Google Rebrands Its Ad Business

Google has streamlined and rebranded its advertising business into three new products: Google Ads, Google Marketing Platform, Google Ad Manager. Google Ads, formerly Google Adwords, which serves as the entry point for advertisers to buy ads on Google's ad network, will also launch Smart Campaigns - a new advertising mode that uses machine learning to optimize targeting, text, and images. Google's advertising business brings in more than $100 billion a year and is being rebranded due to consistent feedback from users that its numerous brands and products can be confusing for advertisers.

Google Ads will continue to provide access to Google's search ad inventory, the Google Play app, and millions of partner sites. Smart Campaigns, which will become the new default interface for Google Ads users, should make it even easier for small businesses to advertise on the Google ad network. The machine learning powering the new feature will assist advertisers in meeting their identified targets (ex: purchases, store visits).

The newly minted Google Marketing Platform brand, is aimed at larger media and advertising buyers. The Google Marketing Platform is a combination of the advertising technology from Google Analytics 360 and DoubleClick Digital Marketing. Google Marketing Platform will also launch Digital & Video 360, a new product that merges features from DoubleClick Studio and Audience Center, Campaign Manager, and Bid Manager. The new platform is a response to an increasing need for collaboration among marketing teams- such as between branding/advertising teams and measurement teams. 

The new Google Ad Manager is a tool for large sellers of advertising inventory, spaces publishers have on their own websites that are available for advertising. The tool is a result of a merging of technology from DoubleClick for Publishers and DoubleClick Ad Exchange. Smaller web sites and mobile app developers will continue to be able to use AdSense and AdMob.

Google also announced that it will launch new new solutions and campaign types at its Google Marketing Live event on June 10th. 

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