Google announced a rebranding of Google AdWords as Google Ads as of July 24, 2018. In 2018, Bloomberg News reported that Google had paid millions of dollars to Mastercard for its users' credit card data for advertising purposes. The deal had not been publicly announced. Functionality Google Ads' system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages that they think might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Adverts can be implemented locally, nationally, or internationally. Google's text advertisements mimic what the average search result looks like on Google. Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB). In May 2016, Google announced Expanded Text Ads, allowing 23% more text. Besides the Google search engine, advertisers also have the option of enabling their ads to show on Google's partner network, members of which receive a portion of generated income. In addition to external search engine marketing agencies and consultants, Google has its own in-house team of account managers. Features Advertisers manage ads on the Google Ads website or using Google Ads Editor, a downloadable program that allows users to make bulk changes to ads and edit ads offline. The Keyword Planner provides data on Google searches and other resources to help plan advertising campaigns. Google Ads Manager Accounts (previously "My Client Centre (MCC)") allows users to manage multiple accounts from one login and dashboard. This is most commonly used by Marketing and Advertising agencies who manage a large portfolio of client accounts. The Reach Planner allows users to forecast the reach and extent of their video ads across YouTube and Google video partners. The tool allows users to choose their audience, then recommends a combination of video ads that help reach the user's objectives and see the reach of their ads. In addition to location and language targeting, advertisers can specify Internet Protocol (IP) addresses to be excluded. Advertisers can exclude up to 500 IP address ranges per campaign. Placement-targeted advertisements (formerly Site-Targeted Advertisements) places adverts based on keywords, domain names, topics, and demographic targeting preferences entered by the advertiser. If domain names are targeted, Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression (CPI/CPM) or cost-per-click (CPC) basis for site targeting.