Over the past few years we’ve witnessed a massive shift in how users consume digital content, using multiple devices interchangeably depending on context. We are now in a multi-device, multi-screen world, which presents great advertising opportunities (and potential challenges) to publishers and advertisers.

A multi-screen world doesn’t have to mean complexity with numerous ad technologies for each screen-type. We believe a multi-screen world presents publishers and advertisers with an opportunity to provide an even better experience for their audience and customers.

This is why in February we released Adwords enhanced campaigns to make it easier for advertisers to reach their audience across all devices with smarter ads that are relevant to their customers’ intent and context, without having to set up and manage several separate campaigns.

For publishers we’ve worked hard over the past year evolving DoubleClick for Publishers (DFP) for the multi-screen world to reduce complexity and help publishers save time so they can focus on what they do best - creating great content.

Since a publisher’s audience is constantly switching between devices to consume content, ad inventory shouldn’t be tied to a specific device, but instead to content and audience. Going forward, inventory in DFP will no longer be tied to only desktop or mobile campaigns, rather all inventory will now be able to accommodate any campaign for any device.

With this update, publishers will be able to forecast, traffic, and report on campaigns across all devices without having to split an advertiser’s impressions, budget, or campaign objectives across multiple inventory units. Publishers will have the flexibility to target mobile or desktop attributes for all inventory.

Unified inventory is designed to help you succeed in a multi-screen world and will roll-out to publishers on DFP and DFP Small Business this summer. Here are some helpful resources to help you get started.

Posted by Florent de Gantes, Product Manager