Download pdf - Google Publisher Tags (GPT): What You Can Do with Them, Why You Should Use Them, How to Use Them Effectively

GOOGLE PUBLISHER TAGS:WHAT You Can Do with Them

WHY You Should Use Them

HOW to Use Them Effectively

DIGITAL AD SOLUTIONS

GPT: What, Why, How

WHY GPT?

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Google Publisher Tags (GPT) offer important capabilities and significant value to publishers. Leverage GPT’s capabilities to:

• Optimize your product catalogs and streamline your trafficking processes

• Sell your audience across multiple platforms

• Support viewability and the vCPM cost method across platforms

Enhanced capabilities and more revenue – how’s that for a value proposition?

GPT presents a huge transformation opportunity to strengthen the ad sales and operations environment through improved product development, superior yield management, optimized tags and enhanced reporting.

GPT gives publishers and media organizations the ability to generate breakthrough gains in their digital advertising performance.

THE BOTTOM LINE:


GPT: What, Why, How 3

WHAT YOU CAN DO WITH GPT

Optimize the product catalog: With page-level targeting and multiple ad sizes in a single call, standardize your product offerings and improve ad operations efficiencies.

Use universal tags and automation to streamline tag management processes.

Sync digital sales campaigns across multi-screen platforms: Use one ad tag format for all platforms and gain the ability to sell one impression type across mobile, web and tablet.


Enhance insights into viewability: Forget the uncertainty about whether ads were seen or not. Measure which impressions were viewable, and better meet the demands of advertisers who are seeking to embrace Viewable CPM (vCPM) as a main metric for digital ad buys.

Improve inventory management: Leverage five-level hierarchies for:

• More flexible product definition and reporting

• Optimized site design

• More granular inventory forecasting




Live the “one ad, many formats” dream with GPT: Publishers must manage many different types of ads to optimize their sales and operational performance. GPT helps make it more efficient to sell, place and track all of them across platforms – video, mobile, web and app.

Promote responsive design: In a mobile world, all sites and campaigns must be optimized across different types of devices.

Fill the most valuable ad slots: With the effective usage of roadblocks, capture demand for higher-revenue inventory and premium placements.





BUT NOWWHAT?


THAT ALL SOUNDS GREAT!

With these capabilities, sell bigger and better. Make operations more efficient for cost savings. Differentiate yourself and move past the competition with viewable products that span many channels.

As Google moves forward with the assumption that publishers are using GPT, make sure you can take advantage of future enhancements that require GPT.

To transform digital ad capabilities and get the most out of current technology, it makes sense to start at the beginning, by addressing critical questions:


HOW TO GET THE MOST FROM GPTBUILD THE BUSINESS CASE

EVALUATE CURRENT AD BUSINESS AND PRODUCT OBJECTIVES

• Do you know what products you’re selling? Are they aligned for your business?

• Are your processes streamlined and efficient?

• How do you modify your product catalog to leverage the new capabilities that GPT can enable for your offerings?

• Do you have the right visibility, analytics tools and reporting to be able to answer these questions?



HOW TO GET THE MOST FROM GPTConnect the dots in end-to-end, cross-functional processes. Break down organizational boundaries and eliminate rework and manual entry.

Engage stakeholders to design end-to end process standardized taxonomy for automation and synchronization across the digital ad operations environment.

Go five layers deep. Analyze and redesign site structure and hierarchy design with tags at five layers (not just two) to enable better segmentation (not to mention more efficient and more manageable ways to sell the same ad slots).

Configure and Test. With multiple technologies to update, identify who is responsible to make the updates and ensure they happen at the right time.

Ensure integrated testing is planned and completed across the end-to-end process flows which confirms the value from the new GPT functionality is achieved.



HOW TO GET THE MOST FROM GPTPlan the change, then drive the change. Identify and plan what needs to change across:

• Web properties • Mobile apps • Content management systems

Train. Train. Train. Don’t overlook the people factor. New products and trafficking capabilities mean changes across the sales, operations, and finance teams.

Robust training and communications efforts help boost end-user adoptions, which can mean the difference between mediocre and outstanding returns on investments in new technologies.


• Order management system • CRM • Ad server instances

Will this be a big-bang implementation, or a phased roll-out across the properties? The more that needs to change and more organizations impacted, the more complex planning must be and more robust communication is required. Set the plan and then drive the plan.


Why Infinitive

Value DeliveredFrom large, complex enterprises to dynamic, emerging players, has helped many media organizations optimize their digital ad operations, innovate and navigate market and technological turbulence.

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• Deep experience with every aspect of order-to-cash processes – from product development and sales, to order management and billing, to tracking and reporting

• Cross-functional expertise – our teams include advertising strategists, operational experts, technologists and Project Management

• Vendor management experience & extensive partnerships – we know how to keep projects on track by coordinating and synchronizing the efforts and roles of multiple vendors and providers

• Advanced customer intelligence & digital analytics capabilities – customer intelligence and analytics solutions provide superior visibility into performance and user behavior, giving publishers and media properties a road map for improved performance

• Proven track record – our past and current clients include many major publishing and media organizations, as well as other early adoptersof GPT

“ Kelley Blue Book: provided Kelley Blue Book’s kbb.com with an objective view of our business that is hard to obtain internally. Their expertise and industry knowledge allowed us to develop a more approach to utilizing best practices and meeting the needs of our customers.”

Mark Bernstein, Vice President of Business Operations


The Infinitive digital ad solutions team has deep industry experience and many transformation successes, plus extensive expertise with GPT, the full range of Google ad suite products and other industry leading systems. Consider our:

certified professionals.