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Google simplifies brands: goodbye AdSense and DoubleClick
The big G has overhauled its advertising offer, to focus on three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager.
- Google AdWords is now Google Ads. Expanding the service's positioning to the SME market, Google has also announced Smart Campaigns, where media buying is largely automated. (One might see this as a glimpse into a more fundamental automated media buying future).
- Google Analytics 360 and the DoubleClick suite. Sridhar Ramaswamy, advertising VP at Google, said of the new Display & Video 360 features, that they "bring together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place".
- DoubleClick for Publishers and DoubleClick Ad Exchange are now Google Ad Manager.