Tag Archives: Programmatic

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly programmatic TV is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly "programmatic TV" is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Out with unwanted ad injectors

Cross-posted from the Google Online Security Blog

It’s pretty tough to read the New York Times under these circumstances:

And it’s pretty unpleasant to shop for a Nexus 6 on a search results page that looks like this:

The browsers in the screenshots above have been infected with ‘ad injectors’. Ad injectors are programs that insert new ads, or replace existing ones, into the pages you visit while browsing the web. We’ve received more than 100,000 complaints from Chrome users about ad injection since the beginning of 2015—more than network errors, performance problems, or any other issue.

Injectors are yet another symptom of “unwanted software”—programs that are deceptive, difficult to remove, secretly bundled with other downloads, and have other bad qualities. We’ve made several recent announcements about our work to fight unwanted software via Safe Browsing, and now we’re sharing some updates on our efforts to protect you from injectors as well.

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

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.

People don’t like ad injectors for several reasons: not only are they intrusive, but people are often tricked into installing ad injectors in the first place, via deceptive advertising, or software “bundles.” Ad injection can also be a security risk, as the recent “Superfish” incident showed.

But, 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.

How Google fights unwanted ad injectors

We have a variety of policies that either limit or entirely prohibit, ad injectors.

In Chrome, any extension hosted in the Chrome Web Store must comply with the Developer Program Policies. These require that extensions have a narrow and easy-to-understand purpose. We don’t ban injectors altogether—if they want to, people can still choose to install injectors that clearly disclose what they do—but injectors that sneak ads into a user’s browser would certainly violate our policies. We show people familiar red warnings when they are about to download software that is deceptive, or doesn’t use the right APIs to interact with browsers.
On the ads side, AdWords advertisers with software downloads hosted on their site, or linked to from their site, must comply with our Unwanted Software Policy. Additionally, both Google Platforms program policies and the DoubleClick Ad Exchange (AdX) Seller Program Guidelines, don’t allow programs that overlay ad space on a given site without permission of the site owner.

To increase awareness about ad injectors and the scale of this issue, we’ll be releasing new research on May 1 that examines the ad injector ecosystem in depth. The study, conducted with researchers at University of California Berkeley, drew conclusions from more than 100 million pageviews of Google sites across Chrome, Firefox, and Internet Explorer on various operating systems, globally. It’s not a pretty picture. Here’s a sample of the findings:
  • Ad injectors were detected on all operating systems (Mac and Windows), and web browsers (Chrome, Firefox, IE) that were included in our test.
  • More than 5% of people visiting Google sites have at least one ad injector installed. Within that group, half have at least two injectors installed, nearly one-third have at least four installed.
  • Thirty-four percent of Chrome extensions injecting ads were classified as outright malware.
  • Researchers found 192 deceptive Chrome extensions that affected 14 million users; these have since been disabled. Google now uses the techniques we used to catch these extensions to scan all new and updated extensions.
We’re constantly working to improve our product policies to protect people online. We encourage others to do the same. We’re committed to continuing to improve this experience for Google and the web as a whole.

Posted by Nav Jagpal, Software Engineer, Safe Browsing

Out with unwanted ad injectors

Cross-posted from the Google Online Security Blog

It’s pretty tough to read the New York Times under these circumstances:

And it’s pretty unpleasant to shop for a Nexus 6 on a search results page that looks like this:

The browsers in the screenshots above have been infected with ‘ad injectors’. Ad injectors are programs that insert new ads, or replace existing ones, into the pages you visit while browsing the web. We’ve received more than 100,000 complaints from Chrome users about ad injection since the beginning of 2015—more than network errors, performance problems, or any other issue.

Injectors are yet another symptom of “unwanted software”—programs that are deceptive, difficult to remove, secretly bundled with other downloads, and have other bad qualities. We’ve made several recent announcements about our work to fight unwanted software via Safe Browsing, and now we’re sharing some updates on our efforts to protect you from injectors as well.

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

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.

People don’t like ad injectors for several reasons: not only are they intrusive, but people are often tricked into installing ad injectors in the first place, via deceptive advertising, or software “bundles.” Ad injection can also be a security risk, as the recent “Superfish” incident showed.

But, 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.

How Google fights unwanted ad injectors

We have a variety of policies that either limit or entirely prohibit, ad injectors.

