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 [...]