Google executives said that the cost of the service has not changed, and there is no service consolidation. The company will retain the two brands, AdSense and AdMod, which are advertising sales technologies for small websites and mobile application developers.
But the basic tool for buying ads will be renamed Google Ads and access to Google search, YouTube video services, Google Play app store and more than 3 million partner resources. Executives said, Google Ads' default interactive interface will be simplified and automatically support ad design and determine where it will run.
The high-end software provided to advertising buyers will be named Google Marketing Platform ('Google Marketing Platform'). Google Ads Manager ('Google Ads Manager') will serve as a supplement to large-scale sellers.
Brain Wieser, a senior financial analyst at Pivotal Research Research & Advertising, said that Google’s service has created 'much confusion' among non-industry professionals.
Sridhar Ramaswamy, Google’s senior vice president of advertising, told reporters on Tuesday that when advertisers learned they needed to buy YouTube ads on Google AdWords, they were very puzzled. Google Ads will act as an all-inclusive 'entry portal', he said.
AdWords was launched in 2000 to place text ads in search. Google acquired DoubleClick adware in 2008.
However, privacy and monopoly issues that have received increasing attention since last year have caused Google’s critics in the academic and public policy fields to call on antitrust regulators to spin off Google’s advertising business, which involves almost every aspect of the industry’s supply chain.
Ramaswamy said that the three renamed services focus on different user groups, and customers can still integrate non-Google tools in these services.