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Tag: DoubleClick Bid Manager

  • DoubleClick Adds Payment IDs to Ad Exchange For All Buyers

    DoubleClick Adds Payment IDs to Ad Exchange For All Buyers

    Google’s DoubleClick announced that it is currently in the process of applying for TAG Registration and that its version of Payment IDs is available in the DoubleClick Ad Exchange to all buyers globally. This is an effort to support the adoption of Payment IDs across the ecosystem.

    Last week, the Trustworthy Accountability Group (TAG) announced the Verified by TAG initiative. This is a two-part initiative, which includes Payment ID – aimed at preventing payments to fraudsters – and TAG Registry, which is to identify responsible ad providers. The registry is already available.

    “The TAG Registry and upcoming Payment ID system will act like a ‘two-factor authentication’ for the digital ad supply chain,” said TAG CEO Mike Zaneis. “Through the TAG Registry, buyers will be able to ensure that they are working with trusted parties at every step of their campaigns, while the Payment ID system will ensure that payments only go to legitimate players, choking off the cash to criminals. These programs will serve as the cornerstone of TAG’s anti-fraud efforts by providing transparency across the digital ad ecosystem. Registration is now open, and it’s time for every company in digital advertising to get TAG’ed.”

    In a post on DoubleClick’s blogs, Google writes:

    Currently, if a programmatic buyer finds they’ve bought fraudulent inventory, there is no way to directly identify the supply source responsible for the fraud. The Payment ID system we proposed to the TAG Anti-Fraud working group fixes this problem by asking all supply sources (e.g. ad exchanges, ad networks, supply side platforms) of advertising inventory to create and provide unique and persistent anonymous identifiers that link every impression to who is paid in their accounting systems. If a buyer finds invalid activity from any source in their supply chain, these Payment IDs will help the buyer to identify who is responsible and blacklist those suppliers from their campaigns.

    We’ve always invested heavily to keep DoubleClick Ad Exchange free of invalid activity and ensure that money spent on our platform only goes to support legitimate publishers, app developers, and content creators. To show our commitment to a better ads ecosystem, accelerate the adoption of Payment IDs, and help DSPs start integrating them, we’ve implemented the standard as it exists today, and we’ll continue to work closely with TAG and others in the industry to formalize an industry-wide Payment ID program. When the TAG Anti-Fraud Working Group has finalized the broader industry standard, we’ll happily make any changes to ensure we are compliant with TAG’s efforts.

    Among those who have already vowed their support of Payment IDs are DoubleClick Bid Manager, Dstillery, Magnetic, MediaMath, Rocket Fuel, The Trade Desk. Integrations should come within a few months.

    You can learn more about the Verified by TAG initiative and the Tag Registry in an announcement here.

    Image via TAG (Facebook)

  • Google Works To Eliminate Ad Injectors

    Google Works To Eliminate Ad Injectors

    Google announced that it’s making new efforts to eliminate injected ads from the advertising ecosystem including an automated filter in DoubleClick Bid Manger. This gets rid of impressions generated by ad injectors before bids are made.

    As the company explains, “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.”

    Google says it has received nearly 300,000 user complaints about ad injectors in Chrome this year alone. In fact, they’ve heard more about this than about any other issue.

    “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,” says Google’s Vegard Johnsen. “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.”

    The DoubleClick Bid Manager filter detects ad injection and creates a blacklist that prevents the system from bidding on injected inventory. It currently blacklists 1.5% of the inventory it accesses across exchanges. It varies by provider though. Without naming names, here’s how the exchanges compare to each other:

    Google says its efforts won’t immediately solve the problem, but it’s calling on others across the industry to take additional action.

    Images via Google

  • Google Partners With Facebook On Advertising

    Google Partners With Facebook On Advertising

    Google announced today that it has partnered with Facebook to add DoubleClick Bid Manager to Facebook’s FBX real-time bidding exchange.

    This comes a little over a year after FBX left beta.

    “Partnership has been key to Google’s success as a rising tide lifts all boats,” says Google’s Payam Shodjai.

    “DoubleClick Bid Manager (formerly Invite Media) has been helping agencies and advertisers buy ad space on sites across the web for years,” Shodjai adds. “We help clients access dozens of private and public exchanges in more than 75 countries, and continue to see double-digit quarter-over-quarter growth in spend – last quarter was our biggest ever. We’re continuing to invest significantly in our technology (you can read some of what we’ve been up to here) to help advertisers and agencies buy programmatically across all devices and formats.”

    It’s unclear exactly when Double Bid Manager will be available in in FBX, but Google says it is coming in a few months. At that point, clients will be able to buy inventory with the product on FBX.

    Earlier this week, Facebook announced the ability for its advertisers to target people who have visited their websites or mobile apps, but said that advertisers with a lot of products that advertise to multiple audiences are better off using FBX.

  • Google Launches DoubleClick Bid Manager, Based On Invite Media

    Google just announced the general availability of DoubleClick Bid Manager, which is based on Invite Media, which Google acquired over two years ago. It’s fully integrated into the DoubleClick Digital Marketing platform. Have a look:

    “The last few years have been busy, as we’ve worked to take the best of Invite Media, DoubleClick, and Google to build a demand side platform that helps our agency and advertiser partners buy display better,” says Payam Shodjai, Senior Product Manager, DoubleClick Bid Manager.

    The key benefits to Bid Manager, according to the company, are unified, streamlined workflows, powerful targeting, and cross-channel opportunities.

    “Marketers have long known that running cross-channel campaigns can yield the best results, but increasing media fragmentation over the years has made it challenging to act on this seamlessly,” says Shodjai. “Thanks to our unified DoubleClick Digital Marketing platform, DoubleClick Bid Manager can be a seamless part of cross-channel marketing efforts. Display remarketing from search ads is an early proof point of how marketers can take advantage of powerful cross-channel features on our platform.”

    DoubleClick Bid Manager is available globally to international advertisers, and for media buying in over 40 countries.

    More on the offering in this blog post from Google.