The Basics
This suite of tools offered by Google helps marketers plan, buy, measure, and optimize digital media and customer experiences
Google Marketing Platform
This person leads the Google platforms for the Americas and is an advocate of both OMG & TRKKN's partnership
Steve Yap
These two disciplines have platforms within the Google Marketing Platform (GMP)
AdTech and Digital Analytics
This big Google buzzword means that their platforms can "speak to each other" (share data), making them much easier to use than many third-party tools
Integration
This tool within the Google Marketing Platform provides insights into website traffic and user behavior
Google Analytics
This person support's TRKKN's new business efforts on the Google platforms
Lado (Gergely Ladomery)
DCM and CM360 both refer to this Google AdTech platform
Campaign Manager 360
Bonus: Doubleclick
This feature of the GMP's GA or CM360 helps marketers understand the full customer journey and assigns credit to different touchpoints along the way
Attribution (Cross-Device, Cross-Channel, Cross-Platform)
This component of the Google Marketing Platform allows advertisers to create and manage online advertising campaigns across various channels
Google & Omnicom's 2023-2024 initiatives fall under this descriptive project name
Full Value Partnership (FVP)
Data Studio is now named this after Google's 2019 acquisition of a popular data visualization platform
Looker Studio and Looker Studio Premium
Display & Video 360 is this type of platform and can integrate with these platforms for advanced creatives and data & audiences, respectively
DSP, ad server, analytics
This part of the Google Marketing Platform allows for measurement & insight into how ads performance across different publishers, channels, media formats & screens
Campaign Manager 360
LCS and GCS are both part of this core Google functionality
Client Relationships
1. Large Client Services vs. (smaller) Google Customer Solutions
2. 1 person/team:few clients versus 1 person:1000s of clients
3. LCS access to betas, GCS limited
The first Google marketing platform was released in this year and is still known colloquially by this name
2005, Google Analytics
These third-party providers are readily integrated into the Google Marketing Platform for easy & advanced brand safety access
DoubleVerify, Integral Ad Science, Adloox
These tools within the Google Marketing Platform uses machine learning to optimize bids and ad placement in real-time
Search Ads 360 and Display & Video 360
Google provides financial benefits to partners & clients through these
YouTube Dollars (DVIP, DIF) and funding for discrete projects
Before they unified under the GMP in 2018, Google consolidated a few analytics & measurement platforms into this suite in 2016
360 Suite
Google's Cloud Services cover these aspects of analytics & marketing
Data warehousing & dashboarding
(bonus: data enrichment through ADH)