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 cofounder Nat Turner announced in a blog post yesterday that this Friday will be his last day with Google.

Google’s vp of display advertising Neal Mohan explained in a company blog post that Google decided to construct the Superion Maximus of display advertising in order to provide advertisers with a fuller idea of how their campaigns perform across channels and formats and run “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.”

Mohan referred to a survey Google conducted of 300 marketers and agencies that found employees are spending nearly two days per week working across disparate digital platforms. Those respondents ballparked that an integrated platform could save them up to a third of that time.

The move positions Google against Adobe, which has been building out its Digital Marketing Suite since acquiring Omniture in 2009. Adobe added social capabilities to the product earlier this year, and Brad Rencher, svp and general manager of Adobe’s digital marketing business, told Adweek at the time that the company is working to build a technology stack for CMOs that’s akin to those offered CIOs by companies like Oracle and IBM. Looks like Google has the same idea.