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Martech Mashup: Google Ad Manager

Google’s recently changed-up its online advertising services and rebranded them to boot. Now, a new thing called Google Ad Manager has popped up. So, what is it?

Unified publisher platform

In a basic sense, Google Ad Manager will be the platform that content creators and publishers will use to sell and manage their ad space going forward.

It is the product of a merger between DoubleClick for Publishers and DoubleClick Ad Exchange. Previously, they’ve interacted and integrated. Now, both functions are actually available in the same handy package.

Google says Ad Manager will be simpler and more efficient than using the DoubleClick tools separately. And it’s apparently better for mobile.

Third prong

After Google’s re-organisation of their advertising brands, Google Ad Manager is one of three prongs in a pointy structure that also includes Google Ads and Google Marketing Platform.

Google Ads is the new AdWords—still aimed at small-to-medium enterprise and still making online advertising simple with things like ‘smart campaigns’.

Google Marketing Platform is for bigger business. It subsumes DoubleClick advertiser tools and other measurement helpers.

So, Ads and Marketing Platform will be Google’s ad supply. Ad Manager is one way they’re going to distribute them.

Now that the new overarching structure of Google’s advertising business is taking shape, do you reckon they’ve made genuine improvements—or is it just the same maze with new entry points?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear

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