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Published October 2017

At our recent partner leadership summit, we discussed new innovations across our platform to help our partners grow and create sustainable businesses. Explore the collection of articles inspired by these talks that address product innovation, key industry trends and how to tackle the most difficult challenges facing publishers and advertisers today.

When was the last time you went shopping online? If your answer can be measured in hours rather than days, you’re not alone. People are buying more things online more frequently than ever before: Almost all Americans with internet access have bought something online in their lifetime, and 80% did so in the past month alone.1

digitalizing supplier market 1

Moving supplier marketing budgets online

Despite the growing trend towards online shopping, only 13% of supplier marketing dollars — the budgets that manufacturers and brands use to promote their products at the point of sale — are invested in digital. By underinvesting online, these advertisers are losing on possible in-store sales as well. After all, 70% of consumers make their initial product discovery online.2

Moving supplier marketing budgets online represents a key opportunity for any online business or publisher–be it in the retail, automotive, travel or employment industries– that has unique data and that understands the nuances of audience behavior, interests and needs. The key to doing so will be demonstrating a strong return on ad spend for these advertisers.

Here’s where we can help.

Driving performance with programmatic technologies

Programmatic technologies have made it possible to driver higher ad performance for suppliers, reaching their target audience more effectively with the right message at the right time.

By leveraging a combination of our programmatic products — namely our ad server, DoubleClick for Publishers (DFP), and our demand-side platform, DoubleClick Bid Manager (DBM) — you can maximize the impact and performance of supplier marketing campaigns to:

  • Reach audiences everywhere, efficiently

  • Get a holistic view of target audiences onsite and offsite

  • Increase campaign relevance and effectiveness


1. Reach audiences everywhere

An effective supplier marketing campaign will optimize advertiser budgets wherever users are most likely to convert. Using DoubleClick Bid Manager along with DoubleClick for Publishers allows you to reach a supplier’s target audiences across your properties and elsewhere on the web. The integrated stack means your workflows are efficient, there’s little discrepancy in your campaign reporting and the integrity of all your data is easily maintained.

digitalizing supplier market 2

2. Get a holistic view of audiences across onsite and offsite

To effectively optimize supplier marketing campaigns, you need to pay attention to the user’s entire journey. This is only possible when you’re able to get a view of how they interact with your campaigns across the web in addition to your own sites. Combining insights across DoubleClick for Publishers and DoubleClick Bid Manager gives you this detailed and unified portrait to help tweak campaigns more effectively.

3. Increase campaign relevance and effectiveness

There’s no such thing as too many insights. DoubleClick Bid Manager customers can increase the relevance of campaign messages and target them more effectively with affinity segments, leading to better campaign performance and expanding existing insights about digital and store visitors.

Other tools like cross-device targeting and proximity targeting can help create more relevant and dynamic ads for users, served at the right moments, wherever they are, and whatever their device.

As consumers spend more time shopping online, we hope that our programmatic platforms can help deliver the return suppliers are looking for to help you increase the share of point of sale or supplier marketing budgets online.

Discover more key insights and new product innovations announced at the Partner Leadership Summit with the full collection of articles inspired by the main talks on stage.

By Josh Cohen, Group Product Manager, DoubleClick, and Roshan Khan, Senior Product Manager, DoubleClick Bid Manager
1"Ecommerce Trends: 147 Stats Revealing How Modern Customers Shop in 2017," Big Commerce, 2017
2 "Advancing Trade Marketing in the Digital World," Think With Google, Feb 2017 

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