Google Integrating Solutions.
The last 27th of June, Google has retired the AdWords and DoubleClick brands in order to restructure their products’ classification to reflect their high level of capabilities better to help companies to grow. Along with such reorganisation, Google is introducing new solutions to boost the simplification on their advertising offering.
The New Google Era.
Google will offer three primary brands, which results in:
- Google AdWords has been turned into Google Ads. “A much more straightforward representation of what Google Advertising can provide”.
- DoubleClick advertiser products and Google Analytics 360 Suite has been included under the new brand, Google Marketing Platform, which will help with the planning, buying and measuring at the same time that it is possible to optimise the digital media buys in one place.
- DoubleClick for Publishers and DoubleClick Ad Exchange will be from now integrated into the new unified platform, Google Ad Manager. This will provide marketers with a place where all buying will be programmatic and, the buyers that have been called so far “AdX buyers” will now be turned into “Authorized Buyers”.
The next steps.
The marketers will see the branding and solutions coming out from mid-July and it might take some time in the next few months.
With such new branding and solutions, Google expects to help to free up advertisers from focusing on product selection and drive the efforts to improve the outcomes to keep the digital acceleration for the next 20+ years.