Its electronic proposal exchange platform is aimed at both DoubleClick's publisher and agency customers. The platform automates media owners' and agencies' request for proposals (RFPs) via a data exchange between its sales manager and planning tools.
By using the new exchange platform, DoubleClick's agencies can select publishers directly from its planning tool. Selected publishers receive an electronic request for proposal directly and can check inventory, build a proposal and respond electronically.
By digitizing and standardizing the RFP process, DoubleClick claim, publishers will benefit from increased efficiency and accuracy, while advertisers will enjoy faster response times and more accurate proposals.
In a 2007 survey of its ad agency clients, DoubleClick confirmed that the majority of the media RFP and contract process is still handled manually - via the exchange of e-mails, spreadsheets and faxes. Respondents also named a lack of internal coordination at publishers and inaccurate proposal responses as top concerns.
More than 70% of agencies responding said that a publisher's use of an automated proposal tool would positively influence their decision to send that publisher an RFP.
"DoubleClick's vision is to help digital advertising scale by developing platforms that bring advertisers and publishers together," said group product manager Jonathan Bellack. "Our new proposal exchange platform reduces operational friction by eliminating error-prone manual data entry."
The announcement is one of the biggest moves made by Doubleclick since its sale to Google in March.
At the time of the deal's completion, Eric Schmidt, Google chairman and chief executive, said: "With DoubleClick, Google now has the leading display ad platform, which will enable us to rapidly bring to market advances in technology and infrastructure.
"This will dramatically improve the effectiveness, measurability and performance of digital media for publishers, advertisers and agencies, while improving the relevance of advertising for users."
United Kingdom
DoubleClick to launch automated trading platform
LONDON - Online display outfit DoubleClick, acquired by Google for £1.5bn in March, is launching a new automated trading platform to streamline the sales process.
.jpg)
.jpg)