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Choosing the right advertising platform is critical for eCommerce success. Many marketers are faced with questions like: What is Google DoubleClick? or Google Ads vs Google Ad Manager — which one should I use? This article will help clarify the differences and provide up-to-date information for 2025, so you can choose the most effective solution for your business goals.
Google DoubleClick was once a suite of digital marketing tools used for display advertising management, real-time bidding, and campaign optimization. In 2018, Google rebranded and consolidated DoubleClick and Google Analytics 360 Suite into the Google Marketing Platform. Today, tools once part of DoubleClick exist as Display & Video 360, Campaign Manager 360, and Search Ads 360.
Many advertisers wonder about the difference between Google Ads and Google Ad Manager. Google Ads is a self-serve platform for creating and managing paid search and display campaigns directly in Google’s ecosystem. Google Ad Manager (formerly DoubleClick for Publishers) is an ad exchange and monetization tool for publishers to manage ad inventory and direct deals. For advertisers, Google Ads is the go-to platform for buying media, while Google Ad Manager is used by publishers to sell media.
The Google Marketing Platform (GMP) is an advanced suite of tools offering enterprise-level features, including:
In contrast, Google Ads is a more accessible, user-friendly platform for small to mid-sized businesses running paid search and display campaigns.
In 2025, the question is no longer DoubleClick vs AdWords — both have evolved. Google Ads (formerly AdWords) remains the primary platform for direct ad campaign management. Google Marketing Platform, with its enterprise-grade tools, is ideal for large eCommerce projects looking for sophisticated targeting, cross-channel reporting, and advanced automation.
Choosing between Google Ads and Google Marketing Platform (formerly DoubleClick) depends on your business size, goals, and advertising complexity. Google Ads is perfect for direct, tactical campaigns, while Google Marketing Platform offers a holistic, enterprise-grade solution for managing cross-channel campaigns at scale.
For more insights on how to choose the best tool for your eCommerce promotion, or if you need expert help navigating these platforms, contact the Promodo team. We’re proud to be a Premier Google Partner, helping businesses worldwide maximize their advertising performance.
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