Big Improvements to Google Content Network
Google announced some key enhancements to their content network today. Google formally acquired DoubleClick back in March of this year, and when they did so, Google promised to use this new venture to help “empower agencies, advertisers and publishers to collaborate more efficiently and effectively, and provide a better experience for [their] users.” These new enhancements are proof that Google is sticking to their word.
One of the first changes Google made to their content network was support for third party advertising tags on the Google content network in North America, which was announced in May of this year. Today, Google announced the next step in both their integration with DoubleClick and in enabling standard industry functionality on the Google content network. The following enhancements will become available in the coming months:
Frequency Capping: Enables advertisers to control the number of times a user sees an ad. Users will have a better experience on Google content network sites because they will no longer see the same ad over and over again.
Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.
Improved Ads Quality: Brings performance improvements within the Google content network.
View-Through Conversions: Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.
These changes will be made by implementing DoubleClick’s DART ad-serving cookie across the Google content network. This means that DoubleClick advertisers and publishers will not have to make any changes to implement Google’s updates. Implementation of this cookie also means that users will have the ability to opt-out of a single cookie for both DoubleClick ad serving and the Google content network.
Google’s content network enhancements will definitely ensure that users see more relevant ads, and with new features like frequency capping, users will no longer be forced to see the same ads over and over again.
