UNITED KINGDOM
Hello, Google Marketing Platform
Read Time: 3 Minutes

Hello, Google Marketing Platform

28 Jun, 2018 Read Time: 3 Minutes
LiveClass
Published by
Aislinn O'Toole
Lead Analytics & Google Marketing Platform Trainer
LinkedIn
Inspire Inform Ignite

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).

Google Marketing Platform

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

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

Share this article
Further learning
blog1
Blog Posts
24 Dec, 2021
In the many years we have been setting up tracking for our clients, the standout and one of the most requested tasks has to be form submits or, as we like to...
Read More
blog1
Blog Posts
25 Nov, 2021
If there’s been one good thing to come out of the last couple of years of Covid, it’s that the restrictions imposed on all our lives have been a boon for...
Read More
blog1
Blog Posts
17 Nov, 2021
There's no question that Amazon is the powerhouse in the e-commerce landscape, with 70% of users saying it is the first retailer they go to when purchasing a...
Read More
blog1
Blog Posts
16 Nov, 2021
If you have been getting into Data Studio, chances are you've been making use of the neat little Scorecard charts within your dashboards. This chart type is ...
Read More
We have trained thousands of people all over the world. Helping them to learn more and achieve more.
GoogleBrand
AirBanbBrand
AdidasBrand
SonyBrand
LorealBrand