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Sridhar Ramaswamy, Google’s SVP for Ads and Commerce, spoke today at the IAB Annual Leadership Meeting in Palm Desert, CA. Building on the theme of “The Next $50B,” Sridhar reinforced Google’s commitment to better mobile experiences in order to move the digital advertising industry forward.

A faster mobile experience

Half of all users tell us waiting for slow pages to load is their top frustration with mobile. Let’s face it, your mobile strategy is irrelevant if people don’t stick around waiting for your page to load. That’s the premise behind Accelerated Mobile Pages (AMP), an open-source technology we announced last October that any publisher can use to make their pages load instantly - and also integrate with any advertising partner.

Sridhar provided an update on the work we’ve been doing with our partners since then to test a range of monetization solutions, from programmatic ad serving to native ads to paywalls. In this time, we’ve also built an ecosystem of third party providers who will support AMP.

Better mobile ads

With AMP we're excited to bring new, compelling mobile experiences to users. But we are also focusing on preventing bad experiences - and Sridhar shared the latest on those efforts. For example, have you ever been swiping through a slideshow of photos on your mobile device and all of a sudden an ad you didn’t mean to tap takes you to another site? We developed technology to detect and prevent these accidental taps - and we block a significant number of them everyday.

We also have policies in place for sites and apps that show Google ads. In 2015, we stopped showing ads on 25,000 apps that didn't meet our guidelines. Two-thirds of them were for bad practices, like ads that covered up your content. This means users have a better ad experience and it also helps publishers and all of those who depend on a healthy digital ads ecosystem. (Learn how we fought bad ads in 2015.)

Measurement across devices

As we work to create better mobile experiences, we can take advantage of one big upside of mobile: measurement. With mobile, we’re able to tap into more signals, and get more relevant data, from device to location to time of day.

Advertisers and publishers can use this data to make mobile ads better and improve business outcomes. For example, Sridhar shared how Cadreon used cross-device measurement in DoubleClick for an auto client to measure the impact of mobile on each conversion, ultimately realizing a 15% lift in total conversions and developing new insights to feed back into their media planning.

Watch Sridhar's full keynote here:

Posted by Jonathan Meltzer
Head of Platforms and Publisher Marketing, Google

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Cross-posted from the Official Google Blog

When ads are good, they connect you to products or services you’re interested in and make it easier to get stuff you want. They also keep a lot of what you love about the web—like news sites or mobile apps—free.

But some ads are just plain bad—like ads that carry malware, cover up content you’re trying to see, or promote fake goods. Bad ads can ruin your entire online experience, a problem we take very seriously. That’s why we have a strict set of policies for the kinds of ads businesses can run with Google—and why we’ve invested in sophisticated technology and a global team of 1,000+ people dedicated to fighting bad ads. Last year alone we disabled more than 780 million ads for violating our policies—a number that's increased over the years thanks to new protections we've put in place. If you spent one second looking at each of these ads, it’d take you nearly 25 years to see them all!

Here are some of the top areas we focused on in our fight against bad ads in 2015:

Busting bad ads

Some bad ads, like those for products that falsely claim to help with weight loss, mislead people. Others help fraudsters carry out scams, like those that lead to “phishing” sites that trick people into handing over personal information. Through a combination of computer algorithms and people at Google reviewing ads, we’re able to block the vast majority of these bad ads before they ever get shown. Here are some types of bad ads we busted in 2015:

Counterfeiters

We suspended more than 10,000 sites and 18,000 accounts for attempting to sell counterfeit goods (like imitation designer watches).

Pharmaceuticals

We blocked more than 12.5 million ads that violated our healthcare and medicines policy, such as ads for pharmaceuticals that weren’t approved for use or that made misleading claims to be as effective as prescription drugs.

Weight loss scams

Weight loss scams, like ads for supplements promising impossible-to-achieve weight loss without diet or exercise, were one of the top user complaints in 2015. We responded by suspending more than 30,000 sites for misleading claims.

Phishing

In 2015, we stepped up our efforts to fight phishing sites, blocking nearly 7,000 sites as a result.

Unwanted software

Unwanted software can slow your devices down or unexpectedly change your homepage and keep you from changing it back. With powerful new protections, we disabled more than 10,000 sites offering unwanted software, and reduced unwanted downloads via Google ads by more than 99 percent.

Trick to click

We got even tougher on ads that mislead or trick people into interacting with them—like ads designed to look like system warnings from your computer. In 2015 alone we rejected more than 17 million.

