Google is stepping up its marketing competitiveness beyond today’s earlier announcement by bringing its DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) under a single new offering called Google Ad Manager. The unification will be rolling out over the next several months and all users will see the branding switched over to reflect the changes. However, based on Google’s announcement, there appears to be more involved here than just a rebranding. The search giant has taken the opportunity to outline and introduce where it anticipates taking the advertising platform from this point. Rather than putting forward several separately packaged options, an ad server or a sell-side platform, the company plans to integrate everything into a single product. The new Google Ad Manager is, as a result, expected to be much more comprehensive and easier to use, providing more variability than either prior product alone.
To begin with, Google Ad Manager will allow for much of the same functionality previously separated into the DoubleClick platforms. AdX features associated with the curation of access to inventory, reservation, and programmatic demand while optimizing for yield via the rolling of AdX buyers into a new Ad Manager feature called Authorized Buyers. Moreover, it will enable delivery of those ads and accurate tracking measurements regardless of where the ads are being viewed. That includes new ‘Advanced TV’ solutions such as Dynamic Ad Insertion, which allows for ad inclusions for live or on-demand video, a variety of formats, and yield optimization on mobile platforms. In short, Google Ad Manager will be more adaptable to changing customer or viewer behavior, helping ads reach new distribution channels and opportunities as they arise.
All of that should give current customers of either platform a familiar base to start from but Google is also rolling in more than 30 different controls aimed at maintaining brands and adding security. Those will not only ensure that the ads meet the standards of given brand values but will also include anti-spam and policy enforcement tools the company has been using to take down bad ads before they reach an audience. The tools are very effective and, over the course of 2017, Google says it managed to block out more than 3.2 billion such ads. That’s rounded out via integration of IAB Techlab’s ads.txt standard to help resist domain spoofing, which had previously been integrated into all of the search giant’s ad platforms.
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