Google/DoublClick: The Changes Are Coming

Writing by Brick Marketing on Friday, 8 of August , 2008 at 1:28 pm

Google is finally beginning to use the DoubleClick technology that was purchased at an astronomical price of 3.1 billion dollars. While the changes aren’t implemented yet, a plan was put forth giving more detail as to what advertisers can expect with the merging of the two.

Google plans to add functionality for advertisers such as frequency capping and reporting as well as conversion measurement capabilities that were not there before.

Many advertisers and businesses have been wondering just what Google was doing with the DoubleClick venture since all has been quiet, so to speak, but this announcement will probably act as a balm for businesses wondering what, if anything, the merger will do for them.

Part of the announcement detailed that advertisers will be able to put a cap on the frequency of specific ads shown to specific users, as well as be able to track how many times a user has seen an ad. This is a great function because really, if a user has seen your ad for months and never responded to it, that user is probably a dead end for that ad. Why bother to keep shoving the same ad on the same person, increasing your costs for no gain?

According to the Google press release about the proposed changes:

Today we’re announcing some key enhancements on the Google content network (partner sites for which we provide advertising) that will offer a better experience for users and better value for advertisers and publishers. These enhancements are the latest result of our integration with DoubleClick and our commitment to making advertising on the Google content network more efficient and accountable.

If you’d like to read the specifics about the changes that will take place, read the whole Google press release here.

                      Category: Google Local                      

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