Native is super important. We made a lot of announcements last year around our support for in-app native on exchanges. And finally, the monetization part, which includes [outside] exchange bids within dynamic allocation. … The result is you avoid all these different [server] calls [between] systems, where, for sure you’re creating additional latency. By moving this server side, you can fan out these server calls, [and improve] user experience and yield for publishers.”
On what Google thinks of being called a walled garden: “I think we have a pretty good track record and DoubleClick has been extremely open with data. We have good partnerships with all the exchanges, with DMPs [and through] our analytics APIs. We realize you’re likely to use multiple tools, [so we’re] interoperable. You can use DBM [DoubleClick Bid Manager] without buying our media. There are going to be times when we have to take user privacy into consideration, [so there are restrictions you see] around Google’s proprietary data. Our default operating mode is to be as open as we can and Accelerated Mobile Pages is an example where we’re making this fully open-source and available to all partners and clients. It takes extra work, but we thought it was worth it.”
On the launch of the Analytics 360 Suite: “With my background coming from measurement, there’s this opportunity to bring all this data to bear in a new programmatic world – both in terms of audience buying, but also to answer questions around fractional attribution so that segments in Audience Center [Google’s DMP] are also visible in Google Analytics and biddable in DBM. It’s important for this stuff to be flowing. Our center of reporting inside of DoubleClick is around media and advertising initiatives, while Analytics is around the properties, sites and apps you own. Those things need to come closer together.”
On whether or not it’s a marketing cloud: “All our tools have been a hosted model. One thing we’re excited about is making sure ad tech and analytics platforms interoperate very easily with Google cloud services. Ensuring [that] you can take data in and out of ad tech systems into an environment where you can run additional processing and add dimensionality is really powerful. How does ad tech and analytics start to connect within a true cloud-computing environment?”
On cross-device targeting based on a Google login: “I’m going to give you a fairly canned answer here, but it’s certainly something very high on our list. I’m hopeful we can do something in the future.”
Edited for clarity and length.