Google announced a restructuring of its advertising platforms on June 27, 2018. Google Ads will replace Google Adwords, whereas Google Marketing Platform will consolidate DoubleClick solutions and Google Analytics 360 Suite. Finally, Google Ad Manager will now bring together DoubleClick for Publishers and DoubleClick Ad Exchange.
In the course of the coming month, then, Google will offer 3 new advertising solutions: Google Ads, Google Marketing Platform, and Google Ad Manager. With this rebranding, a whole new set of features will become part of Google’s product offering. A new campaign type will appear in Google Ads and a new integration center will become available, as well as a greater ad-exchange integration capability. And that’s just to name a few of the new features.
Some of Google’s tools dated back to 1996, so there was a definite need to renew them. The introduction of Google Marketing Platform facilitates this change. What’s more, it enables the ability to group tools together under one entity and to run several solutions at the same time.
At Index, we welcome this news with enthusiasm because it will streamline campaign management and offer new advertising opportunities for our clients. At the same time, we recognize that the restructuring represents a huge change for many of our clients. For this reason, we are committed to supporting and guiding you through this period of adjustment. That’s why and we remain at the disposal of every one of our clients to answer your questions and keep you informed about this new direction we will be taking together.
Sources: https://www.blog.google/technology/ads/new-advertising-brands/?_ga=2.192433455.480412985.1530128264-1034088314.1530128264
https://marketingplatform.google.com/about/