Google Campaign Manager 360 vs. OpenAsset

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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If you tag your items with keywords correctly, it is a great resource for quickly finding the digital assets you want. I had meticulously gone through all of our digital assets adding keywords for several categories which made searching for specific items very quick and easy, as well as relevant. OpenAsset is also great for automating the creation of PowerPoint presentations and data sheets. It is a project-based software meaning it works best for those in the AEC industry that sort and store digital assets based on the projects to which they are associated. If you are in a marketing firm or other non-project-based business model then another DAM system would likely work better for you.

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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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• Automated PowerPoint presentations
• Automated data sheet generation
• Searching for digital assets based on keywords, project types, location, and personnel
• Maintaining albums for quick access to the most used project digital assets.

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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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• You can create an album to share with those outside of your firm, but the only way to do this is to download files into a zip file. This is antiquated thinking. It would be much better if you could create an album that would generate a temporary web page that anyone outside of the organization could view by clicking on a link.
• There are a number of legacy items that are no longer functional. OpenAsset needs to either make these functional or remove the options.

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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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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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I have evaluated MediaValet on a couple of occasions. It is a much more budget-friendly system that is not necessarily project-specific in its architecture. It is much more general in nature in the industries it can target. OpenAsset's integration with Deltek Vantagepoint is a big selling point if you have both of those applications. If you don't have Vantagepoint, MediaValet might be a good alternative to consider.

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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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• Made the creation of PowerPoint presentations and data sheets much quicker and easier
• Allows for customization of keywords for different user groups.
• Doesn't offer any useful reporting. We wanted it to tell us things like how often a particular image or project was referenced. It can't do that.
• Easy uploading and tagging system.
• Using the DAM as a liaison for populate the website with information from our CRM helped maintain consistency across channels.

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