# Goodbye DoubleClick, hello Google Marketing Platform!

> Last week, Google announced they were unifying their analytics and advertising platforms under a single new name: Google Marketing Platform. The Google Analytics 360 Suite and DoubleClick brands are being replaced with this single name. What does this mean for DoubleClick? If anything this is a change that has needed to happen for years. DoubleClick always sat rather clumsily alongside other tools from Google and this shift heralds the beginning of a more unified approach. Search Ads 360 wil

Source: https://www.measurelab.co.uk/insights/blog/google-marketing-platform/  
Author: Mark Rochefort  
Published: 2018-07-17  
Updated: 2026-01-22

Last week, Google announced they were unifying their analytics and advertising platforms under a single new name: [Google Marketing Platform](https://marketingplatform.google.com/about/).

The Google Analytics 360 Suite and DoubleClick brands are being replaced with this single name.

**What does this mean for DoubleClick?**

If anything this is a change that has needed to happen for years. DoubleClick always sat rather clumsily alongside other tools from Google and this shift heralds the beginning of a more unified approach.

Search Ads 360 will be a new product to replace DoubleClick Search (DCS), whereas Display & Video 360 takes some aspects of tools such as DoubleClick Bid Manager (DBM) and DoubleClick Campaign Manager (DCM).

**What does this mean for the Google Analytics Suite?**

The name "Suite" will go but the products within in remain (i.e. Analytics, Data Studio, Optimize, Tag Manager and Surveys).

**How will the platform be charged for?**

Quite how the products will be charged for remains to be seen. I personally am hoping to see a model tied more closely to what we see with Firebase - with a "pay for what you use" model, underpinned by Google Cloud Platform, rather than the current opaque "enterprise only" pricing we have gotten used to.

**What does this mean for digital marketing?**

There's no place to hide. Accurate measurement is central to everything!