All change at Google as DoubleClick name is ditched

22 years after its initial launch, the DoubleClick name is soon to be no more.

That’s right, as part of Google’s rebranding of its advertising suite, DoubleClick – along with AdWords – will cease to exist from Tuesday 24th July.

So, what exactly will this mean? Google insist that the tools that DoubleClick provide will remain intact and this move is simply part of an overall rebrand.

Dan Taylor, Google’s managing director of platforms said: “We believe this will bring together the best tools to help them optimise. We’ve seen marketers get the most value of our products when they use ads and analytical solutions together. Our best customers are doing that on a regular basis and seeing results.”

Acquired by Google in March 2008 for a sum of $3.1billion, DoubleClick provides Internet ad serving services for some of the biggest brands around, including:

  • Microsoft
  • Coca-Cola
  • L’Oréal
  • Apple
  • Visa Nike
  • Carlsberg

Set to be rebranded as Google Marketing Platform, a new academy for ads courses will be launched, starting with the revealing of Display & Video 360 features in September.

Google Marketing Platform will include all Analytics and DoubleClick products, reaffirming the fact that this rebranding will not alter features currently in use.

The new ad setup will consist of three main pillars: Google Ads, Google Marketing Platform and Google Ad Manager.

Advertisers fear not. You can still plan and buy ads in the same way and work with the same technology partners. The brand change has been years in the making and was driven by advertiser demand for a more seamless, less confusing platform.

In unifying Google Analytics and DoubleClick, brands can now manage the data they get from their websites and digital properties as well as their ad buying and measurement in one place. Technology partners and methods of payment will also remain the same.

Originally founded in 1996 in New York, DoubleClick was one of the earliest known Application Service Providers for Internet ad serving. In early 1998, the company was associated with an Internet traffic report including Yahoo!, AOL, Alta Vista and Excite where the company was listed within the top ten websites in the world.

Does this rebrand represent the start of more changes at Google? Time will tell.