Google Marketing Platform (formerly DoubleClick) Reviews

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Score 7.9 out of 101

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Reviews (1-25 of 39)

Collin Berg profile photo
Score 8 out of 10
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We prefer to use it over other media marketing platforms because of it's easy, well documented and professional support. As advertisers, we upload the media that gets pushed to creative and it is much easier to do it on Google Marketing Platform than on Sizmek. This allows us to document and keep track of creative and ensures that when we push it to the advertisers or buyers, that our packages are accounted for, rather than lost in email threads.
  • Preview links are very helpful and easy to generate for previewing single or groups of media. You can even preview them inside of websites so get a better understand of how the ad interacts with the rest of the content around it.
  • It also allows you not only to track display media but search as well. Being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
  • Able to exclude poor performing sites.
  • Some of the bid strategies can be a bit confusing in regards to how they're working.
  • One issue I often run into with Google Marketing Platform can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to.
Google Marketing Platform is the lead for advertising campaign management. We work with all sorts of large and small clients who use it to manage and track the creative we send. Wherever I've worked, it has been the most preferred data management platform for advertising channels. Google Marketing Platform made this integration easy and not working with multiple ad-servers.
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Ouali Benmeziane profile photo
Score 9 out of 10
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At WebCongress, we have been using Google Marketing Platform for a long time now. We do a lot of consulting and training around all Google tools for our clients, mainly enterprise-size companies.
  • Get the best insights from our platforms.
  • Integrates all Google tools, data, and our websites.
  • Great optimization solutions and dashboards.
  • Some optimization features are missing that you can find at other tools.
  • Improve the integration with other platforms.
  • Analytics is a bit complex to navigate and some aspects are confusing.
I think today, where all businesses should organize & track their data, create smart dashboards, and constantly find opportunities to improve their web/app/conversions, all kinds of businesses should integrate Google Marketing Platform.
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Score 8 out of 10
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Google Marketing Platform is being used to a varying degree at my company, from primary ad server to supplemental reporting tool. My team currently uses it to measure and attribute website actions and online + offline revenue to digital advertising for our client. It gives us a deeper understanding of the impact and effectiveness of our client's advertising, beyond simple performance metrics like clicks or impressions.
  • Well-designed platform, intuitive and simple UI. This is a strength across all Google products, so not surprised the same attention was given to Google Marketing Platform.
  • Tags and technology are largely compatible and accepted across the industry.
  • 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.
Google Marketing Platform is well-suited to handle digital advertising campaigns that span multiple media types (e.g. display, video, search). It offers a very large selection of reporting metrics and features that span all media types.

I would likely recommend a different ad serving/reporting platform for video-only campaigns, as they offer more hands-on creative and trafficking services.
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Score 7 out of 10
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Google Marketing Platform is used frequently at my company, from the primary ad server to the supplemental reporting tool. I currently use Google Marketing Platform to measure and attribute website actions and online and offline revenue for our website. It gives us a deeper understanding of the impact and effectiveness of our advertising, especially our brand-focused campaigns beyond simple performance metrics like clicks or impressions.
  • Extensive reporting across platforms.
  • Campaign optimization.
  • Connects with Google Ads and other Google products.
  • Performance metrics.
  • Attribution reporting.
  • Tracking ad quality can be very difficult.
  • Google connection is not always realtime.
  • Tedious ad preference updating.
Although the platform is expensive, it is very helpful for attribution reporting and is a widely used platform for ad placements. I feel like I have decent ad placement coverage with this tool and I can get accurate ROI data from each ad.
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Score 9 out of 10
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We’re using Google Marketing platforms across all digital activations in the agency. From trafficking display ads with campaign manager to reporting and optimizing keywords campaigns with Search Ads 360 and Display & Video Ads 360, Google Marketing platforms are nearly required across all of our brands’ marketing activities in Latin America. Leveraging the tools capabilities for bid optimizations are also important for our performance accounts.
  • Reporting is very extensive across all platforms
  • Bid optimizations are simple and effective to achieve company goals
  • Scheduling automated reports and ad activations make for convenient multi-platform activations
  • Additional partner integrations would prevent users from implementing work arounds for reporting within Google Marketing Platforms
  • Campaign Manager weekend downtime prevents additional activations
  • Display and Video 360 user interface is vastly different than Search Ads 360. If both platforms were to look and feel similar, multiple users can seamlessly use both platforms across different marketing mediums
For reporting across multiple marketing engines and platforms, Google Marketing tools simplifies reporting capabilities under one window. It also creates efficiencies with process and implementations so there’s no need to make the same budget changes or bid changes across different engines multiple times. Unless a user intends to use one engine for marketing needs, Google Marketing platforms are a plus.
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October 07, 2019

