Google aims to hold brands' hands with 'programmatic playbook'

Google has today launched its "programmatic playbook", a guide for advertisers who may be wary of programmatic campaigns.

Patrice Harvey: client development manager, DoubleClick
Patrice Harvey: client development manager, DoubleClick

Patrice Harvey, a client development manager for DoubleClick, an ad technology company owned by Google, said: "More acquisition advertisers have really embraced programmatic."

Harvey told Campaign the playbook’s launch was aimed at brand marketers who needed "hand-holding" when planning and running successful programmatic campaigns.

Programmatic buying is supposed to allow brands to use audience insights and technology to better tailor their messages to specific groups of people.