In Chrome, any extension hosted in the Chrome Web Store must comply with the Developer Program Policies. These require that extensions have a narrow and easy-to-understand purpose. We don’t ban injectors altogether—if they want to, people can still choose to install injectors that clearly disclose what they do—but injectors that sneak ads into a user’s browser would certainly violate our policies. We show people familiar red warnings when they are about to download software that is deceptive, or doesn’t use the right APIs to interact with browsers.
On the ads side, AdWords advertisers with software downloads hosted on their site, or linked to from their site, must comply with our Unwanted Software Policy. Additionally, both Google Platforms program policies and the DoubleClick Ad Exchange (AdX) Seller Program Guidelines, don’t allow programs that overlay ad space on a given site without permission of the site owner.

To increase awareness about ad injectors and the scale of this issue, we’ll be releasing new research on May 1 that examines the ad injector ecosystem in depth. The study, conducted with researchers at University of California Berkeley, drew conclusions from more than 100 million pageviews of Google sites across Chrome, Firefox, and Internet Explorer on various operating systems, globally. It’s not a pretty picture. Here’s a sample of the findings:
  • Ad injectors were detected on all operating systems (Mac and Windows), and web browsers (Chrome, Firefox, IE) that were included in our test.
  • More than 5% of people visiting Google sites have at least one ad injector installed. Within that group, half have at least two injectors installed, nearly one-third have at least four installed.
  • Thirty-four percent of Chrome extensions injecting ads were classified as outright malware.
  • Researchers found 192 deceptive Chrome extensions that affected 14 million users; these have since been disabled. Google now uses the techniques we used to catch these extensions to scan all new and updated extensions.
We’re constantly working to improve our product policies to protect people online. We encourage others to do the same. We’re committed to continuing to improve this experience for Google and the web as a whole.

Posted by Nav Jagpal, Software Engineer, Safe Browsing

Toward Viewability: You Can’t Count What You Haven’t Measured

Cross posted from Think with Google.

Last month at the IAB’s annual leadership meeting, viewability—a metric that shows whether an ad was actually viewed—was the topic on everyone’s mind. This is hardly a surprise. According to the “5 Factors of Viewability” research that we published in December, more than half of ads online today never even have a chance to be seen—something we can and must change. 

As many of you know, we’ve long been advocates of the industry adopting viewability as a currency, a common metric to help both marketers and publishers improve their business results.

And we’ve already come a long way. Forward-thinking publishers are introducing ad units designed for maximum viewability, and thousands of advertisers have taken advantage of viewability-based buying on the Google Display Network since we rolled it out last year. Brands and agencies are prioritizing viewability in their buys, and are seeing that doing so drives better results. 

In fact, in tests we ran this month, advertisers measuring viewability based on the MRC standard for display ads with our Active View technology found that viewable ads saw conversion rates improve by as much as 50%. These viewable ads, with a minimum of 50% in view for a minimum of one second, drove a brand lift of 10.3% while non-viewable ads didn't contribute to lift at all. The business impact to buying based on the MRC standard is real.

While we have made some progress, there is still significant work for us to do as an industry to establish viewability as a currency. The conversation has started to devolve from a collective agreement to tackle the viewability issue to debates over viewability rates and how to value viewable buys. It’s a bit like arguing over whether a recipe needs one egg or two while ignoring the fact that the oven has caught on fire. We are so close to effecting real change on this issue; let’s not lose our nerve now.

It is imperative that we, as an industry, take three major steps:

1. Focus on counting viewable impressions; viewability rates don’t matter

Marketers are not saying that they want a percentage of their campaign to be seen; rather, they are saying they want to pay only for viewable impressions. In this request, viewability rates don’t matter, but the actual number of measured viewable impressions does. 

We believe the industry needs to aspire to 100% viewability, full stop. This means buying and selling only viewable impressions. I understand this is a significant challenge, one we're working to solve on our own media properties; without a solution, however, viewable impressions cannot become a currency for the industry.

2. Adopt a single standard for viewability

It’s critical that our industry accepts a single viewability standard, common to all. Without that, it will be impossible to determine the true value of a viewed impression; create scale; or optimize, pace, and forecast inventory effectively. 

