Google Marketing Platform Explained

Google Marketing Platform
Developer:	Google
Replaces:	DoubleClick
Genre:	Digital marketing, Online advertising, Web analytics

Google Marketing Platform is an online advertising and analytics platform developed by Google and launched on July 24, 2018.^[1] It unifies DoubleClick's advertising services (acquired in March 2008) and Google's own advertising and analytics services.^{[2] [3] [4]} Google Marketing Platform is mainly used by big advertisers to buy ads on the Internet.^[5]

Google Ads (launched in 2000) and Google Ad Manager (launched in 2010) are not parts of Google Marketing Platform.^{[3] [4]} The three brands are complementary tools targeting different types of ad buyers and presenting slightly different features. However, the addition of Google Marketing Platform to Google's previous offers causes a lot of confusion for people looking to buy ads via Google.^[6]

Services

Google Marketing Platform includes the following services:

• Display & Video 360 (demand-side platform)
• Search Ads 360 (search advertising)
• Campaign Manager 360 (ad management and measurement)
• Google Analytics 360 (web analytics)
• Google Tag Manager (tag management)
• Google Optimize (web analytics)
• Looker Studio, formerly Google Data Studio (web analytics)

Accessibility

To access the tools of the Google Marketing Platform, specialists need to pass appropriate certifications, and companies need to have certified specialists on staff or as contractors.

Notes and References

1. Web site: July 24, 2018. Introducing Google Marketing Platform. April 28, 2021. support.google.com. April 27, 2021. https://web.archive.org/web/20210427182311/https://support.google.com/analytics/answer/9031231. dead.
2. Web site: June 26, 2018. Google rebrands its ad lineup, with AdWords becoming Google Ads. April 28, 2021. techcrunch.com.
3. Web site: June 27, 2018. Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products. April 28, 2021. variety.com.
4. Web site: June 27, 2018. These are the new names for Google's advertising software. April 28, 2021. cnbc.com.
5. Web site: June 3, 2019. U.S. probe of Google's online ad dominance would appease long suffering rivals, publishers. April 28, 2021. reuters.com.
6. Web site: June 26, 2018. Google retires DoubleClick, AdWords brand names. April 28, 2021. reuters.com.