AppNexus vs. Drawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
AppNexus
Score 6.8 out of 10
N/A
AppNexus AppNexus offers online auction infrastructure and technology for data management, optimization, financial clearing and support for directly negotiated advertising campaigns. It integrates with advertising sources including Google's DoubleClick, Microsoft's AdECN, and aggregators.[3]N/A
Drawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Score 6.6 out of 10
N/A
Drawbridge offers their eponymous cross-device advertising platform, with notable analytic features.N/A
Pricing
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
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
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Top Pros

No answers on this topic

Top Cons
Features
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
AppNexus
8.5
8 Ratings
11% above category average
Drawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
4.0
1 Ratings
62% below category average
Data Transfer8.06 Ratings4.01 Ratings
DSP integration9.08 Ratings00 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
AppNexus
8.0
8 Ratings
1% above category average
Drawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
3.8
1 Ratings
70% below category average
Ad campaign creation8.08 Ratings6.01 Ratings
Ad deployment9.07 Ratings3.01 Ratings
Display advertising7.07 Ratings2.01 Ratings
Ad display and retargeting segmentation8.07 Ratings3.01 Ratings
Sequence targeting8.07 Ratings5.01 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
AppNexus
8.1
9 Ratings
4% above category average
Drawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
2.5
1 Ratings
103% below category average
Ad dashboards9.09 Ratings2.01 Ratings
Ad performance reports7.09 Ratings3.01 Ratings
Ad conversion tracking8.08 Ratings4.01 Ratings
Ad attribution reporting8.08 Ratings1.01 Ratings
Cross-channel ad management9.08 Ratings2.01 Ratings
Ad forecasting and optimization8.08 Ratings3.01 Ratings
Best Alternatives
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Small Businesses
Google Ad Manager
Google Ad Manager
Score 8.7 out of 10
Google Ad Manager
Google Ad Manager
Score 8.7 out of 10
Medium-sized Companies
The Trade Desk
The Trade Desk
Score 7.0 out of 10
The Trade Desk
The Trade Desk
Score 7.0 out of 10
Enterprises
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.5 out of 10
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.5 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Likelihood to Recommend
8.0
(16 ratings)
2.0
(1 ratings)
Likelihood to Renew
4.0
(6 ratings)
-
(0 ratings)
Usability
5.0
(2 ratings)
-
(0 ratings)
Availability
10.0
(2 ratings)
-
(0 ratings)
Performance
10.0
(2 ratings)
-
(0 ratings)
Support Rating
6.0
(2 ratings)
-
(0 ratings)
Online Training
2.0
(1 ratings)
-
(0 ratings)
Implementation Rating
5.0
(2 ratings)
-
(0 ratings)
Configurability
5.0
(1 ratings)
-
(0 ratings)
Ease of integration
5.0
(1 ratings)
-
(0 ratings)
Product Scalability
5.0
(1 ratings)
-
(0 ratings)
Vendor post-sale
6.0
(1 ratings)
-
(0 ratings)
Vendor pre-sale
4.0
(1 ratings)
-
(0 ratings)
User Testimonials
AppNexusDrawbridge (acquired by LinkedIn,incorporated into LinkedIn Marketing Solutions)
Likelihood to Recommend
AppNexus
Appnexus is specifically well suited for CTV campaigns. They have the full technology stack to help you scale campaigns in any format, whether you need a lot of volume in traditional formats like banners and interstitials or if you need high-impact formats like video and other alternatives. Appnexus has a very strong set of unique publishers which makes it a great DSP for branding campaigns.
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LinkedIn
It is well suited for small, targeted advertisements. I see this happening on a large scale and it is difficult to keep departments/groups/units separate from the individual, so incorrect, inappropriate, or just wrong recommendations are made all the time. The scale of your project I think determines whether this will be useful. A team under ~30/40 people, should work great. Larger than that and wires will be crossed, quality will plummet, and expectations will not be met.
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Pros
AppNexus
  • As per my experience they have strong support personnel. Solving the issues as and when required.
  • We can solve certain issues like campaign performance, inventory optimization and more with the help of AppNexus wiki. We get all the required information in the Wiki itself.
  • They have given the right platform to both buyers and sellers to workout and meet their digital marketing needs and goals.
Read full review
LinkedIn
  • tracks browsing habits
  • makes personalized recommendations
  • tracks online activity
Read full review
Cons
AppNexus
  • The platform is incredibly complex and requires a great deal of understanding of how the platform works that caught us by surprise.
  • The wiki is not enough and when we resorted to reaching out to AppNexus it was a nuisance of having several emails going back and forth.
  • No phone support is offered which would have made several things easier than exchanging confusing emails.
  • Video inventory is still not implemented.
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LinkedIn
  • well, it's tracking you, so that's a problem
  • IoT - connected to all smart devices
  • user interface is only for advanced users
  • can give incorrect and inappropriate links for setting
  • difficult to control broad settings
  • terrible customer support (what do you expect from LinkedIN)
Read full review
Likelihood to Renew
AppNexus
I love almost everything about AppNexus because I feel like the user data is easy to track because of the identifiers, you can see which adverts got clicked and which were ignored. We can track the location of the ad on the page fold and this makes it so much easier for future campaigns. The only thing I don't like is that the data is only kept for a year, and I'd like it for a longer period of time
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LinkedIn
No answers on this topic
Usability
AppNexus
Because I think the interface is kind of confusing at the beginning and it confuses you a lot.
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LinkedIn
No answers on this topic
Reliability and Availability
AppNexus
I've never had any problems with appnexus - the software is always available
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LinkedIn
No answers on this topic
Performance
AppNexus
Yes, everything works great in that sense
Read full review
LinkedIn
No answers on this topic
Support Rating
AppNexus
Because the support team does give you support, they take 24hrs to get back to you but once they open a ticket they focus on resolving the issue for you. My only problem is that you don't have a specific account representative assigned to you.
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LinkedIn
No answers on this topic
Online Training
AppNexus
Online training are not user friendly and not easy to understand
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LinkedIn
No answers on this topic
Alternatives Considered
AppNexus
The TTD platform seems to have better CTV/OLV inventory, so that is typically preferred over AppNexus (APN). Usually, if clients have an internal desk, they will use TTD, which can often lead to us bidding against them, which is also another benefit of running campaigns within AppNexus (APN). Google DSP is typically used to increase the scale for display and build larger re-messaging pools.
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LinkedIn
In hindsight, I wish we had picked any of the other options. Drawbridge is a letdown in cost, user ability, quality of service, and support. Though I have limited experience with the other software mentioned, they surely would not have been such a letdown - in so many areas, as Drawbridge is.
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Scalability
AppNexus
Because it's a great DSP but not the best
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LinkedIn
No answers on this topic
Return on Investment
AppNexus
  • The 1 USD audit fee makes it very hard to A/B test creatives and improve performance, hurting ROI.
  • We have been able to reach some users that we weren't able to get before, increasing spending, which is good for ROI.
  • We can run campaigns on TV, which is a big boost for the business, and very ROI positive.
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LinkedIn
  • Troubleshooting
  • no ROI as too much troubleshooting goes into each project
  • did not synchronize teams' needs
  • poor user interface
  • waste of time
Read full review
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