Through collective discussion and analysis, our industry and the MRC worked hard to build and agree on a standard definition of viewability, one that we support. But since doing so, not all of us have supported it, with some advertisers and publishers recently suggesting new definitions. What we cannot do as an industry is resort to building around multiple standards. 

The way to move forward now is to accept the long-discussed, hotly debated, yet proven standard set by our industry. There will be plenty of opportunities for our industry to make adjustments and updates as our understanding of viewability evolves, but we’ll never have that opportunity if we don’t collectively take this first step and establish a true currency. 

3. Resolve discrepancies in measurement 

Discrepancies and low measurability rates are not acceptable, yet today they exist when publishers and advertisers compare viewability vendors. To put an end to these discrepancies, we must not only adopt a common standard but also ensure a shared process and method of measurement. A liter of water is always the same regardless of who does the measurement. The same should be true for viewable impressions.

To get here, we must integrate measurement technology directly into ad serving, with viewability data appearing directly alongside other campaign metrics, accurately reconciled for buyers and sellers.

Looking ahead at viewability

As a technology, viewability is still in its earliest stages; there are many exciting opportunities for us to solve collectively. For example, viewability on mobile will be crucial as consumers spend more and more time on their smartphones. Secondary engagement metrics such as viewable time and audibility (after all, video is about sight, sound, and motion) can start to offer an even fuller picture of an ad’s effectiveness. But our industry won’t get there if we’re still debating the standard itself. 

The best technologies are those that delight their users and then just get out of the way. We’ve come to expect this, for example, in instantly mapping out a route in a new city on our phones or having lunch delivered with just a few taps. My hope is that a year from now, viewability will be a true currency—and just as expected and as simple for everyone. 

-
Neal Mohan, 
Vice President of Display and Video Advertising Products

Toward Viewability: You Can’t Count What You Haven’t Measured

Cross posted from Think with Google.

Last month at the IAB’s annual leadership meeting, viewability—a metric that shows whether an ad was actually viewed—was the topic on everyone’s mind. This is hardly a surprise. According to the “5 Factors of Viewability” research that we published in December, more than half of ads online today never even have a chance to be seen—something we can and must change. 

As many of you know, we’ve long been advocates of the industry adopting viewability as a currency, a common metric to help both marketers and publishers improve their business results.

And we’ve already come a long way. Forward-thinking publishers are introducing ad units designed for maximum viewability, and thousands of advertisers have taken advantage of viewability-based buying on the Google Display Network since we rolled it out last year. Brands and agencies are prioritizing viewability in their buys, and are seeing that doing so drives better results. 

In fact, in tests we ran this month, advertisers measuring viewability based on the MRC standard for display ads with our Active View technology found that viewable ads saw conversion rates improve by as much as 50%. These viewable ads, with a minimum of 50% in view for a minimum of one second, drove a brand lift of 10.3% while non-viewable ads didn't contribute to lift at all. The business impact to buying based on the MRC standard is real.

While we have made some progress, there is still significant work for us to do as an industry to establish viewability as a currency. The conversation has started to devolve from a collective agreement to tackle the viewability issue to debates over viewability rates and how to value viewable buys. It’s a bit like arguing over whether a recipe needs one egg or two while ignoring the fact that the oven has caught on fire. We are so close to effecting real change on this issue; let’s not lose our nerve now.

It is imperative that we, as an industry, take three major steps:

1. Focus on counting viewable impressions; viewability rates don’t matter

Marketers are not saying that they want a percentage of their campaign to be seen; rather, they are saying they want to pay only for viewable impressions. In this request, viewability rates don’t matter, but the actual number of measured viewable impressions does. 

We believe the industry needs to aspire to 100% viewability, full stop. This means buying and selling only viewable impressions. I understand this is a significant challenge, one we're working to solve on our own media properties; without a solution, however, viewable impressions cannot become a currency for the industry.

2. Adopt a single standard for viewability

It’s critical that our industry accepts a single viewability standard, common to all. Without that, it will be impossible to determine the true value of a viewed impression; create scale; or optimize, pace, and forecast inventory effectively. 

Through collective discussion and analysis, our industry and the MRC worked hard to build and agree on a standard definition of viewability, one that we support. But since doing so, not all of us have supported it, with some advertisers and publishers recently suggesting new definitions. What we cannot do as an industry is resort to building around multiple standards. 

