Adobe Media Optimizer

27 Ratings
Score 7 out of 101

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Likelihood to Recommend

Adobe Media Optimizer

If you don't have a data science department to figure it out, Adobe Media Optimizer could be a good fit.
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Google Marketing Platform (formerly DoubleClick)

From my experience, DoubleClick is the best tool out there for ad serving and third party reporting. As mentioned previously, I don't think DoubleClick is the best tool for attribution currently. However, I think it has made some strides recently in improving its verification product. Lastly, while I am not focused in SEM, the SEM team at my company feels that Kenshoo is a better product for SEM ad serving.
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Feature Rating Comparison

Ad Network Integration

Adobe Media Optimizer
Google Marketing Platform (formerly DoubleClick)
8.4
Data Transfer
Adobe Media Optimizer
Google Marketing Platform (formerly DoubleClick)
8.5
DSP integration
Adobe Media Optimizer
Google Marketing Platform (formerly DoubleClick)
8.4

Ad Campaigns

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

Ad Reporting & Analytics

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

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.
Jay Corcoran profile photo
  • Bid strategies based on a variety of goals for automated bidding.
  • Bid rules to automate bidding for lower volume campaigns.
  • Centralized reporting with all engines available in one UI.
Dana Berardi profile photo

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.
Jay Corcoran profile photo
  • Double Click needs to give direct access to the small advertisers and agencies rather than small players getting access only through resellers.
  • The pricing model should be only based on impression volume or CPM not with respect to the type or size of creative you serve. This is a huge pain in the neck when a client or advertiser really needs to move forward with new formats or size of creatives and they have to redo their math on platform fee/spend level. Hence it is a simple case of cost-benefit analysis.
  • The UI of trafficking needs to be a little more tidy rather making it complex and comprehensive.
  • Also, the support for direct advertisers, small agencies or client's needs improvement. Rather, than all these small players going to the support team of resellers, they need to have a direct touch point access from Google itself.
  • For example, I reached out directly to the sales team of Double Click as a representative from my agency, where I needed to move away from my reseller rather to have the direct Double Click access, I never received a response from Google back on the request.
Namit Narain profile photo

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
Google Marketing Platform (formerly DoubleClick)8.0
Based on 13 answers
They are a strong partner. That being said, 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 .
No photo available

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
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
No photo available

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
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
No photo available

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
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
No photo available

Alternatives Considered

I think it's a good way to automate and take more control during the digital advertising process.You can have access to a lot of data, spreadsheets and statistics, but that is difficult to manage at the beginning.
Benjamin Cornejo profile photo
I believe that DoubeClick is the best third-party ad server that I've used in the trafficking space. Although I did have a few years of experience using Flashtalking and Atlas, I'd prefer DCM. In my opinion the custom conversion and attribution models in DCM allow you to provide more granular media metrics in reporting
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Return on Investment

  • Increase in the margins of spending and profit.
  • Allows us to make decisions based on statistics and percentages given by the simulations and not in simple intuitions or advice from third parties.
Benjamin Cornejo profile photo
  • Most clients that we use DCM for don't have a direct ROI we can use as a basis for as that is internal data. When measuring if the platform makes sense I think you have to look at media display dollars spent and if you want to ensure that client their dollars are being tracked and monitored accurately.
No photo available

Pricing Details

Adobe Media Optimizer

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