Google Bid Manager will now allow advertisers to manage television ads alongside digital. In an effort to level up its game in the market, Google now integrates television and digital media ad buying in Google DoubleClick Bid Manager.
Previously, the Bid Manager allowed advertisers to run and track their online campaigns, but with this new feature, it will add convenience and coherence in marketing efforts for the advertisers.
Programmatic ad buying for television will surely be a game changer for media agencies. Media buyers will be able to access both inventories for TV ads as well as digital media ads through bid manager. Other ad tracking and analytics tools in bid manager will help advertisers analyze and optimize their campaigns too.
This new step is believed to bridge the gap between traditional and digital advertising. Google making an announcement in a blog post, said:
“We are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.”
This new advancement in programmatic ad buying will take Google ahead of the game. However, educating marketers will remain a big challenge.