AppNexus

25 Ratings
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Score 8 out of 101

Google Marketing Platform (formerly DoubleClick)

146 Ratings
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Score 7.9 out of 101

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Likelihood to Recommend

AppNexus

Yieldex is well suited when you want to analyze yield. Gone are the days when people asked me for new reports and I turned them away. I can always create a new report quickly. However, it does not generate nice looking charts for you. You still need to download the report and create charts yourself.
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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)
8.4
Data Transfer
AppNexus
3.0
Google Marketing Platform (formerly DoubleClick)
8.5
DSP integration
AppNexus
3.6
Google Marketing Platform (formerly DoubleClick)
8.4

Ad Campaigns

AppNexus
5.1
Google Marketing Platform (formerly DoubleClick)
8.4
Ad campaign creation
AppNexus
5.4
Google Marketing Platform (formerly DoubleClick)
8.4
Ad deployment
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.5
Display advertising
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.4
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)
9.0

Ad Reporting & Analytics

AppNexus
5.2
Google Marketing Platform (formerly DoubleClick)
8.3
Ad dashboards
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
7.9
Ad performance reports
AppNexus
5.0
Google Marketing Platform (formerly DoubleClick)
8.5
Ad conversion tracking
AppNexus
4.5
Google Marketing Platform (formerly DoubleClick)
9.3
Ad attribution reporting
AppNexus
4.5
Google Marketing Platform (formerly DoubleClick)
8.3
Cross-channel ad management
AppNexus
4.6
Google Marketing Platform (formerly DoubleClick)
7.7
Ad forecasting and optimization
AppNexus
8.0
Google Marketing Platform (formerly DoubleClick)
8.1

Pros

  • Yieldex's unique capability to report metrics by section and DMA
  • Yieldex's superior forecasting capability
  • Yieldex's powerful reporting platform -- it is like a pivot talbe of DFP reporting
  • Yieldex's capability to track Salesperson Performance
Kevin Yip profile photo
  • Trafficking of banners are easy and simple. It involves a little bit of technical knowledge but those challenges can be resolved over a period of time. It also helped me to add click trackers on specific emails and outbound links for an ad campaign.
  • Double Click Studio helped us to create and traffic rich media, video, and expandable creatives. DCM and Double Click Studio are seamlessly integrated, hence it is easy for a creative team to pick up with the technology.
  • Implementing FloodLight Container Tags and Reporting is so easy that it helped us to derive attribution models for our clients. Again setting up proper conversion tracking and attribution models in this tools is simple and easy. You can place as many third party publisher conversion pixels as you want in FloodLight containers.
  • Also, since it is a Google Product - hence the technology is always updated, with new industry methods of Display advertising. The tool is not a laggard rather it adopts really quick, keeping IAB standards into consideration.
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Cons

  • Reporting -- reporting is slow, and requires pulling a separate report for each topic.
  • Creative auditing -- creative auditing is inconsistent. Sometimes an ad that failed audit can be pushed through audit again and pass without any changes being made.
  • Searching for campaigns -- searching for campaigns is cumbersome and oftentimes needs to be done manually at the advertiser level (rather than using the search box that appears at all times)
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  • 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.
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Likelihood to Renew

AppNexus4.0
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)8.0
Based on 13 answers
Due to its adapting behavior with industry ad formats and seamless integration with publishers and DSP's, I don't see myself moving away from DCM. As we see the display advertising is getting more programatic and automated due to the rise of DSP and concept of RTB, Double Click has evolved with new advanced best practices
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Usability

AppNexus5.0
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)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

AppNexus10.0
Based on 1 answer
I've never had any problems with appnexus - the software is always available
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No score
No answers yet
No answers on this topic

Performance

AppNexus10.0
Based on 1 answer
Yes, everything works great in that sense
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No score
No answers yet
No answers on this topic

Support

AppNexus6.0
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)5.7
Based on 3 answers
The customer service team is understaffed and not equipped to handle the number of clients
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Online Training

AppNexus2.0
Based on 1 answer
Online training are not user friendly and not easy to understand
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Google Marketing Platform (formerly DoubleClick)8.0
Based on 1 answer
No answer on this topic is available.

Implementation

AppNexus5.0
Based on 1 answer
No answer on this topic is available.
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

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We evaluated multiple other tools such as Atlax, OpenX, AdRoll, and PointRoll. We picked up Double Click for multiple reason - 1. Creative Control and Creative Insights 2. Centralized Management of Campaigns and 3. Data Ownership. Double Click stood on par with other products out there in the market
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Scalability

AppNexus5.0
Based on 1 answer
Because it's a great DSP but not the best
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No score
No answers yet
No answers on this topic

Return on Investment

  • the more product offerings AppNexus develops, the more we can use it and streamline our process (creates better efficiency by keeping us in one platform, rather than needing to switch back and forth between several)
  • quick snapshot reporting (imps, clicks, conversions) saves us time and makes information more readily available for ad-hoc advertiser inquiries
  • the transparency of AppNexus allows us to be able to provide more honest information about where the ads ran, how much they cost, etc.
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  • Double Click definitely increased our team efficiency, where our team was quick in adapting the tool and learning more about the display trafficking.
  • Secondly it made my life easy where most of the publishers do work on DCM for Publishers and it made the tags implementation and exchange easy.
  • It met our client goals as an agency to move really quick in the market with their display ads, hence having a quick go to market strategy.
  • Amazing reporting capabilities made our clients strong believers on the numbers we provided on tactics in the market.
Namit Narain profile photo

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