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If you’ve watched a movie on your mobile phone or streamed a YouTube video on your TV, you’re not alone. People are watching great content wherever and whenever they want, across the small screens in their pockets to the large screens in their living rooms. We’re in the golden age of video, and while this explosion of great content is great for users, it creates a lot of complexity for advertisers and publishers.

As the lines blur between TV and digital video, it's important that marketers are able to reach their audiences across screens. That’s why we’re making traditional TV inventory available to buy in DoubleClick Bid Manager in the US. We are integrating with WideOrbit, clypd and Google Fiber to provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager.


Manage TV and digital video campaigns in a single platform with DoubleClick Bid Manager

Historically, TV and digital advertising have been bought and measured through different systems and currencies. By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.

In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick. For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.

Programmatic technology has already automated some of the manual processes associated with buying digital video, and with these new integrations we’ll be extending many of the same workflow improvements to traditional TV.

Access to new advertisers for television networks and station owners

With their inventory now available through DoubleClick Bid Manager, television networks and station owners get access to new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers. Many of these buyers already use DoubleClick, but until now, have had limited access to US TV audiences.

As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.

Posted by Rany Ng
Director, Product Management, Google

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At DoubleClick, we’ve always focused on building solutions that help publishers and advertisers connect in better ways. Today, delivering on that goal means giving advertisers the programmatic tools to find and reach their audiences across their preferred publisher partners. It also means giving publishers the flexibility to negotiate a variety of different types of deals that can be delivered programmatically, including direct deals that were historically transacted via paper insertion orders and tags.

This was the premise for Programmatic Guaranteed. Advertisers gain guaranteed access to premium inventory on brand-safe publisher sites with the ability to optimize their campaigns programmatically. Publishers benefit from locking in revenue from preferred advertisers with greater efficiency.

With these benefits, it’s no surprise that Programmatic Guaranteed impressions served on DoubleClick grew at a monthly rate of 20% in 20161, making it the fastest growing transaction type on our platform. We’ve seen adoption from global advertisers like Turkish Airlines and Mercedes-Benz, and premium publishers like Condé Nast, Vox and MercadoLibre.

Building on our initial announcement last year, today we’re excited to share that Programmatic Guaranteed is now available to all DoubleClick Bid Manager and DoubleClick for Publishers users globally with two new key features—support for buyer audience lists and sponsorships.

Reach the right user with audience lists

Using Programmatic Guaranteed with audience lists, advertisers can target (or exclude) their own audience lists and secure guaranteed access to preferred publisher inventory while minimizing media waste. Publishers can forecast the inventory available against advertisers’ lists and guarantee they’re only serving ads to the buyer’s target audience. Since we announced this feature, advertisers and agencies such as i360 have used Programmatic Guaranteed with audience lists to meet their reach goals while targeting only their desired consumers on premium publishers. The net result: a 25% uplift in viewability and a 72% completion rate for their video ads.

Greater flexibility to transact fixed fee deals programmatically

Programmatic Guaranteed with sponsorships allows publishers to sell high-value inventory on a flat-fee sponsorship basis—a common practice among publishers transacting via traditional reservations. With this new capability, advertisers and publishers can maintain the control of a sponsorship transaction, while reaping the efficiency benefits of programmatic.

“Being able to sell sponsorships through Programmatic Guaranteed really benefits us. On one hand, we are able to transact high value placements through a new channel generating new business to Universo Online. On the other, we also see a lot of operational benefits for us and for our buyers. With this new feature, it is possible to bring agility to the entire workflow of booking, trafficking, credit checking and invoicing. Consequently, we have a more agile and efficient implementation process to run campaigns.”
-Adriano Marques, Head of Adtech at Universo Online (UOL)

Connect faster with Marketplace and Programmatic Guaranteed

Media buyers who use DoubleClick Bid Manager can discover and request to reserve premium inventory from any publisher participating in DoubleClick’s Marketplace. With the recent release of the new RFP workflow in Bid Manager, advertisers now have a simple solution to create a media plan. And with a single click, they can request quotes from publishers who they already know or from publishers whose inventory matches their campaign goals or their first party audience data.