Creating a better experience

Sometimes even ads that offer helpful and relevant information behave in ways that can be really annoying—covering up what you’re trying to see or sending you to an advertiser’s site when you didn’t intend to go there. In 2015, we disabled or banned the worst offenders.

Accidental mobile clicks

We’ve all been there. You’re swiping through a slideshow of the best moments from the Presidential debate when an ad redirects you even though you didn’t mean to click on it. We’re working to end that. We've developed technology to determine when clicks on mobile ads are accidental. Instead of sending you off to an advertiser page you didn't mean to visit, we let you continue enjoying your slideshow (and the advertiser doesn't get charged).

Bad sites and apps

In 2015, we stopped showing ads on more than 25,000 mobile apps because the developers didn’t follow our policies. More than two-thirds of these violations were for practices like mobile ads placed very close to buttons, causing someone to accidentally click the ad. There are also some sites and apps that we choose not to work with because they don’t follow our policies. We also reject applications from sites and mobile apps that want to show Google ads but don't follow our policies. In 2015 alone, we rejected more than 1.4 million applications.

Putting you in control

We also give you tools to control the type of ads you see. You can always let us know when you believe an ad might be violating our policies.

Mute This Ad

Maybe you’ve just seen way too many car ads recently. “Mute This Ad” lets you click an “X” at the top on many of the ads we show and Google will stop showing you that ad and others like it from that advertiser. You can also tell us why. The 4+ billion pieces of feedback we received in 2015 are helping us show better ads and shape our policies.

Ads Settings

In 2015, we rolled out a new design for our Ads Settings where you can manage your ads experience. You can update your interests to make the ads you see more relevant, or block specific advertisers all together.

Looking ahead to 2016

We’re always updating our technology and our policies based on your feedback—and working to stay one step ahead of the fraudsters. In 2016, we’re planning updates like further restricting what can be advertised as effective for weight loss, and adding new protections against malware and bots. We want to make sure all the ads you see are helpful and welcome and we’ll keep fighting to make that a reality.

Posted by Sridhar Ramaswamy
SVP, Ads & Commerce

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Six months ago at the US DoubleClick Leadership Summit, we announced the start of testing for Programmatic Guaranteed, a new way to use programmatic pipes to execute direct deals. In this time, over 300 advertisers and 200 publishers have tested this capability, and we’ve seen impression volumes double every quarter. Based on your feedback, we’ve made several changes and significantly improved the product. So today, we’re announcing the public beta of Programmatic Guaranteed and opening it to any advertiser using DoubleClick Bid Manager or publisher using DoubleClick for Publishers*.

Programmatic direct spending was expected to reach $8 Billion in 2015 in the US alone - more than 50% of total programmatic display ad spend1. Initial steps to bring the benefits of programmatic to direct deals have been focused on automating the deal booking process. While that’s a good start, it only scratches the surface of what programmatic technology can do. The true value of programmatic direct will be achieved when the power of real-time, data-driven decisions is combined with access to brand safe, reserved publisher inventory currently available through direct sales. This will not only shorten the time it takes to book and execute high value reservations type deals, but also improve advertising performance.

That was our goal when developing Programmatic Guaranteed. It’s the only product available today that uses real-time bidding infrastructure to bring the power of programmatic to direct sales. Advertisers and agencies get access to premium guaranteed inventory with cross-campaign / advertiser optimization and frequency management across programmatic and reservation inventory. Publishers can lock in revenue through reservations, forecast against programmatic deals, and enjoy the ease of automated billing and collections. All that without the need to email tags, worry about creative controls, resolve discrepancies, or fax I/Os back and forth.

Finally, we’ve found that Programmatic Guaranteed is creating new opportunities for advertisers and publishers to connect. Here’s what some of our partners are saying about Programmatic Guaranteed:

“The way we stay ahead is by constantly experimenting and pushing technology to work for us. With Programmatic Guaranteed we can lock in revenue by selling a guaranteed number of impressions at pre-negotiated rates. We’ve seen great success with an initial batch of advertisers so far. Programmatic Guaranteed is simple and effective, and it’s ideally suited to the direct sales environment because clients really understand it.”
-Joe Alicata, VP Revenue Product and Operations, VOX Media

"As a premium publisher we will automate what today is manual. Programmatic Guaranteed is definitely an end to end solution. It is exactly what a publisher like Conde Nast needs to do more in a digital environment that is constantly changing and becoming more demanding."
-Elia Blei, Commercial Director Digital and Large Markets, Condé Nast

