Category: Products

Amazon DSP: Quietly Taking Programmatic By Storm

 

Amazon’s appeal to advertisers is a no-brainer. Over 75% of consumers say they shop on Amazon most of the time. Just by visiting Amazon.com, a site dedicated solely to shopping, a consumer has expressed purchase intent.

Amazon is Paradise for Shoppers and Advertisers Alike

Amazon DSP, now wrapped under the “Amazon Advertising” brand, is a powerful tool for marketers, providing access to Amazon’s robust first-party data. Amazon DSP unlocks Amazon’s highly coveted Owned and Operated inventory that, when coupled with exclusive intent behavior segments and an impressive attribution feature, positions it as a key component of any programmatic strategy.

Amazon DSP: Modest Powerhouse

Amazon describes its DSP as a “demand-side platform that enables advertisers to programmatically buy display and video ads.” While that’s a high-level idea of the platform’s capabilities, it doesn’t convey the full power of the tools it offers to advertisers. Amazon DSP allows advertisers to spread their spend and creative across varying formats and inventory sources, making it the preferred DSP for a staggering 41% of marketers, according to a survey conducted by Advertiser Perceptions. Let’s look at what makes Amazon DSP unique within a highly competitive programmatic marketplace:

Exclusive Audience Access

As audience lists are limited to Amazon’s owned DSP, targeting capabilities are the platform’s largest distinguishing benefit. Due to the sheer volume of sales occurring on Amazon among a vast customer base, access to Amazon shoppers provides advertisers with granular, high-intent segments most likely to become purchasers. To highlight the specificity of potential audiences, let’s take a look at some examples. Our personal favorites are “Green Baby,” “Hot Tubs,” and  “Tom Hanks Fans”:amazon dsp audience segmentation

In addition to utilizing Amazon audience segments, advertisers have the ability to upload their first-party data through approved vendors. A recent product feature allows lookalike audiences to be broken into even smaller segments based on most similar vs. most scale.

lookalike audiences 1

lookalike audiences 2

Unique, High-Quality Inventory

Amazon DSP allows advertisers to buy across all of the major exchanges. However, Amazon DSP has set itself apart with its robust connected TV offerings (hello, Alexa devices and Fire Sticks!), along with Owned and Operated (O&O) properties and Amazon Publisher Services. This allows for better Amazon user recognition through high-visibility impressions:

  • Connected TV Offerings: Using unskippable full-screen ads and hyper-granular audience targeting, Amazon has given advertisers the powerful one-two combo of relevant ads and a rapt audience. Additionally, due to Amazon’s emphasis on streaming devices and Prime video content, we can reliably expect inventory and viewer base to grow.
  • Amazon Publisher Services: A rapidly expanding subset of publishing available within the platform aimed to place advertisers higher in the waterfall and provide direct deals with high quality publishers. We encourage you to check out this site to stay up to date on the current offerings of APS.
  • Amazon Owned and Operated Properties: In another power move, Amazon App and Web inventory is only accessible via Amazon DSP. While we’ve seen that these placements tend to have lower viewability due to the nature of product page layouts, advertisers can benefit from pixel-based retargeting, product remarketing, and brand halo remarketing — all powerful opportunities to build brand awareness and move potential customers down the funnel.

The Best is Yet to Come

As Amazon DSP expands, advertisers can expect exciting optimizations and increased capabilities from the platform. In addition to its rapid accumulation of first-party data, growing by the day as shoppers shop, Amazon’s international growth will also unlock new opportunities to reach consumers who are most likely to convert with the right message at the right time.

How Salesforce Journey Builder is Set to Power the Next Generation of Programmatic Advertising

 

Salesforce and Google, the tech giants joining forces to solve the traditional gap between offline and online customer journeys could have an unexpected impact on the digital advertising industry.

Uniting the Online and Offline Customer Experience

First announced at the end of 2017, the Salesforce and Google global partnership has come to fruition with an enhanced integration between Google Marketing Platform and standard connectors for Google Analytics 360. One of its greatest benefits is making online behavior and insight data available across Salesforce Sales Cloud and Marketing Cloud, enriching traditional CRM customer data (offline) with live (online) metrics.