Extending Programmatic Guaranteed to even more DSPs

Last year, we expanded Programmatic Guaranteed deals to more third party DSPs, giving publishers on DoubleClick access to even more advertisers looking to reserve inventory programmatically. Since then, we’ve seen successful campaigns executed by partners like Adobe Advertising Cloud, MediaMath and The Trade Desk. Given the benefits our publishers and DSP partners are seeing, we’re excited to share that we’ve continued to extend the program to new DSPs like DataXu.

"The days of programmatic buying being perceived as a niche tactic to build cheap reach are over. Brands are embracing automated, data-driven buying on their private and direct buys of the most premium inventory out there. Google’s expansion of Programmatic Guaranteed is part of what’s making that possible on the supply-side, and we’re proud to offer that inventory for cross-screen buying in Adobe Advertising Cloud."
-Keith Eadie, VP of Revenue & Partnerships at Adobe Advertising Cloud

“Providing programmatic access points to high quality, brand-safe inventory with guaranteed volumes is exactly what top advertisers want from their media buying platform. Expanding our integration with DoubleClick to strike Programmatic Guaranteed deals with premium publishers allows for just that and is a natural strategic progression of our partnership. Collaborations like these are a positive sign for the industry. We’re all trying to deliver great storytelling opportunities for brands and better ad experiences for consumers; it starts with quality inventory and data-driven decisioning. Programmatic Guaranteed offers both.”
-Tim Sims, VP of Inventory Partnerships at The Trade Desk

With the launch of these new features, we’re excited to prove the value Programmatic Direct can bring to every deal and all tiers of publisher inventory. Advertisers are reaching their audiences with more efficiency and accuracy on the publisher brands they care about, and publishers are making new connections to grow their businesses.

Stay tuned as we continue to expand the capabilities of our programmatic platforms to bring the full power of automation and machine learning to improve advertising performance for our partners.

Check out the latest Programmatic Direct trends in our newly updated report “The State of Programmatic Direct” or g.co/ProgrammaticDirect.

Posted by Kurt Spoerer
Group Product Manager, DoubleClick
Posted by Roshan Khan
Product Manager, DoubleClick

1 DoubleClick Ad Exchange data, Jan 2016-Dec 2016

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Cross-posted from The Keyword
A free and open web is a vital resource for people and businesses around the world. And ads play a key role in ensuring you have access to accurate, quality information online. But bad ads can ruin the online experience for everyone. They promote illegal products and unrealistic offers. They can trick people into sharing personal information and infect devices with harmful software. Ultimately, bad ads pose a threat to users, Google’s partners, and the sustainability of the open web itself.

We have a strict set of policies that govern the types of ads we do and don’t allow on Google in order to protect people from misleading, inappropriate, or harmful ads. And we have a team of engineers, policy experts, product managers and others who are waging a daily fight against bad actors. Over the years, this commitment has made the web a better place for you—and a worse place for those who seek to abuse advertising systems for their own gain.

In 2016, we took down 1.7 billion ads that violated our advertising policies, more than double the amount of bad ads we took down in 2015. If you spent one second taking down each of those bad ads, it’d take you more than 50 years to finish. But our technology is built to work much faster.

Last year, we did two key things to take down more bad ads. First, we expanded our policies to better protect users from misleading and predatory offers. For example, in July we introduced a policy to ban ads for payday loans, which often result in unaffordable payments and high default rates for users. In the six months since launching this policy, we disabled more than 5 million payday loan ads. Second, we beefed up our technology so we can spot and disable bad ads even faster. For example, “trick to click" ads often appear as system warnings to deceive users into clicking on them, not realizing they are often downloading harmful software or malware. In 2016, our systems detected and disabled a total of 112 million ads for “trick to click,” 6X more than in 2015.

Here are a few more examples of bad ads we took action against in 2016:

Ads for illegal products

Some of the most common bad ads we find online are ads promoting illegal activities or products. Although we've long had a policy against bad ads for pharmaceuticals, last year our systems detected an increase online. We disabled more than 68 million bad ads for healthcare violations, up from 12.5 million in 2015.

