Google Ad Manager and The Fate of AdWords, AdX, & DFP
Familiar with Google products like Adwords, AdSense, DoubleClick, or specially, Ad Exchange? Well, be sure to adjust to the latest change of Google on July 10, for the better.
Looking back at the history, from October 2000, Google served 350 advertisers. Fifteen years later, Google had over 1 million advertisers. Everything had changed, since the Internet, websites, platforms went “boomed”. To supply for market demand, Google had provided A LOT of products, but not divided in logical groups or orders.
Google advertising ecosystem has become too complex, almost impossible to navigate, according to Jalil Chikhi, business leader at Google France.
So, on the 10th of July 2018, Google announced the simplification of its advertising ecosystem into three new categories: Google Ads, Google Marketing Platform and Google Ad Manager. Thus, this means a total rebranding effort of many products and tools like Ad Exchange, DFP and AdSense.
Google rebrand in a nutshell
For more information about the re-branding effort, you can read it here.
Simply, this is a summary of what happened to the old brands and how they are being rebranded.
Google Ad Manager:
- Doubleclick for Publishers
- Google’s Ad Exchange
Google Ad Manager is the new name for everything programmatic. Dedicated to publishers, it regroups DoubleClick for Publishers and DoubleClick Ad Exchange. The new Google Ad Manager will aim to equip publishers with more efficient tools to monetize their content.
Google Ads
- Google AdWords: with keywords, custom intent audiences, video advertising formats, and much more, packed into one entity.
Google Marketing Platform
- DoubleClick for Advertisers
- Analytics 360
- Data Studio, etc.
The change concerns DoubleClick and the Google Analytics 360 Suite. They will be regrouped into one platform for advertisers to plan, buy, measure and optimize all of their Google digital media in one place.
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Even though Google addressed how these new products would be simplified under a smaller group of product umbrella’s, it left publishers with major questions.
How do I get a Google Ad Manager account?
As Google Ad Manager now includes both Google’s ad server/SSP (formerly DFP) and their premium ad exchange (previously AdX), not every publisher can sign-up to access a Google Ad Manager account.
Unfortunately, there is an invitation and approval process, and most small and medium-sized publishers do not find it easy to access..
However, there is an answer for this audience, and it is to work with a Google Certified Publishing Partner, and fortunately, we at Gamob, are providing this answer. Gamob provide sustainable growth solutions to optimize UX & ads revenue for every mobile app developers and studios, it is totally free for you to access our network. And we also support our clients with the most efficient solutions to any problem based on Google policies.
So, is Ad Manager an just an SSP and ad server?
Basically, it is the combination of the two originals, so YES.
Under a new name, Ad Manager is a complete and unified programmatic platform. Even though Ad Manager is essentially Google’s SSP/ad server, it still has all the advanced features and Google technology synergies in the marketplace that you’d expect to improve.
What’s new inside Google Ad Manager?
Along with most major visual rebranding efforts, the products themselves usually evolve to reflect the new brands.
Some terminology and the general user experience of the product will likely evolve to be different from DFP and AdX.
Google is also touting that the new Ad Manager will expand to allow publishers to better monetize things like AMP, live video, and more. This could indicate a broadened programmatic platform as well.
Unless you’re a large multi-dimensional publisher, many of those additional features may not be overly relevant.
Google will likely communicate any necessary changes via email multiple times if there is anything overly dramatic that will change in the coming months, but nothing is announced or expected.
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