advertising can help, enabling brands to reach the right person with the right message in the moment of opportunity. Brands can use programmatic to assemble a consumer’s micro-moments in just the right way—like joining puzzle pieces together—to see a detailed blueprint of consumer intent. That’s a powerful proposition, and it’s why programmatic advertising spend is projected to grow by more than 77% this year.¹

In this article, we share four tips for using programmatic to win these micro-moments and examples of brands that are doing it right.

Visit DoubleClick.com to read the full article.

Posted by Kelly Cox
Product Marketing Manager, DoubleClick

^{1. IDC, Worldwide Programmatic Display Forecast, 2015.}

For the last few months, we’ve been raising awareness of the ad injection economy, showing how unwanted ad injectors can hurt user experience, jeopardize user security, and generate significant volumes of unwanted ads. We’ve used learnings from our research to prevent and remove unwanted ad injectors from Google services and improve our policies and technologies to make it more difficult to spread this unwanted software.

Today, we’re announcing a new measure to remove injected ads from the advertising ecosystem, including an automated filter in DoubleClick Bid Manager that removes impressions generated by ad injectors before any bid is made.

Unwanted ad injectors: disliked by users, advertisers, and publishers

Unwanted ad injectors are programs that insert new ads, or replace existing ones, in the pages users visit while browsing the web. Unwanted ad injectors aren’t part of a healthy ads ecosystem. They’re part of an environment where bad practices hurt users, advertisers, and publishers alike.

We’ve received almost 300,000 user complaints about them in Chrome since the beginning of 2015—more than any other issue, and it’s no wonder. Ad injectors affect all sites equally. You wouldn’t be happy if you tried to get the morning news and saw this:

Not only are they intrusive, but people are often tricked into installing them in the first place, via deceptive advertising, or software “bundles.” Ad injection can also be a security risk, as the recent “Superfish” incident showed.

Ad injectors are problematic for advertisers and publishers as well. Advertisers often don’t know their ads are being injected, which means they don’t have any idea where their ads are running. Publishers, meanwhile, aren’t being compensated for these ads, and more importantly, they unknowingly may be putting their visitors in harm’s way, via spam or malware in the injected ads.

Removing injected inventory from advertising

Earlier this quarter, we launched an automated filter on DoubleClick Bid Manager to prevent advertisers from buying injected ads across the web. This new system detects ad injection and proactively creates a blacklist that prevents our systems from bidding on injected inventory. Advertisers and agencies using our platforms are already protected. No adjustments are needed. No settings to change.

We currently blacklist 1.4% of the inventory accessed by DoubleClick Bid Manager across exchanges. However, we’ve found this percentage varies widely by provider. Below is a breakdown showing the filtered percentages across some of the largest exchanges:

We’ve always enforced policies against the sale of injected inventory on our ads platforms, including the DoubleClick Ad Exchange. Now advertisers using DoubleClick Bid Manager can avoid injected inventory across the web.

No more injected ads?

We don’t expect the steps we’ve outlined above to solve the problem overnight, but we hope others across the industry take action to cut ad injectors out of advertising. With the tangle of different businesses involved—knowingly, or unknowingly—in the ad injector ecosystem, progress will only be made if we all work together. We strongly encourage all members of the ads ecosystem to review their policies and practices and take actions to tackle this issue.

Posted by Vegard Johnsen Product Manager, Google Ads Traffic Quality

Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences. In these I-want-to-know, I-want-to-go consumer moments, people are turning to mobile apps, in addition to websites, to find what they need.

Given this consumer shift, companies from industries as diverse as Finance, Retail and Travel have jumped into the game, building branded app experiences to engage with their customers. So it’s important that marketers be able to measure and attribute their app-related activities, whether installs, engagement, or purchases, back to their advertising campaigns.

That’s why, today, we’re excited to announce the ability to integrate app install and event data from key third party measurement partners into DoubleClick. Working with third parties (starting with TUNE) we are able to increase the measurement accuracy between different app attribution trackers and DoubleClick, ensuring your data is accurate and reliable.

With this launch, marketers can now use supported third party measurement partners to attribute in-app activities back to the in-app ads they have run through DoubleClick, enabling them to reach their performance goals as they acquire new app customers.

This launch provides customers with:

• Choice: Use one of several (supported*) app tracking tools, while still accurately attributing installs to your DoubleClick ad campaigns.
• Accuracy: Get reliable and accurate metrics so you can report on your results with confidence, while getting the benefits of a unified view of all your programmatic or reservation app attribution data inside DoubleClick reporting.
• Better performance: Minimize cost-per-acquisition to get the best performance for your budget. You can optimize your bids in DoubleClick Bid Manager against your post-view and post-click conversions. You can also create targetable audience lists based on these in-app activities (e.g. customers who’ve installed your app or customers who’ve logged in).

By allowing more choice to advertisers using their preferred third party app measurement tools, we are able to provide more robust and actionable metrics for marketers running mobile app install campaigns on DoubleClick.

To get started with this feature, please follow the directions here for DoubleClick Bid Manager, and here for DoubleClick Campaign Manager (accessible by customers only.)

Posted by Steve Chang
Product Manager, DoubleClick Digital Marketing

*At launch, this feature supports a verified integration with TUNE. Verified support for other third party app trackers is expected to launch later this year.

Earlier this summer we held #HTML5Week to introduce you to resources that can help you develop engaging and relevant HTML5 creative. Now that Chrome has rolled out updates to Flash support, we're heading back to the virtual classroom to provide you with the latest information you need to make the transition to HTML5.

In this vein, we’re kicking off an HTML5 Hangout series, where over five weeks we’ll set aside an hour to explore topics ranging from how to QA HTML5 ads to building dynamic creative (See the complete Hangout schedule).

Our first hangout on September 10th (3pm - 4pm EST) will introduce you to HTML5 development tools and best practices. Register here.

Note: If you’re new to HTML5, we recommend walking through our Rich Media Fundamentals training before attending the HTML5 Hangout series.

We hope to see you in the classroom!

Posted by Hemmy Edge
DoubleClick Rich Media Product Trainer