It’s been two and a half years since Google acquired digital marketplace DoubleClick for $3.1B. Over that time, they’ve gotten approval for the deal, made it official and merged their technologies more and more closely. This week they’re announcing another step to that integration—new analytics for its ad manager and better integration with its Ad Planner.
Right now, advertisers must plan their campaigns in one tool and execute them in another, according to Ari Paparo, group product manager at Google. The new tools would integrate the ad platform better to bring planning, execution and measurement to one place.
The new analytics will be very similar to Google Analytics in layout and function:
Paparo says the new product will streamline reporting on display ad campaigns:
Think of it as something you do when drinking your morning coffee and reading the news. You come in and try to find out what happened yesterday. What performed and what didn’t perform, and where did it perform. It should be intuitive, fast and easy to use.
Once these changes are implemented, Google could build on its progress. For example, Ad Planner could add predictive algorithms to help advertisers find new audiences tailored to their offerings, with traffic estimates, demographic data and more.
What do you think? Will this help display advertisers using Google? What’s in the future for Ad Planner?