Google introduced a suite of new features within Google Ad Manager to streamline media buying for agencies, including a new “curation” tool and enhancements to programmatic buying workflows.
How it works:
- Curation: Allows agencies to easily discover and activate curated inventory packages and data segments from trusted partners
- Streamlined payments: Google handles billing for data providers and inventory sources, eliminating the need for separate invoices
- Unified reporting: Agencies gain a centralized view of performance data across participating demand-side platforms (DSPs)
- Simplified deal negotiations: Agencies can create single deal IDs that work across multiple DSPs
Why we care. These new capabilities aim to simplify the process of discovering, activating and managing publisher inventory and audience data for agencies, helping to deliver greater value for your advertising clients.
What they’re saying. “Curation helps brands and agencies achieve better connectivity and signal, accelerating the adoption of cutting-edge solutions that drive results across display, CTV and beyond,” said Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp.
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Big picture. These enhancements aim to help agencies navigate the fragmented digital advertising landscape, especially in emerging areas like connected TV.
What to watch. Whether Google’s growing suite of agency-focused tools can help it maintain dominance in the media buying ecosystem.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.