What is the New Google Marketing Platform?

What is the New Google Marketing Platform?

As part of its effort to create a marketing suite that emphasizes simplification, collaboration and unification, Google consolidated its DoubleClick and Google Analytics 360 (GA360) marketing solutions under a unified brand: Google Marketing Platform (GMP).

Google Marketing Platform Benefits

The goal of this unified advertising and analytics platform is to streamline your digital marketing tools for better collaboration and clearer insights, giving marketers the ability to make better decision faster. With the ability to buy, measure and optimize digital media in one place, GMP helps you deliver more relevant and effective marketing.

And by bringing products together through a single interface and shared experience, you can easily collaborate to share data and insights. 

DoubleClick Functionality, Simplified

While the DoubleClick brand was retired, the solutions themselves remain part of Google Marketing Platform. Read below to learn more about the transformation for each product.

DoubleClick Bid Manager Is Now Display & Video 360

Display & Video 360 is a single, integrated product that helps creative, data, and media teams work together to execute end-to-end ad campaigns. You can use it to:

  • Build and execute a media plan for programmatic campaigns across display, video, TV, audio and other channels – all in one place.
  • Design creatives to tie into your campaign strategy.
  • Manage your audiences alongside media buys.
  • Discover high-quality inventory from various exchanges.
  • Access insights for ongoing optimization.

DoubleClick Search Is Now Search Ads 360

Search Ads 360 is an enterprise-level platform tool to help you consolidate and manage your paid search campaigns. You can:

  • Enhance search campaign performance with Google machine learning and bid strategies that offer flexibility and not a “one-size fits all” approach.
  • Integrate with Analytics 360 data to share custom goals, events and other metrics that can be used for reporting and optimization.
  • Leverage real-time data to make faster, smarter search decisions.

DoubleClick Campaign Manager Is Now Campaign Manager

Campaign Manager has all of the same functionalities as DoubleClick Campaign Manager. It will evolve over time into the larger ecosystem of Google Marketing Platform, but there are no imminent changes on the horizon.

Understanding the new Google Marketing Platform

Double Click
Bid Manager

Display and Video 360 (DV360) combines functionality from Campaign Manager, Studio, and Audience Center to streamline planning campaigns, designing creatives, organizing audience data, finding and buying inventory, and measuring and optimizing campaigns.

Double Click
Campaign Manager

Campaign Manager will maintain the same ad serving, creative management, and measuring capabilities.

Double Click

Search Ads 360, the enterprise-level platform to manage paid search, will maintain all the same functionality with announced integrations with Big Query and Data Studio.

Double Click

Studio is a rich-media creative production tool that will continue to have the same creative authoring capabilities.

Google Analytics
360 Suite

GA360 will be fully sunsetted as an independent suite of products and integrated into Google Marketing Platform.

Audience Center 360

Audience Center functionality will move to Display & Video 360 over time.

Still have questions about Google Marketing Platform? As a Google Marketing Platform Partner (GMPP), we’re happy to help. Contact us and we’ll be in touch shortly.