Google Adds Analytics to DoubleClick for Advertisers

Kate Kaye | November 12, 2009 | 0 comments

Google has unveiled two incremental changes to DoubleClick for media planning and analytics. It's all part of Google's hope to attract more display ad dollars.

The company described its new DFA Analytics tool as similar to Google Analytics. It will allow marketers to get regular campaign performance updates, in chart and graph form, and broken down by advertiser, campaigns, site, etc.

Also, for media planning, trafficking and reporting, marketers can now access Google Ad Planner within DFA. Both changes are available only in DFA 6.

Google called the new offerings, "just the beginning to a more unified, efficient, and effective advertising platform."

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ABOUT THE AUTHOR

Kate Kaye is a Senior Editor at ClickZ News. As a daily reporter and editor for the original news source, she covers beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.