Google Marketing Platform
A unified platform that connects media buying, ad serving, and analytics to give enterprise marketers a single, data-driven workflow for planning, executing, and measuring campaigns across all digital channels.
Last updated Jun 9, 2026 by ATDb automated enrichment
- Industry
- Programmatic Advertising & Marketing Analytics
- Business Model
- SaaS / Platform (percentage of media spend + subscription licensing)
- Target Market
- Enterprise
- Employee Count
- 10001+
- Funding
- $0
- Revenue Range
- Part of Alphabet's $200B+ annual advertising revenue
- Stock Symbol
- GOOGL
- Parent Company
- API Available
- Yes
Dominant enterprise marketing platform with deep integration across Google's ad ecosystem, data infrastructure, and measurement tools
Google Marketing Platform (GMP) is Google's integrated suite of enterprise-grade advertising and analytics products, launched in 2018 as a rebrand and unification of DoubleClick and the Google Analytics 360 Suite. It brings together tools for media planning, programmatic buying, creative management, measurement, and audience insights under a single platform, enabling large advertisers and agencies to manage the full lifecycle of digital marketing campaigns across channels including display, video, search, and social. The platform's core products include Display & Video 360 (DV360) for programmatic media buying, Search Ads 360 (SA360) for cross-engine search campaign management, Campaign Manager 360 for ad serving and cross-channel measurement, Analytics 360 for enterprise web and app analytics, and Data Studio (now Looker Studio) for data visualization and reporting. These tools are deeply integrated with Google's broader ecosystem — including Google Ads, BigQuery, and the Google Cloud Platform — giving marketers a unified data layer and streamlined workflow across paid and owned channels. Google Marketing Platform holds a dominant position in the enterprise AdTech market, competing primarily with The Trade Desk, Adobe Advertising Cloud, and Amazon Advertising. Its competitive moat stems from deep integration with Google's first-party data signals, the scale of Google's ad inventory, and the interoperability between its buy-side and measurement tools. The platform is widely used by Fortune 500 brands, global media agencies, and large digital-native companies seeking a consolidated, data-driven marketing stack.
Display & Video 360 (DV360)
End-to-end programmatic media buying platform for display, video, connected TV, audio, and native inventory across open exchanges and private marketplaces.
Search Ads 360 (SA360)
Unified search campaign management and bidding platform that works across Google Ads, Microsoft Advertising, and other search engines.
Campaign Manager 360 (CM360)
Enterprise ad server for trafficking, serving, and measuring digital ads across display, video, and rich media campaigns.
Analytics 360
Enterprise-tier version of Google Analytics offering higher data limits, SLAs, BigQuery integration, and advanced attribution for large-scale web and app properties.
Looker Studio (formerly Data Studio)
Free data visualization and business intelligence tool for building interactive dashboards and reports from GMP and third-party data sources.
Looker Studio Pro
Enterprise upgrade to Looker Studio with team collaboration, governance, and SLA-backed support features.
- 2018Founded