Google Looks For DoubleClick Measurement Partners
- by Laurie Sullivan @lauriesullivan, September 9, 2015
Google's move
to allow third-party measurement partners to integrate mobile application installations and event data into DoubleClick should improve measurement and attribution for advertisers when it comes to
app-related activities. Those might include everything from installations to engagement and purchases.
The agreement solves a growing problem in the advertising industry with the explosion of data and Internet-connected devices. Attribution has become convoluted since the path to purchase became erratic.
The announcement, made Wednesday, should increase measurement accuracy between DoubleClick's suite of products and different app attribution trackers. At least that's the goal. The TUNE Marketing Console became the first mobile attribution platform integrated with Google's DoubleClick Digital Marketing suite of products, including DoubleClick Digital Marketing, Google Adwords, and YouTube.
Marketers using TUNE can now set up and run campaigns, and view attribution for DoubleClick campaigns in the TUNE console alongside the rest of campaign attribution data. The deal also enables TUNE users to automatically pass campaign attribution data from the platform back to DoubleClick to maintain better campaign optimization.
The integration helped TUNE's beta client -- Wargaming -- optimize bidding, enabling the company to hit its cost per impression goals and better understand the lifecycle of post-click installs for applications, according to TUNE, wrote Kelly Mullins, head of programmatic partnerships at TUNE, in a post.
The partnership isn't exclusive, but TUNE is the first.
I don't see how this will increase measurement accuracy between DoubleClick and different app attribution trackers. Based on the article, it sounds like advertisers are being encouraged to use multiple products to understand campaign performance. If this is the case, I imagine this will yield multiple sets of potentially conflicting metrics. So in effect, this announcement achieves nothing. Unless perhaps Google is suggesting it is filling gaps in data or it has lost confidence in its products and wants to shift responsibility of measurement to other vendors. Before proceeding, I encourage those working with DoubleClick to ask some hard questions about methodology and logistics. What was really achieved here?
Craig, I've seen this in other industries. The add-ons create middleware. Sometimes it works and sometimes it doesn't.