After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today.
As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing from today’s announcement.
Here is a look at the big changes:
Programmatic: DoubleClick’s DSP, DoubleClick Bid Manager, now shares a unified UI and reporting system with Campaign Manager for managing programmatic and reserved ad buys.
Mobile: DoubleClick Campaign Manager has built-in support for IAB standard HTML5 ad creative. For video campaigns there is now support for interactive video and dynamic VPAID formats. YouTube TrueView campaigns can be tracked alongside other placements. DoubleClick Studio, a tool designed to make it easy for marketers to create rich media and HTML5 ads, is integration also integrated into the new Campaign Manager.
Social: The technology behind Wildfire’s social marketing platform that Google acquired last year gives marketers a way to track social marketing campaigns with DoubleClick and social ad impressions and clicks are captured in DoubleClick Campaign Manager to compare social ad performance to other efforts such as search and display.
Along with better social marketing reporting, DoubleClick Campaign Manager includes Multi-Channel Funnels, Google’s tool for attribution modeling.
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