Google Phasing Out DoubleClick, AdWords Names in Rebranding

Alphabet’s Google announced which is the biggest-ever rebranding of its advertising software, retiring the DoubleClick and AdWords brands to streamline entry points for both the advertisers and ad sellers.

Google executives said its fees are not getting renewed, and no services are merging. The company will retain the AdSense and AdMob brands for ad sales technologies that are aimed for building and helping the small websites and mobile app developers, respectively.

But its basic tool for buying ads now will be named Google Ads, with access to inventory on Google search, its YouTube video service, the Google Play app store and 3 million partner properties. The default interface for Google Ads will be simplified, executives said, with automation powering the design of ads and deciding where they should run.

Google

Brian Wieser, a senior financial analyst following advertising companies for Pivotal Research, said Google’s services generate “a lot of confusion” among people not steeped in the industry.

“It doesn’t help that Google … leaves us guessing on the relative size and trajectory of what are strategically important businesses,” he said.

Sridhar Ramaswamy, Google’s senior vice president for ads, told reporters Tuesday that advertisers have been befuddled when told that they need to go to Google AdWords to buy ads on YouTube. Google Ads should serve as an all-encompassing “front door,” he said.

AdWords was launched in the year 2000 to place text ads in search. Google acquired DoubleClick advertising software in the year 2008 from the previous company at a cost of $45000.

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