Google has announced that it has made a raft of improvements to its Programmatic Guaranteed offering. It has said that the improvements affect DoubleClick Bid Manager and DoubleClick For Publishers and include improved advert placements, improved viewability and increased integration with specific third parties. The third parties supported include Adobe Advertising Cloud, The Trade Desk, DataXu and MediaMath. It has also introduced support for audience lists, which means that advertisers will now to able to better target their desired audiences. Early tests have found that the use of audience lists has increased ad viewability rates by 25%. Google hopes that the new announcements will help to calm the jittery nerves of advertisers, many of whom suspended advertising with Google following the damaging revelation that some brand adverts were funding extremist organisations.Â
