Google Marketing Platform bridges gap between analytics & marketing

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.