Google Marketing: analytics and advertising on one platform

Google has decided to unify Analytics and Advertising in a single brand: Google Marketing Platform [GMP]. The current DoubleClick is revamped to an united platform which includes Video, Display, Search & Analytics.

What can expect of this new feature? The main advantage will be to get access to every aspect of our advertising campaigns through a single platform.

• DoubleClick Search has become Search Ads 360 and it helps to plan, buy and measure search ads on Google and other search engines
• Former standalone product Google Analytics 360 is now rebranded to Analytics 360 and put under Google Marketing Platform
• Display & Video features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center are now together under the name of Display & Video 360.

As a result, managing campaigns through different channels will be easier than before as display, video, TV and audio will be in one place. In addition, new features will be included, such as a cross channel data dashboard enabling more accurate audiences analyses. With the GMP, users will also be able to plan, analyze, and optimize their campaigns and customer experiences all in one single interface. 

An Intelligence Panel for alerts and recommendations on active campaigns;  a new Audience Workspace where manage and analyze audiences across campaigns; a Creative Module to quickly create formats; an 

Anyway this is also an opportunity for Google to recast and re-orient its strategic vision on the advertising market.

A new Dutch player on the Belgian market

The Dutch company Wayne Parker Kent is expanding its activities in Belgium thanks to a strategic partnership with Mediahuis. Focused in lifestyle content and specialized in data driven content marketing, this company will provide native & display proposals to reach the Flemish audience, (starting February 2018). This may be a good subsitute/complement to Sanoma titles.

Google Chrome blocks not complying with "better ads" prescriptions

As of mid February 2018, the new version of Chrome blocks ads that do not comply with the recommendations of the Coalition for better Ads (https://www.betterads.org). "The Coalition’s research identifies the ad experiences that rank lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers." In implementing the recommendations, Google de facto forces publishers to implement smoother formats. Enforcement of this rule is particularly significant as Google Chrome weights more than 50% of page views on Belgian Web pages (see also Seen from Space 05/02/2018).