On June 27th Google announced it was rebranding two of its main advertising products – Adwords and DoubleClick. Both products will fundamentally be unchanged but will be getting a make-over. Google wants to ensure current advertisers that they will still work as per normal and with the same technological partners. Google’s SVP of Ads & Commerce, Sridhar Ramaswamy concluded that the new rebranding “is a better representation of what our products are and more importantly where they need to go”.

The rebranding has been years in the making and aims to streamline the ad offerings by integrating products and signals bigger mar-tech ambitions ahead.

Over the next two months, beginning July 24th, Google will introduce three new brands:

• Google AdWords will be re-branded to Google Ads
• DoubleClick advertiser products & GA 360 will become the Google Marketing Platform
• DoubleClick for Publishers & DoubleClick Ad Exchange will transform into Google Ads Manager

Google Adwords becomes the new Google Ads

Adwords has contentiously evolved since its launch back in 2000 and as such Google feels that Adwords no longer expresses the diversity of services offered. They hope that Google Ads will accurately capture the whole range of advertising capabilities it offers. For small business owners, there will be a new feature within Google Ads that per Ramaswamy will “brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting.”

DoubleClick advertiser products and Google Analytics suit will become the Google Marketing Platform

The merge of DoubleClick and Google Analytics 360 Suite was inspired by feedback stating that there were great benefits from using ads and analytics technology in conjunction. Google believes by unifying these products marketing teams will have a better understanding of customers resulting in better business performance.

DoubleClick for Publishers and DoubleClick Ad Exchange will henceforth be known as Google Ad Manager

Google has been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange for the past three years. The merge will allow advertisers to manage their businesses more simply and efficiently in an ever-evolving content landscape.