The way to move forward now is to accept the long-discussed, hotly debated, yet proven standard set by our industry. There will be plenty of opportunities for our industry to make adjustments and updates as our understanding of viewability evolves, but we’ll never have that opportunity if we don’t collectively take this first step and establish a true currency. 

3. Resolve discrepancies in measurement 

Discrepancies and low measurability rates are not acceptable, yet today they exist when publishers and advertisers compare viewability vendors. To put an end to these discrepancies, we must not only adopt a common standard but also ensure a shared process and method of measurement. A liter of water is always the same regardless of who does the measurement. The same should be true for viewable impressions.

To get here, we must integrate measurement technology directly into ad serving, with viewability data appearing directly alongside other campaign metrics, accurately reconciled for buyers and sellers.

Looking ahead at viewability

As a technology, viewability is still in its earliest stages; there are many exciting opportunities for us to solve collectively. For example, viewability on mobile will be crucial as consumers spend more and more time on their smartphones. Secondary engagement metrics such as viewable time and audibility (after all, video is about sight, sound, and motion) can start to offer an even fuller picture of an ad’s effectiveness. But our industry won’t get there if we’re still debating the standard itself. 

The best technologies are those that delight their users and then just get out of the way. We’ve come to expect this, for example, in instantly mapping out a route in a new city on our phones or having lunch delivered with just a few taps. My hope is that a year from now, viewability will be a true currency—and just as expected and as simple for everyone. 

-
Neal Mohan, 
Vice President of Display and Video Advertising Products

Turner Sports reaches fans across screens for March Madness


Consumers’ constant connectivity means that people can now satisfy their desire for information and entertainment at any moment during their day. This “in-the-moment” behavior requires marketers to focus on building cross-screen advertising strategies to capture the moments that matter.

With March Madness upon us, today we will shine a light on how one marketer, Turner Sports, developed smart cross-screen advertising strategies to play to the needs of sports fans. We will then explore five new mobile features we are launching in DoubleClick Digital Marketing that enable advertisers to more easily develop and run cross-screen campaigns.

How Turner engaged fans across screens
Turner knows that at the outset of the tournament, consumers watch the games via the March Madness Live desktop stream and mobile app. So driving traffic to the video stream and driving app downloads at the outset of the Tournament are the brand’s most important metrics. 

As the tournament progresses, the focus shifts from the app to live TV tune-ins, to capture the excitement around the final match-ups. By understanding how and where consumers interact with March Madness content, Turner can build a better digital strategy and reach their users more effectively throughout the Tournament.

Turner used Google’s Lightbox format to create an expandable ad that drives people to the March Madness Live mobile app:


Five new features to help marketers run cross-screen campaigns
To help marketers like Turner accomplish their cross-screen advertising strategies, we’re excited to announce five new features across the DoubleClick Digital Marketing platform. 

Build cross-screen creative more easily: 
  • For basic Flash ads: DoubleClick Bid Manager now supports automatic Flash-to-HTML5 conversion. HTML5 ads can run across mobile inventory where Flash ads cannot, expanding your mobile reach while offering a richer, higher performing creative. Initial results from our beta show that converting Flash assets to HTML5 increases mobile reach by 400% and drives a 2-3x increase in average click-through rate (CTR).
  • For interactive HTML5 ads: In the next few weeks, Google Web Designer will be launching starter templates to help advertisers quickly build mobile ad units from a pre-set format. Over 80 ad templates will be available, including 29 in-app templates, and all of them will be certified to work on DoubleClick Bid Manager. We’ll be adding additional templates for responsive GDN Lightbox formats next quarter. Google Web Designer will also integrate with the Asset Library in DoubleClick Studio, meaning users can access the same library of assets from Google Web Designer and DoubleClick Studio. 
Reach your audiences across screens more effectively: 
  • Based on geography: Last November, we announced that for users who opt in to location-based targeting, marketers can use geofence targeting in DoubleClick Bid Manager to reach people based on their proximity to a specified chain store. We are now expanding geographic coverage to over 100 countries, increasing the types of business chains available for your campaigns, and improving the workflow for the feature, including building better forecasting and reporting. 
  • Based on brand safety: We are making app buying on brand-safe placements much easier. With app brand safety targeting, we have expanded our Digital Content Label algorithm to include even more Play Store and App Store apps, widening your mobile in-app reach while ensuring your ads only run on brand-appropriate apps.
Track and optimize app install campaign performance: 
  • DoubleClick Digital Marketing will support third-party app tracking solutions in early Q2. This means advertisers can track their in-app installs (app downloads from an in-app ad) using supported third-party app trackers and attribute them back to impressions and clicks for in-app ads run on DoubleClick Bid Manager and Doubleclick Campaign Manager. Contact your DoubleClick rep to learn more. 

