Additionally, Google's is a measurement-only solution (i.e., cross-device targeting is not supported), and all data is displayed to the marketer in aggregate.
Google also offered a few case studies of marketers using the cross-device tracking capability. Mobile display ads drove 23% higher conversions for smart-home product maker Vivint when it used AdWords vs. single-device measurement. Fashion brand Charlotte Russe discovered it had 8.5% more conversions using Google Display Network (GDN). Also in GDN, La-Z-Boy tracked 31% more conversions.
Mohan said Google's cross-device measurement solution has been in testing for about 18 months.
Native Ad-Serving Support
As AdExchanger previously reported, Google has begun supporting native ad serving in DFP in a move that could ramp up liquidity in the burgeoning native space.
"The idea is let's make native advertising work in a way similar to how display works," Mohan said. "The issue is, by definition native is different for every different publisher and every device."
To address the fragmented standards in native and reduce the production burden on publishers and advertisers, DoubleClick says it can automatically generate, serve and report on the ads based on any IAB standard display ad format. For publishers that lack the resources or do not care to develop custom ad formats, DoubleClick will offer standardized native templates.
As more fixed-price digital media is transacted programmatically, more companies are throwing R&D at direct sales tools. Google is no exception. It says programmatic direct transactions have doubled in the past year, and eight of its 25 largest publishers sell at least 10% of their impressions this way.
"Programmatic direct is incredibly important to global brands and large publishers," Mohan said. "It's the ability for publishers to set fixed prices for a chunk of inventory and ability for advertisers to [access that inventory] using programmatic targeting and frequency-capping techniques."
In Google's system, this inventory is exposed to buyers through a tool called marketplace, which also lists the prices publishers have set. Those avails are now coming to DoubleClick Bid Manager as well.