July 19, 2018
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Google is ditching the DoubleClick and Ad Words names, among others, in a cosmetic realignment that signals bigger changes ahead for advertisers and publishers.
On Tuesday, Google announced that it would no longer go to market with its long-standing ad products. AdWords is now Google Ads and DoubleClick will go by Google Marketing Platform and Google Ad Manager.
While the names are changing, the core of the products would remain largely the same; advertisers can still plan and buy their ads in the same way and work with the same technology partners.
"The underlying products are not changing," says Sridhar Ramaswamy, Google's svp of ads, during a question and answer session with reporters in New York on Tuesday. "This is a better representation of what our products are and more importantly where they need to go."
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