Simultaneously, Salesforce has been advancing Journey Builder, the customer engagement tool that is central to its Marketing Cloud package. The result is a powerful, robust tool capable of delivering responsive and highly personalized data-driven automated campaigns.

Composing a Symphony of Data

Think of Journey Builder as an orchestra conductor making sure the musical ensemble is playing perfectly and following the partition. Previously, the conductor was only hearing from one ear (offline data) and adding Google Analytics 360 to the mix let the conductor hear with both ears (online). While performing well before, suddenly the musical ensemble is able to play a much larger repertoire.

In this sense, the integration between Google Analytics 360 and Salesforce gives marketers a more complete view of their customer data, with Journey Builder enabling a path for improved engagement. 

As Google and Salesforce describe it, it’s a match made in marketing heaven. This match has also created additional benefits for marketers looking to upgrade their technology but wanting to balance their needs against those of their organization. This results in alignment between the goals of the CMO and CIO. The CMO benefits from a powerful actionable tool mapped on the entire B2C customer journey and provides the CIO a cost-efficient alternative to custom integration and implementation.

Salesforce and Google Marketing Platform Today

Marketers today have the ability to view Google Analytics data within Marketing Cloud, associating those site usage goals and e-commerce data points to email metrics.

In the latest release, Marketing Cloud includes improvements to its Google Analytics 360 connector allowing marketers to capture online behavior by linking to Google Analytics 360 audience activation. Using unique IDs shared between the two solutions, it allows marketers “to build audiences based on Google Analytics data for web and mobile app activity, email engagement, and offline behavior.”

Capturing online customer behavior and activities allows marketers to trigger automated, personalized journeys through the Marketing Cloud engagement channels via Journey Builder.

Salesforce Journey Builder Engagement Channels Through Marketing Cloud and Google Marketing Platform

While the latest release is packed with new features, it’s hard not to see the exciting future ahead of us as the product roadmap is expected to include deeper links with the Google Marketing Platform stack including Google Optimize 360, Surveys 360, and Data Studio.

Looking Forward: The Impact on Programmatic Advertising

Journey Builder always seems to have been destined to enter the digital advertising arena. With the goal of fulfilling a marketer’s dream of enabling 1:1 marketing, Journey Builder is set to become a valuable tool for helping advertisers streamline and personalize their campaigns in real-time for a better customer experience using online data collected from Google Marketing Platform.

Different People Receiving Personalized Journeys on their Devices

Allowing Journey Builder to connect with the other platforms in the Google Marketing Platform stack such as Campaign Manager or Display & Video 360 would open the gates for even smarter and more efficient programmatic ad buying.

The integrated ecosystem will ultimately encourage and help facilitate brands who are thinking of bringing their digital advertising in-house. With the hyper-targeted audiences activated via Marketing Cloud, marketers will also be able to drive overall acquisition costs down, making the business case for in-housing their digital advertising more compelling.

MightyHive is a leading partner for brands looking to integrate Google Marketing Platform and Salesforce. With a focus on uniting media and analytics, we help our clients own their analytics and insights to inform a data-driven campaign strategy.

To learn more about how MightyHive can help you activate a unified data and media strategy with Google Marketing Platform and Salesforce, please contact us.

Getting Started with Google Analytics 360 Attribution

 

Aligning marketing spend with business objectives is a top priority for marketers. Now is the time for organizations to identify analytics solutions that provide a single view of the customer’s journey, allowing more informed predictive modeling and data-driven audience segmentation.

This post will evaluate Google Analytics 360 (GA 360) attribution capabilities and identify different ways organizations can select the attribution models that align most closely with their KPIs and customers’ journeys.

What Events is Google Analytics 360 Attribution Measuring?

Google has the largest deterministic cross-device graph which allows marketers to anonymously observe conversions from signed-in users. If a user is logged into Gmail and interacts with an ad served by Google, marketers can measure that user across multiple devices (e.g., desktop, mobile) along their path to conversion. Users are also verified across marketing touchpoints if they are logged into YouTube, Google Maps, or any other Google-owned product.

