Google Will Now Let You Buy TV Ads Through DoubleClick


DoubleClick Bid Manager, Google’s programmatic ad-buying and targeting platform, will soon allow US-based advertisers and agencies to manage their ads across TV and digital functions.

Google has teamed up with WideOrbit, clypd and Google Fiber and will soon add traditional TV inventory to DoubleClick Bid Manager for US users.

The new addition will enable users to buy and monitor TV ads, see how well their campaigns are doing and measure things like when someone sees an ad and then searches for the company on Google afterwards.

Google’s Rany Ng explains more: “Historically, TV and digital advertising have been bought and measured through different systems and currencies.

“By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.

“In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick.

“For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.”

This addition to Google’s DoubleClick Bid Manager comes as a result of the merge between online and TV content, as people can now stream and access content across a number of devices.

Google hopes that integrating TV inventory into the DoubleClick Bid Manager will enable marketers to display their content across multiple screens in an easier way.

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