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DoubleClick in een Omnichannel Strategy
Jan-Alle ter VeldBusiness Manager Media Buying Solutions
Google Confidential & Proprietary2
Google Confidential & Proprietary3
Google Confidential & Proprietary
Agenda
4
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary
124.00017.000.0003 Billion4 Trillion
Media Space
Everywhere Who?
What?
Where?
Many Signals
Your creativity + Software
Campaign
Always On
Silos
Holistic
Average
1:1 @ Scale
Google Confidential & Proprietary
Agenda
6
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary7
DoubleClick Reporting (deduplicated)
DoubleClick Data Platform
DoubleClick Cross-Device reporting
GA360: Tag Manager 360, Analytics 360, Attribution 360, Audience Center 360, Optimize 360, Data Studio 360
Google Confidential & Proprietary
Agenda
8
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary
Programmatic buying = The ability to buy the best ‘advertising space’ as efficient as possible based
on all available data points
x
=
Data-driven creative = The ability to create and serve the
optimal creative based on all available data points
Programmatic marketing = The correct message, on the right
device, at the right moment for the right user
Mobile TVCustom
er Awareness
Engagement
Conversion
Desktop Tablet
Search Display Video App SocialAll ChannelsAll Devices
Full Funnel
Across:
The Marketers Challenge
Google Confidential & Proprietary
Agenda
10
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary11
Three methodologies have emerged in the industry to solve the cross-device challenge:
11
Track users who log-in to a service on multiple devices
Deterministic Device Graph
Algorithms based on non-PII public info (e.g., device type, IP address) to approximate device links; does not create persistent ID
Probabilistic Device Graph
Uses identifiers that a user cannot control or reset - e.g., fonts, screen resolutions - to create a persistent, unique ID for that device
Fingerprinting
Google Confidential & Proprietary
The core principles guiding DoubleClick’s cross-device solution:
12
DoubleClick measures mobile behavior using industry-standard device identifiers that users can monitor, reset and configure to opt out from interest-based advertising.
User-centric
Scale
Accuracy
Our identity is powered by Google sign-in, with 7 products with over 1B MAU. Our solution is also built to work across any type of buy across screens, channels, and formats.
DoubleClick’s cross-device metrics are calculated using 100% deterministic sources. Performance measurements are only displayed to advertisers when there is sufficient sample size and a strict 95% confidence interval is reached.
Google Confidential & Proprietary
Google Confidential & Proprietary
Agenda
14
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary
The different scopes of attribution
ONLINE-TO-OFFLINE
CROSS-DEVICE
ConversionGenericSearch
BrandSearch
INTRA-CHANNEL
Display Conversion
MULTI-CHANNEL
Mobile Search ConversionDesktop
Search
Desktop Search
Store Visit Conversion
Search
Google Confidential & Proprietary
Google’s Attribution Products
Actionability
Service Level
Complexity Mass Media
Multiple Partners
Multiple Channels
Search Only
Strategic Planning
Campaign Optimization
RTB/DSP Optimization
Data Driven Attribution
Rule Based AttributionSelf Service Full Service
Basic
Advanced
Enterprise
What defines great Attribution & De-Duplication?
Data Quality
Data collection with seamless
technology across all media
points
Cross Environment
Understanding complex user-
journeys across Channels and
Devices
Data Granularity
Accessible touch-point level, non-
sampled data.
Flexibility
Ability to play with different models to understand the best
for your business model
Attribution in DCM: powered by fresh, de-duplicated data across channels
Social
Video
Mobile
Rich Media
Search
Display
Holistic reporting
Google Confidential & Proprietary
Build custom & data driven attribution models
Google confidential
Overview Assisted Conversions Top Conversion Paths
Time Lag Path Length Attribution Modeling Tool
Google Confidential & Proprietary
Agenda
21
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary22
DoubleClick Reporting (deduplicated)
DoubleClick Data Platform
DoubleClick Cross-Device reporting
GA360: Tag Manager 360, Analytics 360, Attribution 360, Audience Center 360, Optimize 360, Data Studio 360
YouTubeData Transfer on Google
Cloud Platform & BigQuery Connector
3rd party data
AdobeAnalytics
DataManagement
Platforms
Offline Conversio
n API
CRM Onboarding
NEW
IDFA/AdID Upload from Spreadsheet
DoubleClick = Tech Agnostic Platform
Google Confidential & Proprietary
DoubleClick & Google Analytics 360 integration
Holistic view of end-to-end campaign performance
Share Google Analytics 360 remarketing lists
Use Google Analytics 360 conversions for bid
optimization
Google Confidential & Proprietary
Agenda
24
● Digital Landscape● DoubleClick Solutions● DoubleClick & Omnichannel Strategy:
○ Cross-Device○ Attribution○ Media & Technology Agnostic
● Wrap Up
Google Confidential & Proprietary
DoubleClick & Omnichannel Strategy
● DoubleClick offers a robust end-to-end programmatic marketing solution
● Makes use of one of the most accurate cross-device graphs available in the industry
● Attribution is standard functionality in DoubleClick
● A future-proof media & technology agnostic platform allowing for multiple integrations and flexibility