“At Generator Media we aim to provide a holistic solution for our clients. Including Programmatic Guaranteed in our offering allows us to manage valuable reserved buys alongside our open exchange and private marketplace activity. Doing so provides a level of frequency and messaging control previously unattainable across large scale digital media buys.”
-Russell Wagner, Director of Platform Integrations, Generator Media

"Programmatic Guaranteed helps the publisher deliver very high quality inventory to the advertiser. When we start a campaign, we always have to start with the publisher: we then fix the price with the publisher, define the placement, the timeline and then we define the volume. Through this, if you compare direct sales with Programmatic Guaranteed, we are returning better results."
-Andrea Di Fonzo, Managing Director, MediaCom Italy

Programmatic Guaranteed is now available to all marketers and buyers using DoubleClick Bid Manager, and all publishers using DoubleClick for Publishers. If you have a reservation deal that would benefit from the efficiencies of programmatic, reach out to your DoubleClick account team today to get started. We’re excited to bring this innovative advertising tool to the market and we look forward to your feedback on how we can best improve Programmatic Guaranteed during the public beta.

Posted by Kurt Spoerer
Senior Product Manager, DoubleClick

1 eMarketer, Oct 2015
* Programmatic Guaranteed is not currently available to publishers using DoubleClick for Publishers Small Business

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In 2015, 15 billion dollars was spent programmatically1. As consumers move to mobile, more marketers and publishers are embracing programmatic as a way of connecting with people in micro-moments.

“Programmatic” may have been ANA’s Marketing Word of the Year in 2014, but it was even more popular in 2015 — Google searches for “programmatic” were 46% more popular this year vs. last year, and more than twice as popular from just two years ago2.

What New Year’s resolutions could you make to capture this growing programmatic advertiser demand in 2016?

Take DoubleClick’s Programmatic New Year interactive quiz to find out your 2016 “programmatic resolutions”. Whether you’re already using programmatic or just starting out, these resolutions will serve as a starting point for building your expertise, recognizing opportunities and helping your business grow next year.

Take the quiz and find out your Programmatic New Year’s resolution. Consider sharing your resolution with friends and colleagues—it might just help you stick to it.

Posted by Carlo Acenas
Associate Product Marketing Manager


1 AdAge, June 2015
2 Google Trends data

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Users continue to move across platforms and screens. Today, more than half the queries on our platform come from mobile devices, both on mobile web and apps. The balance between monetizing your app and providing a good user experience remains tricky yet essential.

Yesterday, we focused on ways to create a high quality app for your users. Continue reading to gather app monetization recommendations from Mark Wolly, Head of Mobile Publisher Solutions at Google, and find a happy medium between effective monetization and good user experience.

  1. Create ads that respect your UX: Good ad placements ensure reliable revenue without sacrificing user experience. Examine the flow of user engagement within your app to place ads in undisruptive places, such as the transition points in a reading app. You can experiment with the frequency and placements of your ads to ensure you’re delivering the right experience in the right context for the user. Try to avoid sandwiching them between your interactive app content and navigation/menu buttons.

  2. Choose the best ad formats for your app’s content structure: It’s easy for users to get distracted by ads given the limited screen size, especially when they don’t match the look and feel of your app.

    Try using Native ads to create a consistent look and feel across your content and ads. Formatted to fit mobile apps’ content and visual design, Native ads are more likely to be viewed and clicked by users. eBay recently started using our Native Ads on DoubleClick and experienced a 3.6X increase in ad engagement on average, with some campaigns delivering click-through rates up to 5%.

    Mark believes “Native presents an opportunity to reset on building premium quality mobile placements and creatives. Many publishers have already built custom formats for direct sales, but haven’t yet extended their advertiser reach by offering them via programmatic channels.”

  3. Build your programmatic direct strategy: Allowing you high quality creative formats from premium advertisers, programmatic direct introduces your app to new advertiser budgets and makes ad operations easier. As explained by Mark, “Many publishers have built incredible custom mobile formats that command high CPMs from high-quality advertisers. They can massively extend their advertiser reach, while retaining the same cpms and control, by offering these formats to new advertisers via programmatic channels.”

There is a fundamental shift amongst consumers in their use of mobile, making it indisputable that apps play a significant role in a consumer’s mobile experience. In the time that desktop audiences have grown 1%, mobile audiences have grown a staggering 41%1.

Focusing on ways to increase app discoverability, understand user engagement, optimize app quality, and effectively monetize your app, our mobile bootcamp outlines key steps for enhancing your mobile offerings in time for the holiday season of mobile frenzy.

Posted by Danielle Landress
Associate Product Marketing Manager, Publisher Marketing
1 comScore. The 2015 U.S. Mobile App Report.