Google has acknowledged that its array of ad products has caused
Google has acknowledged that its array of ad products has caused « a lot of confusion », and after listening to feedback has decided to roll out a rebrand. On the face of it, this is just a name change that sees AdWords and DoubleClick laid to rest, but there are also new tools being introduced.
Let’s get the name changes out of the way first. AdWords has been rebranded to Google Ads; DoubleClick Digital Marketing and Google Analytics 360 now come under the Google Marketing Platform umbrella; and DoubleClick Ad Exchange and DoubleClick for Publishers are now called Google Ad Manager. But there’s more.
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Google is quick to point out that there are no changes to fees, and none of its services are being merged. The company’s senior vice president of ads and commerce, Sridhar Ramaswamy, explains the reason for the changes that are being introduced: « As the opportunity to engage consumers has grown and become more complex, we are simplifying our products for advertisers and publishers of all sizes so they can more easily reach consumers anywhere, at any moment and on any channel. »
For most people, the biggest and most noticeable change will be AdWords becoming Google Ads. Google says:
The new Google Marketing Platform includes not only DoubleClick Digital Marketing and Google Analytics 360, but also a new product called Display & Video 360 — which itself combine elements of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
Finally, the Google Ad Manager is also being introduced, of which Ramaswamy says:
The rebrand is due to roll out next month, and you can find out more in Sridhar Ramaswamy’s blog post, and also in one by Google’s director of product management, Jonathan Bellack .
