25 Ratings
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Score 7.9 out of 101
152 Ratings
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Score 8 out of 101

Likelihood to Recommend

AppNexus

AppNexus is generally well suited for the majority of display campaigns, and is more limited (at this time) for mobile. CPC campaigns for both display and mobile is typically limited. The platform is better suited for CPM campaigns
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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

Ad Network Integration

AppNexus
3.3
Google Marketing Platform (formerly DoubleClick)
8.3
Data Transfer
AppNexus
3.0
Google Marketing Platform (formerly DoubleClick)
8.4
DSP integration
AppNexus
3.6
Google Marketing Platform (formerly DoubleClick)
8.3

Ad Campaigns

AppNexus
5.1
Google Marketing Platform (formerly DoubleClick)
8.1
Ad campaign creation
AppNexus
5.3
Google Marketing Platform (formerly DoubleClick)
7.9
Ad deployment
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.1
Display advertising
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.1
Ad display and retargeting segmentation
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
7.8
Sequence targeting
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.3

Ad Reporting & Analytics

AppNexus
5.3
Google Marketing Platform (formerly DoubleClick)
7.8
Ad dashboards
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
7.4
Ad performance reports
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.0
Ad conversion tracking
AppNexus
4.5
Google Marketing Platform (formerly DoubleClick)
8.6
Ad attribution reporting
AppNexus
4.5
Google Marketing Platform (formerly DoubleClick)
7.9
Cross-channel ad management
AppNexus
4.6
Google Marketing Platform (formerly DoubleClick)
7.5
Ad forecasting and optimization
AppNexus
8.0
Google Marketing Platform (formerly DoubleClick)
7.5

Pros

AppNexus

  • Inventory - Clear ways to define journals, dating methods and unique identifiers
  • Data is curated to make everything as useful as possible - you can see what makes people click and what doesn't
  • You can easily match IDs to see which pages were browsed, which were clicked and to figure out which ads the user has or has not seen
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Google Marketing Platform (formerly DoubleClick)

  • I'm able to drill down to the exact link and click of the ad.
  • Review performance by day and time
  • Able to spot click fraud
  • Able to exclude poor performing sites.
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Cons

AppNexus

  • Data is only stored for a year, I'd like to see longer result storage
  • Sometimes it get confusing to find things based on the website organization
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Google Marketing Platform (formerly DoubleClick)

  • A lot of bugs, setting up ads doesn't work sometimes.
  • Some tracking options aren't available.
  • Updating an ad is a long and tedious process.
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Likelihood to Renew

AppNexus

AppNexus 4.0
Based on 6 answers
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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Google Marketing Platform (formerly DoubleClick)

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 .
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Usability

AppNexus

AppNexus 5.0
Based on 2 answers
Because I think the interface is kind of confusing at the beginning and it confuses you a lot.
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Google Marketing Platform (formerly DoubleClick)

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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Reliability and Availability

AppNexus

AppNexus 10.0
Based on 1 answer
I've never had any problems with appnexus - the software is always available
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Google Marketing Platform (formerly DoubleClick)

No score
No answers yet
No answers on this topic

Performance

AppNexus

AppNexus 10.0
Based on 1 answer
Yes, everything works great in that sense
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Google Marketing Platform (formerly DoubleClick)

No score
No answers yet
No answers on this topic

Support

AppNexus

AppNexus 6.0
Based on 1 answer
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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Google Marketing Platform (formerly DoubleClick)

Google Marketing Platform (formerly DoubleClick) 5.7
Based on 3 answers
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 .
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Online Training

AppNexus

AppNexus 2.0
Based on 1 answer
Online training are not user friendly and not easy to understand
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Google Marketing Platform (formerly DoubleClick)

Google Marketing Platform (formerly DoubleClick) 8.0
Based on 1 answer
No answer on this topic is available.

Implementation

AppNexus

AppNexus 5.0
Based on 1 answer
No answer on this topic is available.

Google Marketing Platform (formerly DoubleClick)

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

AppNexus

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Google Marketing Platform (formerly DoubleClick)

MediaMind. DoubleClick seems to be way ahead of the curve on all fronts.
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Scalability

AppNexus

AppNexus 5.0
Based on 1 answer
Because it's a great DSP but not the best
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Google Marketing Platform (formerly DoubleClick)

No score
No answers yet
No answers on this topic

Return on Investment

AppNexus

  • Allowed us to create better strategoies for clients besides buying directly with Publishers
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Google Marketing Platform (formerly DoubleClick)

  • We were able to complex campaigns where we had to run big campaigns for top clients.
  • The ability to report efficiently
  • Able to track desktop conversions
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Pricing Details

AppNexus

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

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