Story image

Google Marketing Platform bridges gap between analytics & marketing

30 Jul 18

Google has bridged the gap between DoubleClick Digital Marketing and its Google Analytics 360 Suite through a single solution called Google Marketing Platform.

The new platform, which was launched at the end of June, enables marketers to deliver relevant and effective marketing, and Google says it’s also putting customer data control at the core.

“Changes in technology have meant changes for digital marketers. There’s been an explosion of channels, formats and data,” Google says in a blog.

“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.”

Some older features now have new names and capabilities. DoubleClick Search will now be called Search Ads 360; while Display & Video 360 will combine features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.

Google Marketing Platform includes Display & Video 360; Search Ads 360; Analytics 360; Data Studio; Optimize 260; Surveys 360; and Tag Manager 360.

Google will continue to operate Campaign Manager and other DoubleClick products for the meantime, but it says it will gradually transition customers to Display & Video 360 as new features are launched.

Google Marketing Platform also supports more than 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.”

“This is just the beginning of the next chapter in our platforms story. We’re committed to building solutions that help you achieve your marketing goals while meeting consumers' high expectations for privacy, transparency and control,” Google states.

A wealth of support from Google Marketing Platform Partners

To help marketers make the most of the Google Marketing Platform, the company has also launched a program that includes an ecosystem of resources.

“We all know having great technology is only part of the solution. You also need people with the expertise and knowledge to fully take advantage of everything the technology enables,” Google states.

The program gives marketers access to more than 500 companies including interactive agencies, data, media, tech companies, and system integrators that can support their business.

“Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available,” Google says.

Partners include Certified Individuals; Certified Companies; and Sales Partners.

DigiCert conquers Google's distrust of Symantec certs
“This could have been an extremely disruptive event to online commerce," comments DigiCert CEO John Merrill. 
Protecting organisations against internal fraud
Most companies tend to take a basic approach that focuses on numbers and compliance, without much room for grey areas or negotiation.
Telesmart to deliver Cloud Calling for Microsoft Teams
The integration will allow Telesmart’s Cloud Calling for Microsoft Teams to natively enable external voice connectivity from within Teams collaborative workflow environment.
Jade Software & Ambit take chatbots to next level of AI
“Conversation Agents present a huge opportunity to increase customer and employee engagement in a cost-effective manner."
52mil users affected by Google+’s second data breach
Google+ APIs will be shut down within the next 90 days, and the consumer platform will be disabled in April 2019 instead of August 2019 as originally planned.
GirlBoss wins 2018 YES Emerging Alumni of the Year Award
The people have spoken – GirlBoss CEO and founder Alexia Hilbertidou has been crowned this year’s Young Enterprise Scheme (YES) Emerging Alumni of the Year.
SingleSource scores R&D grant to explore digital identity over blockchain
Callaghan Innovation has awarded a $318,000 R&D grant to Auckland-based firm SingleSource, a company that applies risk scoring to digital identity.
IDC: Standalone VR headset shipments grow 428.6% in 3Q18
The VR headset market returned to growth in 3Q18 after four consecutive quarters of decline and now makes up 97% of the combined market.