When Google had laid the groundwork for a love-hate relationship with publishers before, the company is now turning that relationship into a love-love one. At an event that was hosted at the Google offices in Chicago Tuesday, where executives laid out some new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses.
“This is not some secret disintermediation strategy,” said Phillip Schindler, SVP & chief business officer, at the outset of the event. ”We are all in this together … and we are all invested in seeing you succeed.”
One of the announcements included the launch of a new effort to share user data with publishers and introduce more machine learning into Google’s publisher products.
A new effort, called Insights Engine Project, was introduced by Jonathan Bellack, director of product management.
Great user experiences today means mobile. And increasingly, mobile advertising means native advertising.
This new Insights Engine Project “is not one thing,” said Bellack, but an ongoing effort and commitment to bring machine l earning into Google’s products for publishers. There are seven new features that is part of this new initiative:
- Google makes user (aggregated and anonymized) data available to publishers with insight cards. Publishers will have the ability to see and create audience segments based on demographics and interests, including in-market behaviors of their readers. At this point, audience insights can be used in programmatic guaranteed deals made through DoubleClick Bid Manager. Currently, these efforts are ongoing but involve very limited tests.
- There are new insight cards in DoubleClick for Publishers, which is powered by machine learning. These cards show ads insights and benchmarks relative to competitor publications. Initially, the benchmarks will be for latency and viewability metrics.
- Currently in beta, the ability to import DoubleClick data into BigQuery, the data warehouse product that’s part of the Google Cloud offering, and will be available generally next year.
- Publishers will have the ability to import DoubleClick data into Google Data Studio to create and share visual reports. Just like the above, this one is also currently in beta and will roll out early next year.
- Google has updated its forecasting engine with more machine learning capabilities, which will automatically detect what’s happening with ad sales growth, including seasonal expectations, and adjust forecasts automatically. A new visualization in the DoubleClick UI will show publishers past and future ad revenue estimates on a continuum.
Google also announced on October 3 that it was ending the First Click Free program This program is going to be replaced with Flexible Sampling. According to Google, it is in an early testing phase of applying machine learning and audience insights to see how it can drive subscriptions for publisher.
this test is meant to detect readers, using machine learning, who are likely to be candidates for subscribing.