Google Marketing Platform vs. Lotame

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Google Marketing Platform
Score 9.0 out of 10
N/A
Google Marketing Platform (a combination of former DoubleClick advertiser tools and Google Analytics 360 Suite) is a set of tools for marketers to manage their advertising campaigns. DoubleClick was acquired by Google in 2008. It focuses on uploading ads and reporting their performance and also provides forecasting tools to help predict future campaign needs. Bid optimization tools help manage pay-per-click (PPC) campaigns across search engines (e.g. Bing, Google, Yahoo!).N/A
Lotame
Score 8.5 out of 10
N/A
Lotame is the flagship data management platform (DMP) from Lotame Solutions in Columbia, Maryland, billed as a cross-screen DMP that leverages "second-party" data (i.e. first-party data acquired via strategic partners).N/A
Pricing
Google Marketing PlatformLotame
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
Google Marketing PlatformLotame
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
Google Marketing PlatformLotame
Considered Both Products
Google Marketing Platform

No answer on this topic

Lotame
Chose Lotame
We had a list of more than 9 different DMP solutions which we evaluated on different criterias relevant for our business, such as Business Alignement & Pricing, Segment Sharing / Data Selling, 1st Party Data Collection & Storage, 3rd Party Data Integration, Reports / Exports / …
Top Pros
Top Cons
Features
Google Marketing PlatformLotame
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Google Marketing Platform
9.5
28 Ratings
25% above category average
Lotame
6.0
7 Ratings
29% below category average
Data Transfer10.023 Ratings5.06 Ratings
DSP integration9.026 Ratings7.07 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Google Marketing Platform
7.9
32 Ratings
1% above category average
Lotame
-
Ratings
Ad campaign creation8.432 Ratings00 Ratings
Ad deployment8.432 Ratings00 Ratings
Display advertising8.029 Ratings00 Ratings
Ad display and retargeting segmentation7.730 Ratings00 Ratings
Sequence targeting7.023 Ratings00 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Google Marketing Platform
7.2
32 Ratings
8% below category average
Lotame
-
Ratings
Ad dashboards6.730 Ratings00 Ratings
Ad performance reports7.332 Ratings00 Ratings
Ad conversion tracking7.331 Ratings00 Ratings
Ad attribution reporting7.030 Ratings00 Ratings
Cross-channel ad management7.325 Ratings00 Ratings
Ad forecasting and optimization7.524 Ratings00 Ratings
Data Collection
Comparison of Data Collection features of Product A and Product B
Google Marketing Platform
-
Ratings
Lotame
6.3
8 Ratings
25% below category average
Collection of first-party data00 Ratings6.08 Ratings
Collection of third-party data00 Ratings9.07 Ratings
Access to Third-party Data Providers00 Ratings4.08 Ratings
Data Classification
Comparison of Data Classification features of Product A and Product B
Google Marketing Platform
-
Ratings
Lotame
7.7
8 Ratings
9% below category average
Audience taxonomy00 Ratings7.08 Ratings
Tag Management00 Ratings8.07 Ratings
Data Analysis Dashboard00 Ratings8.08 Ratings
DMP Analytics
Comparison of DMP Analytics features of Product A and Product B
Google Marketing Platform
-
Ratings
Lotame
6.5
8 Ratings
20% below category average
Campaign Analytics00 Ratings6.06 Ratings
Audience Analytics00 Ratings7.08 Ratings
Best Alternatives
Google Marketing PlatformLotame
Small Businesses
Google Ad Manager
Google Ad Manager
Score 8.6 out of 10
MediaMath
MediaMath
Score 7.4 out of 10
Medium-sized Companies
The Trade Desk
The Trade Desk
Score 8.0 out of 10
Oracle Marketing
Oracle Marketing
Score 8.2 out of 10
Enterprises
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.8 out of 10
Oracle Marketing
Oracle Marketing
Score 8.2 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Google Marketing PlatformLotame
Likelihood to Recommend
7.4
(44 ratings)
8.0
(8 ratings)
Likelihood to Renew
8.0
(13 ratings)
-
(0 ratings)
Usability
8.0
(2 ratings)
-
(0 ratings)
Support Rating
9.0
(4 ratings)
8.0
(1 ratings)
Online Training
8.0
(1 ratings)
-
(0 ratings)
Implementation Rating
6.0
(2 ratings)
-
(0 ratings)
User Testimonials
Google Marketing PlatformLotame
Likelihood to Recommend
Google
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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Lotame Solutions
Well suited for advertising business. Has a lot of links to all relevant technologies. It is also a great platform if you want to buy or sell data and look for quality here. But you need a team which knows how to handle data. Less appropriate when you expect a fully managed service.
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Pros
Google
  • 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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Lotame Solutions
  • Its ability to show different affinities of audience segments
  • Creating and customizing audience segments
  • Great reporting features to help learn more about audience segments and media performance
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Cons
Google
  • 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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Lotame Solutions
  • So far we haven't encountered too many "needs improvement" pain points with Lotame - if we've had a problem so far it's been more a matter of needing to learn that particular action than any fault of Lotame.
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Likelihood to Renew
Google
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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Lotame Solutions
No answers on this topic
Usability
Google
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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Lotame Solutions
No answers on this topic
Support Rating
Google
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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Lotame Solutions
Lotame has been an excellent partner with MMP
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Implementation Rating
Google
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Lotame Solutions
No answers on this topic
Alternatives Considered
Google
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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Lotame Solutions
There are alternatives in the market - Visual DNA, Bluekai/Oracle/ Adobe Audience Manager, Krux. They all offer a similar offering, however, I prefer the easy UI which is very intuitive even for beginners to the DMP world.
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Return on Investment
Google
  • 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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Lotame Solutions
  • Helped us increase data revenue via their unbranded exchange.
  • Campaign and audience reporting is used to sales discussions to justify increased spend post trial campaigns.
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ScreenShots