Web Analytics Concepts & Terms- Doubleclick Data & Reporting
Posted by Analyst in Web Analytics, Web Analytics - concepts, Web Analytics - DFA reporting, Web Analytics - Doubleclick, Web Analytics- Doubleclick Cookie, Web Analytics- Terms
on Jul 1, 2012What is Doubleclick?
There has been an exponential growth in ad technology and Google's DoubleClick™ is one of the top companies that develops and provides Internet ad serving services. It does so by
Serving Advertisements:
Publishers (site owners) display advertisements on their respective websites through double click. It helps publishers in streamlining the operations and capturing the most value for every impressionDelivering Advertisements:
Doubleclick helps advertisers to manage the entire scope of digital advertising programs. It helps advertisers in planning, trafficking, targeting, serving, optimization and reporting of the content served as Ads. So in simple terms, it lets advertisers control how often an ad is shown to a browser, how long it is shown for and to whom it is shown to.Customization:
Double click helps advertisers deliver a more relevant message when advertising online. There are a variety of options from which the advertisers can choose from, including audience segment, geo, daypart, browser type, OS, keywords, and user lists for remarketing.This comes in two categories:
Targeting for one website owner: An online publisher can set a Doubleclick cookie to tell them what sections of their sites you are browsing. Doubleclick will then judge the type of adverts you might like to see from what you're browsing. For example, if you are on a news website and you visit the sports pages, then adverts for match tickets may be more relevant than makeup. This information belongs to the website owner only.
Targeting in advertising networks: Google runs a service called Adsense, in which lots of different publishers pool the information they get on browsers. This helps them build up a better idea of the type of adverts someone might want to see. This is a third-party advertising cookie.
Here’s a video on introduction of the reporting and analytics tools
Double click lets online marketers measure campaigns and lets them learn from these to improve future campaigns. DoubleClick for Advertisers (Shortened to DFA) reporting lets the advertisers fulfill all the reporting and analytics needs. DFA reporting allows advertisers to build campaign reports to the exact specifications that the advertisers require and is the gateway to reporting for integrated products -- DoubleClick Search, DoubleClick Rich Media and Invite Media
Key benefits:
- Helps build exactly the report one wants with just a few simple clicks and drags in an easy-to-use, query-based interface.
- Gives access to fresher campaign reports with data updated several times a day.
- Helps tap into more granular data with the available hourly breakdown of data.
- Helps view how campaigns are performing by geography: country, DMA, state, city and ZIP or postal code.
- Also lets access all standard and custom DoubleClick Rich Media metrics.
DoubleClick Cookies & its benefits:
Google tracks time, advertising campaign (through ad_placement_id), specific ad served (through ad_id), User_id (display ad cookie that identifies the browser), Client IP & referral URL
The case from Google
Short-term benefits:
- Relevancy (Before cookies the web was much worse at distributing adverts that had absolutely no relevance or interest to the people browsing. It still isn't an exact science but they say it's hard to argue with the evidence that ads that use targeting are more likely to be clicked on.)
- Frequency capping (Cookies can control how often a browser sees the same advert, so browsers don't get pushed the same advert continuously.)
- Control (Unlike other forms of tracking, such as digital fingerprinting, cookies provide ways for savvy web users to control and block particular advertisers.)
- It helps pay for the content you read on the web.
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