At DoubleClick, we’ve always focused on building solutions that help publishers and advertisers connect in better ways. Today, delivering on that goal means giving advertisers the programmatic tools to find and reach their audiences across their preferred publisher partners. It also means giving publishers the flexibility to negotiate a variety of different types of deals that can be delivered programmatically, including direct deals that were historically transacted via paper insertion orders and tags.
This was the premise for Programmatic Guaranteed. Advertisers gain guaranteed access to premium inventory on brand-safe publisher sites with the ability to optimize their campaigns programmatically. Publishers benefit from locking in revenue from preferred advertisers with greater efficiency.
With these benefits, it’s no surprise that Programmatic Guaranteed impressions served on DoubleClick grew at a monthly rate of 20% in 20161, making it the fastest growing transaction type on our platform. We’ve seen adoption from global advertisers like Turkish Airlines and Mercedes-Benz, and premium publishers like Condé Nast, Vox and MercadoLibre.
Building on our initial announcement last year, today we’re excited to share that Programmatic Guaranteed is now available to all DoubleClick for Publishers users globally with two new key features—support for buyer audience lists and sponsorships.
Using Programmatic Guaranteed with audience lists, advertisers can target (or exclude) their own audience lists and secure guaranteed access to preferred publisher inventory while minimizing media waste. Publishers can forecast the inventory available against advertisers’ lists and guarantee they’re only serving ads to the buyer’s target audience. Since we announced this feature, advertisers and agencies such as i360 have used Programmatic Guaranteed with audience lists to meet their reach goals while targeting only their desired consumers on premium publishers. The net result: a 25% uplift in viewability and a 72% completion rate for their video ads.
Programmatic Guaranteed with sponsorships allows publishers to sell high-value inventory on a flat-fee sponsorship basis—a common practice among publishers transacting via traditional reservations. With this new capability, advertisers and publishers can maintain the control of a sponsorship transaction, while reaping the efficiency benefits of programmatic.
“Being able to sell sponsorships through Programmatic Guaranteed really benefits us. On one hand, we are able to transact high value placements through a new channel generating new business to Universo Online. On the other, we also see a lot of operational benefits for us and for our buyers. With this new feature, it is possible to bring agility to the entire workflow of booking, trafficking, credit checking and invoicing. Consequently, we have a more agile and efficient implementation process to run campaigns.”
Media buyers who use DoubleClick can discover and request to reserve premium inventory from any publisher participating in DoubleClick Marketplace. With the recent release of the new RFP workflow in Bid Manager, advertisers now have a simple solution to create a media plan. And with a single click, they can request quotes from publishers who they already know or from publishers whose inventory matches their campaign goals or their first party audience data.
Last year, we expanded Programmatic Guaranteed deals to more third party DSPs, giving publishers on DoubleClick access to even more advertisers looking to reserve inventory programmatically. Since then, we’ve seen successful campaigns executed by partners like Adobe Advertising Cloud, MediaMath and The Trade Desk. Given the benefits our publishers and DSP partners are seeing, we’re excited to share that we’ve continued to extend the program to new DSPs like DataXu.
"The days of programmatic buying being perceived as a niche tactic to build cheap reach are over. Brands are embracing automated, data-driven buying on their private and direct buys of the most premium inventory out there. Google’s expansion of Programmatic Guaranteed is part of what’s making that possible on the supply-side, and we’re proud to offer that inventory for cross-screen buying in Adobe Advertising Cloud."
“Providing programmatic access points to high quality, brand-safe inventory with guaranteed volumes is exactly what top advertisers want from their media buying platform. Expanding our integration with DoubleClick to strike Programmatic Guaranteed deals with premium publishers allows for just that and is a natural strategic progression of our partnership. Collaborations like these are a positive sign for the industry. We’re all trying to deliver great storytelling opportunities for brands and better ad experiences for consumers; it starts with quality inventory and data-driven decisioning. Programmatic Guaranteed offers both.”
With the launch of these new features, we’re excited to prove the value Programmatic Direct can bring to every deal and all tiers of publisher inventory. Advertisers are reaching their audiences with more efficiency and accuracy on the publisher brands they care about, and publishers are making new connections to grow their businesses.
Stay tuned as we continue to expand the capabilities of our programmatic platforms to bring the full power of automation and machine learning to improve advertising performance for our partners.
As a former IBM executive, I used to think that big-company executives would be ideally skilled and experienced in Business to run a small company or a startup. Yet that rarely happens, and when it does, like John Sculley moving from Pepsi to Apple, the results don’t turn out so positive. I see this as a variation on the “Peter Principle,” as well as considerably different skills required.
Back in 1968, Dr. Laurence J. Peter first published evidence that promotion strategies in most companies are based on performance at the current task, with the result over time putting people in new tasks over their head. Even worse, top performers are moved to management positions, which are often not their forte or interest, but have higher salaries and more career prestige.
