Google introduces Google Marketing Platform
Nowadays, changes in technology have meant changes for digital marketers. There’s been an explosion of channels, formats and data. Consumers are also more aware of how they’re being marketed to and how their data is being used—and they want more control. To address these new realities, marketers need tools that make it easy to get better results from their marketing in a way that puts privacy first.
Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.
1. Better results with ads plus analytics
Google Marketing Platform builds on existing integrations between the Google Analytics 360 Suite and DoubleClick advertiser products. Marketers have seen great results when they use ads and analytics technology together.
Google Marketing Platform also supports 100+ integrations with exchanges, measurement solutions, and other technology providers. In short, you can choose what media you buy, how you buy it, and how you measure it.
2. Search Ads 360 and Display & Video 360
Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 will continue to help you plan, buy, and measure your search campaigns on Google and other search engines.
Display & Video 360 combines features from the display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.