Campaign Manager 360 is a web-based ad serving platform, and it is the shared data and reporting backbone of the Google Marketing Platform ad tech stack.Display & Video 360 is an advanced, intelligent and automated media buying platform-allowing you to execute programmatic buys as well as any direct buys and private auction media buys in real time and at scale.Search Ads 360 brings advanced automated bidding tools as well as the ability to holistically manage all of your paid search within a single platform.The rebrand brought together the Google Analytics 360 advanced measurement suite, Google Tag Manager 360, Data Studio, Optimize 360, and Surveys 360 as well as the powerful ad technology platforms.įormerly known as the DoubleClick suite of products,Search Ads 360, Display & Video 360 and Campaign Manager each bring significant ad tech capabilities and benefits: When Google decided to consolidate its marketing platforms under the Google Marketing Platform umbrella they were responding to a strong trend in our industry: the convergence of analytics, martech and ad tech. Even the list of industry leaders is considerable across the different kinds of technology and functionality you may need-from ad serving, to search management, to buying platforms, to web analytics platforms and more. There are hundreds, if not thousands, of technology platforms and media buying platforms that an advertiser may work with. The overall digital advertising ecosystem is fragmented.
GOOGLE TECH STACK UPGRADE
It’s also a substantial upgrade in marketing capabilities.
Google Marketing Platform’s ad tech stack is a substantial investment for advertisers. A look at the Google Marketing Platform ad tech stack The basic value proposition of the Google Ads environment is access to high-value paid search, display, video, and shopping ads inventory within a single buying platform and with enough targeting and optimization features to ensure small and mid-size advertisers can get the best return possible.
What is Google Ads, and how does it serve advertisers?
GOOGLE TECH STACK HOW TO
To help you make an informed decision around ad tech solutions, we’ll dive into the 4 different platforms that Google has to offer (Google Ads, Display & Video 360, Search Ads 360, and Campaign Manager 360) and how to develop an ad tech strategy to help get the most out of your investment. Within the Google ecosystem, there are a number of advertising tools and platforms designed to address a variety of marketing needs. Add to that the question of ROI: are ad tech tools worth the investment of time, effort, and hard costs? It’s important to consider whether or not your current martech stack accommodates integration between ad tech, analytics, testing, personalization and other key technologies. Or, you might need technology that will help you to research, plan, build and optimize your campaigns. For example, you may need to choose a platform to place key media buys for paid search, programmatic or video advertising. Choosing the right tools for your organization’s different objectives can be a challenge.
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