Adobe Audience Manager vs. Google Marketing Platform

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Adobe Audience Manager
Score 8.0 out of 10
N/A
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.N/A
Google Marketing Platform
Score 8.1 out of 10
N/A
Google Marketing Platform (a combination of former DoubleClick advertiser tools and Google Analytics 360 Suite) is a set of tools for marketers to manage their advertising campaigns. DoubleClick was acquired by Google in 2008. It focuses on uploading ads and reporting their performance and also provides forecasting tools to help predict future campaign needs. Bid optimization tools help manage pay-per-click (PPC) campaigns across search engines (e.g. Bing, Google, Yahoo!).N/A
Pricing
Adobe Audience ManagerGoogle Marketing Platform
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
Adobe Audience ManagerGoogle Marketing Platform
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Community Pulse
Adobe Audience ManagerGoogle Marketing Platform
Considered Both Products
Adobe Audience Manager
Google Marketing Platform

No answer on this topic

Top Pros
Top Cons
Features
Adobe Audience ManagerGoogle Marketing Platform
Data Collection
Comparison of Data Collection features of Product A and Product B
Adobe Audience Manager
8.4
16 Ratings
6% above category average
Google Marketing Platform
-
Ratings
Collection of first-party data8.316 Ratings00 Ratings
Collection of third-party data8.316 Ratings00 Ratings
Access to Third-party Data Providers8.716 Ratings00 Ratings
Data Classification
Comparison of Data Classification features of Product A and Product B
Adobe Audience Manager
7.3
16 Ratings
11% below category average
Google Marketing Platform
-
Ratings
Audience taxonomy7.716 Ratings00 Ratings
Tag Management6.615 Ratings00 Ratings
Data Analysis Dashboard7.616 Ratings00 Ratings
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Adobe Audience Manager
8.6
16 Ratings
8% above category average
Google Marketing Platform
9.5
28 Ratings
22% above category average
Data Transfer8.716 Ratings10.023 Ratings
DSP integration8.415 Ratings9.026 Ratings
DMP Analytics
Comparison of DMP Analytics features of Product A and Product B
Adobe Audience Manager
7.3
16 Ratings
9% below category average
Google Marketing Platform
-
Ratings
Campaign Analytics6.516 Ratings00 Ratings
Audience Analytics8.216 Ratings00 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Adobe Audience Manager
-
Ratings
Google Marketing Platform
7.9
32 Ratings
0% below category average
Ad campaign creation00 Ratings8.332 Ratings
Ad deployment00 Ratings8.332 Ratings
Display advertising00 Ratings8.029 Ratings
Ad display and retargeting segmentation00 Ratings7.730 Ratings
Sequence targeting00 Ratings7.023 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Adobe Audience Manager
-
Ratings
Google Marketing Platform
7.2
32 Ratings
8% below category average
Ad dashboards00 Ratings6.730 Ratings
Ad performance reports00 Ratings7.332 Ratings
Ad conversion tracking00 Ratings7.331 Ratings
Ad attribution reporting00 Ratings7.030 Ratings
Cross-channel ad management00 Ratings7.325 Ratings
Ad forecasting and optimization00 Ratings7.524 Ratings
Best Alternatives
Adobe Audience ManagerGoogle Marketing Platform
Small Businesses
DBeaver
DBeaver
Score 9.2 out of 10
Google Ad Manager
Google Ad Manager
Score 8.7 out of 10
Medium-sized Companies
DBeaver
DBeaver
Score 9.2 out of 10
The Trade Desk
The Trade Desk
Score 7.0 out of 10
Enterprises
DBeaver
DBeaver
Score 9.2 out of 10
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.5 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Adobe Audience ManagerGoogle Marketing Platform
Likelihood to Recommend
8.4
(16 ratings)
7.4
(44 ratings)
Likelihood to Renew
-
(0 ratings)
8.0
(13 ratings)
Usability
8.5
(10 ratings)
8.0
(2 ratings)
Support Rating
7.8
(10 ratings)
9.0
(8 ratings)
Online Training
-
(0 ratings)
8.0
(1 ratings)
Implementation Rating
-
(0 ratings)
6.0
(4 ratings)
User Testimonials
Adobe Audience ManagerGoogle Marketing Platform
Likelihood to Recommend
Adobe
If you are already using multiple other pieces of the Adobe Experience Cloud stack, adobe audience manager is an easy choice. It allows for quick and easy data activation for your first and potentially brokered 2nd party data. However this product will likely be absorbed into the adobe experience platform (AEP) soon. In the end I would wait to see where adobe is truly headed with this product before investing heavily without additional heavy adobe investments.
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Google
I feel pretty neutral about Google Marketing Platform. For the longest time, my company wasn't using it because each of the features (Data Studio, Analytics, etc.) could be accessed separately. In fact, most of the time, I don't even go into Google Marketing Platform because it's easier to directly navigate to the individual platforms. There are very few features about GMP that can only be accessed from the GMP UI. The Integrations Center is probably the main feature I utilize from the GMP UI, which allows me to see a summary of the integrations I have in place across all my client properties and accounts.
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Pros
Adobe
  • We are able to generate reports that provide valuable insights into potential customer behavior, allowing us to better focus our marketing efforts.
