Glossary entry
What is the Google Marketing Platform (GMP)?
Google Marketing Platform (GMP) is the umbrella that bundles Google's enterprise advertising and analytics products: DV360 (programmatic), SA360 (search), CM360 (ad serving), Display & Video 360, Tag Manager 360, Analytics 360, Optimize 360, and Surveys 360.
What GMP includes
DV360, SA360, Campaign Manager 360, Tag Manager 360, Analytics 360, plus integrations with Google Ads, YouTube, and Google's audience and measurement products. The point is end-to-end orchestration from data to media to measurement.
GMP vs. Google Ads
Google Ads is self-serve and accessible to any advertiser. GMP is enterprise-tier: requires Google approval, agency partner sponsorship, and minimum spend commitments.
Why brands move to GMP
Single sign-on across products, deeper data integrations, advanced bidding and reporting, and access to inventory and features (PMP deals, advanced audiences) not available in Google Ads.
How Unled Network helps
As a GMP-approved partner, we provision DV360, SA360, and CM360 seats without enterprise minimums. DV360 Agency and SA360 Agency are the most common entry points.
Related Unled Network services
Frequently asked
Do I need every GMP product?
No. Most clients start with DV360 or SA360 and add CM360 if they need centralized ad serving.
Can I use GMP without an agency?
Yes, if you meet Google's enterprise commitment thresholds. Most don't and use an agency seat.
Is GMP free?
DV360 and SA360 charge a tech fee on media spend (usually 1 to 3%). Analytics 360 has a license fee.
GMP vs. Google Cloud?
Different products. GMP is marketing tech. Google Cloud is infrastructure. They integrate but live separately.