When DoubleClick debuted in 1996, and AdWords in 2000, the world of digital marketing wasn’t nearly what it is now. As today’s complex digital reality has shifted the way we think about marketing, and how we measure it, Google’s products have evolved to keep up with the times.
Google’s Senior Vice President of Ads & Commerce, Sridhar Ramaswamy, broke the news on June 27, 2018, that Google’s saying goodbye to “Google AdWords” and a slew of other brand names, in addition to introducing a new unified solution: the Google Marketing Platform.
|Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data – Brad Bender, VP of Display and Video Advertising, Google.|
Built upon existing integrations between the Google Analytics 360 Suite and DoubleClick solutions, the new Google Marketing Platform brings the great results marketers have seen from using ads and analytics technology together to 360 Partners — just like us.
- “We’re unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform;
- The new Google Marketing Platform brand – including new product names and logos – will be reflected in product interfaces, help centers, trainings, and more;
- As part of the launch of Google Marketing Platform on July 24, Google Analytics 360 Suite Home will become Platform Home”
- DoubleClick Search is being replaced by Search Ads 360
- DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center are being combined into Display & Video 360
Although #2 won’t take effect immediately, Google says they will gradually transition customers to the new Display & Video 360 platform as additional features become available.
The Google Marketing Live Event on July 10 gave us a glimpse of what to expect from Google Ads:
- More machine learning for smarter bidding strategies & local search marketing
- Improved Google Shopping experience
- YouTube video relevancy and performance optimization
Make no mistake, Google Ads is more of a branding decision than major platform news. Google is focused on providing value to anyone using Ads whether you’re a small business or large enterprise company. This new ability to run campaigns across all of Google’s advertising networks opens up the full range of online capabilities offered by Google and their partners.
Before it was pretty exhausting to keep track of your online advertising if your spend was spread across multiple properties and platforms offered by Google. But even more valuable, you now have unlimited access to more niche platforms in addition to standard Google Search. Some you may not even considered viable in the past — such as YouTube, Google Maps, Play Store, Waze, and more.
In an effort to streamline the way publishers monetize their content, Google is unifying DoubleClick for Publishers and DoubleClick Ad Exchange into a new programmatic platform, simply named, “Google Ad Manager”.
|Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging—including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News – Jonathan Bellack, Director of Product Management, Google.|
With Ad Manager, you get a complete ad platform that helps you earn more and grow revenue, no matter how or what you sell. Google’s move away from traditional Sell-Side Platforms (SSPs) and into the space of programmatic means that machine learning will be at the forefront of digital marketing campaigns curated in Ad Manager.
Leveraging this programmatic framework means you have new opportunities for monetization across different screens, SDKs, and content distribution platforms. Ad Manager will offer sophisticated features like Optimized Competition, Dynamic TV Ad Insertion, and on-demand video in a range of formats (native, 6-sec bumpers, etc.) to provide the most value to your audiences.
The new Google Marketing Platform will provide better control and management of the Google products linked to your company. This means you’ll soon benefit from a greater visibility into your marketing products and how they’re being leveraged holistically across platforms and properties from within the Integration Center.
Let us know what your thoughts are on these announcements in the comments below.