Adobe Marketing Cloud

82 Ratings
Score 7.9 out of 101

Criteo Dynamic Retargeting

22 Ratings
Score 7.2 out of 101

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Likelihood to Recommend

Adobe Marketing Cloud

If you have a rather large budget and/or several clients to take advantage of the AMC, you would likely benefit from its all-in-one solutions. There are a myriad of excellent tools for digital marketing professionals to take advantage of within the suite, and creating a campaign becomes much more manageable for collaboration and execution through to reporting thanks to the suite's vertically integrated nature.
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Criteo Dynamic Retargeting

If cost is no object, Criteo certainly offers a top-notch customer service experience, and little-to-no time investment to manage the platform. For a company without a dedicated ads team, Criteo could be a good option since the platform does most of the legwork for you. Also, cost may depend on industry, so other customers may find a different cost situation than we found.
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Feature Rating Comparison

Ad Network Integration

Adobe Marketing Cloud
Criteo Dynamic Retargeting
2.0
Data Transfer
Adobe Marketing Cloud
Criteo Dynamic Retargeting
3.0
DSP integration
Adobe Marketing Cloud
Criteo Dynamic Retargeting
1.0

Ad Campaigns

Adobe Marketing Cloud
Criteo Dynamic Retargeting
9.0
Ad campaign creation
Adobe Marketing Cloud
Criteo Dynamic Retargeting
9.4
Ad deployment
Adobe Marketing Cloud
Criteo Dynamic Retargeting
9.4
Display advertising
Adobe Marketing Cloud
Criteo Dynamic Retargeting
7.9
Ad display and retargeting segmentation
Adobe Marketing Cloud
Criteo Dynamic Retargeting
9.0

Ad Reporting & Analytics

Adobe Marketing Cloud
Criteo Dynamic Retargeting
7.3
Ad dashboards
Adobe Marketing Cloud
Criteo Dynamic Retargeting
9.4
Ad performance reports
Adobe Marketing Cloud
Criteo Dynamic Retargeting
7.0
Ad conversion tracking
Adobe Marketing Cloud
Criteo Dynamic Retargeting
6.8
Ad attribution reporting
Adobe Marketing Cloud
Criteo Dynamic Retargeting
6.1
Cross-channel ad management
Adobe Marketing Cloud
Criteo Dynamic Retargeting
8.0
Ad forecasting and optimization
Adobe Marketing Cloud
Criteo Dynamic Retargeting
6.4

Pros

  • Integration with several tools of the Adobe Suite and the main marketing platforms
  • Amazing analytics platform. It enables both simple day-to-day analyses and more robust analyses, with customized models of assignment, anomaly identification features, and others.
  • Customizable. The Marketing Cloud is moldable according to your business needs.
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  • Great interface - easy to understand and train others to use. While some might consider the dashboard too simplistic, I found that the simplicity of the dashboard made it an easy, 5-minute endeavor to go in and tweak bids whenever needed.
  • Good customer service - particularly the set-up team worked very closely with us and was always very responsive. When we were moved over to their existing accounts team, the customer service remained top-notch, and they were quick to proactively point out things we could do to improve our results.
  • Relatively wide display network - our Criteo ads show on a variety of websites; we found that the breadth of the network was nearly as extensive as Google's display network.
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Cons

  • The analytics platform (old Omniture.) Not so friendly. There is a higher learning curve if we compare with other platforms in the segment.
  • Sometimes the integration with Adobe Media Optimization and Analytics has a big delay.
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  • Bid Management - Bid management on the platform is a nightmare. It requires daily monitoring in order to meet both spend and ROI goals. I've never been more frustrated with an ad platform when it comes to managing bids. There is also little to no predictive bid modeling to guide your bid changes. I feel like I am taking a shot in the dark half the time when I make adjustments on my own. Additionally, the smallest change can have a big impact so it's frustrating that there is not more guidance, especially considering this is a self-serve platform.
  • Support - In my experience, the support team has not been very helpful. They seem to confuse goals and offer conflicting advice on a regular basis. It's really frustrating. Last month, over halfway into the month my campaign was underspending drastically. The support team offered bid change suggestions to ramp up spend. This only ruined my ROAS for the month. Even though I had outlined specific spend and ROAS goals, the Criteo team did not seem to understand how to meet both of these simultaneously. I should not have to choose between one or the other with a good platform.
  • Dashboard - The dashboard is confusing and hard to read. It needs to have more customization options. Right now you are limited to the number and type of metrics you can view on the dashboard at one time.
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Likelihood to Renew

Adobe Marketing Cloud6.5
Based on 2 answers
Although a powerful tool, Google Analytics has been catching up in capabilities and is much simpler to use.As analytics move to the spotlight, more sections in a company want to have access to it. However, creating straightforward reports/dashboards and sharing them with different groups is not a strength of Adobe Marketing Cloud.
Rodrigo Domingues profile photo
Criteo Dynamic Retargeting10.0
Based on 1 answer
Criteo is the only remarketing firm worth using for a retailer, in my opinion.
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Alternatives Considered

As an agency, we are vendor agnostic so we typically recommend a tool based on our client's specific needs. Both Google Analytics 360 and Adobe Marketing Cloud are powerful tools, but if a client does not have the appropriate organizational pre-requisites to leverage the outputs, they should not invest in either and focus on that.
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I prefer AdRoll when it comes to retargeting. We selected Criteo due to the client requesting we test it out. Criteo is much harder to manage and to date has provided less than stellar ROAS. Criteo, however, is much better than using the Google Display Network on AdWords. Retargeting through Google was a nightmare to manage (so many inappropriate and irrelevant placements!) and led to very few conversions.
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Return on Investment

  • Provides a substantial savings in software costs.
  • Decreases time spent on projects.
  • Reduces the chance for inconsistency and errors.
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  • Criteo netted out to a sensible ROI gain.
  • Criteo's service was shown to have very little attribution that could also be credited to other marketing channels.
  • Criteo actually produced real conversions in addition to view-through conversions. That is gold.
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Screenshots

Adobe Marketing Cloud
Criteo Dynamic Retargeting

Pricing Details

Adobe Marketing Cloud

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

Adobe Marketing Cloud More Information

Criteo Dynamic Retargeting

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

Criteo Dynamic Retargeting More Information