Imagine having the power to effectively manage and optimize your marketing strategies all in one place. Picture a seamless integration of two powerhouse platforms, amplifying your brand’s reach and maximizing your return on investment.
Well, with the introduction of Google Marketing Platform, this dream becomes a reality. By merging the formidable DoubleClick and Google Analytics 360 Suite, Google has created a game-changing tool for marketers – the DoubleClick Manager.
This revolutionary platform promises collaboration, enhanced control over marketing investments, and a deeper understanding of your audience. Get ready to embark on a journey that will transform the way you approach marketing.
doubleclick manager
A DoubleClick Manager, also known as DoubleClick Digital Marketing Manager, is an ad technology platform offered by Google. It is part of the Google Marketing Platform, which combines DoubleClick and Google Analytics 360 Suite.
The recent changes in July 2018 resulted in rebranding, where DoubleClick Bid Manager became Display & Video 360, DoubleClick Search became Search Ads 360, DoubleClick Campaign Manager became Campaign Manager, and DoubleClick Studio became Studio. The goal of the Google Marketing Platform is to enhance collaboration, provide greater control over marketing investments, and gain a deeper understanding of the audience.
Additionally, the platform offers insights and data reporting in one place, along with updated product branding and features. Despite the changes, the DoubleClick Bid Manager API and DCM/DFA Reporting and Trafficking API remain unaffected.
Furthermore, Search Ads 360 and Campaign Manager retain their key infrastructure and existing metrics and dimensions.
Key Points:
- DoubleClick Manager is an ad technology platform offered by Google as part of the Google Marketing Platform.
- Recent changes in July 2018 resulted in rebranding of various DoubleClick products.
- The goal of the Google Marketing Platform is to enhance collaboration, control over marketing investments, and audience understanding.
- The platform offers insights, data reporting, updated branding, and features.
- The DoubleClick Bid Manager API and DCM/DFA Reporting and Trafficking API are unaffected by the changes.
- Search Ads 360 and Campaign Manager retain their infrastructure, metrics, and dimensions.
Sources
https://support.google.com/faqs/answer/2727482?hl=en
https://support.google.com/campaignmanager/answer/9015629?hl=en
https://developers.google.com/bid-manager/reference/rest
https://genymedium.com/doubleclick-bid-manager-can-help/
Check this out:
https://www.youtube.com/watch?v=v9DHrSFRKrY
💡 Pro Tips:
1. Use DoubleClick Digital Marketing Manager to streamline your ad technology platform and manage your digital marketing efforts effectively.
2. Leverage DoubleClick Bid Manager (now Display & Video 360) to optimize your display and video ad campaigns and reach your target audience.
3. Utilize DoubleClick Search (now Search Ads 360) to enhance your search advertising strategies and maximize your search engine marketing performance.
4. Take advantage of the unified Google Marketing Platform to collaborate with your team and improve the overall effectiveness of your marketing campaigns.
5. Benefit from the insights and data reporting capabilities offered by Google Marketing Platform, which provides a comprehensive view of your marketing investments and a deeper understanding of your audience.
Introduction To Doubleclick Digital Marketing (Ddm) And Its Solutions
Doubleclick Digital Marketing (DDM) is a powerful ad technology platform developed by Google. It offers a range of solutions designed to enhance the effectiveness of digital advertising campaigns.
DDM includes various tools such as DoubleClick Digital Marketing Manager, DoubleClick Bid Manager, DoubleClick Search, DoubleClick Rich Media, DoubleClick Studio, and Google Analytics. These solutions work together to provide advertisers with comprehensive tools for managing and optimizing their digital marketing efforts.
The DoubleClick Digital Marketing Manager allows advertisers to efficiently plan, execute, and measure their digital advertising campaigns across different channels. DoubleClick Bid Manager, on the other hand, helps advertisers automate and optimize their programmatic buying across display, video, and mobile inventory.
DoubleClick Search enables advertisers to efficiently manage and optimize their search advertising campaigns, while DoubleClick Rich Media empowers advertisers to create engaging and interactive rich media ads. DoubleClick Studio is a creative tool that simplifies the process of building and managing rich media ads.
Lastly, Google Analytics helps advertisers gain valuable insights into their audience and campaign performance.
Unification Of Doubleclick And Google Analytics 360 Suite
On July 24, 2018, Google made significant changes to its digital marketing platform. Google unified DoubleClick and Google Analytics 360 Suite, bringing them together under a single platform known as Google Marketing Platform.
This strategic move aims to improve collaboration between the two platforms and provide advertisers with a more integrated and seamless experience.
The unification of DoubleClick and Google Analytics 360 Suite offers several benefits to advertisers. It provides greater control over marketing investments and allows for a deeper understanding of the target audience.
The integration of these platforms also means that insights and data reporting are available in one centralized location, making it easier for advertisers to measure and optimize their campaign performance.
