Are you an enterprise business looking to improve your marketing? Do you want to be more efficient and drive better results? Today, businesses are under unrelenting pressure to do more with less.
Don’t choose your ad tech just to run better ads—choose it to run a better business. The Google Marketing Platform (GMP) saves time and resources, minimizes data loss, reduces media waste, and simplifies your infrastructure. Its core products—Display & Video 360 (DV360), Search Ads 360 (SA360), and Campaign Manager 360 (CM360)—empower you to leverage your data and drive stronger media performance.
While many other ad tech partners make similar claims, what sets GMP apart? Why has Google’s unified marketing platform stood the test of time while competitors have left the space or specialized in niche areas? Let’s break it down.
1. Built Around Your Customers: Unified Data & Reach
The consumer journey is more complex than ever, with people searching, streaming, scrolling, and shopping simultaneously. You need to be present wherever your customers are, and GMP helps you do that by unifying data and reach.
Unified Data
Google’s foundational competitive advantage is the sheer amount of data it has and the quality of its Identity Graph. While much of this data is available in Google Ads, people are consuming media in more ways than ever, making single-platform strategies less effective. It’s critical to cast a wider net and ensure all your data sources can communicate seamlessly. This is where GMP helps to de-silo your data.
- Your data, Google data, and 3rd-party data all come together in one place.
- Conversion and audience data syncs automatically across DV360, CM360, and SA360.
- Activate your data in an existing ad ecosystem, something many new AI tools lack.
- Audience and conversion tracking features are free, with transparent pass-through costs for 3rd-party data.
Unified Reach
GMP provides global reach across all digital formats, including premium YouTube inventory.
- Connected TV (CTV): DV360 reaches 92% of U.S. CTV viewing households and has direct integrations with top streaming services like Netflix, Disney, and Tubi—including YouTube TV.
- Premium YouTube & Google TV: Secure premium placements like YouTube Select, Google TV, YouTube TV, and YouTube Shorts directly in DV360.
- Private Marketplaces (PMPs): Gain easy access to cross-exchange inventory through direct pipes for buying, verification, and measurement.
- Multi-Engine Search: Manage campaigns with AI-driven optimization across Google, Microsoft, Yahoo! Japan, and Baidu search engines within SA360.
- Other Formats: Discover new ways to buy DOOH (Digital Out-of-Home), Audio, and Commerce Media inventory.
2. Built for Better Decisions: Unified Measurement
While your buying platforms provide insights for ad optimization, your measurement platforms—CM360 and Google Analytics 360 (GA360)—empower you to make better business decisions.
- Track everything: CM360 and GA360 integrate with DV360 and SA360, but they also track all your other paid media campaigns, platforms, and organic site traffic.
- Streamline fragmented data: This massive amount of cross-channel and cross-device data is streamlined to fit your measurement strategy, driving insights and enabling fast, algorithmic activation.
- Better than new AI platforms: The majority of paid social buying platforms either integrate directly with GMP or are designed to support CM360 tracking. Many new AI platforms fall short here, often ignoring ad impressions or requiring manual data uploads, making it difficult to tell a complete story.
3. Built for Efficiency: Easy to Integrate & Automate
GMP is designed to streamline your workflow and save you time.
- Easy to Integrate: Native integrations within GMP enable efficient data sharing, audience targeting, and real-time insights.
- Share data and audiences between channels for more efficient bidding and targeting.
- See real-time creative performance and view all paid media in one place.
- Save time on trafficking by managing creatives dynamically in CM360.
- Easy to Automate: GMP includes bulk tools, APIs, and built-in Google AI at no extra charge.
- AI Chat for quick support.
- AI-driven recommendations for targeting and ad quality.
- Generative AI for faster ad production.
- Natural language AI for reporting workflows.
4. Built for Growth: Easy to Scale
Once integrations are configured and you’ve mastered the time-saving and optimization features in GMP, scaling performance becomes simple. GMP connects easily to 3rd-party platforms with pre-built APIs for data partners like LiveRamp and media partners like Criteo and ShareThrough.
You can gain access to GMP through a certified Google Marketing Platform Sales Partner, like InfoTrust. We specialize in helping organizations leverage their data and the Google Marketing Platform to achieve their business goals.
As a Google Marketing Platform Sales Partner, we provide:
- Expert guidance on selecting the right GMP tools.
- Custom onboarding and implementation services.
- Comprehensive training for media and analytics teams.
- Advanced data enrichment and privacy compliance expertise.
Learn more about how InfoTrust can help your organization get a GMP license and maximize its benefits.
