Google rebrands its adtech suite to simplify its offering for marketers and media owners

"Google has undergone a wholesale rebrand of its adtech wares by unifying its DoubleClick products and Google Analytics 360 Suite under the Google Marketing Platform, along with the debut of a new Google Ads offering in a bid to simplify online advertising for buyers and sellers alike. The new Google Marketing Platform also sees the debut of "Display & Video 360" which unifies features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center features to better enable "end-to-end execution"."

"Meanwhile, Google Ad Manager will serve as a unified platform for media owners to monetize their content with the update bringing together DoubleClick for Publishers and DoubleClick Ad Exchange. This fundamental overhaul will also involve the retirement of the 18-year-old Google AdWords brand which will now be known as Google Ads in a move that represents the behemoth making insights from its owned and operated media offerings - such as Google Play, YouTube, and third-party websites - to improve keyword targeting on Google Search."

""These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels," reads the post."

""For small businesses specifically, we're introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting.""

Google consolidated multiple adtech products into the Google Marketing Platform and introduced Display & Video 360 to combine bidding, campaign, creative and audience capabilities for end-to-end execution. Google Ad Manager unifies DoubleClick for Publishers and DoubleClick Ad Exchange to centralize publisher monetization. The AdWords brand will be retired and renamed Google Ads, leveraging data from Google Play, YouTube and third-party sites to enhance keyword targeting on Search. A new Google Ads campaign type will use machine learning to simplify advertising for small businesses and extend buy-side appeal to a broader range of advertisers.

Read at The Drum