Google Rebranding as… Google

July 26, 2018

Have you ever googled “Google”? Try it.

A few weeks ago, Google was all over their own news section.

  • Google rebrands its ad lineup, with AdWords becoming Google Ads
  • Google’s big rebrand; Farewell AdWords, hello Google Ads
  • Google is retiring the AdWords & DoubleClick brands in a major rebranding aimed at simplification

Is this really a rebrand? Or just a name change?

Over the past few years, Google has been getting “consistent feedback” that the plethora of ad products and brands — assembled largely through acquisitions — could make it be confusing for advertisers. Hence the upcoming name changes:

  • AdWords becoming Google Ads
  • DoubleClick Digital Marketing and Google Analytics becoming Google Marketing Platform
  • DoubleClick Ad Exchange and DoubleClick for Publisher becoming Google Ad Manager

Sridhar Ramaswamy, the senior vice president who leads Google’s ad efforts, describes the disintegration of the DoubleClick brand as “bittersweet”. DoubleClick was founded in 1996 and purchased by Google in 2008 for $3.1 billion.

The Google “rebrand” started to roll out this month. There will be no product migration or training required. The look and feel will change slightly but the core functionality of all these products will not be changing.

There’s nothing to fear, Google product users. Just be prepared to see more of the Google logo throughout your day. If you have any concerns about the future of these now brand-recognized products…. Just Google it.