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Google’s WideOrbit Integration to Bring Programmatic TV to DoubleClick

Last Monday Google announced on its DoubleClick Advertisers Blog that it will make traditional TV inventory available to buy in DoubleClick Bid Manager.

Local broadcast TV inventory initially available through DoubleClick will be from more than 650 stations participating in WideOrbit’s WO Programmatic. DoubleClick’s integration of WideOrbit will allow ad buyers to buy broadcast TV spots from the same interface they already use to secure digital display and video campaigns.

Speaking to The Drum, Google director of product management Rany Ng said:

… the launch will take place “in the next month or so” and the introduction of the service would also open up more demand to US media owners. In particular, new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers, would all potentially be in market for their wares, according to Google.

Agencies using DoubleClick will be able to apply the benefits of programmatic workflow automation and data-driven audience targeting to TV buying. In addition, Google said brands and agencies will be able to measure TV campaign effectiveness with impact-based metrics. “For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad,” the post said

According to Wikipedia, DoubleClick’s clients include “agencies, marketers (Universal McCann, AKQA etc.) and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L’Oréal, Palm, Inc., Apple Inc., Visa USA, Nike, Carlsberg among others.”

We are thrilled to work with Google to provide access to ad inventory from more than 640 stations participating in WO Programmatic. Buyers should be pleased to find spots on offer that allow them to reach more than 107 million United States households with their campaigns on television, still by far the most-viewed advertising medium.

Further Reading: 

Shawn Roberts