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28.5.19

Google announces AdWords and Double Click rebranding

| 28.5.19
Google announces AdWords and Double Click rebranding
Google Announces AdWords and DoubleClick Rebranding


Google announced the re-branding of AdWords and Doubleclick - the first ever since the existence of these services. The company's advertising products will not only receive new names, but will also be reorganized to more accurately reflect their capabilities. In addition to rebranding, Google also announced new solutions within these platforms.

Now, in the field of advertising, Google will have three main brands:

Google Ads (formerly Google AdWords);
Google Marketing Platform (DoubleClick and Google Analytics 360 Suite products);
Google Ad Manager (DoubleClick for Publishers and DoubleClick Ad Exchange will be integrated into a single platform).

The functionality of the services included in the new brands, for the most part will not change. According to Google's vice president of advertising, Sridhar Ramaswamy, the rebranding and reorganization is designed to show the direction in which services have evolved over the past few years.

Ravaswami noted that as Google created new promotional offers, formats and measurement solutions, the company's products became more and more complex, and their number increased. As a result, it became more and more difficult for advertisers, publishers and agencies to choose solutions that fit their needs. Now it will be easier for marketers to choose the right product.
Google Ads

At launch, in 2000, Google AdWords was a platform for placing text ads in the desktop search. After 18 years, AdWords has evolved into a platform that supports many different ad formats — text ads, product, videos, and ad installation apps — for various services (on search, on YouTube, Gmail, Maps, and partner sites and applications) Millions of advertisers spend billions of dollars on AdWords every year. The service has already outgrown its name.

As for the launch of the new AdWords interface, it is not related to rebranding.
Google Marketing Platform
 DoubleClick and Analytics 360 advertising products will now be merged under a single brand of the Google Marketing Platform to provide corporate customers with the opportunity to plan, buy, measure and optimize their digital inventory in one place.

The idea of ​​combining these services came from advertisers who made this integration on their own. Google noticed that their results were better.

As part of Google Marketing Platflorm, a new solution called Display & Video 360 will be launched that will combine a range of products for corporate customers: DoubleClick Bid Manager (DBM), DoubleClick Campaign Manager, DoubleClick Studio and Google Audience Center 360.

The DoubleClick Search platform will be renamed to Search Ads 360.

Google Data Studio, Optimize 360, Surveys 360 and Tag Manager 360 will also become part of the Google Marketing Platform.

The new Integration Center will explain how these tools work together and how to connect them. In it, marketers will be able to combine Display & Video 360 + Analytics 360, Google Ads + Analytics 360 and Analytics 360 + BigQuery.

The Google Marketing Platform will launch later this month.
Google ad manager

The merger of DoubleClick for Publishers (DFP) and the DoubleClick Ad Exchange (AdX) took three years.

As part of this change, advertisers who buy programmatic ads and advertisements on the ad network, formerly called “AdX buyers”, will now be listed as “Authorized Buyers”.

Google will launch rebranding and new solutions in mid-July.

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