Display & Video 360 will merge DCM (creative) and DBM (buying)

Starting on July 24th, Doubleclick Bid Manager (DBM) will become the new Display & Video 360, part of Google Marketing Platform.

On July, only the product interface will change — including new product names and logos – and starting in September, new features will start to be launched.

This month, Google revealed the 5 modules of Display & Video 360. The five integrated modules are: Campaigns, Audiences, Creatives, Inventory and Insights.

The big news is that Display & Video 360 will also include the campaign management, cross-platform measurement, creative and audience capabilities that are currently part of DoubleClick Campaign Manager (DCM), Studio and Audience Center.

Display & Video 360 is a “single product to manage advertising campaigns and workflows end-to-end offers significant advantages compared to a more piecemeal approach.”

Payam Shodjai, Director, Product Management, Google Marketing Platform wrote that “Google’s advertising campaigns—shows a 1.5X improvement in campaign performance when creative strategies and design are aligned to media, compared to when creative is built in a silo”