Following on Tuesday’s announcement that Google is grouping its advertising into three new brands — Google Ads, Google Marketing Platform and Google Ad Manager — the company is consolidating and updating its marketing partner program as well.
Google Marketing Platform combines the DoubleClick advertising products and the Google Analytics 360 Suite into one solution for enterprise advertisers.
The new Google Marketing Platform Partners combines the Google Analytics Certified Partners and DoubleClick Certified Marketing Partners and includes resources across all of the products on the platform. “Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available”, writes Chip Hall, managing director for media platforms at Google, in the announcement.
There are three partner designations:
- Certified Individuals: Those who complete certifications for individual products in the Google Marketing Platform.
- Certified Companies: Firms that have certified individuals on staff to provide consulting, training, implementation, operations and technical support and come with “stellar” customer references.
- Sales Partners: These firms sell Google Marketing Platform technology on Google’s behalf. They work more closely with Google in providing services and consulting than Certified Companies.
There are more than 500 companies currently in the Google Marketing Platform Partners program. There are resources listed for analytics, Display & Video 360, Campaign Manager, Creative, Search Ads 360, Attribution, Data Studio, Optimize and Tag Manager.