Similarly, we saw more attempts to advertise gambling-related promotions without proper authorization from regulators in the countries they operate. We took down more than 17 million bad ads for illegal gambling violations in 2016.

17M ads removed for illegal gambling violations

Misleading ads

We don't want you to feel misled by ads that we deliver, so we require our advertisers to provide upfront information for people to make informed decisions. Some ads try to drive clicks and views by intentionally misleading people with false information like asking, “Are you at risk for this rare, skin-eating disease?” or offering miracle cures like a pill that will help you lose 50 pounds in three days without lifting a finger. In 2016, we took down nearly 80 million bad ads for deceiving, misleading and shocking users.
1,300+ accounts suspended for tabloid cloaking

Bad ads on mobile

If you’ve ever been on your phone and suddenly, without warning, ended up in the app store downloading an app you’ve never heard of, a “self-clicking ad” could be to blame. In 2015, we disabled only a few thousand of these bad ads, but in 2016, our systems detected and disabled more than 23,000 self-clicking ads on our platforms, a huge increase year over year.

Ads trying to game the system

Bad actors know that ads for certain products—like weight-loss supplements or payday loans—aren’t allowed by Google's policies, so they try to trick our systems into letting them through. Last year, we took down almost 7 million bad ads for intentionally attempting to trick our detection systems.

In 2016, we saw the rise of tabloid cloakers, a new type of scammer that tries to game our system by pretending to be news. Cloakers often take advantage of timely topics—a government election, a trending news story or a popular celebrity—and their ads can look like headlines on a news website. But when people click on that story about Ellen DeGeneres and aliens, they go to a site selling weight-loss products, not a news story.

To fight cloakers, we take down the scammers themselves, and prevent them from advertising with us again. In 2016, we suspended more than 1,300 accounts for tabloid cloaking. Unfortunately, this type of bad ad is gaining in popularity because people are clicking on them. And a handful of scammers can pump out a lot of bad ads: During a single sweep for tabloid cloaking in December 2016, we took down 22 cloakers that were responsible for ads seen more than 20 million times by people online in a single week.

Promoting and profiting from bad sites

When we find ads that violate our policies, we block the ad or the advertiser, depending on the violation. But sometimes we also need to suspend the website promoted in the ad (the site people see after they click on it). So, for example, while we disabled more than 5 million payday loan ads last year, we also took action on 8,000 sites promoting payday loans.

Here are some examples of common policy violations we saw among bad sites in 2016:
  • We took action on 47,000 sites for promoting content and products related to weight-loss scams.
  • We took action on more than 15,000 sites for unwanted software and disabled 900,000 ads for containing malware.
  • And we suspended around 6,000 sites and 6,000 accounts for attempting to advertise counterfeit goods, like imitation designer watches.
6,000 sites and 6,000 accounts removed for attempting to sell counterfeit goods

Publishers and website owners use our AdSense platform to make money by running ads on their sites and content, so we have strict policies in place to keep Google's content and search networks safe and clean for our advertisers, users and publishers. When a publisher violates our policies, we may stop showing ads on their site, or even terminate their account.

We've had long-standing policies prohibiting AdSense publishers from running ads on sites that help people deceive others, like a site where you buy fake diplomas or plagiarized term papers. In November, we expanded on these policies, introducing a new AdSense misrepresentative content policy, that helps us to take action against website owners misrepresenting who they are and that deceive people with their content. From November to December 2016, we reviewed 550 sites that were suspected of misrepresenting content to users, including impersonating news organizations. We took action against 340 of them for violating our policies, both misrepresentation and other offenses, and nearly 200 publishers were kicked out of our network permanently.

In addition to all the above, we support industry efforts like the Coalition for Better Ads to protect people from bad experiences across the web. While we took down more bad ads in 2016 than ever before, the battle doesn’t end here. As we invest in better detection, the scammers invest in more elaborate attempts to trick our systems. Continuing to find and fight them is essential to protecting people online and ensuring you get the very best from the open web.

Posted by Scott Spencer
Director of Product Management, Sustainable Ads