Changes Made On July 24, 2018
On July 24, 2018, alongside the unification of DoubleClick and Google Analytics 360 Suite, Google introduced several changes to the branding and naming of its ad technology solutions. These changes are designed to simplify the product lineup and make it easier for advertisers to navigate the platform.
The key changes include:
DoubleClick Bid Manager is now known as Display & Video 360. – DoubleClick Search is now called Search Ads 360.
DoubleClick Campaign Manager has been renamed to Campaign Manager. – DoubleClick Studio is now simply referred to as Studio.
These rebranding efforts aim to streamline the product names and align them more closely with their respective functionalities within the Google Marketing Platform.
Rebranding Of Doubleclick Bid Manager, Doubleclick Search, Doubleclick Campaign Manager, And Doubleclick Studio
As part of the unification process, DoubleClick Bid Manager, DoubleClick Search, DoubleClick Campaign Manager, and DoubleClick Studio underwent rebranding. The new product names reflect their specific roles within the comprehensive Google Marketing Platform.
Display & Video 360 (formerly DoubleClick Bid Manager) encompasses the programmatic buying capabilities for display and video ads. Search Ads 360 (previously DoubleClick Search) is focused on managing and optimizing search advertising campaigns.
Campaign Manager (formerly DoubleClick Campaign Manager) provides a comprehensive solution for ad campaign management. Lastly, Studio (previously DoubleClick Studio) is a creative tool dedicated to building and managing rich media ads.
These new names provide a clear and concise understanding of the purpose and functionality of each tool within the Google Marketing Platform.
The Benefits Of Google Marketing Platform
The introduction of the Google Marketing Platform offers numerous benefits for advertisers. Some of the key advantages include:
Collaboration: Google Marketing Platform encourages collaboration between the various tools and teams involved in digital advertising. This collaboration leads to more efficient workflows and improved overall performance.
Control Over Marketing Investments: Advertisers gain greater control over their marketing investments by having a consolidated platform to manage and optimize their campaigns. This allows for more efficient allocation of resources and better control over ad spend.
Deeper Understanding of the Audience: With the integration of DoubleClick and Google Analytics, advertisers can gain deeper insights into their target audience. This understanding helps tailor ad messaging and targeting strategies for more effective advertising campaigns.
Centralized Insights and Data Reporting: The Google Marketing Platform provides a unified location for all insights and data reporting. Advertisers can easily access and analyze campaign performance metrics, audience data, and other relevant information.
This centralized approach streamlines reporting and simplifies decision-making processes.
Key Features And Improvements Of The New Platform
The Google Marketing Platform introduces several key features and improvements to enhance advertisers’ digital advertising efforts. These include:
New Product Branding and Features: The rebranding of DoubleClick products under the Google Marketing Platform brings with it new features and functionality. These improvements aim to provide advertisers with a more comprehensive and effective set of tools to manage their campaigns successfully.
Deep Integrations with Other Google Marketing Platform Products: The unified platform allows for deeper integrations between different Google Marketing Platform solutions. This integration enables advertisers to leverage the power of multiple tools and data sources to optimize their campaigns and audience targeting.
No Changes to Key Infrastructure for Search Ads 360 and Campaign Manager: Despite the rebranding, there are no changes to the key infrastructure of Search Ads 360 and Campaign Manager. Advertisers can continue to use these products with the same level of functionality and reliability.
No Changes to Metrics and Dimensions: Metrics and dimensions that contain product names will remain unchanged. Advertisers can expect consistency in their reporting metrics and dimensions.
Important Updates And Integrations Within The Google Marketing Platform
The Google Marketing Platform brings several important updates and integrations to enhance the overall digital advertising experience. These include:
DoubleClick Bid Manager API and DCM/DFA Reporting and Trafficking API: Despite the rebranding and unification, the DoubleClick Bid Manager API and DCM/DFA Reporting and Trafficking API remain unchanged. This continuity ensures that advertisers can continue to utilize these APIs without disruptions.
Updated Branding for Search Ads 360 and Google Marketing Platform products: The rebranding efforts extend to Search Ads 360 and other Google Marketing Platform products. The updated branding aligns these solutions with the Google Marketing Platform’s overarching vision and design language.
In conclusion, the unification of DoubleClick and Google Analytics 360 Suite under the Google Marketing Platform represents a significant milestone in the evolution of digital advertising. With new product branding and features, improved collaboration, and enhanced control over marketing investments, advertisers can unlock the full potential of their digital advertising efforts and achieve better performance and results.
The Google Marketing Platform brings together a comprehensive suite of tools and resources to enable advertisers to effectively manage and optimize their campaigns while gaining valuable insights into their target audience. With centralized reporting and the integration of various solutions, advertisers can make data-driven decisions and drive better outcomes for their digital advertising strategies.