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BizReport : Advertising archives : June 21, 2010

Google creates umbrella brand for ad buying platforms

All of Google's ad initiatives have been lumped together under an umbrella brand to move the company further toward a one-stop-shop for all Google marketing activities.

by Helen Leggatt

Late last Friday, Google's VP of Product Management posted on the official AdWords blog. In the post he announced the new brand name that will incorporate all of the company's display ad platforms except for search - Google Display Network.

Google Display Network will encompass Google's Ad Exchange, YouTube, Google Finance, Gmail, Google Maps, Blogger and, of course, AdSense properties.

This is simply a rebranding exercise.

As VentureBeat's Anthony Ha points out, no changes to any policies or products have been revised. "It's just "an umbrella name" for what Google already offers, namely the ability to run display advertising (usually website banners with images or videos) on a network of more than 1 million publisher sites (including VentureBeat) and on Google-owned sites like YouTube," writes Ha.

The AdWords interface will be updated over the coming weeks to reflect the new brand.

Tags: ad networks, AdWords, display advertising, Google, online advertising

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