Google has unveiled a new, consolidated marketplace for digital advertisers that focus on consumer privacy, marketing insights and tools to help small businesses.
Three main pillars—Google Ads, Google Marketing Platform and Google Ad Manager are scheduled to roll out next month. The company will reveal more information about its new products during a live stream on July 10.
This news marks the end of an era as infamous brand names like AdWords and DoubleClick are retired and merged into a one-stop advertising destination. Privacy, Google said, is the company’s top priority when offering these marketing tools.
“Consumers are also more aware of how they’re being marketed to and how their data is being used—and they want more control,” Brad Bender, vice president of display and video advertising said in a blog post.
Google has been vocal about its plans to comply with GDPR, including new privacy policies and user controls but still managed to get sued on the first day of GDPR enforcement. Despite mounting pressure from consumers and advertisers alike, Google claims that its consolidated marketing offerings have been in the works for a while.
“The decision to evolve the names was not related to exogenous factors […] as we have been actively working to evolve the brands,” Dan Taylor, managing director of global display and programmatic at Google said in a press conference.
As part of the rebranding, DoubleClick Search will be renamed Search Ads 360. Display and Video 360 Search Ads 360 will combine display ad products from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
Google’s advertising tools have largely been aimed at large businesses, but the company made a dedicated microsite for small businesses, too. An option in Google Ads called Smart Campaigns will let companies use a form to create an ad then set goals like website traffic or phone calls.
“This is just the beginning of the next chapter in our platforms story, said Google. “We’re committed to building solutions that help you achieve your marketing goals while meeting consumers’ high expectations for privacy, transparency and control.”
