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Earlier this week we announced Google Marketing Platform, which brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite into a single solution to plan, buy, measure and optimize customer experiences across channels and devices. But we all know having great technology is only part of the solution. You also need people with the expertise and knowledge to fully take advantage of everything the technology enables. It’s not unlike relying on Sherpas to help guide you from basecamp to the summit. You may be able to make the ascent on your own, but engaging a team of experts with a track record of success greatly improves your chances of making the summit. That’s why we’re excited to announce Google Marketing Platform Partners, a new program designed to ensure you have access to all the resources you need to get the most value from Google Marketing Platform.

A robust ecosystem of skilled practitioners and companies

More than just a replacement for the existing programs, Google Analytics Certified Partners and the DoubleClick Certified Marketing Partners, the new program is designed to provide a robust ecosystem of resources, no matter your needs. The foundation of the program is scaled training and capability-building across all the Google Marketing Platform products. Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available. With more than 500 companies in the program at launch, including leading interactive agencies, system integrators, and top technology, data and media companies, you’ll be able to find a partner to support multiple facets of your business.

Three unique designations

From skill-building to broader, strategic partnerships and technology reselling, the program is designed to deliver the range and quality of expertise you expect:

Certified Individuals: To help increase the talent pool available supporting the Google Marketing Platform, individuals will be able to access a growing library of self-study materials and complete individual product certifications. Successful completion signals an individual’s expertise with specific Google Marketing Platform products.
Certified Companies: Certified Companies provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references. These strict requirements ensure they have both the expertise and a proven ability to deliver results.
Sales Partners: Sales Partners are Google Marketing Platform experts, just like Certified Companies, but partner more closely with Google in providing consulting and support services, in addition to selling the technology on our behalf.

Get started today

Whether you’re looking to add talent to your team, up-level your current talent, or complement your team with a partner company, Platform Partners offers a trusted source to help close the gaps. And we’ll continue to build out additional skill-building resources, refine our certifications and add new partners covering more countries and languages. To get started on taking your marketing to even greater heights, browse our current Partners to find a partner equipped to help you get the most from your investment in Google Marketing Platform.

Posted by Chip Hall
Managing Director, Media Platforms

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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.

This is why we’re announcing Google Marketing Platform.
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.
In our recent survey of global marketing organizations, we learned that the #1 priority for marketers is to better understand their customers. By offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing.

In the U.S., adidas has started working more collaboratively across their digital teams to share insights and get a deeper understanding of their customers. Chris Murphy, Head of Digital Experience, describes their approach:

“Our adidas teams work together in one environment where we can see audience insights, what creative we’re running and where, how it’s performing, and make changes almost in real time.”
Chris Murphy, Head of Digital Experience, adidas


Better results with ads plus analytics

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. The result was a 20 percent increase in revenue.

Now, with Google Marketing Platform, we’re introducing ways to make our products work even better together. For example, the new Integration Center helps you discover and easily setup valuable connections between products.
Google Marketing Platform also supports 100+ integrations with exchanges, measurement solutions, and other technology providers. In short, you can choose what media you buy, how you buy it, and how you measure it.

Search Ads 360 and Display & Video 360

With Google Marketing Platform, we’re also making changes to some of our advertising products.

Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 will continue to help you plan, buy, and measure your search campaigns on Google and other search engines.

Display & Video 360 brings together features from our display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.

Don’t worry, Campaign Manager and other DoubleClick products aren’t going anywhere right away. We’ll gradually transition customers to Display & Video 360 as additional features become available.

Looking ahead

This is just the beginning of the next chapter in our platforms story. We’re committed to building solutions that help you achieve your marketing goals while meeting consumers' high expectations for privacy, transparency and control.

We’ll be sharing more about Google Marketing Platform and Display & Video 360 at Google Marketing Live. Sign up to watch the live streamed keynote on July 10, 9:00 a.m. PT / 12:00 p.m. ET.

Posted by Brad Bender
Vice President of Display and Video Advertising

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We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for eco-friendly stationery, quilting supplies, or for a service like a treehouse builder gave us an opportunity to deliver valuable ads that were useful and relevant in the moment. That idea was the start of our first advertising product, and led to the ads business we have today.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.

That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.

Google AdWords is becoming Google Ads

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.
For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

We'll introduce more new campaign types at Google Marketing Live. Sign up to watch the livestream on July 10th.

Stronger collaboration with Google Marketing Platform

We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.
We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.

As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.

Google Ad Manager: A unified platform

We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–Google Ad Manager.
With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.

Transparency and controls people can trust

We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently announced new Ads Settings and expanded Why this ad? across all of our services, and almost all websites and apps that partner with us to show ads.

You'll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the next month.

We’ll be sharing more about these changes—and many other new Ads, Analytics and Platforms solutions designed to help you grow your business—at Google Marketing Live. Register now to watch live on July 10, 9:00 a.m. PT / 12:00 p.m. ET.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads & Commerce