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. 

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content