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Published October 2017

By Ginny Marvin, Marketing Land 

Several new initiatives are aimed at bringing machine learning into publisher products and offering solutions for driving subscriptions.

Google is laying the groundwork for turning the love-hate relationship many publishers have with the company into a love-love relationship. In an event for publishers hosted at the Google offices in Chicago Tuesday, executives laid out several new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses.

“This is not some secret disintermediation strategy,” said Philipp Schindler, SVP & chief business officer, at the outset of the event. ‎”We are all in this together … and we are all invested in seeing you succeed.”

Among the announcements was the launch of a new effort to share user data with publishers and introduce more machine learning into Google’s publisher products.

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Further reading:

Improving protections for publishers

    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.

    There are many issues impacting the health of the advertising ecosystem today. Counterfeit, misrepresented, and fake ad inventory are diverting revenue from high quality publishers. And, publishers are looking for tools to help them stop unsuitable ads from appearing alongside their content and damaging their brand. Addressing these challenges is critical to creating a healthy ecosystem where publishers can thrive. That’s why we’ve been investing in multiple initiatives to help alleviate these problems for our partners.

    Helping stop the sale of counterfeit ad inventory

    When counterfeit inventory is allowed to be sold or an unauthorized reseller puts underpriced inventory into the market, it prevents publishers from receiving the full value of their inventory. That’s why we fully support the IAB Tech Lab’s ads.txt standard. Ads.txt gives publishers and distributors a simple, flexible and secure method to disclose the companies they authorize to sell their digital inventory. It increases transparency in the inventory supply chain making it more difficult to sell counterfeit inventory or resell inventory without a publisher’s approval.

    We recently announced that DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available. At our recent Partner Leadership Summit, we announced three updates to our publisher ad platforms to support the IAB Tech Lab’s ads.txt standard.

    • AdSense has begun to display ads.txt alerts in the user interface to let publishers know if we identify errors in their ads.txt file.
    • By the end of October, DoubleClick for Publishers will include an ads.txt generator and validator to help publishers create their initial ads.txt file and correct and modify their existing ads.txt files.
    • And most importantly by the end of this year, DoubleClick Ad Exchange and AdSense will filter unauthorized inventory, as identified by a publisher’s ads.txt file, from our auction.

    The growth we’ve seen in ads.txt adoption has been strong. As of October 12, our ads.txt crawler has found files from over 11,000 urls. However, only 252 of the comScore 1000 publishers have published ads.txt files. The broader the adoption of ads.txt, the faster we’ll be able to help prevent the sale and purchase of counterfeit inventory and foster a fair and safe market for publishers to grow their businesses.

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