What are the implications of Google’s adtech rebrand?

Google announced a pretty big change in the way their advertising products are branded, with the biggest change being the sunsetting of the ‘DoubleClick’ brand. They’ve also provided more insight into how they may look to deepen integrations between all of their products.

You can read the press release here, but in summary;

  • Google AdWords is now Google Ads
  • DoubleClick Advertiser Products and GA360 Suite is now Google Marketing Platform*
  • DoubleClick for Publishers and DoubleClick Ad Exchange is now Google Ads Manager

*this includes DBM, DCM, DS, Studio, Audience Centre, Optimize 360, Surveys 360 and Tag Manager.

Is there anything advertisers need to do?

No, nothing at all. Firstly, most of these changes are still a few weeks away and so you should expect no change from your existing platforms and their functionality. Secondly, when the changes do kick in they will mainly be cosmetic in the near term.

All products will continue to exist in the same way, only packaged more appropriately based on their use case. Any changes that may impact functionality will be communicated at the earliest possible opportunity.

What future changes can we expect from this announcement?

We expect to see a more seamless workflow across the board, particularly between the programmatic and search buying platforms and audience management solutions within GA360 and DCM. We’re also expecting advancements in some of the solutions that have been less prominent in Google’s advertising stack, such as Studio, Surveys and Optimize.

Now that the news is out we can expect to hear a lot more in the coming months. But overall we’re excited, the update aligns with what we at Croud have spent the last few years building, a truly holistic advertising service – centred around performance and enabled by tech – across media buying, enhanced attribution, analytics, analytics, creation and CRO.

For more information or if you have any questions, contact us.

by Croud
28 June 2018



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