Google Analytics 360 Attribution Feature Comparison

It might be tempting to compare only the attribution modeling features of Google Analytics Standard and Google Analytics 360, but sophisticated attribution modeling relies on a comprehensive set of technology and data sources. With access to fresher and more granular data, and integrations into Google Marketing Platform, Google Cloud BigQuery, and Salesforce, GA 360 gives marketers a powerful set of tools for building attribution insights.

GOOGLE ANALYTICS STANDARD GOOGLE ANALYTICS 360
Attribution modeling
Data-driven attribution
Display & Video 360 integration
Search Ads 360 integration
Salesforce integration
Unsampled reporting
BigQuery integration

How to Start Using Google Analytics 360 Attribution

To provide an overview of GA 360 attribution features, we’ll cover how to get started in three key areas:

  1. Grouping your digital channels
  2. Comparing attribution models
  3. Using data-driven attribution

Grouping Your Digital Channels

By default, GA 360 creates a Default Channel Grouping, which could include traffic from direct sources, organic/paid search, social, email, affiliates, referral, display, and other advertising channels, but there are a few limitations and caveats to note about custom channel groupings. By manually tagging URLs with UTM parameters, marketers can create custom groupings, but not all channels will query cost data as a dimension, including paid social sites like Facebook.

Importing cost data from non-Google campaigns (e.g., email and social), combined with conversion and e-commerce data, allows marketers to determine ROAS (Return on Ad Spend) for each activity. Marketers also have the option of classifying paid search queries as Brand vs Generic to analyze performance metrics separately as the investment across each activity could differ significantly.

Comparing Attribution Models

Once each channel has been tagged and added to its default or custom grouping, marketers can leverage the Model Comparison Tool to analyze site visitors based on specific conversion goals. GA 360 is equipped with seven default attribution models, each with a particular set of rules for determining how credit for sales and conversions is assigned to touchpoints along with conversion path.

87% of paid advertising and marketing teams leverage the same integrated technology stacks, underscoring the importance of unifying data to assess real-time customer engagement. In turn, this will allow marketers to determine whether investment in each tagged channel drives measurable business impact based on their marketing mix.

Google Analytics 360 Model Comparison Tool

Using Data-Driven Attribution

GA 360 also includes a custom Data-Driven Attribution model. This additional model not only analyzes path data to develop custom conversion models, but also algorithmically assigns partial credit to marketing touchpoints based on the Shapley Value. This cooperative game theory is an approach to fairly distribute the output of a team among the constituent of team members. For example, Paid Search preceding Email is modeled separately from Email preceding Paid Search.

How Data-Driven Attribution Uses the Shapley Value

Attribution modeling Shapley Value example

In order to use Data-Driven Attribution, marketers must meet the following conversion thresholds for the previous 28 days:

  • 400 conversions per conversion type, with a path length of 2+ interactions (i.e., 400 conversions for a specific goal or transaction, not a sum of 400 overall conversion types); AND
  • 10,000 paths in the selected reporting view (roughly equivalent to 10,000 users, although a single user may generate multiple paths)

Find the full GA 360 data-driven attribution requirements here.

The Model Explorer Tool

After the model has been created, marketers can leverage the Model Explorer tool to discover the weights assigned to specific channels and their position along the user’s path to conversion. Data-Driven Attribution will incorporate a maximum of four interactions, clicks, and direct traffic, within a 90-day look-back window of a conversion. According to Google, the last four interactions comprise more than 85% of conversions, which is why the Multi-Channel Funnels Path Length report allows marketers to review the entire path length, along with the option to create custom funnels.

Within the Model Explorer tool some channels, like Direct, may not occur and are represented with a dashed (-) line and white color label, as shown below.

Google Analytics 360 model explorer

GA 360 Attribution is Just One Part of a “Complete Breakfast”

Across each stage of the customer journey, whether it be brand-building, lead generation, or even customer advocacy, marketers must determine which channels drive measurable impact. Increases in mobile web traffic challenge marketers to invest in new video formats as cable cutters rejoice the rise of apps like Netflix. Teams must also consider the growing impact of trends like IoT on traditional formats like billboards and television, which still lead in brand building because of scale. Some may argue that social marketing deserves consideration throughout the customer journey while others may find success with email marketing for direct engagement.

