Factiva vs. Google Campaign Manager 360

A large part of our work depends on the ability to source quality media content from a breadth of dependable sources globally. This is Factiva's bread and butter: it has a very comprehensive list of 'quality' media sources such as nationals, dailies, business journals and magazines from around the world that are easily mined for the content they hold. If you're thinking about anything other than these 'traditional' media sources then Factiva probably isn't your thing. It doesn't do social media.

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I feel pretty neutral about Google Marketing Platform. For the longest time, my company wasn't using it because each of the features (Data Studio, Analytics, etc.) could be accessed separately. In fact, most of the time, I don't even go into Google Marketing Platform because it's easier to directly navigate to the individual platforms. There are very few features about GMP that can only be accessed from the GMP UI. The Integrations Center is probably the main feature I utilize from the GMP UI, which allows me to see a summary of the integrations I have in place across all my client properties and accounts.

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• Factiva offers excellent search builders so that I am able to narrow my search to specific companies or topics very easily.
• Factiva combines a large number of credible sources into one place and allows me to search all of these sources.
• Factiva's use of timestamps helps me understand when the news was known by the market which allows me to analyze how (if at all) that particular piece of news impacted the company's stock price.
• Provides an excellent starting place for learning about a company and/or industry.

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• Bringing together data from multiple channels and engines and allows you to visualize the data in an easy to use platform. This saves time from using multiple logins for the different platforms.
• Auto bidding tools save time from manual bidding, as it allows you to set the specific terms around what levels you want to cap your CPCs at. You then let DoubleClick adjust your bids to gain the most conversions from the cheapest CPCs. This frees up time to do other in-depth analysis and strategy.
• DoubleClick also has the ability to track conversions and clicks on any page using their floodlight tags. This is good for tracking certain actions on yours or a client's site and is especially good if they do not use any other tools, such as Google Analytics or Adobe, to track conversions and user actions on site. You can also use these in conjunction with the auto bidding tools.

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• The UX leaves room to be desired
• There are often repetitive entries
• The functionality can be confusing

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• The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
• Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.

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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

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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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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I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS

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At the time, Factiva was already being used by the company I worked for - they had developed procedures specifically for using Factiva, so there wasn't really an option. I've used Lexis, Westlaw and Bloomberg exclusively for legal research, so there wasn't really an overlap with Factiva.

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Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account optimizations. Besides, Marin is behind all the new features available on AdWords, which makes the tracking also not very flexible.

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• DS3 has improved ROI considerably due to its ability to make the work of a team of digital marketers to go further and improving internal efficiency.
• There is a notable improvement in account performance for those integrated with DoubleClick as opposed to not, with better tracking, new bid strategy options, and a more responsive interface.
• The additional fee on top of media spend is a considerable expense for a large advertiser, but the necessity of a product/solution such as this means that there is always likely to be some comparative cost.

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A de minimis incentive was given to thank the reviewer for their time. The incentive was not used to bias or drive a particular response, nor was the incentive contingent on a positive endorsement. More Info