Google Consolidates and Rebrands DoubleClick and AdWords Products


On June 27, Google announced that it would consolidate and rebrand its entire suite of DoubleClick and AdWords products into three brands: Google Ads, Google Marketing Platform, and Google Ad Manager. This move will retire the DoubleClick and AdWords brands that have been running for 22 and 18 years, respectively. This is the first step in a series of integrations that will occur over the coming months to create a unified Google Marketing Cloud.

What We Know

The new Google Marketing Platform unites all of the existing DoubleClick advertiser products within the Google Analytics 360 Suite to create an end-to-end campaign management platform with buy-side and analytics capabilities.

Specifically, under this new brand umbrella:

  • DoubleClick Bid Manager (DBM) will become Display & Video 360, which brings together planning, creative, buying, and measurement features in one tool
  • DoubleClick Campaign Manager (DCM) and DoubleClick Studio will be named Campaign Manager and Studio, respectively
  • DoubleClick Search will become Search Ads 360
  • Google Analytics 360 Suite Home will become Platform Home

As a part of this consolidation, Google will introduce the Integrations Center, an interface which will surface and streamline opportunities between the Google Marketing Platform suite of solutions.  Resolution anticipates efficiency benefits through this feature through improved connections between data, creative, and execution to provide more opportunities for addressable activation.

Within the user interface, Integrations Center will be the biggest change.  Other rebranding changes are more cosmetic, such as design and usability. Functionality of the Google Marketing Platform will be broadly the same as the DoubleClick products.

Additionally, within the Google Marketing Platform, the product is tiered into small business and enterprise solutions.  Agencies will most likely be customers to the latter.

Google AdWords will also become Google Ads. While the logo and domain will change, there will be no significant functionality differences from AdWords and campaign performance should not be impacted.  Additionally, Google Ads will introduce a new feature called Smart campaigns, which leverages machine learning to automate the management of Search and Display ads.  Smart campaigns will eventually replace AdWords Express and is targeted at improving the advertising experience for small businesses.

Lastly, for publishers, Google will combine DoubleClick for Publishers and DoubleClick Ad Exchange into a single platform called Google Ad Manager.  This consolidation allows for greater sell-side efficiencies. Google will be hosting a livestreamed keynote event on July 10 at 9 a.m. PT in San Jose, California, to share details on these new, consolidated products.

Resolution POV

As one of Google’s largest global agency partners, we believe these changes align to our Consumer-based marketing strategy and aid in enabling our clients to effectively reach and engage consumers across a fragmented and dynamic digital ecosystem.  The consolidation of these products also brings more cross-channel capabilities to our advertisers across the Google ecosystem.  Additionally, in order to deliver a truly consumer-based advertising approach, we operate across and within other walled gardens such as Facebook and Amazon, in addition to Google.

Google, backed by its walled-garden data and prominence in the advertising space, is a key partner and an integral part of our operating strategy. Additionally, Google has exclusive valuable inventory (I.E.: YouTube) that is a part of our 2018 focus.  We are excited for the streamlining of Google products as the prior DoubleClick and AdWords environments made for a fragmented technology landscape. The streamlined platforms allow for greater efficiencies across campaign planning, activation, and optimization, which we see as an important benefit for our clients. We will work closely with Google leadership to stay abreast of developments and how it affects our business and clients.  We will work to ensure a smooth transition as Google consolidates its technology platforms.