Google Analytics 360 & DoubleClick become Google Marketing Platform

Social media concept. Technological abstract background.

Google has announced some changes that bring together media and analytics solutions, in a rebrand that reflects the fact that between its cloud infrastructure and technology platforms, Google offers a full-blown marketing technology stack for the enterprise.

Essentially, Google’s advertising and analytics platforms will be unified under a single brand called Google Marketing Platform.

This will replace the DoubleClick and Google Analytics 360 Suite brands. Other products, such as AdWords, are also being rebranded.

Some of the changes:

Google Analytics 360 Suite Home will become Platform Home
DoubleClick Search will be called Search Ads 360
DoubleClick Campaign Manager and DoubleClick Studio will be named Campaign Manager and Studio, respectively
DoubleClick Bid Manager will become Display & Video 360, which will bring together planning, creative, buying and measurement features in a single tool
Google Adwords becomes Google Ads

You will start seeing the new Google Marketing Platform brand –including new product names and logos– reflected in product interfaces, Help Centers, and more, effective immediately.

In the blog post introducing the Google Marketing Platform, Brad Bender, Google VP of Display & Video Advertising, references their customer-first approach to this solution, which is designed to make it easier to collaborate, engage with customers, serve up the right content, and achieve better precision with marketing spend.

On the heels of Salesforce Connections earlier this month, where we joined Google on the main stage to talk about the end-to-end customer view now possible with the integration of Google Analytics 360 (now Google Marketing Platform) and Salesforce Sales and Marketing Clouds, this announcement builds on Google’s work to bring tools and data into a single platform.

Though this announcement is strictly branding related, and important to help Google compete against all the other marketing clouds on the market, it provides a great indication of the direction that Google is moving, and we’re excited to see new features and functions roll out in all the projects within GMP (Google Marketing Platform) over the next year and more. Deeper integrations and data sharing are a sure bet and will allow organizations to access rich data across all the products in the platform to drive their marketing and measurement, providing better experiences for both their customers and the corporate users of these products.

We’re looking forward to hearing more about Google Marketing Platform at the upcoming Google Marketing Live event on July 10th at 9 a.m. PT/ 12 ET. If you’re not going to be there in person, sign up to view the keynote via livestream.

Dave Eckman

Dave’s passion for all things technological has led him to forge a successful career in web performance optimization. A combination of education, and 15 years of technical experience allows Dave to oversee the design of efficient, and cost-effective solutions for clients, while establishing lasting relationships through exceptional customer service. Throughout his Career, Dave has kept the company apace with advances in the industry and with technology as a whole. He has been responsible for managing many projects with clients such as Electronic Arts, Trader, Visa, and YouTube. Dave has presented and delivered training for many organizations and events including Visa Canada, the Internet Marketing Conference 2009, 2010, Adobe’s Omniture Summit 2011, along with many webinars and client training events. Dave’s educational background includes a Bachelor of Commerce from the University of Victoria’s School of Business and a Certificate in Multimedia Studies from the UBC Continuing Studies program. Being successful in our industry requires Dave to continually educate himself and attend industry conferences and seminars, so he can provide solutions using the most relevant technologies.