Google has announced on Tuesday that there would be a major revamping of its ad business with notable names such as AdWords and DoubleClick being rebranded along with others. The tech giant implies favorable opportunities for publishers and advertisers with the rebranding initiative.
AdWords was launched almost 18 years ago and was primarily targeted towards improving connectivity of people with businesses on online platforms. The idea for the ads business that Google is proud of today was derived from the opportunity to provide relevant ads for users that search for products or services on Google.
However, Google has considered the radical change in the media consumption behavior of people with mobile technology playing a considerable role in everyday lives of users. Therefore, marketers have access to new opportunities for reaching out to consumers across different channels, formats, and screens. Google advertising has also depicted substantial evolution over time resulting in assistance for marketers to connect with customers on every step of the consumer journey.
Google would also introduce novel solutions alongside the rebranding that could foster the simplification of its advertising offerings. The three new primary brands are Google Ads, Google Marketing Platform, and Google Ad Manager. Google Ads has replaced Google AdWords, Google Ad Manager would be formed as a unified platform through the integration of the DoubleClick Ad Exchange and DoubleClick for Publishers, and the Google Marketing Platform would encompass the Google Analytics 360 Suite and DoubleClick advertiser products.
In a press briefing on Tuesday, the SVP of ads at Google, Sridhar Ramaswamy stated that there would be no large-scale changes in the basic characteristics of the products and services. He stated that along with the rise in the consumer expectations, the opportunity for advertisers is also increasing and also emphasized that the rebranding initiatives would reflect on the specific areas where Google has been redirecting its products in the last few years.
The Google Ads brand would facilitate small businesses with opportunities for substantial growth and the Smart campaigns included in the Google Ads would provide essential levels of simplicity for management of complex digital advertising campaigns.
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The Google Marketing Platform would ensure integration of Google’s enterprise display advertising products through a new solution known as Display and video 360. The Google Marketing Platform would also comprise of Optimize 360, Google Data Studio, Tag Manager 360 and Surveys 360. The Google Ad Manager would involve a combination of DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP).