Google is rebranding its line of advertising products, retiring mainstays like DoubleClick while streamlining a new suite of services for media buyers, publishers and small businesses, reports Adweek, which added that “the company plans to introduce three new brands for advertising products and platforms. Replacing Google Adwords, Google Ads will become the “front door” for advertisers to buy ads across Google’s platforms. The company is also debuting what it’s calling the Google Marketing Cloud—the combination of DoubleClick and Google’s Analytics 360—as well as Google Ad Manager for publishers.

“According to Sridhar Ramaswamy, Google’s svp of ads, the rebrand is based on several years of “consistent feedback” from advertisers and publishers. The tech giant wanted to make its complex line of advertising tools more easily understood while also aligning the services to where there is demand.”

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