Matt Eichner, DoubleClick Search Director at Google: How to Build a Dialogue with Buyers in Real Time [Podcast]

Crimson Marketing

In this episode of Moneyball for Marketing, DoubleClick Search Director at Google, Matt Eichner takes us through the state of marketing technology and shares his vast knowledge of the fascinating world of marketing intelligence. He shares how one Google advertiser has successfully combined old guard creative marketing skills with new marketing intelligence mechanics to succeed in search.

DoubleClick Advertising Exchange – Could Lead To Google / Yahoo / Microsoft Showdown

readwrite

The New York Times reported this morning that DoubleClick plans to launch an exchange for online advertisements. The system is described as follows: “DoubleClick, based in New York, views the exchange as the centerpiece of a growth plan and may derive the majority of revenue from the new service within five years, said David Rosenblatt, the company?Äôs For example, in the DoubleClick exchange, Advertising.com will be one of the initial groups testing the system.

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The role of AI advertising for deep customer experience personalization

ClickZ

30-second summary: Bid optimization, targeting, segmentation, automation, and audience extension in advertising are enabled by AI. CEO of SmartyAds shares insights and details on AI advertising, its pros, and how businesses can overcome personalization challenges.

When Did Programmatic Advertising Start: A History Lesson

LeadCrunch

Those ads that we would see on our computers after school, or deep in a chat with your best friend, were actually the beginning of what we call Programmatic Advertising today. Programmatic Advertising: The Early Days. With this big 90s boom, servers needed to be created just for ads – DoubleClick, who is still around today, was the first in the field as a supplier. Display Ads & DoubleClick. Programmatic Advertising Today.

7 Killer Digital Advertising Trends Every Marketer Should Know in 2020

Single Grain

You may like or dislike digital advertising, but no matter what you think, you will still find it on the next webpage you browse. As advertising trends evolve, we marketers have become much smarter. Improve advertising targeting. 4) Tap into Mobile and In-game Advertising .

What is Programmatic Digital Advertising?

Digilant

Just a little over five years ago, in 2015, data shows that advertisers spent about $24.48 billion on programmatic digital advertising in the United States. Experts predict that advertisers will spend just under $80 billion on programmatic advertising in 2021. .

What is Advertising Technology (AdTech)? Definition, Ecosystem, Programmatic and, Trends

Martech Advisor

AdTech, a portmanteau of Advertising Technology, is defined as a range of software and tools that brands and agencies use to strategize, set up, and manage their digital advertising activities. In this primer, we look at the concept of advertising technology, the world of programmatic (including ad buying, direct, and real-time bidding), the AdTech ecosystem, and future trends in AdTech to watch out for. What Is Advertising Technology (AdTech).

8 of the Best WordPress Automation Plugins for Advertising That You Need to Know

Altitude Branding

But what makes this WordPress plugin popular with the best Facebook advertising agency is the fact that it does not slow down your website. If you are looking for a solid and well-developed advertising plugin for WordPress, you might want to know what Ad Inserter can do for you.

How to Leverage YouTube Advertising for Your Direct Response Campaign

Hubspot

While brand advertising on YouTube has been around for a while now, adopting the platform for direct response B2B advertising is relatively new. This action can be a site visit, sign-up, download, or purchase, which an advertiser can then track and measure.

Boost Digital Advertising ROI by Optimizing Ad Viewability

KEO Marketing

According to one recent study, the digital advertising industry loses $10 billion each year to unseen or improperly viewed ads. For one thing, the nuances of different browsers, devices, and user viewing habits mean few digital advertisers will ever achieve 100% viewability. By applying some basic changes to your digital advertising approach, your organization can optimize ad viewability and enjoy better ROI from your ad spend.

A Brief History of Online Advertising

Hubspot

When "digital advertising" referred almost exclusively to obnoxious flashing banners and random sidebar ads? Online ads have matured a lot since those days, but it's still important to look back at the flashy, gaudy, sometimes messy origins of internet advertising to better understand where we're headed -- and where there's still room for improvement. Check out a condensed history of online advertising below. The History of Online Advertising.

A Jargon Busting Guide to B2B Programmatic Advertising

Inbox Insight

We’ve pulled together key terms, concepts and AdTech acronyms into this easy-to-digest glossary of Programmatic advertising terms. As B2B entry into Programmatic advertising continues to evolve and gather momentum, we’ll be keeping pace by regularly updating this glossary. Ad Fraud – occurs when an advertiser is charged for ad placements that have never been seen by human eyes. Ad Inventory – advertising space that a publisher has available.

10 Horrifying Stats About Display Advertising

Hubspot

10 Shocking But True Display Advertising Stats. Source: DoubleClick ) Tweet This. Is There Anything Good About Display Advertising? We are biased inbound marketers at HubSpot, and normally I ignore many of the stats I see about display ads because I know their engagement rate is incredibly low: The average banner ad has a 0.1% clickthrough rate (CTR), and the standard 468x60 banner has a 0.04% CTR.