At MightyHive, we understand that analytics is the backbone of a unified customer journey. Our solutions team helps marketers unlock the power of Google Analytics 360 and the rest of the Google Marketing Platform stack to bring marketing channels, customer data, and insights together into a single view of the customer.

Contact us to get started.

MightyHive EMEA is now certified for Google Tag Manager

 

As part of our steady progress toward full-stack, certified support for Google Marketing Platform in the EMEA region (and globally), MightyHive was recently able to complete its EMEA certification for Google Tag Manager and Google Tag Manager 360 (the enterprise version of Google Tag Manager).

Local expertise, global coverage

In addition to enhancing our ability to serve EMEA clients, we’re also following through on our longer-term commitment to provide clients with a single partner they can work with globally. MightyHive currently holds Google Tag Manager certifications for EMEA and North America, with APAC not far behind.

Our tag management expertise not only spans multiple global regions, it also spans multiple internal MightyHive client service teams such as Analytics, Solutions Engineering, and Data Science. We’re committed to having local experts in Google Tag Manager who can consult on tagging best practices and also build custom solutions that are either implemented by MightyHive or the client.

GDPR and tag management

With the increased focus on the General Data Protection Regulation (GDPR), MightyHive has seen an increase of service requests coming from our clients across multiple markets. In an effort to remain compliant, brands are striving for consistent governance across all participating countries, as opposed to the historic country-by-country data protection rules.

Within Google Tag Manager and other tag management solutions, configuration considerations exist to mitigate any PII (Personally Identifiable Information) exposure to the web browser and to ensure a brand is GDPR-compliant. MightyHive provides best practices and advice to ensure brands are fulfilling their commitment to exclude or anonymize sensitive data. When working with clients, MightyHive discusses the best practices in detail with the client ahead of deployment and we consult on an individual basis.

Other tag management use-cases we help with

Helping our EMEA and global clients manage GDPR compliance isn’t all we do! The majority of use-cases across EMEA involve the setting up and optimisation of website or campaign dimension or metric data. This includes:

  • Google Analytics 360 custom dimensions
  • Custom variables (Display & Video 360, Campaign Manager, and Search Ads 360)
  • User-ID tracking
  • Cookie management
  • Third-party tool implementors
  • Custom Javascript variables to manage bespoke event tracking, single page application behaviour, and/or on-page element visibility

MightyHive also has the ability and expertise to support clients across a full range of tag management and web analytics solutions, including:

Let’s work together!

The MightyHive EMEA team has invested in our Google Tag Manager certification for you, our clients. If you have questions on tag management, GDPR compliance, web analytics, or full-stack programmatic support, reach out to us at emeasales@mightyhive.com.

Amazon Attribution Now Lets Brands Connect Media to Amazon.com Purchases

 

Amazon = Shopping

Since its launch over 20 years ago, retail kingpin Amazon.com has become central to a tectonic shift in how the world shops—it’s also a household name and recently became the world’s second trillion-dollar company. Thanks to the proliferation of Amazon as a platform for shopping, research, and content, it has accumulated a vast amount of data covering every stage of the path to purchase.

emarketer amazon retail ecommerce sales

However, Media Attribution on Amazon Has Been Elusive

Many retailers and consumer brands sell across a variety of channels including owned sites, Amazon, Walmart, Jet.com, Target, big box chains, and others, with an estimated 5% of final US retail purchases made through Amazon. Despite Amazon’s wealth of consumer intent and purchase data, it has historically been challenging for advertisers to determine how their media contributed towards browsing and ultimately purchase activity on Amazon.com.

… Until Now

Enter Amazon Attribution. This new solution, currently in beta, offers marketers a view into how media campaigns contribute to sales on Amazon. This visibility into campaign effectiveness is a key piece of the puzzle, helping marketers understand the impact of their media dollars and supporting the advertiser’s sales goals at large.

