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What’s In A Name? – Digital Gabe
Digital Gabe
Cutting Edge Commentary On All Things Media

What’s In A Name?

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Amazon has grown its fledgling ad business by connecting a series of different services with more acronym names than the average human can keep track of.  I doubt even Jeff Bezos knows what AAP, AMG, AMS, and ADSP stand for, much less understands how to utilize each service.  To sort out this confusing array Amazon has decided to put these units under one umbrella platform aptly named Amazon Advertising.  The goal of Amazon Advertising is to create a seamless process which encourages customers to utilizes all of their tech stack and media services in concert with one another.

The “rebrand as one” trend is getting more common these days.  In June Google retired the 22-year old DoubleClick brand when it renamed its entire ad business Google Ads.  I’m not sure if there’s any empirical evidence to prove that name simplification actually helps B2B business services like this, but I guess it can’t hurt.

The only problem I can foresee is an irate American Airlines or Alcoholics Anonymous coming after Amazon Advertising for poaching the AA moniker.  🙂


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