At Net Conversion, 2025 is defined by our unwavering "commitment to more for our partners." This isn't just a statement; it's the core of our agency. We're not only amplifying our investment in our brand and our team, but we're also actively unlocking efficient growth avenues and investing in our partners' success, side-by-side. In today's hyper-connected world, we're laser-focused on optimizing our marketing efforts to achieve more with less, ensuring accountability across all platforms for a truly unified omnichannel experience. This dedication led us to Google's GMP Level Up event at NY Pier 57 this week, where we gained crucial insights into the evolving landscape of digital marketing. In a world where 79% of shoppers use their smartphone to help with shopping, the need to seamlessly STREAM, SEARCH, SCROLL, and SHOP has never been more vital. The platforms are rapidly adapting to collapse the time between insights and actions, a necessity to meet the demands of today's consumers.

‍

Unified Data: Breaking Down Silos for Holistic Insights

The central theme revolved around unifying data across the GMP suite. Platforms are moving to collapse the time from insight to action, reflecting consumer behavior that seamlessly blends streaming, searching, scrolling, and shopping. Google is heavily investing in integrating data from CM, GA, SA, and both first and third-party sources. This integration, powered by Google Signals and AI, aims to provide a comprehensive view of the customer journey, enabling marketers to overcome sales objections and drive more targeted campaigns.

‍

DV360: Evolving into a Next-Gen, CTV-First DSP

DV360 is undergoing a significant transformation, emphasizing reach, performance, and efficiency. With a focus on CTV, 2025 will see a new DSP that prioritizes a CTV-first lens, integrating YouTube and introducing advanced AI capabilities. Recent enhancements include Demand Gen and Koddi integrations, self-serve Google Masthead, and unified commerce media with SKU-level insights. Future developments will focus on simplifying campaign management through features like marketplace consolidation, AI chat support, and targeting templates, all designed to maximize efficiency and drive results.

‍

SA360: Empowering Performance Marketers with AI-Driven Optimization

SA360 focuses on empowering performance marketers by improving reach, performance, and productivity. Case studies demonstrated significant conversion lifts through multi-channel engine optimization, budget bid strategy optimization, and enhanced conversions with offline data. The integration of Bing PMAX and the upcoming AI Spotlight will further enhance campaign performance. Multi-target portfolios will allow for more granular control, and AI-driven recommendations will refine portfolio bid strategies, moving beyond simple targets to optimize based on campaign names and goals.

‍

CM360: Enhancing Measurement and Creative Workflows for a Cross-Device World

CM360 emphasizes reliable workflows, improved measurement, and a broader ads ecosystem, with a focus on cross-device conversions and cross-media reach. The platform is transitioning from cookie API signals to AI model signals and integrating with major streaming platforms like Netflix and Roku. The new Creative Workspace will replace Ads Creative Studio, offering dynamic creative optimization and a centralized hub for creative activation. These enhancements aim to provide a more holistic view of campaign performance, especially in the growing CTV landscape, and streamline creative processes.

‍

What This Means for Marketers

The GMP Level Up event underscored the critical importance of agility and data-driven decision-making in today's marketing landscape. The rapid evolution of GMP, driven by AI and unified data integration, presents marketers with unprecedented opportunities to optimize campaigns and deliver personalized experiences. For Net Conversion, these insights reinforce our commitment to providing our partners with the tools and strategies they need to thrive. By embracing these advancements, we can move beyond fragmented data and siloed campaigns to achieve a truly holistic view of the customer journey. The shift towards AI-powered optimization and measurement will enable us to drive greater efficiency, maximize ROI, and ultimately, deliver more impactful results for our partners. As consumers continue to seamlessly blend their online and offline experiences, the ability to leverage unified data and advanced platforms will be the key to unlocking sustainable growth and success.