Google introduces attribution to all advertising companies.

At the DoubleClick Leadership Summit, held today in Key Biscayne, Florida, Google announced the launch of attribution for all digital advertising campaigns, regardless of the site (Google or third-party) on which they are held. Reports the AdIndex edition about it.



With the help of attribution tools, marketers can track when ads on one site lead to buying a product on another, even if these operations are carried out on different devices.



This was announced by Google vice president of video and display advertising Neil Mohan.

“We want to be able to understand the behavior of consumers on all screens and devices and see a picture of consumer travel.”

Together with the attribution, Google promised to present a new advertising product created for native advertising (content paid by advertisers). A company representative claims that the new product will allow users to deliver and track all forms of native ads, regardless of where they appear: in editorial tapes, between levels of mobile games, or work as user-sponsored content.

“Programmatic and native advertising have become growth rockets for our customers, and we want to make them seamless using both types of campaigns.”

Finally, Google plans to launch a new offering for advertisers seeking direct guaranteed purchases as part of premium-level advertising inventory called Programmatic Guaranteed.

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In April of this year, Google announced the renaming of search sequences (Search Funnels) to attribution in the English-language interface. AdIndex notes that “attribution” is the common name for this functionality in the industry.