As the users continued to complain about the complexity of Google’s ad products, the management decided it was time for rebranding. In a press conference, Mr. Sridhar Ramaswamy, the senior vice-president of ads and commerce at Google, briefed that this renovation would primarily be the upgradation of name, but not limited to just that. In fact, it would lead the product in the direction the company hoped it to move. The system would only feel different to the users, but in essence, its functionality would remain the same. Google’s ad products, for the sake of convenience and clarity, would be divided into three primary brands. The details are as follows:
Moreover, as a part of this merge, Google announced another new product, termed as Display and Video 360, which would condense features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
![Google rebrands its ad lineup, with AdWords becoming Google Ads]( "Google Phasing Out DoubleClick, AdWords Names in Rebranding")
1. Google Ads Would Replace AdWords
According to Ramaswamy, AdWords would function as the “front door for advertisers to but on all Google services.” The services would include everything from YouTube videos to in-built app ads. Moreover, the domain plans to launch Smart Campaigns, which would allow users to prioritize actions, like phone calls or store visits, by identifying them. The system would then use its software to drive more of the selected options.2. Google Marketing Platform = DoubleClick Digital Marketing + Google Analytics 360
The Managing Director for Marketing revealed that there are an ever-increasing number of brands willing to collaborate with Google’s Marketing Platform. Therefore to cater this, the platform would include a new Integrations Center for marketers, where they would be able to find all ways to connect their Google tools.Moreover, as a part of this merge, Google announced another new product, termed as Display and Video 360, which would condense features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
3. Google Ad Manager = DoubleClick Ad Exchange + DoubleClick for Publishers
Work for this consolidation has already been under process, and since these categories have been breaking down since a while, the apparent and noticeable change would be of the logo. Other than that, the DoubleClick brand would be going away.