Google Marketing Platform: Where DoubleClick Merges with Google Analytics 360 Suite

Google Marketing Platform

Users are becoming more and more aware of how brands are communicating with them and what mechanism is used in utilizing their data for marketing and we now more than ever users want more control. With multiple channels and formats of marketing and advertising digitally, putting privacy first becomes the first priority for the brands.

To facilitate the same, on June 27, 2018, Google announced their new Google Marketing Platform (GMP) which unifies Google Analytics 360 Suite and DoubleClick giving rise to one of the most powerful digital marketing deliveries and measurement mechanism that we’ve ever seen.

Decoding the Google Marketing Platform

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DoubleClick Search is now Search Ads 360.

Bringing together the strongest features from their display advertising tools – DoubleClick Bid Manager, Campaign Manager, Studio and Audience 360 – have combined to give rise to Display & Video 360. This will now allow you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.

Google Analytics 360 Suite will continue to consist of Analytics 360, Data Studio, Optimize 360, Surveys 360 and Tag Manager 360 under its umbrella.

What does this mean for DoubleClick Users?

Not to worry. DoubleClick Campaign Manager and other DoubleClick products aren’t going anywhere right away. Google will gradually transition the users to Display & Video 360 as and when additional features become available.

How does this help the Analytics industry?

Historically, marketers have seen great results when they use ads and analytics technology together.

This upgrade will only equip us to do our jobs better by serving relevant ads to the right set of audiences and subsequently effectively measure the efforts and outcome of the same since Google Marketing Platform is built on the existing integrations between the Google Analytics 360 Suite and DoubleClick advertiser products.

While Google AdWords will be rebranded as Google Ads, it essentially stays the same in its functionality of delivering search and display ads across different Google platforms, and has nothing to do with the changes that DoubleClick is seeing with Google Marketing Platform.

What to expect in the near future?

Starting July 24, 2018, you will see the new Google Marketing Platform branding along with the new product names and logos in product UIs & Help Centers along with the Suite Home being renamed to Platform Home.

Google will be sharing more about Google Marketing Platform and Display & Video 360 at Google Marketing Live on July 10, 2018.

Doesn’t this sound exciting? Start preparing yourself and your team to plan, buy, measure and optimize digital media and customer experiences in one place.

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Aditi Buch

Aditi Buch

Aditi is the Head of Marketing at Tatvic Analytics and looks after all marketing & communications for the team. Her focus is on increasing brand awareness of Tatvic and leveraging the same to build thought leadership in the Data & Analytics space. For any queries or need of information on Tatvic Analytics & our offerings, reach out to her and she'll put you in touch with the right people.
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