Google Assembles Ad Tech Juggernaut

Rolls up DoubleClick, Invite Media, Analytics

Google shot a flaming arrow across the entire LUMAscape chart on Tuesday in announcing the DoubleClick Digital Marketing platform. The combined product will roll out over the coming months and serve as an all-in-one for display advertisers.

Through the DoubleClick Digital Marketing platform, advertisers can create a rich-media unit; manage direct, programmatic and search buys; and track campaigns’ performance. Of particular note, Google is rolling up Invite Media, the real-time bid management platform it acquired in 2010, into the DoubleClick Bid Manager. Invite

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