Google Assembles Ad Tech Juggernaut

Google shot a flaming arrow across the entire LUMAscape chart in announcing the DoubleClick Digital Marketing platform. The combined product will roll out over the coming months and serve as an all-in-one for display advertisers. Through the DoubleClick Digital Marketing platform, advertisers can create a rich-media unit; manage direct, programmatic and search buys; and track campaigns’ performance. Of particular note, Google is rolling up Invite Media, the real-time bid management platform it acquired in 2010, into the DoubleClick Bid Manager.