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Google retires DoubleClick, AdWords brand names

NEW YORK: Alphabet Inc’s Google announced on Wednesday the biggest-ever rebranding of its advertising software, retiring the DoubleClick and AdWords brands to streamline entry points for advertisers and ad sellers. 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. But its basic tool for buying ads now will be named Google Ads, with access…