On the platform, teams can integrate and access data from advertising and analytics. Teams can integrate data from tools such as Google Analytics and Google advertising products in one environment to discover trends and gain new insights into customer experiences. This process in turn acts as a feedback mechanism and is referred to as re-activating owned data into marketing. Google Marketing Platform will remain media agnostic and will continue to support integrations with a variety of third-party data and measurement platforms and service providers across the ecosystem.