11 Feb Google Marketing Platform vs. Adobe Marketing Cloud
The future of digital advertising focuses on the individual consumer. Gone are the days of high-frequency ad serving with generic creative. Instead, today’s top advertisers use data-driven marketing to identify a single consumer across multiple devices and channels. As a result, they can serve personally relevant display ads to the consumer.
Adobe Marketing Cloud and Google Marketing Platform are two leading digital marketing solutions available to advertisers. However, Google’s technology sets them apart from the competition due to an adept understanding of audience, supported by the largest repository of first-party data in the industry.
Google Marketing Platform offers an intuitive and powerful, plug, and play toolset that makes artificial intelligence accessible to all advertisers. Let’s walk through some of the top features of the Google Marketing Platform over Adobe Marketing Cloud.
Actionable Audiences and Custom Modeling
Grounded in data and artificial intelligence, Google offers top digital marketing tools with advanced capabilities as part of the Googe Marketing Platform:
– Search Ads 360: number one platform in paid search
– Display and Video 360: number one platform in display
– Google Analytics 360: number one platform in web analytics
Advertisers can also activate Google Marketing Platform against robust consumer-centric data from Gmail, the largest user recognition ecosystem in ad tech.
Actionable Audiences Made Simple
Adobe Cloud offers an actionable analysis of audience trends and behaviors across channels and applications. But Google offers a more consumer-centric cloud model, which allows for seamless integration of offline and online customer data, as well as enhanced audience targeting.
Google Analytics 360 and Display and Video 360 in particular, support intelligent audience targeting with:
– Complete Audience Management in Display and Video 360
– Cross-Device Remarketing in Google Analytics 360 & Display and Video 360
– Search Query Based Audiences in Display and Video 360
– Proximity Targeting in Google Ads
– Consumer Patterns and Life Stage Marketing in YouTube
– Programmatic Guaranteed with Audience Lists in Display and Video 360
– Machine Learning Integration
Google Marketing Platform also has access to first, second, and third-party data integration. In addition to integrated technology, Google further subsidizes audience intelligence with its own data footprint: 2 billion active users on YouTube, 1.5 billion active users on Gmail, and 1.7 billion active users on Google Search. The bottom line? Google’s technology as a repository for consumer and audience data remains unmatched.
Google’s full-stack integration with BigQuery also allows tech-savvy advertisers to train custom audience algorithms. Advertisers can enhance audience definition and use programmatic ad targeting with customizable machine learning.
Actionable Data For Increased ROI
Native integration with BigQuery is one of the top features of Google Marketing Platform. BigQuery automatically pushes unsampled clickstream logs directly into BigQuery tables, creating a streamlined opportunity for advertisers to leverage predictive analytics against event and user data. It’s a fast, scalable data solution that offers a fully managed analytics solution in the cloud.
Additionally, BigQuery takes data source standardization a step further, by offering a centralized warehousing solution for Google Analytics 360, Display and Video 360, Google Ads, and external data sets (CRM, point of sale, etc.). BigQuery is an intuitive database solution that integrates directly with all of Google’s advertising platforms.
Clean and centralized data is one of the most critical steps for leveraging Machine Learning and Predictive Analytics to increase ROI. But it’s also vital that advertisers have the flexibility to create KPI-specific models that address real business challenges. BigQuery in Google Cloud offers this full flexibility and then syncs results back to integrated Google platforms for planning and optimization purposes.
Learn how to activate your existing 1st party audience data and understand how Google Marketing Platform supports stronger measurement tactics for more efficient marketing.