DoubleClick introduces spotlight tag bidding

The Spotlight Tag Bidding is part of its DART Search technology.

For example, for a travel company buying the keyword ‘holiday in Spain’, customers that click through to the travel company’s website would be presented with a range of products including hotels, flights, car hire and travel insurance, each with its own profit margin. 

Traditionally, clicks from the keyword ‘holiday in Spain’ would be optimised to one generic ROI metric for the keyword, even though each product has a different profit margin. 

DoubleClick said that by employing Spotlight Tag Bidding, each product can now be optimised to the exact ROI metric in order to protect and maximise profit margin, which could help increase accuracy and ROI.

DoubleClick is initially rolling out Spotlight Tag Bidding on a customer by customer basis.