Cross-device conversion metrics come to DoubleClick

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Last week during the DoubleClick Leadership Summit (DLS), we introduced cross-device measurement across all of our DoubleClick advertiser products. Today, as the first post of our week-long DLS series, we're excited to announce that these cross-device metrics will be rolling out to all DoubleClick advertisers in the next week.

Mobile continues to reshape how consumers engage on digital: they are increasingly turning to the nearest device to act on an immediate need in the moment and then seamlessly shifting their attention from screen to screen to complete their journey. With the path to purchase becoming increasingly fragmented, it’s essential marketers understand how consumers interact with their brand across all devices. When marketers have access to cross-device insights, they will also make the best decisions about how to invest their marketing dollars.

With this launch, advertisers can access cross-device metrics in all buying tools within our platform -- DoubleClick Campaign Manager, DoubleClick Bid Manager, and DoubleClick Search. 
What advertisers can measure
Cross-device measurement in DoubleClick allows advertisers to gain insight on the true performance of their campaigns across the web, even when users switch devices in their path to conversion. This means advertisers can measure conversions that begin on one device, and continue or end on another, answering questions like:

How many additional conversions is my digital investment delivering that I haven’t been able to measure?
Which sites/campaigns/ads are driving the most conversions across devices? 

Let’s say a user is reading bicycle reviews on her phone, and clicks on a display ad that takes her to a bike shop’s website. Later, when she gets home, she pulls up the shop’s site on her computer to continue her research, and ultimately buys the red cruiser she’s been eyeing. This is an example of a cross-device path to conversion that you will now be able to measure with our tools. In fact, cross-device measurement enhances the most powerful use cases for our customers:
  • If a user clicks on a search ad on desktop, then completes a purchase on mobile, we can measure that.
  • If a user clicks on a display ad for a smartphone app on their desktop, and then later downloads that same game on their smartphone, we can measure that. 

Principles of cross-device conversion measurement 
We built cross-device measurement for DoubleClick with the following principles at the core:

User-first. We’re investing in these capabilities while prioritizing user privacy. We measure mobile behavior using industry-standard device identifiers that users can see, reset and configure to opt out from interest-based advertising. Additionally, advertisers can only access anonymous and aggregated performance reporting on their campaigns.

Accurate. The cross-device metrics are calculated using fully deterministic data sources. Performance measurements are only displayed to advertisers when there is a sufficient sample size and a strict 95% confidence interval is reached. 

Comprehensive. Built to work across any type of buy (programmatic or reservations), screen, channel (search and display), and format, these tools are consistent with DoubleClick’s core value of giving advertisers a unified view of their audience. 

To learn more about cross-device measurement, register for the webinar on July 9th at 12 PM ET and subscribe to our newsletter. If you have a DoubleClick login you can also read more in our Help Center.

Join us tomorrow for our second post in our DLS series, focused on the Programmatic Guaranteed and DoubleClick Marketplace announcements. 

Posted by Luke Hedrick, Product Manager, DoubleClick


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