DoubleClick Acknowledges Widget Ads, Will Support Them

There used to be a running joke at DoubleClick that the company should hire a VP of widget technology

There used to be a running joke at DoubleClick that the company should hire a VP of widget technology. “It’d be a short-lived career,” VP of Advertiser Products Ari Paparo told me in an interview last August. He uttered the somewhat mocking remark by way of acknowledging that ever more advertisers were asking for widget capabilities.

Six months later DoubleClick is giving them what they want. The Google-owned firm today announced support for widget (i.e. “embeddable”) ads. The function will reside within DART for Advertisers, where agencies will be able to easily add “virality” to their rich media campaigns.

Gigya is supporting the ad sharing component through its Wildfire technology, which can process widget installs on 50 social media platforms, including social networks, blogs and bookmarking services.

The main value DoubleClick can bring to the widget advertising phenomenon is standardized reporting. DFA customers will be able to obtain metrics on the number of impressions, interactions, viral “grabs” for each of the social networks. That may eventually help marketers gauge the conversion impact of all that viral sharing.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

4m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource