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From our Depsters July 10, 2018

One Google Marketing Platform for Analytics & Advertising


Google Analytics & Advertising have come together. In recent years, Google has been busy with various integrations between DoubleClick Digital Marketing and the Google Analytics 360 Suite. They take this to the next level now. Google has announced that it will combine both platforms into one Google Marketing Platform. This leads to even better integrations and an easier interface.

Google is thus responding to rapid innovation within technology that has ensured an abundance of channels, formats and data. This offers marketers opportunities, but it also creates an increased awareness among consumers about how their data is stored and used. That’s why Google now offers the tools to marketers to achieve better results while ensuring consumer privacy at the same time.

Google Marketing Platform

DoubleClick Digital Marketing and the Google Analytics 360 Suite now come together in the Google Marketing Platform that makes convenient use of existing integrations between both tools. It helps with better planning, purchasing, measuring and optimising digital media and customer experiences within a central platform. This not only ensures successful marketing, but also the tools that help marketers understand customers better, allowing them to focus even more on a customer-first approach.

With the Google Marketing Platform, changes are also implemented in some advertising products. For example, Search Ads 360 is the new name for DoubleClick Search. This tool mainly supports planning, purchasing and measuring search campaigns on Google and other search engines. Display & Video 360 brings together features of the display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. This allows the user to perform end-to-end advertising campaigns from one place.

The transition towards the new products will not change from one day to the next, but will gradually shift as the new features become available.

Dept is a certified Google Marketing Platform Partner. Dept can provide advice, training, implementations and support for all services within the Google Marketing Platform. This is not only based on the presence of certificates, but also by testing use cases, implementations, experience and customer references by Google itself.

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