Google is merging and renaming brands:
- DoubleClick Search will be rebranded to Search Ads 360
- DoubleClick Bid Manager, DoubleClick Campaign Manager, Google Studio, and Audience Centre will become Display and Video 360
- DoubleClick for Publishers and Google Ad Exchange will become Google Ad Manager
- Google AdWords will be rebranded to Google Ads
- DoubleClick Suite and Google Analytics 360 suite will become Google Marketing Platform
What is Google Changing?
At Nugit, we're consistently monitoring the world of data to ensure we're always up-to-date and can provide the best service for all our clients.
The latest development came from Google who announced on June 27th that it's consolidating its current advertising portfolio into three new brands - Google Ads, Google Ad Manager, and Google Marketing Platform.
The new brands aim to help advertisers and publishers deliver valuable, trustworthy ads across all devices and channels.
We've detailed the updates below:
What is Google Ads?
Google AdWords will become Google Ads. The new brand will allow advertisers access to the entirety of Google’s advertising capabilities across its platforms such as Google.com, YouTube, Google Maps, Google Play, and its partner sites, all in one place.
Google Ads will also introduce a new campaign type - Smart Campaigns, specifically for small business - which will use machine learning to help companies get started with and manage online advertising campaigns.
What is Google Ad Manager?
Google Ad Manager has been in development for three years. It unifies DoubleClick for Publishers and DoubleClick Ad Exchange, aiming to help publishers manager their businesses in more simple and effective ways.
What is Google Marketing Platform?
To help marketers understand their customers better and produce better results, Google is combining the DoubleClick ecosystem with the Google Analytics 360 platform to create the Google Marketing Platform. The new platform combines ad and analytics technology, helping brands to plan, buy, measure, and optimise in one platform.
How will this affect Nugit users?
Google has not released an official launch date so for the moment all Google integrations function as normal. We will be keeping a close watch on Google's updates to ensure that any enforced changes will have minimal impact on our clients so you can continue building beautiful data stories at scale.
If you have any questions about Google's changes, feel free to get in touch.
Resources: Google Ads, Google Ad Manager, and Google Marketing Platform
Official announcement on blog
Overview of Google Marketing Platform
Video of Explanation of Google Marketing Platform
Case Study of Google Marketing Platform: Adidas
Survey that influenced the change
Details on Display & Video 360
Nugit's Google Ads Integration for reporting
Nugit's Google Ad Manager Integration for reporting
Nugit's Google Marketing Platform Integration for Reporting