As the digital marketing landscape continues to change at an accelerating pace, the tools and platforms that marketers use can seem to be in a constant state of flux (wonderfully parodied by “The Start-up Guys” all the way back in 2011). If there has been one constant over the years, it has been the Google mainstays: AdWords, Analytics, and DoubleClick. That’s why Google’s recent rebranding announcement is grabbing headlines.
Here’s what you should know:
First: Gone is Google AdWords, replaced by Google Ads. This revitalized version of the 18-year-old service AdWords will allow businesses to connect with the millions of users across all of Google’s platforms, including Search, YouTube, Google Maps, and Google Play.
Second: DoubleClick for Advertisers and Google Analytics 360 are being consolidated into the Google Marketing Platform. As part of the Google Marketing Platform, Google has also announced Display & Video 360, which will combine features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center to provide new ways for teams within an agency to collaborate on projects. Google will be releasing more information about Display & Video 360 during the Google Marketing Live keynote.
Finally: DoubleClick for Publishers and the DoubleClick Ad Exchange are being consolidated into the Google Ad Manager. This programmatic platform should simplify the process of reaching targeted users on multiple sites and across multiple screens. Marketers and businesses should directly benefit from the targeting and bidding opportunities that a consolidated platform may present.
“With these “new” services, Google is streamlining existing tools and positioning to serve advertisers in an increasingly multi-channel, multi-screen world,” says Patrick Van Gorder, Level Agency Senior Vice President. “The changes made to the services themselves are not very significant. In essence, this is only a rebranding, but it does give us valuable insight into the direction that Google’s future offerings will go: consolidating data sources and focusing across audiences across multiple platforms, which is something that Level has been pushing since 2010.”
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