Google has overhauled its DoubleClick ad-serving platform, promising that the newly-christened DoubleClick Digital Marketing product will allow ad agencies and media companies to control their campaigns in a more integrated way than before.
DoubleClick Digital Marketing is still only partially developed, Google display advertising chief Neal Mohan said at the DoubleClick Insight conference on Tuesday. However, he said the company was able to provide rough detail on how the various components would fit together.
"It's going to be the first truly integrated, modern platform for digital media across the internet," Mohan said. "The concept behind DoubleClick Digital Marketing is to bring together all of these channels, whether it's display, search, mobile [or] video… We're at the very early of stages of this. We are going to be releasing new sets of capabilities across the weeks, months and years ahead."
In a blog post, Mohan said the new platform would let marketers "easily optimise, tailor, measure and compare all elements of their campaigns, using a common language and interface".
The DoubleClick 'DART' ad server, which agencies use to manage directly-bought ad placements, has been renamed the Digital Marketing Manager. Google has also introduced a new Bid Manager tool, and is migrating Invite Media customers — Google bought that company in 2010 — over to it now.
Google has also integrated three other products into the new platform, namely the cross-engine Search management product, the Studio rich media ad-creation toolset, and Google Analytics.
"We're enabling… more responsive campaigns that can 'learn' the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimisation signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel — from awareness to conversion)," Mohan wrote.