Finding your Google DSM replacement

Google DSM retirement countdown – 3 key considerations for ad publishers

June 13, 2018



The countdown to Google Doubleclick Sales Manager’s retirement continues.

As ever, with the date drawing closer, time feels like it’s speeding up. (If you’ve misplaced your diary, deadline day is July 31st, 2019.)

The need to replace Google DSM was inevitably going to cause disruption – but rather than mourning its demise, ad publishers should be celebrating.

DSM is being retired at the right time. The venerable ad manager is going out with grace, rather than clinging on like an ageing sports coach way past their glory days.

So, why is DSM’s sunsetting a positive for publishers?

The short answer is that ad booking has changed radically. And it’s going to continue to do so. DSM’s retirement has forced your hand to get a platform that can handle the future now – rather than suffering a gradual slide into ad booking obsolescence.

Just as the replacement for the outgoing sports coach will bring fresh ideas, renewed impetus and inspire better performances – picking the right platform will rejuvenate your ad booking.

So, the time is right for change, but what are the key things you need to consider when selecting your new platform?

This blog, and the resources it links to, will help you find the answers to your DSM related questions.  

How long will it take to find your solution (and implement it)?

Google DSM’s retirement may be the end of July 2019, but in reality your deadline is closer.

You can’t afford any down time, so your solution must be tried, tested and integrated with all your other ad tech comfortably before DSM’s shutdown.

There’s no getting around the fact that this replacement process is going to take time.

First you need to shortlist your solutions and find one that suits your business. Then there’s the configuration, data migration and implementation time.

Ultimately your switchover to a new platform will depend on the complexity of your current ad booking process, including numbers of licences, product templates, workflows, rate cards and more.

Luckily, our handy calculator gives you an instant estimate on the time it will take you to switch from Google DSM to a new order management platform.

DSM Calculator

Finding a solution that fits your business

What does your business need from it’s ad sales solution?

As Google themselves stated in their DSM retirement email:

“All publishers need an effective and efficient way to manage sales across each of their channels. This includes a robust product catalog, customized sales workflows and individual rate cards.”

The above is a start. But DSM is partly retiring because of the more tailored solutions available that offer fresh functionality.

Maybe you want to streamline and automate more processes, book cross-media campaigns or get more control over in-flight changes.

Whatever your primary needs are, you have plenty of vendors to choose from, all with varying functionality and their own set of pros and cons. But, it’s essential to find a ‘future-proof’ solution that can grow with your business and evolve with the changing ad landscape.

The ad publishers we work with recognize that in a changing market they need to go beyond ‘just’ selling ads. To compete with the big players like Google and Facebook, you need to become more of a trusted digital advisor to your customers. To serve up telling insights that give real ROI.

But to achieve this your team needs more time to talk with customers, and to have more visibility and control over the entire ad booking process.

If these points strike a chord with your organization’s goals, check out our whitepaper with Salesforce to see what next-gen ad booking platforms have to offer.

Next-gen ad sales

What should you be asking prospective Google DSM replacements?

Once you define the kind of solution you want, and have a shortlist of vendors, it’s time to whittle down vendors and find one that fits your business.

While you’re nearing the end of the process, this is where it really matters. Pick the wrong solution and it’s going to cost you a great deal in time, money and reputation.

Here’s a couple of tips to bear in mind:

  • Forget the inevitable noise and pick a solution that suits your ad booking needs both today and in the future.
  • Don’t limit yourself by using what Google DSM could do as a roadmap for what you want. Obviously you need certain functionality, but your new solution should go above and beyond what was offered by DSM.
  • Can prospective solutions go beyond simply showing you the likes of impressions and help your demonstrate your ROI to customers?
  • While the way a solution actually works is vital, you also can’t afford to wait forever for your implementation. How long will prospective solutions take to configure and implement?

To help you in your vendor selection process, we’ve put together a checklist of questions you can ask prospective providers.

At CloudSense replacing Google DSM is nothing new. For years we’ve given customers the single ad booking platform they crave on Salesforce. If you’d like to see how we’ve replaced DSM before, our Newsday customer story is a great place to start.