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