There are many different Google products available in the advertising space. Some are suited for large businesses, while Google AdWords and Google AdSense are suited for smaller ones.
For Large Businesses:
- Google DoubleClick for Publishers (DFP) and Google Ad Exchange (AdX) have been united under one platform, Google Ad Manager.
- Google DFP: Large businesses would use the DFP Premium. DFP acts as not only an ad server but also a console to implement bidding strategies across multiple partners.
- Google AdX: An ad exchange with enormous scale. AdX has all of the standard targeting options such as display, Vast/VPAID, and MRAID. The benefit of using AdX while using DFP is that Enhanced Dynamic Allocation is available. This allows AdX to bid concurrently with other partners instead of in a waterfall. Being able to do this was actually a big reason Header Bidding was invented!
- Many of the standard Google marketing products have been shifted to the Google Marketing Platform. It consolidates Google’s enterprise display advertising products into Display and Video 360. This includes DoubleClick Bid Manager (DBM), media planning and reporting solution DoubleClick Campaign Manager, rich media ad creator tool DoubleClick Studio and data management platform Google Audience Center 360.
For Small Businesses:
- Google Ads (Previously Google AdWords)
- A solution for small brands/businesses that want to promote their brand. Brands can conduct search and display targeting, as well as utilize the Keyword Planner to find effective keywords to allocate budget towards.
- Google AdSense
- Google AdSense is a program run by Google Inc.that allows publishers in the Google Network of content sites to serve automatic text, image, video, and rich media adverts that are targeted to site content and audience.
- Google AdSense is designed for bloggers and Publishers. Whereas brands utilize Google Ads to buy advertising space, publishers and those with inventory utilize Google AdSense to sell advertising space.
Sources
- https://searchengineland.com/google-is-retiring-the-adwords-doubleclick-brands-in-a-major-rebranding-aimed-at-simplification-301073
- https://moneyconnexion.com/a-complete-adsense-guide-for-beginners.htm
In America, small business is a big deal.
— Bob Beauprez
Simply Ad Tech 