A Look at How Real Shoppers Shop (Hint: It’s Complicated)

Let’s explore a real-world example of a consumer’s ever-increasing number of touchpoints and destinations along a path to purchase. Meet our shopper, Mitchell, who frequently visits ESPN.com to get the latest highlights and updates for his hometown heroes: the Lakers. While on ESPN.com, Mitchell sees a display banner for a sweet Nike-brand jersey for the Lakers. Reminded of his Lakers tickets for next week, Mitchell searches for the same Nike jersey on Google. He clicks on the first paid search result, which leads him directly to the product listing on the Nike website.

Now that Mitchell has a baseline for price comparison, he shops around on two or three sporting goods sites before typing Amazon.com directly into his browser. On Amazon, he locates the product (sold by Nike) and reads dozens of customer reviews on the product detail page. He ultimately makes his purchase on Amazon.com. Mitchell receives his authentic Nike jersey in time for the game (thanks, Amazon Prime!), and the Lakers pull off a buzzer beater to secure the victory.

media attribution on amazon

Measurement Blind Spots for Retailers

Let’s examine this specific scenario from Nike’s perspective. Up until Mitchell left Nike’s site in favor of Amazon, Nike could capture Mitchell’s onsite activity and attribute the product page visit to their display and search media. However, once on Amazon.com, Mitchell’s activity becomes invisible to Nike and is not attributable to Nike’s paid media efforts. Within Nike’s attribution systems, Mitchell would be considered a non-converter since the final purchase wasn’t recorded on the owned site. The attribution picture would remain incomplete and inaccurate.

Amazon Attribution Closes the Loop

Amazon Attribution gives advertisers the conversion metrics, including Amazon detail page views, purchase rate, and sales, that provide a comprehensive view into how search and display contribute to shopping activity on Amazon. This more complete picture allows advertisers to measure, optimize, and plan their strategies with actionable insights and learnings.

To find out more, reach out to questions@mightyhive.com

MightyHive Now Dual-certified Across Google Marketing Platform and Google Cloud

Expanded capabilities for tomorrow’s marketing challenges

MightyHive recently became certified as a Google Cloud Platform Partner. This certification marks an exciting new chapter in our evolution as a company and allows us to bring powerful new solutions to brands.

MightyHive has been a Google Marketing Platform Partner since 2012. The advertising industry and the needs of marketers have changed considerably since then. As the scope of programmatic advertising has evolved from siloed point solutions to unified marketing & advertising stacks to enterprise systems integrations, MightyHive has evolved as well.

Our recent certification as a Google Cloud Platform Partner allows us to provide a range of services and solutions that encompass the full breadth of technology and data that today’s advertisers must bring together in order to succeed.

The enterprise ad stack, past, present, and future

PAST: Point solutions with cumbersome integrations into limited first-party data sets

PRESENT: Enterprise-grade integrated ad stacks with seamless integrations into some first-party data sets

FUTURE: Enterprise data and ad stack learn from and inform one another via always-on Cloud integrations and analytics

Cloud-based solutions are becoming critical to marketer success

MightyHive has seen brands amass digital advertising data in two key areas: within their own first-party systems (e.g., CRM, site analytics, offline data) and within digital advertising platforms (e.g., Google Marketing Platform, Facebook). There are dramatic advantages that can be unlocked when these terabyte-scale data sets can inform and learn from one another.

A few out-of-the-box integrations already exist between data, analytics, and media activation, such as those between Google Analytics 360 and Display & Video 360, Google Marketing Platform and BigQuery, or between Google Analytics 360 and Salesforce. However, even these powerful platform integrations don’t fully address the needs of advanced marketers. Every brand has unique data sets, unique insights, and unique KPIs—all key ingredients of competitive differentiation and successful advertising.

Given this environment of complexity and often staggering scale, Google Cloud Platform plays a dual role:

  • First, as a powerful piece of “workhorse” infrastructure that can bridge the gap between brands’ technology and data sets residing both within and outside the enterprise.
  • Second, as a flexible toolset for developing bespoke solutions and models that truly unlock the wealth of insights many brands have amassed about their customers and their campaigns.

