Алексей Аршинов, Google — DoubleClick Digital Marketing

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2 likes•10,791 views

The document outlines Google's product roadmap for DoubleClick Digital Marketing. It discusses plans to unify the planning, execution, measurement, and creative capabilities across the DoubleClick platform. It also describes visions for programmatic advertising, including expanding into new areas like video, mobile, and connected TV. The roadmap emphasizes building modern measurement tools and shifting media buys to programmatic channels over time.

Business

DoubleClick Digital Marketing
Product Roadmap

Google Confidential & Proprietary 2
1 Unified Platform
2 3 4Inventory
& Audiences
BrandAppsCreative 5
6 Performance
Optimization
7 DoubleClick
Search

Google Confidential & Proprietary
Unified Platform Vision
3
Planning
● New media planning
workflow
● Recommendations
and forecasts across
all media
● Introducing new
“Campaign” object,
with frequency
capping across IOs
Execution
● Tag Guarantee
● Workflow Redesign
● Assist Intelligence
● Publisher View
Build the foundation of the unified workflow across DDM
Measurement
● Unified Data Transfer
● Report Builder in DBM
● DBM metrics in DCM
● Verification in DBM
● Offline Conversions
API
● Next Year: Next Gen
Visual Reporting
Creative
● Authoring with
Google Web Designer
● Creative
Management &
Workflow
● Insights &
benchmarks

Google Confidential & Proprietary
DoubleClick’s Programmatic Vision
for Tomorrow
4

Google Confidential & Proprietary 5Google Confidential & Proprietary
VideoBrand
Safety and
Measurement
Programmatic
Direct
Mobile Programmatic
TV

Google Confidential & Proprietary 6
Modern measurement is more than just collecting data
Validation
Action
Optimization
Simulation Analysis
Sharing
Measurement
Organization
Google
Analytics 360
Suite

Google Confidential & Proprietary 77
2016
A shift to transact all media buys through Programmatic pipes
Open auction Private auction Preferred deals Guaranteed
Programmatic Direct deals
Hundreds of
buyers competing
Invitation only
auctions
Fixed price,
one-to-one deals
Programmatic,
guaranteed

Google Confidential & Proprietary 8Google Confidential & Proprietary
90% of consumers switch devices throughout the day
has 7 properties with +1B users
*Gmail has 900M users. Source: Google data, 2015
Our cross-device graph ensures reach, accuracy and user privacy

Google Confidential & Proprietary 99
Consumers connect with brands through video
High impact
inventory
39%
Ads are
more engaging
when shown with
online video vs.
shown on TV
Source: Biometric

Google Confidential & Proprietary 10
Programmatic TV to account for $10B of TV budgets by 2019
Other mediums to follow

Thank you
© Google Inc. 2016. All rights reserved.

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