Google streamlines its advertisement policy in a rebranding exercise

Google’s customers have been reassured by the fact that Google Ads will now serve as an all-encompassing front door for ad sellers and advertisers.

On Wednesday, in one of Alphabet Inc-owned Google’s biggest re-branding exercise, the search engine giant disclosed that it is further streamlining the entry point for ad sellers and advertisers and is retiring its AdWords and DoubleClick brands.

Google’s executives reassured clients, that their fee structure is not undergoing change and nor are any services merging. Google will retain its AdSense and AdMob brands for ad sales technologies that are aimed at small websites and mobile app developers, respectively.

However, its essential tool for purchasing ads will now be named Google Ads. It will have access to inventory on Google search, the Google Play app store, the YouTube video service as well as 3 million partner properties. Furthermore, the default interface for Google Ads has been simplified and includes more automation powering the design of ads and helping you decide where they should run, said Google’s executives.

Its bundle of new tools also includes Google Marketing Platform for high-end software for ad buyers while large sellers will get access to a complementary tool called Google Ads Manager.

The development comes in the wake of many Google’s customers feeling confused with their advertisement policy.

As per Brian Wieser, a senior financial analyst Pivotal Research who follows large advertising companies, Google’s services generate “a lot of confusion” among people not steeped in the industry; and “It doesn’t help that Google … leaves us guessing on the relative size and trajectory of what are strategically important businesses”.

Voicing similar concerns, Sridhar Ramaswamy, Google’s senior vice president for ads, stated advertisers have been befuddled when told that they need to go to Google AdWords to buy ads on YouTube.

To mitigate such issues, Google Ads will now serve as an all-encompassing “front door,” said Ramaswamy.


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