Overview | DoubleClick for Advertisers

DoubleClick for Advertisers: The Foundation for Managing Online Ads Online advertising is more efficient and effective with our digital ad management platform for agencies and marketers. Data-driven insights and streamlined operations help to improve campaign results across display, search and rich media channels. At the foundation of our platform is DoubleClick for Advertisers (DFA), an ad management and ad serving solution that helps agencies and marketers manage the entire scope of their digital advertising programs. Clients rely on DFA’s streamlined workflow for planning, trafficking, targeting, serving, optimization and reporting.

Be Efficient • Streamline your workflow. • Have fewer discrepancies with publishers by serving your ads on the most popular ad server by volume. • Speed through trafficking with an interface designed to be easier to learn and faster to use. • Store all your advertising data—across search, display and rich media channels— in one system. • View reports in DFA Analytics that are fast and graphically-driven. • Keep things running reliably with the most trustworthy and dependable ad server for advertisers. Drive Campaign Effectiveness • Find sites that fit a media buy faster with DFA Planning. • Use advanced features like conversion measurement, remarketing and creative optimization to boost effectiveness. • Draw actionable campaign insights that are based on consolidated data and advanced reports. • Leverage integrated reporting to showcase campaign results and prove the value of your media buy.

DFA Trafficking Speed through routine trafficking tasks in DFA with intuitive navigation, fast page loads and automation. Trafficking can be one of the most time-consuming aspects of managing an online campaign. We spent two years rebuilding the trafficking interface in DFA based on extensive feedback from clients, in order to make it the easiest to learn and most efficient to use. Agencies and marketers use our web-based interface to cut down the amount of time spent on routine tasks and free up time for other areas of their business.

DFA Analytics View results in DFA with fast, easy-to-use, graphical reporting. DFA Analytics is our reporting and visualization tool for viewing advertising performance data. It’s the quickest, easiest way to view data at a glance, in easy-to-understand charts and graphs. The interface makes it easy to drill down through reports at the advertiser, campaign, site, ad and creative levels and review performance by geography, time ranges, date ranges, browser, operating system or connection speed. The data is updated frequently—about every three hours—so you always have an up-to-date view of advertising performance. All of this and more is also available in our alternate reporting system, ReportCentral.

Conversion Measurement Prove effectiveness and gain insight with conversion measurement in DFA. Conversion measurement is easily setup in DFA by creating Spotlight conversion tags or Floodlight advanced conversion tags in just a few clicks. DFA cross-references conversion events with the impression and click activity of a campaign. Visitors that clicked an ad and triggered a conversion event are counted toward the campaign’s post-click conversions. Visitors that saw an ad impression, did not click an ad, and later visited the site to trigger a conversion event are counted toward the campaign’s post-impression conversions. With post-click and post-impression data at hand, agencies and marketers can answer many key performance questions about their campaign such as: • How many conversion activities were generated? • Did clicks or impressions drive more conversions? • Which sites, placements or keywords in the media buy drove the most conversions? • Which creatives and ads drove the most conversions?

DFA Planning Build and manage media plans with DFA Planning. Use DFA Planning to identify sites where audiences are likely to visit, make better-informed media planning decisions, and easily manage your media plans. DFA Planning includes all the features of DoubleClick Ad Planner, our standalone research and media planning tool, with the added advantage of being tied to your existing DFA login and aligned with your existing DFA account structures and permission settings. With DFA Planning, you can find sites to advertise on based on criteria such as the geography, language, demographics, interests or online activities of your target audience. For example, a media planner working on a consumer electronics campaign can use DFA Planning to identify sites that receive traffic from men, age 25–45 who shop for cameras. Millions of sites are profiled in the tool, which ensures you can find the right combination of sites to achieve reach and relevance for your campaign.

Improve Efficiency and Effectiveness Leverage a unified, scalable platform to get campaign results. Manage all your digital media channels with DoubleClick’s advertiser products. Our platform includes: DoubleClick Search: A powerful platform for managing and optimizing paid search campaigns. DoubleClick Rich Media: A solution for producing, managing and reporting on rich media advertising. DoubleClick Ad Exchange: A real-time marketplace that helps buyers, such as ad networks and agency trading desks, maximize ROI across millions of sites. Together, these solutions help agencies and marketers master even the most complex online advertising strategy. Scale Campaigns Reliably There is no need to worry about capacity, scale or downtime of your ads when using DoubleClick products. DoubleClick reliably serves more than 20 billion ad impressions daily for over 3000 clients. Get Started To get in touch with a DoubleClick representative, contact your account manager or visit our website at www.doubleclick.com.

About DoubleClick Google’s DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, our DoubleClick products help customers execute their digital media strategy more effectively. © 2010 Google Inc. All rights reserved. Google and the Google and DoubleClick logos are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 100315_2508043