Google Adds Social Features to DoubleClick Amid New FTC Questions
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Google has finally added new social capabilities to its DoubleClick online display advertising system, even as it faces new questions from the Federal Trade Commission over its growing dominance of the $36 billion U.S. digital ad market.
A year after bundling its advertising technology stack into the DoubleClick Digital Marketing platform, Google is incorporating some social features made possible by its $250 million acquisition of Wildfire in 2012. Neal Mohan, Google VP-display advertising, said the technology will help marketers measure how their social marketing impacts other channels such as search, display and mobile.
“The first Wildfire and DoubleClick integration is really around attribution, incorporating social engagement on a brand’s social [accounts] into where brands are already used to looking at the results from all of their digital marketing efforts,” Mr. Mohan said.
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