Google Marketing Platform May End ‘Church and State’ Separation in Programmatic (Here’s Why That’s Okay)
Greg Sobiech
August 13, 2018
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Last month, Google surprised the adtech world by rebranding AdWords and merging two of its best-known brands — DoubleClick and Google Analytics 360 — into what it now calls the Google Marketing Platform (GMP).

(DoubleClick is now "Display and Video 360", and Google Analytics is just simply "Analytics 360")

The move is a sign of how dramatically digital marketing has changed over the last few years. For instance, the traditional separation between 'Church and State', or Analytics and Media buying, is going away ... and that may be okay [...]

Read More: https://martechseries.com/mts-insights/guest-authors/google-marketing-platform-may-end-church-and-state-separation-in-programmatic-heres-why-thats-okay/
3 New Google Marketing Platform Features to Grow Your Brand Now
Ashton Howe
August 2, 2018
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Google Marketing Platform was introduced in depth at Google Marketing Live last month, with a slew of exciting integrations and new features to help brands grow rapidly.  While many of Google's stellar features across DoubleClick Digital Marketing and Google Analytics 360 Suite will be retained with Google Marketing Platform, there are a few important -- and exciting -- product updates to call out.
Long Live Marketing Data Scientists
Greg Sobiech
May 7, 2018
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Lines are blurring. Once the skill sets of media buyers and analysts were entirely separate, with each team working independently of each other. Sometimes information would be shared across the divide but that was as far as the collaboration went. Media buyers leveraged relationships and industry know-how to develop campaigns and choose the best placement for those campaigns. Down the line, analysts took in data, crunched numbers and eventually returned insights on how those campaigns had performed.
Google Analytics 360 & Salesforce: Improved Attribution Modeling for Marketing ROI Analysis
DELVE Experts
April 26, 2018
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The buyer’s journey in today’s day and age consists of many customer touchpoints leading up to a purchase. In some industries, this journey is especially long and complex. For example, in B2B products and services, it’s not uncommon for the average sales cycle to take well over a year and consist of offline, online, and cross-device interactions.
BookIt Moves New Users Down the Funnel with Dynamic, Data-Driven Creative
Susan Esparza
April 25, 2018
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At DELVE, we’re passionate about helping brands win big through the smart use of data. When the team at BookIt, the largest privately owned travel company in the United States, came to us with a need to grow their brand through data-driven strategy, our team couldn't wait to take on the challenge.
Staying in the Micro-Moment with Data Responsive Creative
Susan Esparza
April 19, 2018
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Touching millions of people with a single ad is not only possible, it's status quo. But as advertising reach grows broader, we as marketers must stay focused: with billions of touchpoints at our disposal, we have even more of a responsibility to execute a meaningful conversation with our customers at all times.
Salesforce + Google = Increased Efficiency and Higher ROI
DELVE Experts
April 18, 2018
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Before Salesforce and Google partnered to bring a native integration with Google Analytics 360 to the market, your marketing team was likely exporting data from both platforms into some external database and attempting to stitch together digital channel influence on Salesforce conversion.
30 Days Until GDPR – Are You Prepared?
Susan Esparza
April 13, 2018
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It is 30 business days until GDPR goes into effect on May 25. As we have pointed out before, it is dangerous to assume that your business will not be affected, and so we urged you to take steps to comply. Today, we want to update you on steps that Google has been taking in preparation. As before, you can use their actions to benchmark your own.
What’s a ‘Good’ CPM in Programmatic Display?
Greg Sobiech
April 11, 2018
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What is a fair price for a cup of coffee? How much do I need to pay for a house? What is an average price for a dinner? These and many other similar (broad) questions have one, very annoying, answer - it depends. The same philosophy applies to CPM pricing in Programmatic Display.
The State of Mobile and Digital Advertising in 2018
Susan Esparza
April 5, 2018
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As marketers, we like to dub things “the year of X”, to indicate that this is the year that some technology, philosophy, or marketing tactic comes into its own. During those years, it is no longer about leading the curve, but not being left behind. Judging by headlines from the time, the year of mobile was 2008. Or maybe 2012. Or perhaps 2015.