Google test surfaces user data in DoubleClick for Publishers as part of new Insights Engine Project

Google is laying the groundwork for turning the love-hate relationship many publishers have with the company into a love-love relationship. In an event for publishers hosted at the Google offices in Chicago Tuesday, executives laid out several new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses.

” This is not some secret disintermediation strategy ,” said Phillip Schindler, A SVP& chief business officer, at the outset of the event.A a” We are all in this together … and we are all invested in seeing you succeed .”

Among the announcements was the launch of a new great efforts to share user data with publishers and introduce more machine learning into Google’s publisher products.

Insights Engine Project

Jonathan Bellack, director of product management, introduced a new endeavour “ve called the” Insights Engine Project.

Great user experiences today means mobile. And increasingly, mobile advertising entails native ad. Jonathan Bellack, Google director of product management

The new Insights Engine Project ” is not one thing ,” Bellack explained, but an ongoing effort and commitment to bring machine learning into Google’s products for publishers. Google is kicking off the new initiative with seven new features 😛 TAGEND For the first time, Google is constructing user( aggregated and anonymized) data available to publishers with insight cards. Publishers will be able to see and create audience segments based on demographics and interests, including in-market behaviours of their readers. Audience insights can then be used in programmatic assure deals built through DoubleClick Bid Manager. These endeavors are currently ongoing but involve very limited tests. New insight cards in DoubleClick for Publishers are powered by machine learning to demonstrate ads insights and benchmarksA relative to challenger publicationsA. A The initial benchmarks will be for latency and viewability metrics. The ability to import DoubleClick data into BigQuery, the data warehouse product that’s part of the Google Cloud offering, is currently in beta now and will be available generally next year. Publishers will be able to import DoubleClick data into Google Data Studio to create and share visual reports. This is also currently in beta and will roll out early next year. The company has updated its forecasting engine with more machine learning capabilities to automatically detect whatas happening with ad marketings growth, including seasonal expectations, and adjust forecasts automatically. A new visualization in the DoubleClick UI will show publishers past and future ad revenue estimates on a continuum.

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