Unlike the Kendrick Lamar-Drake beef, the Google and TTD beef has, for a moment, paused.
Google has launched a series of new integrations for Google Campaign Manager 360 (CM360), the company’s ad server. On Friday, the company announced the following:
- A partnership that allows creative assets to be automatically sent from Adobe directly to CM360.
- An integration with Typeface, a company that provides an AI “copilot” to create on-brand content for multi-channel campaigns.
- A new feature creating a direct link between CM360 and The Trade Desk and Google Ads, allowing tags to be sent directly to TTD for creative serving via CM360.
- An integration with Netflix that lets advertisers serve VAST video creatives on Netflix’s ad inventory and, for the first time, track Netflix impression delivery within CM360.
- Google is also rolling out a Comscore-powered reporting tool that unifies digital and linear TV measurement to help compare audiences and optimize planning and ROI.
Why This Matters:
Google is doubling down on its ad server business amid pressure from competitors like Mediaocean. In its blog post announcing these updates, the company emphasized the importance of ad serving:
“Don’t let your ad serving be an afterthought. It’s a powerful lever for boosting both productivity and media performance.”
Ad serving rarely makes headlines except, maybe, when a company gets acquired (see Innovid).
Experts React:
Mairi Fogle, Global Media Tech Product Owner at Kimberly-Clark, talked up CM360 in the announcement:
“Campaign Manager 360 helps us measure all our paid media and provides creative insights, giving us a complete view of our digital performance,” she says. “This unified data allows us to create more relevant consumer experiences.”
It looks like the Google and TTD integration was rolled out a few months ago and only now is Google unveiling it with a bigger marketing/PR push.
Our Take:
Google’s latest integrations signal a clear push to strengthen CM360’s position in the ad server market, maybe as competition heats up. With a final decision in the Google adtech antitrust case looming, it will also be interesting to see what occurs and how this side of the business is ultimately affected.
