Doubling down on mobile in DoubleClick for Publishers

66% of the population accesses the Internet every day on their smartphone (source: Google and Ipsos Our Mobile Planet: Understanding the Mobile Consumer, May 2012), and never leaves home without their device(s).

The prevalence of mobile devices enables users to constantly connect to a publisher’s content, whether on-the-go, at work, or on the couch at home.

For a publisher’s advertising business, this means display advertising has needed to evolve from purely ads in web browsers, to ads across all screens and devices. You have to help advertisers connect with your audience in whatever setting and on whatever screen they're consuming your content.

At the heart of DoubleClick for Publishers (DFP), we've built a single platform that enables publishers to seamlessly manage all of their digital advertising under one roof. In the most recent release of DFP, we’re excited to bring even more DFP desktop features to mobile so that trafficking a campaign to your website is no different to trafficking a campaign to your mobile site and application. New features include:

• Frequency capping: You can now enforce frequency caps on mobile web sites and in mobile applications. Frequency caps can be applied to mobile campaigns and to mobile ad units, allowing you fine-grained control over the advertiser and user experience.


• Suggested ad units: You can now create mobile ad units by approving suggestions generated from actual traffic. This saves you time by automatically creating ad units in advance, while still maintaining control over your overall inventory structure.


• Multiple sizes for ad units in applications: You can now create ad units with multiple sizes in applications, allowing you to sell high-value custom sizes without compromising your ability to deliver standard banners or use ad networks.


• Data transfer for mobile: If you are using the data transfer beta, you will now have access to mobile-specific reporting data, including device, carrier and OS information.

In addition to bringing the best-in-class desktop functionality of DFP to mobile, we recognize that mobile is indeed different, and presents publishers with unique advertising opportunities not found on desktop. To help publishers capitalize on new opportunities and the uniqueness of mobile, we’ve recently released the following mobile functionality:

• SDK mediation: You can now connect with major in-app advertising networks, including iAd, via the networks’ own SDKs. You can choose which SDKs to include in your application with our adapter-based approach, minimising application size and giving you control over updates. You also have the option to serve ads from a sequence of ad networks to maximize fill rates and improve RPMs.


• App events: You can now provide a custom advertising experience by extending the Google AdMob SDK. Creatives can pass messages to the application, allowing the application to respond (for example, to change the background color). This enables truly integrated ad formats while still using the SDK to do the heavy lifting.


• Support for pre-loading ads: You can now pre-load ads from DFP Mobile. This enables you to improve the user experience, whether to mitigate the effect of slow mobile connections, or to match the smooth user experience of the rest of your application.

With DFP, we’re committed to giving publishers the tools they need to seamlessly manage and deliver all of their digital advertising in order to take full advantage of the multi-screen world. 

Posted by Marcel Gordon, Product Manager