DoubleClick Digital Marketing has always been an open platform to give marketers a more complete picture of how their digital marketing works together – across mobile and desktop, video and native. As the use of mobile devices continues to shape the consumer journey, we’re particularly focused on helping our partners make the most of in-app formats. In fact we’ve seen the volume of this type of inventory in DoubleClick Bid Manager (our programmatic buying platform) increase fivefold over the past year.
Today we’re continuing this effort with a new partnership with Twitter. Through this partnership, DoubleClick clients will be able to buy Twitter’s Promoted Tweet ad format via DoubleClick Bid Manager across mobile (including in-app) and desktop. We will also make it easier for marketers to measure their Twitter ad campaigns directly within the DoubleClick platform.
This deal complements our ongoing push to bring new formats and inventory to DoubleClick, like our recent announcement about YouTube’s TrueView format. We’re excited about this partnership and look forward to continuing to help our clients make the most of digital advertising in a multi-screen world.