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  1. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    Intent-Driven Audiences (IDA): New technology innovations are beginning to truly harness intent signals across channels, matching clicks on search engine ads to audiences on Facebook in real-time. For example, consumer activity captured online...

  2. Remarketing Across Ad Exchanges With DoubleClick Search

    Your search ad appears and a user clicks on it It's an easy way to remarket across ad exchanges and allows you to leverage cross-engine signals using a tagless workflow. By using this feature in DoubleClick Search (DS), you are able to retarget...

  3. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    You should review your traffic mix to see where the majority of clicks reside, and then consider an expansion test. You need to fully understand which keywords belong in your golden corral; segment those terms into specific ad groups and campaigns...

  4. Mobile Advertising Measurement: Winning the Long Game

    For example, with in-app analytics you can measure button clicks, ad clicks, levels completed, content read, or any other definable event. Even in our advanced digital age, it's incredibly challenging to measure whether a user was truly exposed to...