Google Cloud Platform provides infrastructure and computational power to allow Brand Data and Advertising Platform Data to inform and learn from one another.

Maintaining brand control

Developing solutions using Google Cloud Platform also confers a key strategic benefit to brands: a brand’s Cloud environment is one over which they have total control. Cloud-based solutions are the exact opposite of “black boxes” that offer little or no insight in return for devouring brand data. Brands have complete transparency into the sources, uses, and targets of data in a secure environment customized to meet data governance requirements.

Key marketer use cases

MightyHive has identified four key use-cases where marketers have a need to both solve for today’s challenges and build critical infrastructure to be competitive in the coming years. And we expect to learn a great deal more from our clients as we partner with them on transformative projects using Google Cloud Platform.

KEY USE CASES FOR CLOUD
Attribution Modeling
For marketers needing to enhance or exceed the capabilities of out-of-the box attribution tools, custom attribution models bring together event-level advertising touchpoint data and give marketers a better understanding of what’s driving performance across devices, channels, and platforms.
Audience Segmentation
With Cloud-based solutions able to bring all relevant customer data (from CRM systems, site-side analytics, and advertising touchpoints) together, MightyHive can help marketers identify high-value audience segments for activation across digital ad and CRM campaigns.
Media Mix Modeling
Google Cloud infrastructure and vast computational power can aggregate, normalize, and perform complex statistical analyses on historical advertising, site analytics, CRM, and sales data sets in order to develop Media Mix Models. Marketers can use these Models to optimize budget allocation or extrapolate trends and effects for future planning.
Data-driven Personalization
By analyzing how data sets such as customer/visitor profiles, A/B and multivariate test results, and site analytics combine to influence business outcomes (e.g., conversions, ROAS), MightyHive can help marketers personalize site content and UX to optimize toward stronger outcomes.

Unlocking strategic data sources

While each advertiser has its own unique data “footprint,” the types of data that marketers need to unify, analyze, and activate generally fall into five categories:

KEY DATA SOURCES
Site-side analytics
Site-side analytics represent some of most detailed, most reliable data available to marketers, with the unique benefit that actions and outcomes can often be definitively tied back to customers or users. When raw site-site analytics data can be brought into a Cloud environment and combined with and analyzed alongside other data sets, MightyHive can help marketers uncover fresh insights.
First-party, CRM, and offline data
Brands have amassed vast sets of proprietary data that can be used to both inform digital advertising and measure its performance. Data sources include CRM systems, sales, offline conversions and touchpoints, customer rewards and loyalty, and call centers.
Log- and event-level ad data
Log- and event-level data would primarily come from ad servers in the form of log files, but could conceivably come from any marketing system that tracks discrete events (e.g., ad exposures, clicks) in a raw, structured format that is available for download or export.
Cost & flight data
This would include marketing campaign data not natively available within digital ad platforms. Cost & flight data might cover campaigns run by agencies and partners, or spend from TV, print, and radio.
Cross-platform and cross-channel data
The flexibility and open architecture of Cloud-based analytics allows for the integration of data from across channels and platforms including the Google Marketing Platform, Facebook, Twitter, LinkedIn, and more.

Contact us to learn more

Google Cloud Platform is a new and vital tool for solving the challenges of the world’s most advanced marketers and advertisers. If your brand wants to unify data & technology and build powerful, fresh marketing insights, please contact us and we can start a conversation.

Brands can now buy Ads.txt-only in Google Display & Video 360

“If you look at the amount of protection you get from Ads.txt compared to its cost, which is zero, that’s a very compelling value case.”

Pete Kim
CEO, MightyHive

Ads.txt is a crucial tool for marketers to weed out counterfeit inventory from ad buys. A recent test by Guardian US and MightyHive found that 72% of video ad spend was intercepted by sellers of fake Guardian US video ad inventory.

Google Display & Video 360 logo

Google has announced that by the end of 2018, its demand side platform Display & Video 360 (DV360, formerly known as DoubleClick Bid Manager) will default to buying only Ads.xt authorized inventory on the open exchange, only from publishers that have adopted Ads.txt, while excluding publishers that have not adopted it yet. Marketers will still have the option to buy non-Ads.txt-compliant inventory, but they will have to opt out of the default setting in order to do so.

