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.
About The Author
Ginny Marvin is Third Door Media’s Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Ginny Marvin
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