In an effort to simplify their product offerings and help advertisers and publishers of all sizes choose the right solutions for their businesses, Google recently introduced several new brands and solutions to their advertising platform.
According to Sridhar Ramaswamy, SVP of Ads and Commerce at Google:
“These new brands will help […] make it even easier for advertisers and publishers to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels.”
Google’s flagship advertising products received new names and have reorganized to better reflect their current capabilities and where the company sees trajectories for growth. Along with the rebranding, Google also introduced some brand new solutions that further the push toward simplifying its advertising offerings.
Google Adwords is Now Google Ads
Google hopes that, by removing the “words” from Adwords, the updated brand will better represent the full range of advertising capabilities offered on Google.com and across its other properties, partner sites and apps. Small businesses specifically should find utility in a new campaign type in Google Ads that makes it easier to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting, all so they can stay focused on running their businesses. Learn more here.
DoubleClick + Google Analytics 360 = Google Marketing Platform
Google is unifying its DoubleClick advertiser products and the Google Analytics 360 Suite under a single umbrella called Google Marketing Platform. They hope this unification will enable stronger collaboration for enterprise marketing teams.
According to Ramaswamy:
“We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.”
The new Google Marketing Platform also comes along with Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place.
Google Ad Manager: A Unified Platform
Google Ad Manager is the new unified brand-name for the integration of DoubleClick for publishers and DoubleClick Ad Exchange. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, Google aims to provide publishers the ability to manage their businesses more simply and efficiently. This all-in-one product optimizes revenue across all buyers, monetizes the new places where people are watching, playing, engaging, etc. and protects ad consumers from bad actors. ‘
You’ll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the coming months as they are rolled out worldwide.