Google Tech Stack - Simplified

What is Google's Ad-tech ecosystem?

Google Re-branded its products and as always Google is great with products and courses, but when it comes to naming products - its a different story :) 

So let's try and unpack the Google ecosystem below: [Starting from buy-side and moving towards sell side]

DoubleClick Campaign Manager is the third-party ad server that allows you to plan, execute and measure your display campaigns through DoubleClick. It is where advertisers make ad placements, create floodlight tags and push to Google Tag Manager (GTM), and complete trafficking tasks.

DoubleClick Bid Manager (DBM) is the demand-side-platform (DSP) that allows you to reach your customers when and where it matters. The programmatic buying platform gives access to display inventory across ad exchanges to accurately bid, precisely target and effectively optimize your digital marketing campaigns. 

Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product.

DV 360 combines DCM + DBM 
DCM was formerly known as DFA 

DoubleClick advertiser products (Buy side) and the Google Analytics 360 Suite under one brand: Google Marketing Platform.

Google Ads is the new name for Google AdWords 

Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile application installs within the Google ad network to web users. 

[Coming to the sell side now]

AdSense is Google individual Ad-network. Mainly for small & medium publishers. Ad-exchange is a bigger animal with thousands of networks. 

Google Ad Manager includes Google Ad server/SSP (formerly DFP) & their premium Ad exchange (previously AdX). Mainly for large publishers. 

• Double click for Publishers (DFP)
• Google Ad exchange