In a blog post yesterday, Google senior business product manager, Rajas Moonka, said a key motive behind the company’s acquisition of Doubleclick in April 2007 for US$3.1bn was being able to empower agencies, advertisers and publishers to collaborate more efficiently and provide a better experience for their users.
“We are happy that we have been able to deliver on this promise already, like support for third-party vendors on the Google content network.”
New enhancements being announced by Google on the Doubleclick and Google content network include frequency capping, which allows advertisers to control the number of times a user sees an ad. In other words, the user won’t have to see the same ad over and over again.
A new frequency reporting feature will provide insight into the number of people who have seen an ad campaign and how many times on average they see ads, while view-through conversions allows advertisers to gain insights on how many users visited their sites after seeing an ad.
“We are enabling this functionality by implementing a DoubleClick ad-serving cookie across the Google content network,” Moonkas said.
“Using the DoubleClick cookie means that DoubleClick advertisers and publishers don’t have to make any changes on their websites as we continue our integration efforts and offer additional enhancements.
“This also means that with one click, users can opt out of a single cookie for both the DoubleClick ad serving and the Google content network. If a user has already opted out of the DoubleClick cookie, that opt-out will also automatically apply to the Google content network,” Moonkas said.
By John Kennedy
Pictured: DoubleClick logo