Sridhar Ramaswamy, Google's senior vice president of advertising platforms, made statements about the rebranding process of advertising and marketing platforms at a press conference the other day. Stating that one of the main reasons for this innovation on the advertising platform, which is one of Google's main sources of income, is the feedback they receive regularly, Sridhar Ramaswamy said, "We see that with the effect of the new platforms we constantly buy, it can cause confusion for our users."
Although it seems like a name change basically, it is stated that these changes have been implemented in order to avoid confusion and show how Google will follow in the future.
Going forward, Google advertising products are divided into 3 main brands. First known as Google AdWords, the platform is evolving into Google Ads. According to Ramaswamy's statement, this platform will allow advertising in any space owned by Google. It will cover a wide area from search engine advertising to YouTube ads, from app market ads to ads on maps.
In this way, we can see that what has been done is more than a simple name change. Google strives to be a single platform for advertisers and to guide them in the best way possible. When you determine the success criterion of your main campaign, smart ads will be able to guide you in the best way thanks to machine learning.
The second brand is Google Marketing Platform, formed by the merger of two platforms known as DoubleClick Digital Marketing and Google Analytics 360. Under this platform, Google is announcing a new vehicle. This tool, called Display & Video 360, is a combination of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center tools.
Thanks to this new platform, brands will now allow performance and measurement teams to work together. They will be able to see all the integrated Google marketing tools and the details they want to track on a single platform.
The third brand is Google Ad Manager. Google Ad Manager is a combination of Google's tools for monetizing publishers, namely DoubleClick Ad Exchange and DoubleClick for Publishers. Jonathan Bellack, product manager of publisher platforms, states that it has been 3 years since these two products started to be combined so that programmatic ad buying can be used in more ad types. In other words, we can say that this new brand to be used is the product of a 3-year effort.
As a result of all the changes and mergers, one thing is clear: the "DoubleClick" brand is now a thing of the past. In addition, we can say that Admob and AdSense brands, which are not included in the statements, will continue.
Stating that there will be no need for a new training after this rebranding process, which is expected to be completed in July, the officials state that there will be some minor changes, but the functions will remain the same in general.
Source: webrazzi.com / google.com
