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Google Removes AdWords and DoubleClick Brands from Major Name Change to Simplify

After 18 and 22 years respectively, the brands AdWords and DoubleClick will soon cease to be. As part of a global effort to streamline its offerings, Google's flagship advertising products are getting new names and are being reorganized to better reflect their current capabilities and where the company sees growth trajectories. In addition to rebranding, Google is also introducing new solutions that are driving the simplification of its advertising offerings.

There will now be three main brands:

  • Google Adwords is now Google Ads .
  • The DoubleClick and Google Analytics 360 Suite advertisers are now under the Google Marketing Platform brand.
  • 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 hardly changes. These are rather name changes that are "indicative of where we have been leading products in the last few years," said Sridhar Ramaswamy, Google's vice president of advertising, at a news conference. press briefing on Tuesday.

"Mobile consumer expectations are up …. The opportunity for advertisers is also rising," Ramaswamy said.

Google has acquired and developed new advertising products, formats and measurement solutions to meet new needs. Its offers have become more complex and numerous over the last two decades. This has made it harder for advertisers, publishers and agencies to identify and select Google products tailored to their needs, Ramaswamy said. The new three-compartment branding makes the starting point for marketers easier to understand, and new solutions are designed to help marketers achieve better results more easily.

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Take a look at the new brands and solutions announced Wednesday and more on what awaits them: read the full article on Search Engine Land.

About the author

Ginny Marvin is Associate Editor of Third Door Media. She assists in the daily writing of all publications and oversees paid media coverage. Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She can be found on Twitter as @ginnymarvin.