Introducing Google Marketing Platform
The online world was very different when DoubleClick debuted in
1996. Things we take for granted today, like texting emoji, sharing funny
YouTube videos, or taking smartphone selfies were all years away.
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.
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.
This is why we’re
announcing Google Marketing Platform.
Google Marketing Platform brings together
DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you
plan, buy, measure and optimize 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.
In our recent survey of global
marketing organizations, we learned that the #1 priority for marketers is to
better understand their customers. By offering tools that make it easy to
collaborate and share insights, Google Marketing Platform helps achieve this
customer-first approach to marketing.
In the U.S., adidas
has started working more collaboratively across their digital teams to share
insights and get a deeper understanding of their customers. Chris Murphy, Head
of Digital Experience, describes their approach:
“Our adidas teams work together
in one environment where we can see audience insights, what creative we’re
running and where, how it’s performing, and make changes almost in real time.Chris Murphy”
Better
results with ads plus analytics
Google Marketing Platform builds on existing integrations
between the Google Analytics 360 Suite and DoubleClick advertiser products.
Marketers have seen great results when they use ads and analytics technology
together. For example, BookIt used Analytics 360 to uncover insights about the
types of travelers interested in their brand and used these insights to create
more relevant campaigns in Display & Video 360. The result was a 20 percent increase in revenue.
Now, with Google Marketing Platform,
we’re introducing ways to make our products work even better together. For
example, the new Integration Center helps you discover and easily setup
valuable connections between products.
Google Marketing Platform also supports 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.
Search
Ads 360 and Display & Video 360
With Google Marketing Platform, we’re also making changes to
some of our advertising products.
Search Ads 360 is the new name for
DoubleClick Search. Search Ads 360 will continue to help you plan, buy, and
measure your search campaigns on Google and other search engines.
Display & Video 360 brings
together features from our display advertising products: DoubleClick Bid
Manager, Campaign Manager, Studio and Audience Center. Display & Video 360
allows you to execute ad campaigns end-to-end in one place, creating efficiency
in how you work and helping your teams do more together.
Don’t worry, Campaign Manager and
other DoubleClick products aren’t going anywhere right away. We’ll gradually
transition customers to Display & Video 360 as additional features become
available.