Google is simplifying its ad product lineup, and rebranding Google AdWords into Google Ads. The company announced the rebranding in a blog post on Wednesday. It’s also combining DoubleClick Digital Marketing and its Analytics 360 Suite into what it calls the Google Marketing Platform. And finally, it is merging DoubleClick for Publishers and its DoubleClick Ad Exchange into Google Ad Manager.

DoubleClick, an internet advertising firm that has been around since 1996, was bought by Google ten years ago and effectively works as a subsidiary now. No services will run under the DoubleClick brand anymore after these changes, Sridhar Ramaswamy, who heads Google’s ad division, told reporters.

Recently, Google rebranded Google Drive storage purchases for consumers as Google One, with an eponymous app where storage space can be shared among families, among other features.

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Google’s AdSense and AdMob products are not a part of this branding change. The core functionality of apps that have been rebranded will not change much, the company said.

The vast majority of Google’s revenue comes from its advertising products. In 2017, Google made over $95 billion from advertising. It made less than $15 billion from other revenue streams, such as contracts and sales of its GSuite products.