It is also merging DoubleClick for Publishers and DoubleClick Ad Exchange to form “Google Ad Manager” to help publishers manage their businesses more simply and efficiently.
A Google spokesperson confirmed to Campaign that these moves would retire the DoubleClick brand, but that it would “continue to operate as a media agnostic enterprise platform”.
“Customers have been asking for us to bring our ads and analytics technology together, so they can get a better understanding of their customers and drive better business results. Google Marketing Platform builds on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing and makes it easier for marketers plan, buy, measure and optimise digital media and customer experiences in one place,” the spokesperson explained.
Google is also introducing Display and Video 360 as part of the new marketing platform. This tool will let marketers manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place.
Another rebrand is that of Google AdWords to Google Ads – an expanded proposition that represents the full range of Google’s advertising capabilities. This includes Search, YouTube, Maps and Google Play.
Google launched its first advertising product nearly 18 years ago with a simple goal — to make it easier for people to connect online with businesses.
A lot has changed in the past 18 years and not just with our products. We’ve seen big shifts in consumer behaviour and advances in technology and we’ve worked really hard to make sure we’re keeping pace with these changes.
To better reflect our current product offering, today we are announcing new brands for our advertising products. These new brands will make it easier for our customers to understand our products and pick the ones that are right for their businesses.