Google Brings Cross-device Measurement to DoubleClick

doubleclick new logoGoogle has announced that its DoubleClick ad platform, responsible for a massive 69 per cent of the online advertising sector, will be adding cross-device measurement for the first time, potentially transforming how a huge number of advertisers track customer journeys.

The move, which was announced by Google at its DoubleClick Leadership Summit, will enable the firm to more effectively challenge Facebooks Atlas ad server, which uses the social networks user data to target consumers across devices.

“We no longer go online but instead, engage in many small moments throughout the day, reflexively turning to the nearest device to solve an immediate need,” said Neal Mohan, vice president of video and display advertising at Google. “In these moments, we expect the right answer and we expect it right away. Brands that are there and relevant for consumers in these moments that matter win.

“Today, the decision to make a purchase rarely starts and ends on the same device. For example you may first see an ad for a pair of running shoes while scrolling through the news at work, then actually decide to buy them a few days later when you realise your old ones need replacing.”

DoubleClicks cross-device measurement will work in a similar way to Googles existing cross-device solution employed on Adwords, its search advertising platform, using the wealth of data it has on users from services like Gmail and YouTube to track them from mobile to desktop and vice versa.

Unlike Facebooks deterministic solution, which uses confirmed user logins whether you are on desktop or mobile, Google will use a probabilistic model. This means that it employs complex algorithms to connect a users desktop and mobile behaviour, based on a variety of anonymised data.

“Cross-device measurement is a big step towards having metrics better represent whats actually happening with consumers in todays mobile-first world,” said John Gray, senior vice president of platforms & partnerships at WPP agency Team Detroit. “This is essential insight for marketers. It not only allows us to achieve our clients goals more efficiently, but helps us better understand the consumer journey, and reach them with the right messages as they take that path.

“In our early cross-device measurement test, were already seeing a material increase in conversions attributable to mobile, and making changes as a result.”

The summit also saw DoubleClick announce support for native ads, with publishers able to create their own formats which can be submitted to Google for distribution, and programmatic guaranteed buying for DoubleClick ads, selling inventory at pre-negotiated rates rather than using auction-based systems.