NEW YORK: Alphabet Inc’s Google announced on Wednesday the biggest-ever rebranding of its advertising software, retiring the DoubleClick and AdWords brands to streamline entry points for advertisers and ad sellers.
Google executives said its fees are not changing, and no services are merging. The company will retain the AdSense and AdMob brands for ad sales technologies that are aimed at small websites and mobile app developers, respectively.
High-end software for ad buyers will be called Google Marketing Platform. Google Ads Manager will be a complementary tool for large sellers.
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.
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 launched in 2000 to place text ads in search. Google acquired DoubleClick advertising software in 2008.
Ramaswamy said the three renamed services focus on different user groups and that clients continue to have the option to integrate non-Google tools with the services.