Google is retiring the AdWords & DoubleClick brands in a major rebranding aimed at simplification
Welcome to Google Ads, Google Marketing Platform, and Google Ad Manager.
After 18 and 22 years, respectively, the AdWords and DoubleClick brands will soon cease to be. As part of a comprehensive effort to streamline its offerings, Google’s flagship advertising products are getting new names and reorganized to better reflect their current capabilities and where the company sees trajectories for growth. Along with the rebranding, Google is also introducing some new solutions that further the push toward simplifying its advertising offerings.
There will now be three primary brands:
- Google AdWords is now Google Ads.
- DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.
- DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.
What’s under the hood of the products largely isn’t changing. Rather these are primarily name changes that are “indicative of where we have been directing products over the last few years,” said Sridhar Ramaswamy, Google’s SVP of ads, at a press briefing Tuesday.
“Consumer expectations from mobile are on the rise…. Opportunity for advertisers is on the rise as well,” said Ramaswamy.
As Google has acquired and developed new ad products, formats and measurement solutions to meet new needs, its offerings have become more complex and numerous over the past two decades. That’s made it harder for advertisers, publishers and agencies to identify and select the right Google products for their needs, Ramaswamy explained. The new branding under three buckets makes the starting point for marketers easier to figure out, and new solutions are aimed at helping marketers achieve better outcomes more easily.
Get a deeper look at the new brands and solutions announced Wednesday and more on what’s ahead: read the full article on Search Engine Land.