But sometimes luck itself finds those who are looking for it. A three-day training on Google Marketing Platform, organized by Admixer Advertising, took place in Chisinau on September 17-19 at TEKWILL. The strategic partners were Innovate Moldova and the Embassy of Sweden in Chisinau.
The training was attended by 50 advertising business specialists – media buyers, representatives of the largest media groups, advertisers, digital marketing agencies, etc. The main goal of the training was to show what opportunities Google and Vertex AI premium products offer for effective advertising campaigns and the use of artificial intelligence (AI) for these purposes.
Octavian Hanganu, Director of Admixer Advertising Moldova: “The digital advertising market in Moldova is actively growing, and more and more brands are beginning to understand and apply an approach in which the effectiveness of campaigns is determined by the contribution to sales and recognition. Modern marketing is no longer based on intuition: key decisions are made based on data, automation and precise measurements”.
One of the key tools for managing advertising and getting the necessary analytics is the Google Marketing Platform (GMP) ecosystem. It was presented to the participants during the training. This is a premium solution that combines access to the world’s largest exchanges and formats, providing brands with maximum reach in the digital environment.
The main advantage of the platform is the control of display frequency for all placement formats in a single system. This helps maintain a balance between reach and quality of audience contact. In addition, GMP products provide transparent verification of inventory, which eliminates unverified advertising platforms and provides confidence in the quality of placements. Such a toolkit in a modern advertising campaign significantly increases its effectiveness and traceability, eliminating the placement of advertising on “random” or untrustworthy sites. What other standard solutions do not allow, for example, Google Ads or other technologies for automated buying and selling of advertising with the help of algorithms and big data.
“Working with Google Marketing Platform technologies gives marketers the ability to more accurately understand audience behavior, optimize investments and connect advertising activity with real business results. Modern marketing is no longer built on intuition: key decisions are made based on data, automation and precise measurement,” said Octavian Hanganu.
As a result of applying GMP using proprietary and external data based on algorithmic strategies, the accuracy and targeting of communications is improved, advertising budgets are allocated much more efficiently, and the ROI of campaigns becomes transparent and measurable.
The Campaign Manager 360 (CM360) platform presented during the training provides complete and accurate measurement of advertising effectiveness, as well as allows you to constantly monitor the quality of traffic and get the necessary analytics. Thus, CM360 allows you to see the effectiveness of placements wherever ads or banners are shown – how many impressions and clicks there were. You can also control the frequency of impressions and eliminate audience duplication, thereby increasing the effectiveness of the media budget. Floodlight tags record all user interactions with a brand – from the first view to purchase – and help to understand which source really brought a client. For businesses, this is a transparency and control tool that allows them to make decisions based on real data and rationally allocate advertising investments.
Importantly, these platforms can be easily integrated into other Google products. This makes it possible to achieve a synergy effect – the targeting, targeting and effectiveness of advertising increases many times over. The integration of DV360, CM360 and Google Analytics 4 creates a single ecosystem where data, creatives and reporting are synchronized. This approach helps companies build sustainable advertising strategies based on facts, not assumptions.
During the training, participants gained knowledge and practical skills not only on advertising promotion, but also on creating quality content using artificial intelligence. Google’s new business opportunities are based on the application of generative AI, which accelerates the process of content creation. The specialized Vertex AI technology framework combines Google products such as Video Generator (ViGenAir), BackgroundR and Dream Board on one platform. These solutions simplify the creation of creatives, customizing visuals and content for different ad formats. This approach ensures stability and scalability, providing marketers with a reliable AI assistant to optimize creative processes.
The main conclusion that the training participants drew during these three days is that Google Marketing Platform technologies define a new culture of digital marketing, where the effectiveness of campaigns is measured not by the number of impressions, but by their contribution to brand development and sales growth. And, more importantly, they gained hands-on experience with GMP’s flagship product — Display & Video 360 — and developed a solid understanding of campaign setup, monitoring, and optimization algorithms.
For example, Oleksandr Tismenetskyi, GMP & GCP Product Director в Admixer Advertising, showed on concrete examples how to work correctly with corporate data and different audience segments, to adjust targeting to business goals and manage budgets, analyze reporting and optimize costs. And his colleague Ihor Bilyk demonstrated the process of setting up campaigns in Display & Video 360 and integration with Campaign Manager 360.
After that, the training participants completed a practical task on setting up an advertising campaign in Display & Video 360 and received certificates of successful completion of the course.
Octavian Hanganu noted: “By organizing such a training, Admixer Advertising has shown that regular professional events that bring together experts facilitate the exchange of experience and foster a culture of conscious and tech-savvy marketing. Such initiatives play an important role in the development of the advertising market in Moldova, increasing its professional level and efficiency.
The more companies understand how digital tools work and how to measure results, the more the whole market develops. We have been an official Sales Partner Google Marketing Platform since 2016 and we strive not only to provide advertising services, but also to develop the competencies of partners, helping them to effectively use Google solutions.
It is through education and knowledge sharing that we scale the digital ecosystem and drive the exponential growth of the advertising market — for our clients and the entire industry alike.”
