×
You will be redirected back to your article in seconds

Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products

Google is retiring its two most-recognized advertising brand names — DoubleClick and AdWords — as part of a broad rebranding of its ad products.

The new Google ad lineup will comprise three main pillars, with the rebranded suite to begin rolling out in July: Google Ads, Google Marketing Platform and Google Ad Manager.

AdWords, which started as a search-based ad system more than 17 years ago, is being renamed simply Google Ads. The products from DoubleClick, the ad network Google bought in 2008, are becoming part of the two other product groups: The new Google Marketing Platform merges DoubleClick Digital Marketing and the Google Analytics 360 Suite; Google Ad Manager is the new name for programmatic advertising platform that merges DoubleClick for Publishers and DoubleClick Ad Exchange.

In addition, as part of Google Marketing Platform, the company is introducing Display & Video 360, which blends features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to provide a single collaboration hub for creative, agency, and media teams to work together on ad campaigns.

“These new brands reflect all of the ways that we help advertisers connect with consumers and make it easier for advertisers and publishers to choose which products are right for their businesses,” Sridhar Ramaswamy, Google’s senior VP of ads and commerce, wrote in a blog post announcing the changes.

With the intro of Google Ads, the internet giant also is targeting small businesses, by giving them the ability to use the new default Smart campaigns. Google claims the Smart campaigns let marketers even more quickly design and launch ad campaigns and provide far better audience-targeting features than standard AdWords campaigns.

Google said it will announce additional new campaign types and other solutions at its Google Marketing Live event in July 10 (more info at this link).

More Digital

  • Westworld Season 2 HBO

    Facebook Has Talked With HBO, Showtime and Other Networks but It's Unlikely to Proceed With Pay-TV Idea

    Is Facebook about to become cable TV provider? Don’t bet on it. The social giant has held informal discussions with cable networks including HBO and Showtime Networks about potentially offering subscriptions to their streaming services on Facebook, multiple sources tell Variety, confirming a Recode report last week that first reported the talks. However, Facebook currently [...]

  • Ed Sheeran Shape of You

    Ed Sheeran, Clean Bandit Top Shazam’s 2018 Year-End Lists

    Clean Bandit and Demi Lovato’s song “Solo” was the most-Shazamed song and Ed Sheeran’s “Perfect” was the longest running No. 1 track on the service’s global charts, the company revealed today in its year-end lists. Nicky Jam and J Balvin’s “X” was the No. 2 most-Shazamed song and Calvin Harris & Dua Lipa’s “One Kiss” [...]

  • Remote for Android TV-Based TiVo Device

    TiVo FCC Filing Suggests Android TV Device Coming in Time for CES

    A filing for a new TiVo remote control suggests that the company may be getting ready to show an Android TV-based set-top box at CES in Las Vegas next month. The device likely won’t be sold to end users, but instead ship to TV operators looking to combine TiVo’s DVR capabilities with Google’s TV platform. [...]

  • Telemundo to Launch English-Language Newscast With

    Telemundo to Launch First English-Language Newscast on YouTube (EXCLUSIVE)

    NBCUniversal’s Hispanic broadcaster Telemundo is developing its first English-language newscast in collaboration with YouTube in a bid to tap the burgeoning U.S. Hispanic youth demographic. Borne out of a YouTube grant aimed at awarding journalism projects that “elevate quality journalism, evolve business models to drive sustainable growth, and empower news organizations through technological innovation,” Telemundo News’ [...]

  • Wall Street Journal Site Hacked With

    Wall Street Journal Site Hacked With Pro-PewDiePie Message

    PewDiePie’s ongoing battle to keep his channel’s YouTube subscriber count No. 1 ahead of India’s T-Series took another bizarre twist: A branded-content section of the Wall Street Journal’s website was hacked with a fake message apologizing to PewDiePie and urging people to subscribe to his channel. A spokeswoman for Dow Jones & Co., publisher of the [...]

  • YouTube - Comcast Xfinity X1

    YouTube 4K Content Goes Live on Comcast's Xfinity X1 Set-Tops

    Comcast television subscribers can now enjoy YouTube in ultra-high definition: The Google-owned video service is now serving up 4K videos on Comcast’s Xfinity X1 set-top boxes, the cable company announced Monday. X1 owners who also happen to have a X1 voice remote can get access to a curated selection of 4K content by asking the [...]

  • Google - 315 Hudson Street

    Google Plans to Spend Over $1 Billion on New York City Campus

    Google has set plans to dramatically boost its footprint in New York City: The internet giant said it will invest more than $1 billion to establish a new 1.7-million-square-foot campus, Google Hudson Square, in Manhattan. The move is a major part of Google’s expansion plans in the city that will let it more than double [...]

More From Our Brands

Access exclusive content