Google to combine its AdWords and DoubleClick Brands

Jul 21, 2018

Google to combine its AdWords and DoubleClick Brands

After two decades of launching its wildly successful AdWords and DoubleClick, Google has decided to roll these two under one of the three new brands that it will launch in mid July. It is essentially the rebranding of its ad businesses to offer easily accessible services to its users. The three new brands offer a specific solution to the campaign needs of all its users:

1. Google Adwords will become Google Ads:

Google AdWords launched in 2000 has helped local businesses to buy text ads on the search results pages for almost two decades. Even now AdWords remains one of Google’s key revenue stream. However, with the change in technology, text based ads were replaced with combination of images and videos as well as ads on other platforms such as Youtube, Maps and Google’s partner sites.

2. DoubleClick ad products and GA 360 Suite will become Google Marketing Platform:

Google will combine its DoubleClick ad products and its analytics tools to integrate creative planning and measurement of performance. The company says the inspiration for this brand came from advertisers who were already integrating analytics with their media platforms. Previously, Google had been accused of favouring its own products by not allowing the integration of third party ad exchanges and measurement solutions with its own products. However, this condition is removed from the new Google Marketing Platform.

3. DoubleClick for Publishers and DoubleClick Ad Exchange become Google Ad Manager:

The DoubleClick sell-side products are being integrated together as one platform called Google Ad Manager. The company agrees that the way publishers monetise content has changed and that advertisers are demanding access to all sources where its audience might be present. Google has called its Ad Manager a “unified solution”, rather than just a platform for publishing ads, it now provides publishers access to programmatic deals, private marketplaces and open auctions in one place.

Read More about these 3 New Google Ad Brands Here:
https://www.newsapp.io/post/Time-to-Bid-Adieu-to-Adwords-and-DoubleClick

Along with its announcement of new brands of Ad products, Google also took the opportunity to reinforce its commitment to transparency. For instance, they have recently launched New Ads Settings and expanded the ‘Why this ad?’ question that a user gets after closing an ad on all of their services and websites and partner apps.