Google announced the DoubleClick Digital Marketing platform!!

Google shot a flaming arrow across the entire LUMAscape chart on Tuesday 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. 

 Google’s vp of display advertising Neal Mohan explained in a company blog post that Google decided to construct the Superion Maximus of display advertising in order to provide advertisers with a fuller idea of how their campaigns perform across channels and formats and run “more responsive campaigns that can ‘learn’ the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens.”