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November 2, 2015

London billboards now showing DoubleClick online advertising

News: Appropriate ads displayed to target passing audience.

By CBR Staff Writer

Google‘s DoubleClick online advertising is now being tested on the streets of London through billboards placed in Waterloo Station and Euston Road.

The technology, initially developed for the web, gathers real-time data from weather, audience and travel information, and selects the ads to run.

For billboards, DoubleClick online advertising gathers historical and real-time data signals and then chooses creative messages, the billboard and the time to display the advertisement.

It selects the advertisement of brands that are most appropriate for particular locations, and if the passing audience is not the right one to show an ad, then it is not displayed.

Google’s Media Lab team teamed up with out-of-home media owners JCDecaux, Ocean Outdoor, and Outdoor Plus for introducing DoubleClick online advertising to the streets.

The company is also reportedly collaborating with creative and media agencies including Talon, OMD UK, Essence, R/GA, and Co:Collective to accelerate the initiative.

Business Insider cited Google DoubleClick mobile solutions lead Tim Coller as saying: "This test has highlighted a number of areas that are fundamentally different and which will require further development and integration before this becomes a market reality.

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"For example: serving dynamic creative, how we look at impressions versus credits, reporting, audience data, buying models, yield management, and latency."

Tim also added that the DoubleClick trial is just a "proof of concept".

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