DoubleClick is one of the longest-standing companies in the online advertising world, having been founded in 1996 by Kevin O’Connor and Dwight Merriman.
After being acquired by private equity firms Hellman & Friedman and JMI Equity in July 2005, DoubleClick then went on to be purchased by Google in March 2008.
DoubleClick by Google (as it is known as today) arguably contains the largest amount of online inventory and as a result is used by hundreds of companies, including brands, ad agencies, advertisers, and publishers.
What Ad Tech Solutions Does DoubleClick Provide?
DoubleClick by Google provides a number of products for most players in the online display advertising ecosystem, including:
DoubleClick For Publishers (DFP) allows publishers to manage and sell their inventory to numerous buyers via the DoubleClick Ad Exchange.
DoubleClick Campaign Manager (DCM), which is the newer version of DoubleClick for Advertisers (DFA), allows media buyers to set up, run, manage, and report on media campaigns across different devices and through various platforms (e.g. DSPs, ad networks, etc.).
DoubleClick Bid Manager (DBM) is a demand-side platform (DSP) that helps ad agencies and advertisers display the right ads to their target audience and optimize campaign performance by utilizing the real-time bidding (RTB) process.
DoubleClick Search (DS) is a component of AdWords and enables agencies, marketers, and advertisers to display ads on Google’s search engine and other search engines (e.g. Yahoo! and Bing).
DoubleClick Creative Solutions provides advertisers and agencies with the tools they need to design dynamic, rich media, and HTML5-enabled creatives that can be displayed across a range of channels.
DoubleClick Ad Exchange (AdX) allows advertisers and agencies to purchase media (e.g. with a DSP) via the real-time bidding process. Publishers can sell their inventory on AdX via a supply-side platform (SSP) and/or Google’s ad server, DoubleClick for Publishers (DFP).
DoubleClick Data Platform is essentially a data management platform (DMP) built to help both media buyers (e.g. advertisers and ad agencies) and media sellers (publishers) better manage their data and sync their segments with their AdWords and DBM accounts.
Apart from the DoubleClick products mentioned above, Google also provides other solutions for advertisers and marketers, including AdWords and Google Analytics 360.
Who Can Benefit From Integrating With DoubleClick And What Can They Achieve?
Ad Tech companies can gain access to the largest source of online inventory, pull data from DoubleClick to create custom reports and present them in a visual way, adjust CPC & CPM bids to optimize campaigns, push data to DoubleClick platforms to improve targeting, and build custom dashboards for campaign management and analysis.
Ad agencies can build custom dashboards/interfaces so that their clients can run, manage, and report on multiple DoubleClick campaigns from one centralized location.
Publishers can create a custom dashboard for managing multiple DoubleClick accounts across a number of websites.
Brands and advertisers can set up and manage multiple DoubleClick campaigns across multiple channels and platforms, monitor the execution of their campaigns and make optimization decisions, and generate and view detailed reports from one custom dashboard.
4 Possible Use Cases Of A Custom DoubleClick Integration
Add AdX As An Inventory Source To Your DSP
Apart from integrating your demand-side platform (DSP) with the DoubleClick Ad Exchange (AdX) to access inventory from the largest ad exchange in the online digital advertising ecosystem and purchase media using the real-time bidding (RTB) protocol, you can also add certain functionality to your DSP to automate the RTB process, manage creatives, and generate tailored reports for your campaigns.
Generate Custom Reports
If you or your clients run multiple campaigns across different DoubleClick and Google solutions, then you can pull data about the performance of those campaigns and display them in a visual way in the form of custom dashboards/interfaces. This not only provides a clear overview of your campaigns, but also allows you to make immediate changes to optimize performance.
Automate Workflows To Improve Productivity
Even though online media is purchased programmatically (i.e. via software), there are still a few manual procedures that advertisers and publishers have to perform, including creating a campaign, generating ad codes from DFP, adjusting CPC/CPM bids, etc.
By integrating DoubleClick products with your existing tools, you can automate these actions and allow your teams to work more efficiently and boost productivity.
Push Audience Segments To DBM and AdWords
By exporting your audience segments created in your data management platform (DMP) to DoubleClick Bid Manager and AdWords, you can optimize the performance and reach of your media-buying campaigns by improving your campaigns’ targeting capabilities.
