With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user. In fact in a recent study of Active View data by Google, we found that 56.1% of all ads served were not measured viewable. Yet, the average publisher’s viewability is 50.2%. This means a small number of publishers are serving the majority of non-viewable impressions and dragging down the served impression viewability average by almost 6%.

As advertisers shift to paying for viewable, rather than served impressions, it’s more important than ever to understand what drives the viewability of ads. To see all “5 factors of viewability” check out the full infographic and study at thinkwithgoogle.com.

Posted by Sanaz Ahari, Group Product Manager

DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug and it's now back up and running, so our publisher partners can return to funding their content.

1/2 - Tks for all the emails. First global DFP outage in many, many years. Our large engineering team jumped on it as soon as we found out.

— Neal Mohan (@nealmohan) November 12, 2014

2/2 - Engineers had it back up in <2 hours. Now finding cause and making sure it doesn't happen again. Sorry to all our partners.

— Neal Mohan (@nealmohan) November 12, 2014

Cross-posted from the DoubleClick Advertisers blog

You may have seen the research we shared with you last month that looks at how programmatic buying is changing advertising. Today’s with DoubleClick episode takes a personal spin on that study, focusing on a few of the people who are both seeing and driving those changes.

We talked to leaders from Universal McCann, VivaKi, MAGNA Global, and The McClatchy Company to find out how they’re thinking about the shift to programmatic. Reach and relevance were top of mind. With greater efficiency and richer audience insights, they’re achieving both goals across screens and formats. As Deborah Gaudette, SVP and Group Partner at UM, points out, this ultimately helps create advertising that consumers want to be part of. That’s a promise we can all get behind.

Check out this short video to hear more.

For ideas on how to adopt a programmatic strategy, take a look at last week’s webinar with Aaron Fetters, Director at the Kellogg Company.

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We’ve all heard it: marketing is at its best with the 3Rs in place -- the right message, to the right person, at the right time. There is no doubt programmatic buying is enabling this by automating marketing across channels for better targeting, relevance, and impact. A recent study Ad Age conducted for DoubleClick shows programmatic is top of mind for more than 40% of agencies and marketers when a media plan is being designed.

But how much of the opportunity is truly being capitalized? Register now to join Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company, and Emel Mutlu, Senior Product Marketing Manager at Google, for a discussion on the study's findings, and:

• Why brands and marketers are incorporating programmatic into their media buys
• The essentials marketers need to know for success in a programmatic world
• How the industry must evolve to realize the promise of programmatic

Posted by Yamini Gupta, Product Marketing Team

There’s no question that yesterday’s ad tech trend, programmatic buying, is here to stay. Programmatic spending is expected to reach $21B worldwide in 2014, according to Magna Global. To understand how the move toward programmatic buying is impacting the advertising industry, DoubleClick recently commissioned a study on the topic with Advertising Age. Here’s what we found.

• More advertisers are demanding it:
• 41.6% of surveyed advertisers (including marketers and agencies) indicated that programmatic is top of mind when designing a media plan. This is a marked shift from previous strategies, where it was primarily considered at the end of the media buying process.
• 2 years from now, marketing departments will be the primary advocates for programmatic buying; currently, the media buying arms of agencies and marketers are responsible for it. 
• Cross-platform reach is believed to be the primary benefit of programmatic buying for advertisers, followed by increased operational efficiency, and better relevance in messaging

• Publishers are adapting for a programmatic world:
• For nearly 25% of the publisher respondents in the survey, programmatic selling is top of mind when responding to RFPs
• 72% of publishers surveyed would sell more inventory programmatically with stronger cross-platform support
• Publishers expect an 11.17% rise in CPM growth rates in the next 2 years

• The growth of programmatic is contingent upon the evolution of the advertising ecosystem:
• Transparency is key to adoption by buyers and sellers
• Inventory quality, ad fraud management and the move to programmatic premium will drive higher-value advertising
• Cross-platform support will help marketers and sellers realize the true potential of one-to-one engagement

Want more information on the study? Here are three things you can do:

• Read the full report, along with perspectives from industry leaders from Vivaki, UM, Fox News, New York Times. 
• Get the high-level picture in the infographic supporting key findings
• Stay tuned for details on a webinar featuring Kellogg’s Aaron Fetters, Director of Analytics and Insights to hear why and how they’re increasing their investment in programmatic technologies.

Posted by Yamini Gupta, Product Marketing Team