It has been 18 years since the launch of Adwords and it was time to switch to Google . So much has changed in almost two decades: mobile has taken over our lives, social media has turned us into publishers, and video content is in high demand. All of the changes are making companies evaluate their digital strategies, which is why Google has decided to rename its advertising, marketing and publishing platforms.
The idea is to simplify advertising and marketing while making integration and collaboration as simple as possible.
Now Google AdWords is renamed Google Ads , DoubleClick advertisers' products will be part of the Google Marketing Platform, while DoubleClick for Publishers and DoubleClick Ad Exchange will be part oftie from Google Ad Manager.
Google Ads 
Google Ads is Google rebranding all of its advertising features on one platform. Adwords is retiring soon in an effort to help businesses go beyond words, as Adwords would leave it. hear, to prove that advertising has already moved away from its traditional ways.
So, Google Ads aims to simplify advertising functionality with more emphasis on user interface and the best ways to bring out new advertising opportunities for businesses.
< p class = "p5 "> In fact, there will also be a new campaign in Google Ads to help a business get started in online advertising. This should help small businesses discover the potential of online advertising without getting lost in endless guidelines.We expect to hear more about these changes, but from what we have already read , there appears to be a great opportunity for businesses of all sizes to harness the power of online advertising to find new customers.
Even if you are already an Adwords pro, this change should simplify your daily tasks with a new environment that makes the process more fluid.
Google Marketing Platform
Google Marketing Platform will associate DoubleClick advertiser products with Google Analytics 360 Suite. The new unified brand brings together ads and analytics to help marketers keep their ad results in one place.
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There is no need to use multiple platforms to measure the performance of your ads and Google seems determined to promote simplicity in all of its products.
The simpler the process, the better the results and it should become attractive for small businesses to reap the benefits of online advertising.
Marketing Platform will consolidate all existing DoubleClick Dig ital Marketing integrations and Analytics 360 suite. In addition, it makes it easier to manage your campaigns with the introduction of Display & Video 360, which includes features of DoubleClick Bid Manager , Campaign Manager, Studio and Audience Center. This should improve collaboration between the creative and marketing teams to keep everything in one place.
In addition, DoubleClick Search is now renamed to Search Ads 360 to involve everything related to the analysis and planning of your Search Network campaigns.
What's also useful is the fact that there will be over 100 integrations with third-party ad solutions and measurement options to prove that Google doesn't favor not just its own products.
Deployment is expected to begin later this month, but we don 't do not have to worry about the transition, because it will be gradual to give us a little time to get used toto changes.
Ad Manager
Google was looking for a new solution to bring its single platform publishing and monetization options. Google Ad Manager is a combination of DoubleClick for Publishers and DoubleClick Ad Exchange.
The growing demand for programmatic access and the growing need for content consumption has brought about a new platform that will help publishers, media companies and advertising partners explore The Future of Content and Its Business Opportunities
New unified platform will allow publishers to monetize more easily their content while exploring its success through different ddevices. This is the evolution of publishing and monetization and should make the process easier for both publishers and advertisers.
Another interesting point about this change is the realization that monetization officially splits in many directions different and it 's up to us to follow it. Google wants to make it easier to promote your content across different channels, devices, accelerated mobile locations, games, apps, or connected TVs. It brings us closer to the future of programmatic and it's time to make it as simple and efficient as possible.
What now?
All of these changes shouldn't do fear for your digital plans, because Googwants them to be as progressive as possible. The new branding is expected to roll out later this month, while the old platforms will not cease to exist just yet.
Google also plans to provide us with more details in the month on the new platforms, their features and how we can use them as effectively as possible from now on.
Even though the changes seem to focus on branding, it 's simplicity and the look of the future that make them more interesting. A good UI experience can actually open up new opportunities for brands of all sizes.
Google recognizes the need to look to the future and take into account all changes in the world. digital publishing and advertising that happenedthe last decade.
More businesses will benefit from simple interfaces with content monetization and ad campaign measurement.
Small businesses will appreciate reduced friction in managing their ads and measuring campaign performance , while we cannot ignore the emphasis on integration to bring out the best in each partner.
We are still waiting to hear more details on any changes, but according to this as we know so far, this could be the start of an era of simplicity but improved efficiency.
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