Marketers using DV360 already have the option of buying this way, but it is not the default and DV360 users must opt in. And DV360 has been automatically filtering out unauthorized inventory since November, 2017.

Ads.txt-only buying in DV360 is important because, for marketers who adopt it, it will virtually eliminate spend intercepted by counterfeit sellers using domain spoofing, and will also ensure that marketer budget is not spent on inventory that cannot be verified because the publisher has not adopted Ads.txt.

Google is announcing this planned change several months in advance to give marketers and media buyers time to adjust their campaigns and account for the effects of buying 100% Ads.txt-compliant inventory (which can affect inventory cost and performance as fraud is eliminated).

How Ads.txt Protects Marketers
(click to view full size)

Ads.txt adoption is already widespread

When DV360 begins defaulting to Ads.txt-only buying at the end of 2018, the change is not expected to cause a great deal of disruption for marketers. 90% of Google’s publisher partners have adopted Ads.txt, and more broadly, a majority of programmatic publishers have adopted it. In addition, 80% of the inventory offered by Google is Ads.txt-compliant.

“As more websites continue to adopt the standard, we plan to make the ads.txt-only inventory control the default setting for Display & Video 360 by the end of 2018.”

Google Marketing Platform Blog


The overwhelming majority of programmatic publishers have now adopted ads.txt.
Source: blog.pixalate.com.

Start buying Ads.txt-only today

If you are a current MightyHive client using DV360, contact your Account Manager to understand how to begin using this feature. If you’d like to learn more about safer Ads.txt-only buying in DV360, please contact us.

The Google Marketing Platform: What You Need To Know

Today Google announced that the DoubleClick and Google Analytics 360 (GA 360) marketing platforms are being consolidated into a unified, end to end enterprise marketing suite: The Google Marketing Platform (GMP).

The goal of this unified suite is to streamline your digital marketing tools for better collaboration, clearer insights, and more ownership over your marketing data. The Google Marketing Platform will build upon the existing connections between DoubleClick and the GA 360 Suite, integrating all of your marketing technology in one place.

If you are a Google client, you are probably wondering what impact this shift might have on your account. We’ve prepared some FAQs to support you through this transition and will be posting additional updates as Google announces changes. If you have any questions, please contact us at questions@mightyhive.com or reach out to your MightyHive account manager.


Google Marketing Platform FAQs

What is the Google Marketing Platform?

The Google Marketing Platform is an enterprise-class marketing suite that combines and unifies the capabilities of DoubleClick and GA 360 into one single suite.

Google_Marketing_Platform_Full_Logo_Suite

Why is Google making this change?

The new Google Marketing Platform will allow brands to maximize the benefits of a consolidated marketing stack. Eliminating the distinction between DoubleClick and the GA 360 Suite allows Google to continue building the world’s most comprehensive and feature-rich marketing suite; a suite that provides:

  • A unified user interface and user experience
  • Enhanced collaboration across marketing functions
  • A unified view of channels, campaigns, audience, performance, and insights
  • Seamless integrations between media channels, product features, audiences, data, and targeting

GMP will remain media agnostic and will continue to support integrations with a variety of third-party data and measurement platforms and service providers across the ecosystem.

What’s happening to the DoubleClick brand?

The DoubleClick and GA 360 Suite names are being retired, with all products receiving new branding. The highlights include:

  • DoubleClick Bid Manager (DBM) will become Display & Video 360 (DV 360).
    • DoubleClick Studio will become a feature of DV 360 as Studio.
    • Audience Center will become a feature of DV 360.
  • DoubleClick Campaign Manager (DCM) will eventually become a feature of Display & Video 360.
  • DoubleClick Search (DS) will become Search Ads 360.
  • The Google Analytics 360 Suite will be retired and GA 360 products will now be offered as part of the GMP suite.

Google-Marketing-Platform-GA-360-DoubleClickWhat is the timeline for these updates?

These changes will not happen overnight. UI updates will begin in mid-July. You can expect to start seeing product updates gradually begin later this year.

