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Google consolidates ad offerings into 3 new brands

Google Ads Logo The move follows feedback from marketers on benefits of using ads and analytics technology together to foster a better understanding of customers, and better business results. Display & Video 360 will also be part of this portfolio, which brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. This is to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. Another is Search Ads 360, which is the new name for DoubleClick Search. The feature will continue to help marketers buy search ads at scale. Meanwhile, the Google Ad Manager is the result of a consolidation of DoubleClick for Publishers and the DoubleClick Ad Exchange. The unified programmatic platform looks to enable partners to earn more money and more efficiently. In a press briefing, Dan Taylor, MD – platforms Google, said that the decision to revamp the offering into three integrated offering was not related to current issues being faced in the climate such as brand safety and challenges associated with programmatic advertising. “The decision to evolve the names was not related to exogenous factors […] as we have been actively working to evolve the brands,” Taylor added. Instead, the move follows an increasing call from advertisers to better integrate the products it offers as the current platform was “not as intuitive or suggestive in the UI”.

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