DoubleClick Integrations: How Ad Tech Companies and Ad Agencies Can Benefit
DoubleClick is one of the longest-standing companies in the online advertising world, having been founded in 1996 by Kevin O'Connor and Dwight Merriman. After being acquired by private equity firms Hellman & Friedman and JMI Equity in July 2005, it was subsequently purchased by Google in March 2008.
DoubleClick by Google — as the platform is known today — arguably hosts the largest volume of online inventory available through a single ecosystem, and is used by hundreds of companies including brands, ad agencies, advertisers, and publishers.
What Ad Tech Solutions Does DoubleClick Provide?
DoubleClick by Google offers a suite of products covering most players in the online display advertising ecosystem:
DoubleClick For Publishers (DFP) allows publishers to manage and sell their inventory to a broad range of buyers via the DoubleClick Ad Exchange.
DoubleClick Campaign Manager (DCM) — the successor to DoubleClick for Advertisers (DFA) — enables media buyers to set up, run, manage, and report on campaigns across different devices and through various platforms, such as DSPs and ad networks.
DoubleClick Bid Manager (DBM) is a demand-side platform (DSP) designed to help ad agencies and advertisers reach their target audiences and optimize campaign performance through the real-time bidding (RTB) process.
DoubleClick Search (DS) is a component of AdWords that enables agencies, marketers, and advertisers to run ads on Google's search engine as well as other search engines, including Yahoo! and Bing.
DoubleClick Creative Solutions provides advertisers and agencies with tools for designing dynamic, rich media, and HTML5-enabled creatives suitable for delivery across a range of channels.
DoubleClick Ad Exchange (AdX) allows advertisers and agencies to purchase media via the real-time bidding process, typically through a DSP. Publishers can sell their AdX inventory through a supply-side platform (SSP) and/or through Google's ad server, DoubleClick for Publishers (DFP).
DoubleClick Data Platform is essentially a data management platform (DMP) built to help both media buyers (advertisers and ad agencies) and media sellers (publishers) manage their data and sync audience segments with their AdWords and DBM accounts.
Beyond the DoubleClick suite, Google also offers complementary solutions for advertisers and marketers, including AdWords and Google Analytics 360.
Who Can Benefit From Integrating With DoubleClick?
Ad tech companies can gain access to the largest source of online inventory, pull data from DoubleClick to create custom reports and present them visually, adjust CPC and CPM bids to optimize campaigns, push data back into DoubleClick platforms to improve targeting, and build custom dashboards for campaign management and analysis.
Ad agencies can build custom dashboards and interfaces so their clients can run, manage, and report on multiple DoubleClick campaigns from a single centralized location.
Publishers can create a custom dashboard for managing multiple DoubleClick accounts across a number of websites.
Brands and advertisers can set up and manage multiple DoubleClick campaigns across multiple channels and platforms, monitor campaign execution, make optimization decisions, and generate and view detailed reports from one custom dashboard.
Four Use Cases for a Custom DoubleClick Integration
Add AdX as an Inventory Source to a DSP
Integrating a demand-side platform (DSP) with the DoubleClick Ad Exchange (AdX) gives that DSP access to inventory from what is widely regarded as the largest ad exchange in the online digital advertising ecosystem, enabling media purchases via the RTB protocol. Beyond basic inventory access, this integration can also support additional DSP functionality — automating the RTB process, managing creatives, and generating tailored campaign reports.
Generate Custom Reports
When campaigns run across multiple DoubleClick and Google solutions, pulling performance data into custom dashboards or unified interfaces provides a clear overview of results and enables teams to act on optimization opportunities immediately rather than waiting on siloed reports.
Automate Workflows to Improve Productivity
Even though online media is purchased programmatically — i.e., via software — there are still manual procedures that advertisers and publishers routinely perform: creating a campaign, generating ad codes from DFP, adjusting CPC/CPM bids, and so on. Integrating DoubleClick products with existing internal tools allows teams to automate these repetitive actions and work more efficiently.
Push Audience Segments to DBM and AdWords
Audience segments built inside a data management platform (DMP) can be exported directly to DoubleClick Bid Manager and AdWords. This improves targeting precision across media-buying campaigns and can meaningfully lift both performance and reach.