The Advantages of Google Marketing Platform

12 July 2021
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.
 

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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.

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.

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