Hello, Google Marketing Platform

DoubleClick & Google Analytics 360 Suite are no more, long live Google Marketing Platform.

by Theo Hayes and Anwobo Amihere

After 22 years, the DoubleClick name is sailing into the sunset. We’re also waving goodbye to the Google Analytics 360 Suite, having had only a short space in the limelight.

But we’re saying a big hello to the Google Marketing Platform. Google have brought together DoubleClick and the Google Analytics 360 Suite into the rebranded Google Marketing Platform.

In our opinion, this integration between the two platforms has come at the perfect time. We're all focusing more on cross-device tracking and a single customer view, and with Google Marketing Platform, it will be easier to deliver the right message to the right consumer at the right time in the right place

What is the Google Marketing Platform?

The Google Marketing Platform consists of the Google Analytics 360 Suite, the DoubleClick Suite of products and following its full rollout, Survey 360 (formally Google Surveys).

As is custom, Google launched the Google Marketing Platform with new product updates and feature releases, with a focus on integrations between products.

• DoubleClick Campaign Manager, Bid Manager and Studio with Audience Center 360 are now rebranded as Display and Video 360.
• DoubleClick Search is now Search Ads 360.

The Google Marketing Platform is a rebranding of Google marketing products in the believed alignment of Google’s direction of focus. The Google Marketing Platform builds on the existing integrations between the Google Analytics 360 Suite and DoubleClick advertising platforms. It simplifies media buying and analysis while offering customers the choice of what media they buy, how they buy it and how to measure it.

What about the other Google Products?

It's not just about the rebrand into the marketing platform, Google have actually created three primary brands.

• Google Ad Manager - DoubleClick for Publishers and DoubleClick Ad Exchange
• Google Marketing Platform - Google Analytics 360 Suite and DoubleClick Search, DoubleClick Campaign Manager and DoubleClick Bid Manager
• Google Ads - Google AdWords

Head of Google Channel Partnerships at Jellyfish EMEA, Tim Wakeham, isn't surprised by this product news.

"Google Marketing Platform is a logical progression. Google has consolidated the platform suites, updated the branding to reflect the integrations and improved the user experience of the products when used individually or in combination. The Google stack proposition and single customer view will now evolve in a framework that makes sense and sets Google Marketing Platform apart from the competition. It is a statement of intent to continue to lead the industry in marketing and advertising tools."

Overall the Google Marketing Platform is a natural evolution of these products, strengthening their existing integration and should allow for a more seamless experience.

We here at Jellyfish Training are really excited to see the new branding and look forward to getting hands-on once the changes are implemented. Come and join us for one of our scheduled Google Marketing Platform training courses or book a private session and train your whole team.

Update - view our latest post on our favourite features from the new Google Marketing Platform