Google last week decided to rebrand its Universal App Campaigns to just App Campaigns leaving some media outlets somewhat baffled.
Based on machine learning algorithms, App Campaigns allows marketers to explore audiences across Google Search, Play and YouTube.
It’s not entirely clear why the company chose to rebrand, however, no further changes to the actual functionalities of App Campaigns have been made. Therefore, marketers can proceed scheduling and running campaigns as before.
App Campaigns now joins Google Ads portfolio which already includes Search, Display, Video, Shopping and Smart.
Companies are of course constantly rebranding labels for a fresh take or to fit in with newly created business entities.
It is likely that Google will be sharing more details on the move over the coming months.