Is my pricing going to change?

No. There are no pricing or contract changes associated with this announcement.

How will this affect my relationship with MightyHive?

If you are a MightyHive client, your relationship with MightyHive will not change. We are certified as a Google Marketing Platform Partner (GMPP). With these new updates, we are going to be working very closely with our clients to make sure you are comfortable and up-to-date on all changes.

Want more detail? Use the infographic below to understand how legacy DoubleClick and GA 360 products will be rebranded in the Google Marketing Platform:

Google-Marketing-Platform-Infographic

 

MarketingLand: DoubleClick Bid Manager Opens Up Digital Audio Ad Buying Globally

This week Google announced that they are rolling out global programmatic audio buying through DoubleClick Bid Manager.

MightyHive was an early user of DoubleClick’s programmatic audio feature, seeing exceptional campaign results for a major CPG brand. The campaign yielded over 7.5 million impressions and a CTR over 0.11% alongside a 95% completion rate. You can read the full case study here.

Read the full article on MarketingLand.

To find out more about how MightyHive can help you optimize your programmatic audio strategy, please contact us.

Press Release: MightyHive One of Five Companies in US Certified for Google Attribution 360 Beta

Read the release below or on PRNewswire.

Helps Enterprise Marketers Decipher Digital Media Attribution with Unprecedented Accuracy

SAN FRANCISCO, April 10, 2018 /PRNewswire/ — MightyHive, the premier Programmatic Solutions Partner, today announced it is one of an exclusive group to receive certification for the Google Attribution 360 platform in the U.S., currently in pilot with Fortune 100 customers. This key certification will allow MightyHive enterprise clients to access both programmatic media buying and attribution expertise under one roof.

MightyHive, already Google’s largest DoubleClick Certified Marketing Partner and a leading Google Analytics Certified Partner, has more than 400 clients running media through its platform. With this expertise, the company can equip brands and agencies with powerful and precise analytics revealing how paid media channels are contributing to performance. With credible insights into ad effectiveness, advertisers will be able to allocate media budgets more effectively, eliminate wasted spend, and ultimately drive stronger results.

Google Attribution 360 taps into Google’s unparalleled user graph to offer cross-device, cross-channel attribution analysis that can be further enhanced by advertisers’ first-party campaign data. Marketers are also able to use predictive analytics to model the impact of budget changes and optimize media spend across channels.

By aggregating marketing touchpoints across DoubleClick, Google AdWords, and Google Analytics, Google Attribution 360 offers marketers a uniquely comprehensive – and ultimately more accurate – view of the relative contributions of campaigns and media channels. The data-driven attribution methodology and model-comparison features available in Google Attribution 360 also give marketers vastly superior insights when compared to outdated and misleading attribution methodologies such as last-touch.

“MightyHive has developed a truly unique offering that brings programmatic media buying and data-driven attribution under one roof. With Google Attribution 360, we can bring game-changing insights to advertisers who expect greater clarity than ever before into how their media dollars are influencing performance,” said Ming Wu, Chief Revenue Officer at MightyHive.

In addition to its existing Google Analytics 360 service, MightyHive will offer Google Attribution 360 on a managed-service basis.

About MightyHive
MightyHive is a Programmatic Solutions Partner that provides custom consulting services, agency functionality, and enables programmatic in-housing for enterprise clients. The MightyHive advantage is its deep expertise in leading ad tech platforms combined with a range of offerings including full-service campaign management for marketers, in-housing training and support, and platform implementation — all under one roof and with complete transparency. The company is headquartered in San Francisco with offices in New York, London, Singapore, and Sydney.

About Google Attribution 360
Google Attribution 360, part of the Google Analytics 360 Suite, offers enterprise-level attribution designed to meet the data integration and modeling needs of the largest advertisers. Google Attribution 360 uses a data-driven approach to determine how impactful your ads are, allowing you to make better cross-channel and cross-device decisions and drive greater returns.

Jenny Mulholland
Gull Rock PR/East Coast
732-245-0021
jenny@gullrock.com

Andrea Boren
Gull Rock PR/West Coast
650-644-1700
andrea@gullrock.com