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Google introduces new brands for advertising products | B2B Marketing

Google has launched three brands and solutions for its advertising products: Google Ads, Google Marketing Platform, Google Ad Manager.

The new Google Ads brand aims to support publishers of all sizes, build trust, and drive collaboration across teams. As well as represent the full range of advertising capabilities Google offers, while introducing a new campaign type in Google Ads that makes it easier for small businesses to get started with online advertising.

The new Google Marketing Platform has been created, combining DoubleClick advertiser products and the Google Analytics 360 suite, after feedback from marketers that there are benefits to using ads and analytics technology together. The platform helps marketers plan, buy, measure and optimise digital media and customer experiences in one place, said Google.

Increased transparency

The tech company has also brought together DoubleClick for Publishers and DoubleClick Ad Exchange under a unified programmatic platform, Google Ad Manager, in response to the changing way publishers monetise their content.

Google has also announced new ads settings and expanded ‘why this ad?’ across its services and websites to create “transparency and controls people can trust”, said the company.

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The world of programmatic remains one of mystery for many a B2B marketer – but it needn’t be this way. Understand what programmatic is, how it’s best used in B2B, and the steps you can take to make the most of its potential.

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