A couple weeks ago, Google announced its plan to rebrand their main advertising products into three separate brands; Google Ads, Google Marketing Cloud, and Google Ad Manager. The announcement has certainly brought some excitement and speculation of things to come. Previously, Google had a very fragmented suite of products that unless you have lived in it, seemed very confusing to the general marketer. There was Google AdWords, which was launched in 2003 and has been a cornerstone of every digital marketing campaign. DoubleClick came along in 2007 with an impact that can’t be understated.; Google Analytics gave brands insights and data into web measurement, and; YouTube TrueView was developed in 2010. All these platforms are accessed differently and have a very fragmented feel to what will hopefully feel much more holistic in the coming months.
Google Ads now replaces Google AdWords. Google Marketing Cloud (GMC) combines DoubleClick and Google Analytics 360, as well as Google Ad Manager from the publisher side. Within GMC, a new product called Display & Video 360 will combine DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Finally, the third brand will be Google Ad Manager, which will combine Google’s monetization tools for publishers--DoubleClick Ad Exchange and DoubleClick for Publishers.
As a digital marketer who lives within Google Ad products, the change couldn’t be more exciting. While there may be a couple bumps in the short term, the rebranding and collaboration between brands will certainly pay off in the long run. Google has indicated that all technology partners will remain and there will not be any major changes to the buying functions within the platforms. Overall, Google is positioning themselves against competitors like Adobe or Oracle in that it is becoming an enterprise mar-tech provider. Brands and agencies are going to find the rebrand much easier which will make collaboration, insights and overall usage much more efficient and effective for all digital needs.