Adobe Media Optimizer

27 Ratings
Score 7 out of 101

Criteo Dynamic Retargeting

22 Ratings
Score 7.2 out of 101

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Likelihood to Recommend

Adobe Media Optimizer

I think it is good to keep in mind the type of business application you have in mind when selecting Media Optimizer for your company. For us, as an agency, it makes sense for us to utilize the reporting and paid search optimizing portions for our clients as we manage over 300+ clients PPC campaigns. With this tool it is possible to set up campaigns easily and as long as the parameters are set correctly within the portfolio, there is a great opportunity for the tool to do its job and use the simulation/modeling process to run and grow a paid search campaign with ease of human interaction.
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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 Media Optimizer
Criteo Dynamic Retargeting
2.0
Data Transfer
Adobe Media Optimizer
Criteo Dynamic Retargeting
3.0
DSP integration
Adobe Media Optimizer
Criteo Dynamic Retargeting
1.0

Ad Campaigns

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

Ad Reporting & Analytics

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

Pros

  • The implementation process is very streamlined as far as single site implementation. Once installed and your desired tracking metrics are rolling in. It is easy for you to build your portfolios to be modeled to achieve these goals and do it in the most efficient way.
  • The reporting aspect of the program also is one of its greatest benefits. No longer do you have to base the success of a paid search campaign on blurry metrics like CTR and SERP rankings. Media optimizer gives you the ability to track complete conversions all the way back to the paid ad that resulted in conversion, as well as the keyword that was searched.
  • Before the actual optimization process begins, and the dollars start being spent, there is a period of learning for the tool that allows it to conduct hypothetical, but statistical based modeling that allows you to see what sort of optimization to expect before turning on the tool and spending actual budget.
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  • Dynamic Creative - The dynamic ads pull in our product feed on a daily, real-time basis. We can retarget users who have visited the client's site and browsed several products but then left without making a purchase. The dynamic ads technology will pull those products a user has viewed straight off our feed and place their images, price and more details right into the display ad. It's a great way to remind a user "Hey, you we're just checking this product out. We know you're interested. Come back and buy it!"
  • Optimizes against clicks, not views - Other retargeting platforms will optimize based on views to a display ad and post-view purchases. While there is a lot to be said to the credit an exposure without a click has in the purchase funnel, an actual click on an ad will always be more valuable as it shows a higher level of user engagement. Criteo optimizes based on the clicks, which in turn targets a more qualified audience for our client.
  • 24-hr lookback window - Criteo's standard window is for post-view conversions in 24 hours. This is a very short amount of time which ads more relevancy to the "view" of the ad. Many other platforms, including Google, default to a 30 day window. A lot of clients have trouble grasping how if someone was shown an ad a month ago that it actually had a real impact on their decision to purchase. The 24-hour window Criteo uses makes the post-view purchase seem more tangible and relevant.
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Cons

  • Initial code implementation can be difficult, depending on the size and style of the website you are trying to implement it on. Use of the new Adobe Dynamic Tag Manager can make this project significantly easier.
  • We experienced difficulty initially when we were hard coding the javascript onto the site while others were making website changes and this sometimes resulted in data inaccuracies.
  • The process from inception to actually getting your website actually up and running with the optimizer engine can be lengthy, especially when doing several sites concurrently. For smaller applications I can see this taking a much shorter time frame, but can be quite time consuming for multiple websites.
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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 Media Optimizer1.8
Based on 2 answers
It has performed well above our expectations and has given us the time we'd be better off spending on building new strategies and customer development, over manual PPC campaign management. The ROI far exceeds what we could have promised on our own with many clients and we wouldn't want to give up that kind of almost guaranteed ROI for our clients.
Jay Corcoran profile photo
Criteo Dynamic Retargeting10.0
Based on 1 answer
Criteo is the only remarketing firm worth using for a retailer, in my opinion.
Joe Preston profile photo

Usability

Adobe Media Optimizer9.0
Based on 1 answer
It definitely takes some instruction to get to be able to use the system. One would struggle trying to get it to work without any previous experience with it. If you are famailiar with the interface it is actually quite fast and easy to maneuver around.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Support

Adobe Media Optimizer7.2
Based on 2 answers
Customer support is very hands on and the Adobe team pulls from what ever department of expertise to get the problems solve quickly and efficiently
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Implementation

Adobe Media Optimizer8.0
Based on 1 answer
It was difficult initially, but the implementation of the Dynamic Tag Manager was a big help and timesaver.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Alternatives Considered

We have only gone with the Adobe Media Optimizer, as it seemed the most appropriate tool for what we wanted to use it for and offered an optimization tool as well as a reporting platform that others didn't. We took into account the abilities of Marin software and Navis, but none could offer the benefits that AMO could
Jay Corcoran profile photo
Criteo is easier to get up and running, and provides a better user experience on their dashboard, but the product comes at a premium. Compared to other, similar retargeting tools, Criteo was more expensive. We used Criteo for over a year, but ultimately paused our campaigns to work on a less expensive platform with more control over our ads and network.
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Return on Investment

  • We have seen 12:1 ROI in some clients within the first 3 weeks of being up and live on the service. This is where you can go in and adjust portfolio objectives and make changes accordingly.
  • It has freed up a lot of time that we had previously spent manually monitoring and managing individual paid search accounts. While a lot of that time is still spent with the accounts, it is spent in AMO, checking and adjusting portfolio goals and weighting objectives to achieve maximum benefit.
  • It is important to make sure to allow AMO to take time to learn, and make sure that it is receiving enough information to learn and make decisions properly. We've found that slower moving PPC account that don't receive tons of traffic often need to utilize secondary objectives in their portfolios to "feed" the system enough info to learn and act.
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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.
Joe Preston profile photo

Screenshots

Adobe Media Optimizer
Criteo Dynamic Retargeting

Pricing Details

Adobe Media Optimizer

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

Adobe Media Optimizer 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