  • By allowing us to understand who are key audiences are and how they overlap with other brands and products, AAM allows us to get a fuller picture of how we should target our audience.
  • Reporting in AAM is wonderful in that it is easy to understand and exportable. The use of graphics and updates make it easier to share insights with various team members--even those with minimum experience in marketing and analytics.
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Google
  • Bringing together data from multiple channels and engines and allows you to visualize the data in an easy to use platform. This saves time from using multiple logins for the different platforms.
  • Auto bidding tools save time from manual bidding, as it allows you to set the specific terms around what levels you want to cap your CPCs at. You then let DoubleClick adjust your bids to gain the most conversions from the cheapest CPCs. This frees up time to do other in-depth analysis and strategy.
  • DoubleClick also has the ability to track conversions and clicks on any page using their floodlight tags. This is good for tracking certain actions on yours or a client's site and is especially good if they do not use any other tools, such as Google Analytics or Adobe, to track conversions and user actions on site. You can also use these in conjunction with the auto bidding tools.
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Cons
Adobe
  • Biggest challenge we faced is teaching the use of it to our employees how to use it. The UI Should be easy and to understand for all fields.
  • The AdWords integration is not easy to do.
  • UI is sometimes slow and doesn't load Analyticals for more than 24 hours.
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Google
  • The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
  • Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.
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Likelihood to Renew
Adobe
No answers on this topic
Google
Due to its adapting behavior with industry ad formats and seamless integration with publishers and DSP's, I don't see myself moving away from DCM. As we see the display advertising is getting more programatic and automated due to the rise of DSP and concept of RTB, Double Click has evolved with new advanced best practices
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Usability
Adobe
Overall usability is great, as are most of Adobe's software. Maybe a UI refresh could make it a bit easier to do advanced functions or reporting but, overall, it works very well. This is something you take for granted with Adobe solutions because when you try another vendor you realize how bad it can be.
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Google
The Doubleclick interface is easy and simple to get a hang of. The options are slightly limited compared to other DSPs. But, for a simple campaign, this is a great DSP to move forward with. They have a ton of data and can plug into a lot of different partners
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Support Rating
Adobe
AAM has good support, but the support is not as available, due to waiting time and queue. The instructions presented are available, but it navigation is not easy between pages. However, instructions are usually direct and straightforward, but any underlying thoughts or questions won’t be easily answered without support from their service.
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Google
They do not have strong support team. It is tough to get answer when I need it. They always refer you to an online guide and not an actual person. If so, the person is based out of an offshore team in India and does not know the specific client goals .
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Implementation Rating
Adobe
No answers on this topic
Google
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered
Adobe
I personally like the Adobe Audience Manager interface and it's easier to use for beginners. It also has some features that Google does not, nor do its other competitors. It is worth the money and time spent, overall. I feel like it gives a bigger and more in-depth picture to our company's audience than other programs.
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Google
Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account optimizations. Besides, Marin is behind all the new features available on AdWords, which makes the tracking also not very flexible.
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Return on Investment
Adobe
  • Overall a Positive Return for Business who go All in on the Adobe Stack
  • Solid work for brokering and anonymously sharing data between first and second parties
  • The death of TRUE 3rd party data has lessened the effectiveness of all DMPs
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Google
  • DS3 has improved ROI considerably due to its ability to make the work of a team of digital marketers to go further and improving internal efficiency.
  • There is a notable improvement in account performance for those integrated with DoubleClick as opposed to not, with better tracking, new bid strategy options, and a more responsive interface.
  • The additional fee on top of media spend is a considerable expense for a large advertiser, but the necessity of a product/solution such as this means that there is always likely to be some comparative cost.
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ScreenShots