The Blockchain Revolution – How It Will Transform Digital Marketing and Advertising

The Lead Agency

It may just open up a whole new world of personalised marketing, improve the way we measure our campaigns, better moderate fraudulent behaviour online and disrupt the existing digital advertising ecosystem. Today we’re going to sort through the hype and find out the real reasons why everyone is so excited about Blockchain, and how it may transform digital marketing and advertising. For better or worse, Blockchain also promises to disrupt the existing digital advertising landscape.

Google Marketing Live: An Advertiser’s Take on the Highlights

Unbounce

For advertisers, the Google Marketing keynote is a hotly anticipated annual event where we get to hear about all of the new features coming up in Google’s suite of marketing tools. DoubleClick and Google Analytics 360 will now be combined into Google Marketing Platform. DoubleClick Search is now Search Ads 360. Chavez admitted that landing page speed is often a lower priority for advertisers, who are focused on optimizing keywords, bids, and ad copy.

Google Launches Improved Online Advertising Metrics for Brand Marketers

Hubspot

For traditional brand marketers, it's no secret that measuring the impact of advertising efforts has always been a struggle. But with the rise of the web and digital advertising, luckily, these efforts have gotten much easier to measure through such standardized metrics as clicks, interaction rates, and conversions. Active GRP, like the traditional offline metric, enables marketers to determine the reach and frequency of a given online advertising campaign.

Advertisers Must Help Marketers To Build Relationships

Customer Experience Matrix

Today’s New York Times reports that cable TV networks are balking at an eBay-built auction site to sell their advertising (“For Cable TV, No Interest in Selling Ads The eBay Way”, page C3, The New York Times , April 6, 2007). The article quotes Cabletelevision Advertising Bureau President Sean Cunningham as saying, “The grand majority is about idea-driven packages that have got multiple consumer touch points.”

24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google

NuSpark

When I am not involved with business development, speaking, and my own social media marketing, I am usually on the computer with some sort of advertising, SEO, social media, or conversion optimization tool. Acquisio has robust automated bid management tools, and does include integrations with Google Analytics, Trade Desk (for display), and Doubleclick. Doubleclick. Millenial Media is the dominant mobile advertising platform. Twitter Advertising.

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Google Ads Vs Google Marketing Platform: which is best for your display ads?

Bannerflow

Google is 20 years old this Autumn and it dominates digital advertising. In fact, its advertising business accounts for most of parent company Alphabet’s revenue, which was a cool $26.6 For display advertisers, Google’s tools are what many brands rely on when serving ads and gaining insight into performance. However, for the uninitiated marketer, publishing your display advertising via Google can be a confusing experience. Which is best for display advertising?

Google Will Now Sell … Facebook Ads

readwrite

Google’s ad buying software, DoubleClick Bid Manager, announced a partnership with Facebook to participate in FBX, the social network’s advertising platform. Clients have been able to buy advertising space across the Web. Adding Facebook as a destination ad site extends DoubleClick’s reach even further. Web advertising Facebook Google nowGoogle is about to start selling ads on Facebook.

Forget Web Development, HTML5’s Biggest Impact is on Advertising

readwrite

The subtler, yet more interesting story about HTML5 is that it has incredible potential to make advertising both rich and scalable, especially as publishers and advertisers grapple with the requirement to serve slick creative to all devices. As a result, the W3C standard that is “not ready for production yet” is gaining tremendous popularity on mobile and tablet devices and has become a major game changer for mobile display advertising. Web advertising web

Google Doing Away with Flash Ads

KEO Marketing

For some time now, Google has been encouraging advertisers to use HTML5 in their ads, even offering a variety of tools to help marketers with that effort. In a post on the AdWords blog, the company said it will stop allowing Flash ads to be uploaded into AdWords and DoubleClick Digital Marketing as of June 30, 2016. Flash ads already in the system will no longer run on the Google Display Network or through DoubleClick after January 2, 2017. Display Advertising

On Second Thought, Maybe Web Advertisers Will Dominate Web Marketing Systems

Customer Experience Matrix

But as I reflect on the really big recent acquisitions -- Google / Doubleclick , Microsoft / aQuantive , WPP / 24/7 Real Media – I wonder whether the real heavyweights will be the Web advertising vendors. Offering a more complete set of ways to serve advertisers will both be a competitive advantage and make it harder for customers to go elsewhere. Wednesday’s post about online marketing systems generated some interesting discussion.

AMP!: Is Yahoo! Breaking Up the Advertising Atom?

readwrite

Though pay-per-click text ads remain Google’s (and thus the online ad industry’s) bread and butter, there has been a lot of movement around online display advertising over the past year, an area which Yahoo! Since the beginning of 2007, Microsoft bought aQuantive for $6 billion, Google acquired DoubleClick for $3.1 will accelerate a free market economy for advertising,” wrote Yahoo! Breaking Up the Advertising Atom? Web advertising web Yahoo

How to Launch a TikTok Ads Campaign for E-commerce

Single Grain

In a year and a half, TikTok went from simply being one of the hottest new apps to becoming one of the most interesting advertising channels with new ad formats for promoting product collections and discounts, and includes a Shopify integration.

