An introduction to the Doubleclick world – Programmatic and RTB (English) | Publications

Digital undergoes a lot of different evolutions, including going from manual to programmatic. This is a way of doing auction-based advertising that involves different parties, which includes a demand side, publisher, advertiser and the ad exchange. In short, programmatic is an automated format of ad buying. In the advertising world the abbreviation RTB is a common used word, which means Real-Time Bidding. But confusion strikes sometimes on the what this precisely means. RTB is part of programmatic media buying that uses technology and audience insights to reach the right user, in the right place with the right message in real time. In other words, it is a lightning quick, programmatic auction that takes audiences into account in order to assess the value of an impression to a certain advertiser. The main goal of this article is an introduction to one of the main solutions nowadays that covers the RTB processes, DoubleClick Digital Marketing. More specifically, we will focus on the core of this platform and its main advantages: DoubleClick Campaign Manager.

In a world where people see a gigantic amount of different banners from different brands, it is hard to really stand out. Standing out in a cluttered market place and being as relevant as possible to people who see your ad, is one of many ways to increase interest/attention to your advertisement. In order to be relevant to people on the internet, you should win moments that matter in the purchase path. This can be done by defining micro-moments. Micro-moments are defined as moments that occurs when people reflexively turn to a device to act on a need to learn, do, discover, watch or buy something. These moments are full of intent, which make up decisions and shape preferences. The importance of programmatic marketing is therefore increasing throughout the years. Programmatic marketing assembles a user’s micro-moments in the right way to reveal a detailed blueprint of the intent and acting upon these moments in real-time. It is the multiplication of programmatic buying with data-driven creatives. The first part is mainly covered by the DoubleClick Bid Manager, where advertisers or agencies can manage the media buys and buy ad inventory in real time. In this last part we can introduce Doubleclick Campaign Manager, which is the core of the DoubleClick stack. As an ad in front of the right person at the right time is not yet enough to be as relevant as possible. Serving the right creatives to the right audience at a right time, is the catchphrase.

DoubleClick as a solution to capture micro-moments

One of the main solutions, that covers a big part of the process to capture those micro-moments would be DoubleClick Digital Marketing.

DoubleClick Digital Marketing is an “integrated platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns”. Within the full DoubleClick Stack a different range of products can be found, each with its own designated purpose. In this article we will focus merely on the product DoubleClick Campaign Manager. This platform helps you manage the entire scope of your marketing efforts, it goes from ad trafficking, targeting, serving, reporting to optimisations. Below you can find a high-level overview of what DoubleClick Campaign Manager offers the digital world.

  • Floodlight Management: Likewise in other platforms, DoubleClick recognizes conversions as an action that happened on your website, after they viewed or clicked an ad. Other than Adwords, DoubleClick does not use 1 conversion tag and 1 remarketing tag applied on all other webpages. A different floodlight tag needs to be implemented on every page that is relevant to your business. The usefulness of this could indeed be questioned as this could be considered as an time-intensive work. But of course there is a cool part on Floodlight tags: you can easily push content back to the platforms with the use of variables, whereas in Adwords this is not regularly done and Google Analytics intervenes in most cases.
  • DoubleClick Cookies: This is an ID-number that is associated with a browser. Working with Floodlight tags and DoubleClick cookies helps us tackle the issue of cookie-duplication. As people surf around the internet, they could also be active on social media, watch video’s on Youtube or do tons of other stuff. But what if one person clicked on an ad he saw on Facebook, did not convert and a couple of days later he clicked on a Google Display ad and converted. Who get’s the conversion? Both Google and Facebook? With DoubleClick cookies, there is only one conversion for the last platform and makes sure cookie-deduplication is in place.
  • Audience List Management: Based on audience list, it is possible to do extensive and personalised remarketing. In this platform you can set-up all your audiences and push them to DoubleClick Bid Manager. As mentioned above, Floodlight tags should be implemented per page. Therefore it is important to have a full blueprint of your website and the pages you want to implement tags, but also what audiences you want to create based on these tags.
  • Creative Trafficking: The importance of serving the right creative to the right audience at the right time, has already been mentioned in the previous paragraph. Within DoubleClick, your creatives are centralized in the inventory of DoubleClick Campaign Manager and you can manage them in the platform. This gives the possibility to eliminate to work one-to-one with each publisher and thus creates a centralization of all used platforms per campaign. As all your clicks and impressions will be tracked in DCM, you have the opportunity on a centralized cross-channel reporting.

Conclusion

The importance of programmatic is growing and shifting from manual to programmatic is at full power. Therefore a proper introduction to serving the right creative, to the right audience at the right time, is absolutely necessary. DoubleClick Digital Marketing is an integrated platform for both sides of the advertising world: advertisers and publishers. They make it possible for both sides to create demand and offers and manage these in an effective way.

Author: Elisabeth Marécaux

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