Google shares closed lower Tuesday, ahead of confirmation the tech giant is rebranding its AdWords and DoubleClick services. The online ad rebrand won’t result in too much change to the services available from Sundar Pichai’s business but should make it a simpler process for users to understand.
Google shares ended the US Tuesday session 0.58% lower at $1,132.62. And, the stock is also in the red in out-of-hours activity.
Essentially, the changes to its vast array of online ad services is to be rebranded as follows:
- AdWords will now be known as Google Ads – placing the Google branding front and centre of this service.
- DoubleClick for advertisers and Google analytics, will come together and become Google Marketing Platform.
- DoubleClick for publishers and DoubleClick Ad exchange, are also put together but under the new branding of Google Ad Manager.
This rebranding exercise will make it clear that no matter where the services and tech originally came from – in house at Google, or as part of a purchase or other deal – it’s all now under the Google umbrella.
“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,” said Google’s senior VP of Ads & Commerce, Sridhar Ramaswamy.
“As part of this, we are releasing new solutions that help advertisers get started with Google Ads and drive collaboration across teams,” he added.
New Google Ads features
While much of the Google ads and other ad-related functions will remain largely the same under the new branding, there will be a few additional features for users to enjoy.
Among them, will be a new campaign offering, specifically for small businesses in the Google Ads section. And, in the Google Marketing Platform offering, Display & Video 360 will be a new feature to allow more flexible ad collaboration in one place.