Adobe Audience Manager

31 Ratings
Score 7.7 out of 101

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Likelihood to Recommend

Adobe Audience Manager

If you feel as though your online presence isn't quite hitting where it should, Adobe Audience Manager (AAM) might provide the insights to help you identify the areas in which it is lacking (the gaps). As a result, you can adjust your approach and optimize your customer interactions. With that said, if you currently deploy software for the analysis of customer data, you should consider whether AAM will add value. I would suggest setting some strategic objectives so that you can ensure that AAM will meet your current and future needs.
Matt LeMaire, B.A., M.A. profile photo

Google Marketing Platform (formerly DoubleClick)

DoubleClick works very well if you are running a search or programmatic campaigns, especially with search campaigns, you are able to consolidate your campaigns from multiple engines and apply its bidding tools to improve your performance and get the greatest amount of conversions for a reasonable CPC. However, these tools are not best suited when it comes to mobile advertising.
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Feature Rating Comparison

Data Collection

Adobe Audience Manager
9.2
Google Marketing Platform (formerly DoubleClick)
Collection of first-party data
Adobe Audience Manager
9.5
Google Marketing Platform (formerly DoubleClick)
Collection of third-party data
Adobe Audience Manager
9.0
Google Marketing Platform (formerly DoubleClick)
Access to Third-party Data Providers
Adobe Audience Manager
9.0
Google Marketing Platform (formerly DoubleClick)

Data Classification

Adobe Audience Manager
8.5
Google Marketing Platform (formerly DoubleClick)
Audience taxonomy
Adobe Audience Manager
8.5
Google Marketing Platform (formerly DoubleClick)
Tag Management
Adobe Audience Manager
8.0
Google Marketing Platform (formerly DoubleClick)
Data Analysis Dashboard
Adobe Audience Manager
9.0
Google Marketing Platform (formerly DoubleClick)

Ad Network Integration

Adobe Audience Manager
8.0
Google Marketing Platform (formerly DoubleClick)
8.4
Data Transfer
Adobe Audience Manager
8.0
Google Marketing Platform (formerly DoubleClick)
8.5
DSP integration
Adobe Audience Manager
8.0
Google Marketing Platform (formerly DoubleClick)
8.4

DMP Analytics

Adobe Audience Manager
8.0
Google Marketing Platform (formerly DoubleClick)
Campaign Analytics
Adobe Audience Manager
7.5
Google Marketing Platform (formerly DoubleClick)
Audience Analytics
Adobe Audience Manager
8.5
Google Marketing Platform (formerly DoubleClick)

Ad Campaigns

Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.4
Ad campaign creation
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.4
Ad deployment
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.5
Display advertising
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.4
Ad display and retargeting segmentation
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
7.8
Sequence targeting
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.9

Ad Reporting & Analytics

Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.3
Ad dashboards
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.0
Ad performance reports
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.5
Ad conversion tracking
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
9.3
Ad attribution reporting
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.3
Cross-channel ad management
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
7.7
Ad forecasting and optimization
Adobe Audience Manager
Google Marketing Platform (formerly DoubleClick)
8.1

Pros

  • 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.
Matt LeMaire, B.A., M.A. profile photo
  • It provides excellent front-end bid manipulation across different marketing accounts which allows you to quickly navigate large amounts of digital marketing administration.
  • You can easily schedule or automate certain repetitive activities, allowing more flexibility in how you work.
  • When the Search product is matched with the Campaign Tracking product it allows for easy generation and manipulation of internal reporting.
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Cons

  • Overall, AAM is a great software but it is also expensive. I would advise those considering it to give time to the trial first before fully committing.
  • Mobile analysis is not all that it's cracked up to be, with an inability to accurate track which mobile stats are unique. This might have changed since we used the mobile analytics.
  • While the insights are great for sharing, training users on how to use AAM can be challenging as it doesn't seem geared to the average user. Perhaps Adobe can provide more robust training tools or suggestions to make this transition smoother.
Matt LeMaire, B.A., M.A. profile photo
  • There are certain segments such as location, demographics etc. that do not properly populate, especially in certain countries in the EU which means you have to revert to other products.
  • It experiences intermittent issues in functionality and accessibility of data, with data sometimes taking a day or so to show up following a sync error or the portal being inaccessible / signing you out.
  • Some of the bid strategies can be a bit opaque in regards to how they're functioning and it can require some trial and practice to get the most out of it.
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Likelihood to Renew

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)8.0
Based on 13 answers
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
Namit Narain profile photo

Usability

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)8.0
Based on 2 answers
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

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)5.7
Based on 3 answers
The customer service team is understaffed and not equipped to handle the number of clients
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Implementation

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)6.0
Based on 2 answers
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered

From a main user standpoint, we selected AAM due to my experience with it and our ability to easily integrate it with our currently system. While we evaluated the other options, it was Adobe's customer service and reputation that ultimately served as an additional reason to deploy AAM instead of other options. I cannot for certain say that it is 100% more effective or useful than the other options, but it has served us well. As with all potential solutions, evaluating what works best in your current environment will inevitably lead you to the right choice.
Matt LeMaire, B.A., M.A. profile photo
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

  • We have seen a near 20% increase in revenue on targeted customers through employing our insights from AAM.
  • We have seen a better understanding by our sales team on how targeted marketing works in addition to the use of cold calling. This has made our sales team more productive and effective in generating and securing new business.
  • We have elevated our marketing discourse in the organization, where marketing was previously relevant but not always front of mind. This has allowed members of the overall team to better understand how we can leverage data and marketing to grow our business.
Matt LeMaire, B.A., M.A. profile photo
  • Double Click definitely increased our team efficiency, where our team was quick in adapting the tool and learning more about the display trafficking.
  • Secondly it made my life easy where most of the publishers do work on DCM for Publishers and it made the tags implementation and exchange easy.
  • It met our client goals as an agency to move really quick in the market with their display ads, hence having a quick go to market strategy.
  • Amazing reporting capabilities made our clients strong believers on the numbers we provided on tactics in the market.
Namit Narain profile photo

Pricing Details

Adobe Audience Manager

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Google Marketing Platform (formerly DoubleClick)

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details