Google is rebranding its ad product lineup in an effort to simplify its offering to advertisers, publishers and media owners.

Announcing the news in a blog post, the ad tech giant confirmed the following product changes – starting with Google AdWords which will now become Google Ads, the “front door for advertisers to buy on all Google surfaces”, according to Google’s senior VP Sridhar Ramaswamy.

In addition, Google’s DoubleClick products and Google Analytics 360 Suite will be unified under the Google Marketing Platform – which sees the introduction of Display & Video 360 – bringing together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to better enable “end-to-end execution”.

Meanwhile, Google Ad Manager will serve as a platform with tools for media owners to monetise their content with the update bringing together DoubleClick for Publishers and DoubleClick Ad Exchange.

A unified platform

Discussing the details of the revamp, Ramaswamy stated the new brands will assist both advertisers and publishers of all sizes choose “the right solutions” for their business – making it simpler for them to deliver valuable, trustworthy ads to consumers across devices and channels.

“We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results,” he said in the blog post.

Google has also ensured that the new product offerings set the industry highest standard in giving customers transparency and the choice in the ads they see.

“The industry was already upset by recent announcements forcing use of Ads Data Hub, restrictions on DoubleClick data transfer and DBM inventory. By merging all the products, particularly Bid Manager with Campaign Manager as ‘Google Display and Video’, any claim to provide clear cross-media data is surely paying lip service to transparency,” said Martin Pavey, CMO at Flashtalking.

Google Ads, Google Marketing Platform and Google Ad Manager will be rolled out over the next month.