Google Marketing Review

Score 3 out of 10
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Our media division uses DCM to produce ad tags for our partners/publishers and to measure conversions via floodlight. We're also connected to Google Ads and use DCM as the reporting portal for both display and search campaigns. We're also using click trackers to track clicks on social media campaigns as well.
  • Super granular reporting.
  • Seamlessly connects with other Google products.
  • Lots of delivery options for ad serving.
  • Clunky interface - Still angry that DFP got a facelift years ago but DCM looks the same as it always has. It makes trafficking awkward and time-consuming.
  • Need more "Edit Multiple" options for making campaign adjustments.
  • The help section is atrocious, as is trying to get support from the team. But if you've ever worked with Google, that won't be a surprise.
If you're working in a smaller agency and need a tool for trafficking ads and sending tags to publishers, DCM is a great choice because it's so widely used. However, the lack of support and updates over the years definitely shows and makes me wonder if there are newer, stronger options available out there.
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Score 9 out of 10
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We use Google Marketing Platform within my team. It's great. We use this daily to set up ad campaigns and track their progress in addition to pulling analysis on how the campaign ran.
  • Trafficking ads
  • Allowing us to seamlessly upload content into the system.
  • Make quick edits to content without having to start the whole process over.
  • You can easily pull reporting within the system and make it customizable.
  • Small tweaks would be helpful. My team does not use some sections of Google Marketing Platform so having the ability to hide those areas would be nice.
  • In the geo-targeting, you have to type out United States every time instead of it auto-filling.
It's great for anyone trying to traffic their ads. You can also customize things within the system if you have a tech team to support that. This would be less appropriate if you are not working in ads and you're working on social platforms.
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Score 7 out of 10
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We have used Google Marketing Platform for client advertising campaigns. It has provided additional avenues for exposure for a number of service and product based businesses.
  • Google Marketing has been great for programmatic marketing
  • Google Marketing has provided access to better ad serving opportunities
  • Performance metrics and ROI is much easier to analyze in Google Marketing Platform
  • For new marketers, or those new to programmatic, it can be difficult to grasp
  • We've had problems with quality of ads and websites served; has had spam issues in the past, which lowers overall trust
It is great for large brands, or agencies looking for more advanced capabilities. For smaller companies, or beginners, it can be a daunting platform.
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Score 6 out of 10
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DoubleClick is being used to place and track ads on performance by segments. In addition, reviewing how CRM and PMP are performing. It also used to for retargeting certain segments.
  • 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.
  • 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.
It's well suited if you want to target people in your database on a 1 on 1 relationship.
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May 09, 2018

DoubleClick

Score 9 out of 10
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DoubleClick is being used as a platform that firstly, brings together data from multiple advertising engines, such as AdWords (Google), Bing Ads, Facebook, Google Analytics and the like. Bringing the data from these platforms allows for easy analysis of data and performance of our campaigns. In addition to this, DoubleClick has a wide variety of tools such as auto bidding tools, the creation, and tracking of floodlight tags and attribution tools that allows for in-depth analysis of information and the types of traffic that your adverts are driving.

