Google announces its biggest overhaul of the DoubleClick platform to date

Since acquiring DoubleClick, Google has been working on integrating the platform with its own offerings, and today is announcing its biggest overhaul of the service to date.

Here’s what Google had to say about today’s announcement:

In particular, we’re introducing DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. This represents the biggest overhaul ever of our DoubleClick ad platform, used by agencies and large advertisers around the globe for digital media buying. One of the central challenges we’re looking to solve with this effort is that digital marketing is still incredibly complex—with marketers juggling multiple systems to manage their different digital efforts across banner ads, paid search campaigns, mobile ads, online video and measurement using systems that don’t talk to one another.

Basically, Google is bringing DoubleClick up to snuff with the new wave of the Internet, where everything is social and in real-time. Speed is the name of the game for advertisers, and here are some of the things that the changes will facilitate:

What are we making possible?
With the DoubleClick Digital Marketing platform, we’re enabling:

– Smarter creative that works with your media buy and that dynamically responds in real-time, with the audience in mind.
– More responsive campaigns that can “learn” the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimization signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel—from awareness to conversion).
– Creating greater value for your business and campaigns, enabling a better understanding across channels and formats (e.g., how does rich media perform versus video?); and facilitating real-time, smarter optimization decisions to reduce cost and increase campaign performance (for example, should you reduce bids on your search keywords and exchange buying while increasing your bids to run more video ads?).

The rollout of this product will be coming over the next few months, Google says.

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You can watch the livestream of its DoubleClick Insights conference, which runs until 1PM PT here: