Ecommerce Marketing | Google Marketing | Youtube Marketing

New MRC Accreditations And Partners For Google And YouTube Ads Measurement

September 26, 2018 by

Is my marketing working? It sounds like a simple question, but in today’s complex environment, answering it correctly is a challenge. To help advance advertising measurement, we’ve invested in third-party accreditations through the Media Rating Council (MRC), and partnerships with leading measurement technology providers. Together, these efforts help ensure that the metrics our advertising solutions deliver are trusted, align with industry standards, and can be compared across providers.

Today, we’re announcing new MRC accreditations across Google advertising products, including Google Ads, Google Marketing Platform (specifically Display & Video 360 and Campaign Manager), and Google Ad Manager.1

We’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting on YouTube.

Trusted metrics across Google’s advertising solutions

Advertisers consistently tell us that they struggle with comparing media placements to determine where to invest their limited marketing resources. It’s a problem that’s made even worse when media providers use different definitions of commonly accepted metrics like clicks, impressions, and viewable impressions.

By endorsing the MRC standards and Interactive Advertising Bureau (IAB) guidelines for media measurement, we stand on the side of marketers, who deserve transparency and fairness in their media buys.

Below, you’ll see the comprehensive list of MRC accreditations we currently maintain across search, display, and video ads on the web and in apps. Accredited metrics include various aspects of our clicks, served impressions, viewable impressions, and invalid traffic detection and filtration. 

With today’s announcements, YouTube video ad impressions and viewability metrics for desktop, mobile web, and mobile in-app are now fully MRC accredited in Google Ads, Display & Video 360, and Campaign Manager. And we’ve begun the audit process for MRC accreditation of recently added metrics, including brand safety and Unique Reach reporting on YouTube in Google Ads.

“Google has consistently demonstrated a commitment to helping advertisers and publishers achieve transparency and quality in measurement through its work with the MRC. In addition to submitting products for initial consideration for MRC accreditation, Google also has expanded on the scope of what’s being submitted for existing accredited products. This progress is emblematic of what we at MRC consider to be our core industry mission: to help lift the bar for quality in measurement consistently upward.”

—George Ivie, CEO and Executive Director, Media Rating Council

“Google’s efforts to create transparency and choice through MRC accreditation demonstrates their commitment to delivering a better, more responsible advertising ecosystem. The ultimate goal is to ensure transparency at every step in the complex advertising supply chain, and Google’s efforts are helping us achieve that objective.”

—Bob Liodice, CEO, ANA

More transparent YouTube measurement with trusted partners

To help advertisers measure YouTube media in a verified, privacy-safe way with the measurement solution of their choice, we’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting.

First, the YouTube data feed for video viewability reporting by third-parties is currently under audit by the MRC. Our ultimate goal is to achieve MRC accreditation for our integrations with DoubleVerify and Integral Ad Science (IAS), so advertisers can be confident that YouTube metrics have been third-party verified, no matter where they choose to measure.

In addition, brand safety verification on YouTube by both DoubleVerify and IAS is now in expanded beta. In beta tests with DoubleVerify and IAS, we’re seeing 99 percent success rates on brand safety across both auction and reserve, including Google Preferred.2

We’re also expanding our partnerships for reach measurement, which now include Nielsen, comScore, Kantar, and soon, Meetrics. This month, YouTube’s integration with Nielsen for mobile in-app measurement has expanded to Australia and Italy. This is in addition to the U.S., Canada, Japan, U.K., Germany, and France which are already available.

To know if their marketing is working, advertisers need access to accurate, timely metrics they can trust, regardless of which measurement provider they choose. Looking to the future, we’ll continue investing in measurement solutions and partnerships that help advertisers understand and compare the impact of their investments using commonly accepted metrics and standards.

Source: Official Google Webmasters Blog

Google Marketing

Introducing Simpler Brands And Solutions For Advertisers And Publishers

June 27, 2018 by

We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for eco-friendly stationery, quilting supplies, or for a service like a treehouse builder gave us an opportunity to deliver valuable ads that were useful and relevant at the moment. That idea was the start of our first advertising product and led to the ads business we have today.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.  

That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.  

Google AdWords is becoming Google Ads 

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites, and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.  

For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

We’ll introduce more new campaign types at Google Marketing Live. Sign up to watch the livestream on July 10.

Stronger collaboration with Google Marketing Platform

We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform. 

We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.

As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.

Google Ad Manager: A unified platform

We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–Google Ad Manager. 

With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.

Transparency and controls people can trust

We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently announced new Ads Settings and expanded Why this ad? across all of our services, and almost all websites and apps that partner with us to show ads.

Source: Official Google Webmasters Blog

Google Marketing

Building A Better Web For Everyone

June 1, 2017 by

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful, and engaging—ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blares music unexpectedly or forces you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers, and videographers who depend on ads to fund their content creation.

We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.

New tools for publishers

The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.

As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site or pay for a pass that removes all ads on that site through the new Google Contributor.

Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.

Chrome support for the Better Ads Standards

Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.

Looking ahead

We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.

We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the DCN, the WFA, the ANA, and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.

Source: Official Google Webmasters Blog