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Guide to B2B Marketing Resources for 7 Paid Platforms

KoMarketing Associates

Google launched its Academy for Ads back in 2016 and it covers Google AdWords, programmatic, DoubleClick and much more. According to Google, only 50 percent of marketers say they’re confident in their knowledge of digital advertising, hence this portal can help you brush up on different paid strategies or learn where to start from scratch. Marketers tend to complain about LinkedIn Advertising saying it is not user-friendly. B2B Online Marketing Blog Search Engine Advertisin

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

A number of tools exist to measure traffic and demographics of websites, in order to determine options for a targeted display advertising plan. Google’s Doubleclick Ad Planner , Compete , and Quantcast are three of the most popular tools for site research. Advertising B2B Lead to Sale Process Marketing StrategyIn the old days, we had a phone. And a fax machine. If you were in marketing, you had media kits and circulations statements. Rate cards were actual cards.

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Google’s New Ad Server Goes After the Little Guy

readwrite

And Google knows how to leverage this type of information with services like Google AdWords, AdSense, and DoubleClick Ad Exchange but now it’s moving into what it’s calling “the next generation of ad serving” – a simplified, streamlined ad server. While Google currently has the upper hand in the battle, it’s starting to look more and more like Google and Facebook are about to duke it out in the advertising arena. Web advertising Google news web

How To Find The Money For Content Marketing

Marketing Insider Group

The next place we can look for budget is from the opportunity costs of under-performing digital assets (ie: advertising). We know customers are tuning out advertising. $1 The average click-through rate of display ads is 0.1% ( DoubleClick ). Advertising campaign landing pages are another traditionally expensive, yet underperforming digital asset to potentially borrow budget from.

Facebook Relaunches Atlas: What Does It Mean?

Fathom

Last week, Facebook announced the re-launch of its Atlas advertising platform. We already know that both Facebook and Google use our data to target ads – when you search for a washing machine on Google, you will notice that advertisements on appliances will follow you for a few days/weeks on sites within the Google ad network. I wonder how this will develop: Will we see the migration of advertisers from Google’s DoubleClick to Atlas?

Facebook Wants To Be Creepier Than Google With Your Data

readwrite

In an ever-escalating battle to own the Internet, Facebook is going after Google’s digital advertising empire, using your personal information as ammunition. As part of Facebook’s refortification of Atlas, an advertiser’s customer lists will be cross-referenced with Facebook user email and phone numbers to help zero in with info most likely to make you, the ad viewer, buy stuff. Social advertising cookies Facebook Google personal data

Banners Have 99 Problems And A Click Ain’t One

Marketing Insider Group

Bots: Automated scripts that scour the web and click on advertiser banners. The average click through rate of display ads is 0.1%. ( DoubleClick ) . Mobile devices account for just 3 percent of advertising spending. 74 percent of real-time bidding online display advertisers are willing to pay premiums for quality environments. DoubleClick ). DoubleClick ). consumer interaction with media, and 22 percent of advertising spending. DoubleClick ).

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Ad Tracking: What It Is & How to Do It

Hubspot

Back in the days of Mad Men -esque advertising agencies, tracking how many people engaged with a particular ad campaign was nearly impossible to do well. Advertisers would sink money into mediums like radio and print, and hope sales of the advertised product went up. Cookies can be used to essentially build a user profile based on someone's web activity and habits, and advertisers can leverage this profile to serve ads that align with a user's observed interests.

What Does Measurement Look Like Without Cookies?

TrueInfluence

Recently, advertisers see 32% of devices rejecting cookies. When you advertise on the web, a single user who rejects cookies can confuse your reporting by appearing as multiple unique users. Google has announced it won’t allow third-party cookies in chrome by the end of 2023.

Yodle: Managing the Long Tail for the Long Tail!

Buzz Marketing for Technology

Before that, as SVP/GM of the Marketing Automation group at DoubleClick, he was instrumental in establishing DARTmail as the industry leading email marketing solution. Two years ago less than half of all consumers used search to find a local business but today that number is upward of 74%! However, most small businesses today still don't have a website in fact less than 10% of small business owners are online.

How Programmatic Evolved Within 8 Years

Martech Advisor

As the official programmatic day approaches, it’s just about the time to go through the basic facts, discover trends and patterns in order to understand what will govern the advertising market in the future. Targeting as a core component of programmatic advertising, paired up with automation, have changed the user experience and efficiency of ad campaigns once and for all. Learn More: How In-App Programmatic is Changing the Mobile App Advertising Marketplace.

A Guide to Social and Paid Attribution Reports

SmartBug Media

With companies utilizing a large variety of advertising tactics in their digital marketing mix, how do you properly attribute conversions to the right sources? In comparison to Google, Facebook is reliant on a user being logged into their account in order to target them with advertising.