Google retires DoubleClick and consolidates AdWords into new Google Ads brand

Google has restructured its advertising services, with its 18-year-old AdWords brand and DoubleClick, the adtech company acquired in 2007, consolidated under a simpler branding structure reflecting how online marketing has moved on from its early text-based web days.

The company claims the rebrand will make it easier for small business advertisers to connect with customers across the company’s platforms, which include Search, Maps, Google Play and YouTube.

As part of the wider restructure, the company’s advertising services will now come under three pillars: Google Ads, Google Marketing Platform, and Google Ad Manager. Google says the move reflects the modern online advertising world, where consumers access content across multiple screens.

Google Ad Manager will unify the DoubleClick for Publishers and DoubleClick Ad Exchange. Sridhar Ramaswamy, Google’s senior vice president of ads and commerce, described the move as allowing publishers “to be able to manage their businesses more simply and efficiently.”

As part of Google Marketing Platform, the company will be replacing DoubleClick advertiser products and the Google Analytics 360 Suite and introducing Display & Video 360. Display & Video 360.

Google Ads will replace AdWords in what the company says will unify advertising across search, Maps and Google Play.

Ramaswamy said: “Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats.

“Advertising on Google has evolved too—from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey. 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.”

The changes are to be rolled out over coming weeks, with a full announcement next month at the Google Marketing Live conference on July 10.


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