How will Google’s New Doubleclick Verification Features Affect Publishers?

DoubleClick For Publishers / Google Ad Manager Ad Optimization
Last updated: October 7, 2019 | by Kean Graham

This post was most recently updated on October 7th, 2019

Google released new updates for Doubleclick Verification to increase the marketer’s confidence in digital investment. These updates are meant to protect the advertisers and their brands. However, what does this bring to the publishers?

1) Ad Blocking

This automatically prevents ads from serving in unwanted locations and contexts across display, mobile web, and video inventory. They have pre-bid blocking that protects your programmatic buys by blocking the bids on impressions that would serve in undesired contexts.

What’s in it for Publishers?

  • Publishers are forced to create quality content to make sure that ads will be served on their site. Having sufficient content and high quality content, users and audience are correctly targeted and thus, increasing the page views and performance of the site. This brings more clicks and ultimately higher revenues to the publishers. Ad blocking also allows for better-targeted ads which can result in higher ad-engagement with users.

Related Read: Using Google’s Publisher Toolbar to Block an Ad

2) Spam Filtering

As part of this effort, Google announced updated spam filtering and fraud protection features after its acquisition of fraud monitoring and analysis firm spider.io. They said that over 100 Google engineers are working on fraud detection.

What’s in it for Publishers?

  • The spam filtering with pre- and post-bid filtering capabilities helps in avoiding the purchase of fake impressions and automatically purging fraudulent impressions from reporting and billing. This means that publishers get accurate reporting and are assured of legit impressions. Of course, this also allows them to monitor invalid, spam traffic.

3) Movie-Like Ratings

Google is also instituting a digital rating classification similar to movie ratings. Advertisers can bid on inventory based on rating labels: “DL-G” is content suitable for general audiences, “DL-PG” is equivalent to PG movie rating, “DL-T” is akin to PG-13 and  “DL-MA” is for mature audiences. The new Digital Content Labels apply ratings to inventory on DoubleClick, YouTube, GDN, and AdMob.

What’s in it for Publishers?

  • For those running Google as an ad network, this feature will decrease the chances of getting banned. For one, publishers are obliged to create safe content in order for them to be suited to a general audience where there are more users. In line with creating family-oriented content, there will be low to zero chance of being tagged for having mature content and alike which could cause the banning. It’s like hitting two birds with one stone which is beneficial to the publisher.

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Related Reads:

  1. DFP Small Business News
  2. Google Ad Exchange Metrics Explained: What do they mean to Publishers?
  3. How to Attract New Advertisers: Create Targeted Publisher Profiles
  4. Using Google’s Publisher Toolbar to Block an Ad
  5. How to Block Ads with a Multiple Ad Network Strategy

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