Whether you’re reaching sports fans during the March Madness tournament, or more generally trying to reach your consumers in the moments that matter, these tools can help you build successful advertising campaigns that will run seamlessly across screens.

Posted by Becky Chappell, DoubleClick Marketing

Evolution of TV: Reaching audiences across screens

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.

In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (article, PDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

The proliferation of screens to “watch TV” on has given Broadcasters increased reach but at the expense of audience fragmentation. In Part 2, Reaching Audiences Across Screens, we discuss how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.






-
Anish Kattukaran
Product Marketing, DoubleClick Video & Brand Measurement

Programmatic in 2015: 3 Resolutions for Brands

We all do it - set lofty resolutions that never make it past January. That’s because meaningful resolutions can take time to embrace and implement. Many marketers have told us that in 2015, programmatic buying will be at the heart of their strategy. In fact, the majority of marketers are managing at least 20% of their ad spend programmatically, and almost two-thirds plan to spend twice that amount over the next 12 months. (Source)
To help make the transition easier and more actionable, we connected with Bob Arnold, a digital marketer who has worked at Procter and Gamble, Kellogg, and is now Google’s North American Digital Media and Strategy lead. Bob shared with us three resolutions for marketers as they implement programmatic in 2015.

Stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Posted by Kelly Cox, Product Marketing Manager, DoubleClick

Targeting views with DoubleClick

With over half of ads measured not viewed, it’s more important than ever for advertisers to be able to act on viewability measurement. That’s why we’re happy to roll out new product updates we announced at CES, that make viewability more actionable for advertisers using the DoubleClick platform.

As we heard from Neal Mohan earlier this month, “when it comes to impact, having your ad seen is not just important, it’s fundamental.” It’s why we’re investing heavily to help make viewability a common currency across the industry. Over the last year, we’ve enabled advertisers to buy only viewable impressions across the Google Display Network, built Active View viewability reporting into our DoubleClick platforms for display and video, and today we’re building on this even further with two launches that will help advertisers act on these viewability metrics. 

  • Viewability targeting in Doubleclick Bid Manager. Clients of DoubleClick Bid Manager can now measure and target impressions globally based on the historical viewability of an impression. By programmatically targeting viewable impressions, marketers are able to improve the performance of their campaigns, in real-time, eliminating the need to manually reallocate spend to find viewable impressions. 
  • Viewability data in DoubleClick Ad Exchange bid requests. Ad Exchange clients can now see the historical viewability percentage for every impression when available. With this signal, programmatic buyers can make smarter decisions about the value of impressions before they place their bids on Ad Exchange.

Viewability reporting has given marketers the data to understand how many of their ads were seen. Now they can use that same data to programmatically increase the viewability of their campaigns. For brands like TalkTalk Telecom Group, using viewability targeting on DoubleClick Bid Manager has driven strong results.

TalkTalk generates 94% more viewable impressions
TalkTalk Telecom Group, a leading TV, broadband, mobile, and phone provider in the U.K., was eager to boost the viewability of its ads while maintaining costs. Having already implemented programmatic buying to reach potential customers at the exact moment they're ready to commit, TalkTalk wanted to then ensure its ads were actually being seen by targeting viewable impressions. To do so, the company deployed DoubleClick Bid Manager with Active View. TalkTalk generated 94% more viewable impressions, increased CTR 133%, and lowered CPC by 40%.


"Being able to target by viewability with Active View is groundbreaking. Active View enables us to measure the viewability of our ads, and Bid Manager's viewability targeting feature provides us with a solution to increase the number of viewable impressions we buy." - Rich Bailey, online marketing manager, TalkTalk Telecom Group.

To learn more about the team’s approach and results, check out the full case study here.

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Posted by the DoubleClick Product Marketing team