Google announced on Wednesday a rebranding of its advertising software, retiring the DoubleClick and AdWords brands to streamline entry points for advertisers and publishers.

First of all, the Google AdWords is becoming Google Ads. Google says that the new Google Ads brand represents all the advertising capabilities Google offers today - on Google.com and across other properties, partner sites and apps - to help marketers connect with people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.

For small businesses specifically, Google is introducing a new campaign type in Google Ads that makes it easier to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting.

Gogole is also unifying the DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.

Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.

As part of Google Marketing Platform, Google announced Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place

Google is also bringing DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) in a unified programmatic platform under a new name - Google Ad Manager.

Over the next few months, you'll start seeing the Ad Manager name reflected across your existing DoubleClick UI.

Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging-including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.

"With Advanced TV solutions like Dynamic Ad Insertion for live and on demand video, formats like native and six-second bumper ads, and yield optimization solutions like rewarded mediation and Exchange Bidding for mobile apps, Google has evolved Ad Manager to keep up with your customers and support your new distribution channels," Google said.

Google executives said its fees are not changing, and no services are merging. The company will retain the AdSense and AdMob brands for ad sales technologies that are aimed at small websites and mobile app developers, respectively.