Once topped-out and frustrated in a big company, many of these people seek key positions in a new business or startup where they can again be top dog and feel in control. Even though their resume may look great, I continue to advise small businesses to fill every team position based only on demonstrated current results, motivation, commitment, and not based on any past title.
This is easier said than done, especially in new ventures where the founder is personally inexperienced in hiring and managing employees. Thus based on my considerable experience in both domains, I offer my recommendations on what to look for and how to select people with minimize exposure to the devastating effects of the Peter Principle, past and present:
Favor people who can both communicate and perform well. Small businesses can’t afford two or more people for every task -- one to do work, and others to communicate results to all constituents. As the founder, you won’t have a finance chief, a marketing staff or a requirements manager. Everyone must know how to listen, talk and write.
Put a premium on customer-facing and relationship building. In a big company, you often need highly-skilled specialists, doing accounting, research and design, or quality support. These people can excel without ever selling or knowing a real customer. In a small business, everybody is in sales, and the customer is always the main focus.
Prioritize current skills and a demonstrated ability to learn. People who haven’t changed in a while find it harder and harder to do so. If you don’t hear an enthusiasm for new challenges, you won’t find the flexibility you need to anticipate and create the pivots required for success. People trapped by the Peter Principle won’t be happy fixing chaos.
Keep the focus on results - don’t hire or reward for effort. A common refrain I hear from team members in over their heads is how many hours they work and how busy they are. If you hear that in the interview process, change the subject to results, and then move on quickly to the next candidate. Set your metrics and rewards to map to results.
Promote an “up or out” growth culture to prevent role stagnation. Look for team members that see every job as a step, rather than a destination, as the company grows. Make it clear through words and actions that you expect upward growth, and no-growth is a failure for both of you. The alternative is to lose your best people to new ventures.
Look for an ability to manage people, as well as do the work. Some people are great workers, but are barely able to manage themselves. The best are comfortable in both roles, and approach every task from both perspectives. Many big company executives rely on their staff to do the real work. This doesn’t work in a small and growing business.
Provide mentoring and self-learning opportunities. Most small businesses don’t have the time or resources to send team members to formal training classes, either in-house or off-site. Yet every new team member can be assigned an in-house mentor, provided with online seminar opportunities and given special assignments to facilitate new learning.
Another difficult challenge for new entrepreneurs and small business owners is being able to deal immediately with the Peter Principle in current team members, once they see it or recognize a hiring or promotion mistake. It’s as hard as every other pivot you will have to make as a new business, with the same penalty that the longer you wait, the higher the cost of recovery.
If you as the leader don’t deal quickly with incompetent people in key team positions, they will paralyze your business. The best people see the problem and beat a path to the exit, to take new outside opportunities, and only the ineffective ones will remain. That will make you the final proof of the Peter Principle.
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The Irish Terrier dog breed was once described as the "poor man's sentinel, the farmer's friend, and the gentleman's favorite." Rugged and stouthearted, he has the advantages of a convenient size, versatile abilities as a companion, watchdog, and vermin dispatcher, and high train-ability.
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A blog about all things personalized. Featuring preppy monogrammed gifts for babies, children and adults.
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Paula who is severely ill asks her husband Steeve: "Do you love me darling?"' "'O f course, sweetheart"'he replies ''How much?"' Paula continues "'Extremely"' answers Steeve "''Will you cry if I die?'' asks Paula "Yes I wll" he replies "Show how will you do it'' she tells him''' ' ' Sign in to see full entry.
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An individual who has undergone an amputation of his leg goes to the shop: "I need one shoe for the right leg" he tells the seller. "I'm sorry but shoes are sold in pairs" replies the shopkeeper. "And what's the price?''asks the fellow. "$100"says the seller. ''As require only one.I'll pay only... Sign in to see full entry.
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In a country there is a high rate of road accidents and the statistics are increasing alarmingly.The Minister of Transports is not happy: "It's high time to set up a report on accidents" After a few months the expert submits his report: "I suggest that the government should stop the building of new... Sign in to see full entry.
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Nurses working in a psychiatric hospital usually receive a risk allowance as they are in contact with mental patients.One day a patient escapes from the ward,The director convokes the nurse in charge for an explanation: "Why did you not prevent the patient from escaping?" he asks. ''Sorry Sir.We... Sign in to see full entry.
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A client goes to the hardware shop: "I need half kg of 2 inches nails please" The assistant weighs the nails and puts them in a bag leaving it on the counter. The client heads towards the cashier for payment. A few minutes later he returns to collect his commodity.But it's not there: "Where are my... Sign in to see full entry.
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A ravishing young woman participates in the beauty competition of Miss Universe.After the deliberations of the jury she is proclaimed as Miss Universe: "Congratulations.Now that you have been elected what's your mission?"asks a journalist. "I intend to travel around nthe world"she repiies. "And... Sign in to see full entry.
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