As part of an inclusive effort to streamline its offerings, Google’s star advertising products are getting new names. Reorganizing to better reflect their current capabilities, AdWords and DoubleClick brands will soon disappear and be placed where the company sees growth.

There will now be three primary brands:

• Google AdWords is now Google Ads.
• DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.
• DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.

Source: https://searchengineland.com/google-is-retiring-the-adwords-doubleclick-brands-in-a-major-rebranding-aimed-at-simplification-301073
 

Expectations

Mobile users expect a lot... fast speeds, easy navigation, large text. Advertisers have the opportunity for growth in these markets.

 As Google has acquired and developed new ad products, formats and dimension solutions to meet new needs, its offerings have become more complex and numerous over the past two decades. 

This has made it difficult for advertisers and publishers to identify and select the right Google products for their needs. The new branding makes the starting point for marketers easier to figure out, and new solutions are aimed at helping marketers achieve better outcomes more easily.

With this simplified approach, advertisers can cater more toward their audience rather than being stuck on which products to buy.

 
Google Marketing Platform

Google Marketing Platform is used to help them plan, buy, measure and optimize digital media buys in one place.

With the increase of team members for marketing agencies, this rebrand will keep everyone organized and on track. 

The look and feel is going to change a little bit, but the core functionality is not changing

You can expect the launch in July. 

If you need help with Google offerings to fit your site, contact Blue Archer.