Alphabet Inc.’s Google is retiring the brand names of its advertising software, DoubleClick and AdWords to streamline entry points for advertisers and ad sellers as it is the biggest-ever rebranding of its software.

According to the company’s executives, the fees are not changing and no services are merging.

Also, it will retain the AdSense and AdMob brands for ad sales technologies that are aimed at small websites and mobile app developers, respectively.

Google Ads


However, its basic tool for buying ads now will be named Google Ads, with access to inventory on Google search, its YouTube video service, the Google Play app store and 3 million partner properties.

The default interface for Google Ads will be simplified, with automation powering the design of ads and deciding where they should run.

High-end software for ad buyers will be called Google Marketing Platform. Google Ads Manager will be a complementary tool for large sellers.

Brian Wieser, a senior financial analyst, said Google’s services generate “a lot of confusion” among people not steeped in the industry.

“It doesn’t help that Google ... leaves us guessing on the relative size and trajectory of what are strategically important businesses,” he said.


Google Adwords


AdWords launched in 2000 to place text ads in search. Google acquired DoubleClick advertising software in 2008.

Sridhar Ramaswamy, Google’s senior vice president for ads, said Tuesday that advertisers have been befuddled when told that they need to go to Google AdWords to buy ads on YouTube. Google Ads should serve as an all-encompassing “front door,” he said.

But increased privacy and monopoly concerns in the last year have led Google’s critics in academia and public policy to call on antitrust regulators to split Google’s advertising business, which has a strong toehold on nearly each link of the industry’s supply chain.

Ramaswamy said the three renamed services focus on different user groups and clients continue to have the option to integrate non-Google tools with the services.

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