Google DoubleClick Event Looks at Future of Digital Advertising

Jeffrey Katzenberg, the CEO of DreamWorks Animation, will be one of the guest speakers at the annual DoubleClick event on June 4, which will explore the future of digital advertising.

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Google's DoubleClick unit will hold its annual online DoubleClick event on June 4 for advertising executives and digital marketers, including guest speaker Jeffrey Katzenberg, the CEO of DreamWorks Animation.

The free event, which will be live streamed online, will run from 12:30 p.m. EDT to 1:45 p.m. EDT and will also include presentations from Nikesh Arora, the chief business officer at Google, and Neal Mohan, the vice president of display advertising at Google, according to a recent post on the Google DoubleClick Advertisers Blog.

"Digital is no longer just another marketing channel," the post states. "It's a medium that's changing the art of storytelling and reinventing the way companies connect with consumers."

This year's event will look at how the medium will continue to evolve in the future, according to event organizers.

To participate, virtual attendees can register to watch the live stream broadcast or receive a link to watch the recorded event at a later time, according to Google.

Viewers can also watch last year's Think DoubleClick event to learn about last year's theme, Think DoubleClick, which focused on helping online advertisers gain insights into the latest online ad trends. The 2013 event featured speakers from myriad successful online advertisers and publishers, including Coca-Cola, Omnicom Digital, Forbes Media and CBS Interactive, according to an earlier eWEEK report.

Google's DoubleClick unit, which serves up graphical ads to users as they conduct searches, makes the bulk of its revenue on search ads. The annual event was formerly known as DoubleClick Insights.

Google acquired DoubleClick after making a $3.1 billion bid for the company back in 2007. Acquiring DoubleClick provided digital ad and search leader Google with plenty of new firepower, including the ability to serve graphical display ads in addition to the company's text-based links. DoubleClick's technology lets advertisers and publishers deliver ads once they have agreed to terms, and provides statistics relating to those ads.

Privacy and Internet advocates were not happy about the acquisition of DoubleClick and its approval by the Federal Trade Commission at the time, citing concerns that it would give Google too much power over the data around search.

When DoubleClick was first on the market in 2007, reports circulated that Microsoft, Yahoo and AOL were also interested in buying the company, according to an earlier eWEEK report.

Google regularly offers special events and training sessions for digital marketers as part of its ongoing services to its clients.

In April 2014, Google enhanced its AdWords features for digital marketers with improved customer re-engagement features, enhanced conversion measurement tools and other key enterprise tools to help digital marketers get more out of their ad-based campaigns, especially those aimed at mobile users. The improved re-engagement features were aimed at helping digital marketers keep their customers involved with using an app even after they download and install it on their mobile devices. The enhanced measurement tools allow digital marketers to measure conversions across the entire lifecycle of the app, from installation by the consumer to re-engagement when they use it again and for measuring their in-app purchases.

In March 2014, Google announced a series of online webinars to teach new skills to digital marketers who use Google's DoubleClick ad platform. The webinars, which continue through June, aim to help teach digital marketers how to use DoubleClick more effectively to enable their businesses to generate more clicks and more revenue. The webinars range from the fundamentals of DoubleClick Campaign Manager (DCM) for rookies to presentations on platform changes from previous versions and advanced sessions on reporting, using in-stream video and more, according to an eWEEK report.

In June 2013, Google bolstered its DoubleClick digital advertising and marketing platform with some key upgrades, including a new ad campaign manager and social media integration with Wildfire. The new features were aimed at helping online advertisers use digital media more effectively and successfully, according to Google.

The first part of the improvements was the replacement of the former DoubleClick for Advertisers interface with a new DoubleClick Campaign Manager, which Google called the biggest upgrade to the platform's core ad server in the 15 years since it was begun. The new social media features have been added to the DoubleClick platform through integration that's being built using Wildfire's social media platform, which Google acquired in 2012.

In September 2013, Google launched a new DoubleClick for Advertisers (DFA) Academy to provide more advice and self-paced training for its DoubleClick advertising service customers to reap even better results from their online ads in Google Search and elsewhere. The online academy provides help for general questions as well as more detailed, specific inquiries. The online DFA Academy is a self-paced learning path designed to guide users through core help articles and online training courses. It is designed around "checklists" that participants can use to mark their progress and new competencies before moving on to the next lessons and skills.