Google is undergoing a rebrand of many of its product names and acronyms, unifying its DoubleClick products and google Analytics 360 Suite under the Google Marketing Platform, and has debuted a new Google Ads offering for small and medium-sized businesses, and Google Ad Manager for large publishers, with the transition slated to begin in mid-July.
While most of the changes are in name only, Google plans to make it easier to use all its products together by centralizing its buyer and seller technologies under a single name.
“The changes reflect the current reality of where these products are and where they need to go,” said Sridhar Ramaswamy, Google’s SVP for ads, at a press conference.
The new Google Marketing Platform also sees the debut of “Display & Video 360” which unifies features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center features to better enable “end-to-end execution”.
This fundamental overhaul will also involve the retirement of the 18 year-old Google AdWords brand which will now be known as Google Ads in a move that represents the behemoth making insights from its owned and operated media offerings – such as Google Play, YouTube, and third-party websites – to improve keyword targeting on Google Search.
“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels,” Ramaswamy said.
