Tuesday, October 9, 2012

Enabling Smarter Media Buying with DoubleClick Verification

Tuesday, October 9, 2012 |

Today's marketers and agencies are looking for tools to help them navigate the complex digital landscape and make smart decisions about their media buys. It's with this in mind that we're investing in DoubleClick Digital Marketing, to give them a holistic picture of how all their digital marketing works together.

A few weeks ago we shared the latest updates to DoubleClick Digital Marketing and the continuous investments we are making in our products, such as Attribution Modeling in DFA, as we build a unified platform.

Today, we’re introducing another powerful tool for agencies and marketers -- DoubleClick Verification, an ad verification solution built directly into DoubleClick for Advertisers (DFA).

We think this will benefit our partners in a few key ways:

  • Accessible. It’s as simple as signing in to DFA and navigating to the reporting interface to start using DoubleClick Verification. There’s no need to implement another tag or sign another contract to get started.
  • Holistic. DoubleClick Verification not only provides a seamless experience for clients, it’s enabled across all ad impressions and campaigns in DFA today. In the future, as part of DoubleClick Digital Marketing, it will cover the entire scope of your display buy across the platform.
  • Actionable. The information in DoubleClick Verification helps you to reconcile the terms of your media buy with your media partners. It answers the questions of did my ads serve as they were intended?

Currently, DoubleClick Verification offers site content monitoring to help highlight potential content issues with your ads. Our system analyzes content at the URL level for each page that your ad serves on and employs 18 classifiers for “unsafe” content categories -- such as gambling, adult, drugs, profanity -- across 11 common languages.

In addition, we also allow you to customize content profiles so you can define for yourself the kinds of sites that are okay or not safe, and place them accordingly on a white list or flagged list. Geo verification is available to help identify ads serving outside your preferred geo. For more information on current features, download our fact sheet.

More to come
We’ll continue to invest in verification tools in the months and years to come. We’re actively working on the best approaches to incorporate other verification service lines as defined by IAB guidelines. To learn more about our philosophy on building verification features in the ad server, download our white paper, Smarter Media Buying with Ad Verification, here.

Register for our upcoming webinar, Introducing Ad Verification with DoubleClick, on October 17, 2012 at 1:00 pm EDT/10:00 am PDT to find out more about the current set of features and what’s under development. We look forward to hearing your feedback and questions during the webinar.