Google Marketing Platform - The latest news of 2018

by dinesh kumar Digital Marketing Is The New Marketing

Before we dive into the details of Google Marketing Platform it is important to know about DoubleClick. In case you didn't know, DoubleClick was one of the biggest ad serving services for Google. Established in 1995, DoubleClick has been the driving force for some of the largest brand ads in the platform to date. Here is a list of clients that they have managed - Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Apple, Visa, Nike, and Carlsberg are in the list among a whole load of big shots.

Recently in June 2018, Google decided to pull in DoubleClick completely under their wing. This project is called The Google Marketing Platform. This announcement came along with the information that Google Analytics 360 will be a part of the package too. So now we have DoubleClick and Google Analytics bundled up together it gives us the Google Marketing Platform.

Having doubts about what GA 360 has to do with any of this? The move makes sense because 360 is the paid premium version of Google Analytics. With the extra credit, you get a simplified interface that makes things truckloads easier when dealing with your ads. Also, it comes with a guarantee for some selected actions. There are five main products in the suite: Analytics, Tag Manager, Optimize, Data Studio, Surveys, Attribution, and Audience Center.

Does this merger change anything for me?

This is obviously the question that immediately pops up into your mind. As a brand owner, you will not be having any problems with this move. The entire operation just makes things easier for us ad Adhuntt to keep check of your ads. Instead of having to switch between platforms, no we get it all under one roof. The Google Marketing Platform is what we have been waiting for. By merging these entire platforms, we get to streamline your Ad performances faster and better. With a clearer idea of what exactly is happening, we get to analyze and apply our marketing strategies more efficiently. Collaborating between tools is now one smooth process. Don't worry, we aren't going to be charging any extra just for this. The entire GMP suite is an update that is free of charge. It would be criminal and unreasonable to try to mint money out of our clients in such ways.

You and your brand will as always we on the forefront of your industry without any hassles.

Why is this happening?

It seems like Google had been thinking about making this move for some time and finalized it this June 2018. MightyHive has an article dedicated just for this and they have stressed on some really nice points that I'd like to share with you:

The new Google Marketing Platform will allow brands to maximize the benefits of a consolidated marketing stack. Eliminating the distinction between DoubleClick and the GA 360 Suite allows Google to continue building the world’s most comprehensive and feature-rich marketing suite; a suite that provides:

● A unified user interface and user experience

● Enhanced collaboration across marketing functions

● A unified view of channels, campaigns, audience, performance, and insights

● Seamless integrations between media channels, product features, audiences, data, and targeting

GMP will remain media agnostic and will continue to support integrations with a variety of third-party data and measurement platforms and service providers across the ecosystem.

When are the Updates rolling out?

The Google Marketing Platform updates are not going to be done overnight. Step by step we will start seeing changes starting right from Mid July.

Final Words

I believe that this article has helped you stay up to date with the latest Google news. Does your brand want to stay ahead of the game? For that, you need to start by keeping up with the trend and taking note of every single change that Google announces. If you'd rather spend time thinking of creative ways to improve your brand instead, you can use the services of Adhuntt to keep you updated and informed of all things digital marketing. Drop down your thoughts and doubts in the comments below and I'll try to clarify them as soon as possible. Until next time, Ciao!

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