Google Marketing Platform: A 360 View Of The Google Portfolio

Google Marketing Platform: A 360 View Of The Google Portfolio
SHARE
THIS



In light of Google’s massive rebrand of its advertising and marketing products recently, iProspect Australia’s general manager of data intelligence, Tom White (pictured below), delivers a pretty handy analysis on the move for anyone dealing with the tech giant on agency or client-side.

Tom White

This week, Google announced a change to its partner program, just two years after the Google Analytics 360 suite revolutionised its Data & Analytics offering. This time, however, they have realised the need to integrate their wider product portfolio and have done so through the launch of the Google Marketing Platform.

What is the Google Marketing Platform?

The Google Marketing Platform brings together the 360 Suite with the different DoubleClick products. But whilst the 360 Suite brought new products into Google’s portfolio, the Google Marketing Platform is more a consolidation under a single umbrella to drive improved product integrations.

The biggest change is that we are saying goodbye to DoubleClick. Well, the name anyway.

Google announced that the existing DoubleClick services are being rebranded, and whilst this is going to take time for people to get used to, the services themselves will be continuing as they are today. Instead of DoubleClick, 360 becomes the name that binds together the Google portfolio with the following changes:

  • DoubleClick Campaign Manager and DoubleClick Studio, which will now be known as Campaign Manager and Studio respectively.
  • DoubleClick Search becomes Search Ads 360.
  • DoubleClick Bid Manager will be known as Display & Video 360.

There is also a slight change to the Google Analytics 360 Suite Home, which now becomes the Platform Home.

Why is Google making this change?

Whilst product rebranding doesn’t always mean drastic changes, for Google, this announcement does mark a shift in how they and the market see its portfolio.

In a blog post, Brad Bender, Google’s vice president of display and video advertising, wrote:

“Of course, 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.

“Google Marketing Platform brings together DoubleClick Digital marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimise 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.”

Of course, Google made a big change in its tracking of customer data and how it is used back in April when it announced the removal of the unique identifiers in its reporting services. Further changes were not unexpected and we look forward to hearing about how the Google Marketing Platform gives consumers enhanced ability to manage how their data is used.

What is different?

From a product point of view, very little should change, at least immediately. Bender said in his post that, “We’ll gradually transition customers to Display & Video 360 as additional features become available,” suggesting that additional improvements could be on the way, but the timeline and detail of these was not mentioned. What they are remains to be seen, but a new service that Google announced alongside the Google Marketing Platform was the launch of a new Integration Center.

The Integration Center will offer the ability to pull together audiences from the new Display & Video 360 or Search Ads 360 products directly with Analytics 360, enabling brands to build and activate audiences in their activity. For Analytics 360 customers who are using the integrations available today, it remains to be seen what this change means. What we do know though is that Audience Home also allows brands to integrate third-party tools through the Integration Center, providing a more seamless user experience than is potentially available today.

Whilst the full understanding of what these changes mean start to filter through, we should be excited to be on this journey with Google and continue to find new and innovative opportunities to drive performance for clients.

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]