We use DoubleClick across the majority of the company, especially for clients who are multi-channel and/or engine. As explained above, it gives us one platform to browse all our data and also enables us to use auto bidding tools and rules, which helps with performance and also frees up time to do more in-depth analysis
  • 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.
  • Integration using social media engines such as Facebook is a bit complicated, I would like to see this improved.
  • Syncing with AdWords and other engines only occurs once a day at the early hours in the morning, this means changes in AdWords is not picked up in DoubleClick, which means there is a gap in the metrics, which could lead to incorrect or mislead optimizations. Maybe allow for more frequent syncing.
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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Score 6 out of 10
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Doubleclick is used both for it's tracking capabilities and it's front-end management of Paid Search Marketing activities. It is also used as the main portal for reporting online marketing activity.
  • It provides excellent front-end bid manipulation across different marketing accounts which allows you to quickly navigate large amounts of digital marketing administration.
  • You can easily schedule or automate certain repetitive activities, allowing more flexibility in how you work.
  • When the Search product is matched with the Campaign Tracking product it allows for easy generation and manipulation of internal reporting.
  • There are certain segments such as location, demographics etc. that do not properly populate, especially in certain countries in the EU which means you have to revert to other products.
  • It experiences intermittent issues in functionality and accessibility of data, with data sometimes taking a day or so to show up following a sync error or the portal being inaccessible / signing you out.
  • Some of the bid strategies can be a bit opaque in regards to how they're functioning and it can require some trial and practice to get the most out of it.
DoubleClick (DS3) is very well suited to a company that is operating several accounts across several Brands / Products / Regions and is heavily invested in Search and/or Native. If you're using DCM/Floodlights, the tracking is very accurate and very easy to import into DS3 to have full front-to-back tracking, especially with the Business Data element.
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Score 10 out of 10
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The data received from the DBM sales funnel helped optimise our spend on display and focus more different audiences in social media. It saves us a lot of time on optimizations, reporting and tracking, which we invest in working more towards growing our client's accounts. Its better than any other similar solution I've used in the past.
  • Setting up tracking URLs is very easy and it also helps us identify if any errors have occurred with it. This allows us track all types of conversions to the most granular level.
  • Accessing all accounts from Double Click significantly reduces the hours we spend on reporting. Any level of detail could be easily pulled out from the reporting tab.
  • A very big strength of Double Click is that it's integrated with other publishers, too, besides AdWords.
  • Automated bidding is available.
  • Maybe if everything could be instantly synced with AdWords, this would also save time on the execution side of things and will decrease the possibility of errors.
  • It's only available for big companies, because it's expensive. If there was a bit more limited version of it for smaller companies to be able to use it at a lower price, this could open doors to small agencies and companies, too.
I'd recommend it 100%, there is Google support if any help is needed, there are tutorials and certificate for the ones, who want to become experts and use the platform to its highest potential. Smart bidding strategies really improve account performance. Data attribution tracking has changed the game for search specifically entirely. Having Double Click on all channels allows tracking overall performance, so it's best suited for big companies, where there are different channels involved. It's less appropriate for small companies, who don't really have much to spend and only have 1 account on AdWords, since they could simply use AdWords features to manage it.
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March 07, 2018

DoubleClick

Score 8 out of 10
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DoubleClick is the third-party ad server used across our entire digital media department. Using DCM allows us to track and monitor the performance of digital campaigns. With these metric insights we can not only track delivery of the campaign but also set up specific conversions for the campaign or client. Doubleclick gives our organization more control of the digital media that is running on various sites.
  • One of the biggest advantages of using DoubleClick is the conversion/pixel platform. The platform allows you to customize variables for conversions and then send to your clients' site manager or developers. A huge plus in using DCM floodlight conversions is that they track both views and click through which Google Analytics does not.
  • DoubleClick also allows you not only track display media but search as well. DCM being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
  • The overall DCM platform is very user-friendly and allows you to update creative assets very easily. This has often been a time-consuming process in our ad servers that I've used in the past. I feel as though DCM is very easy to navigate and learn in general. Prior to my position now, I had never used DCM and only took a few weeks to learn.
  • One issue I often run into for DoubleClick can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to. The problem that occurs is you're unable to click on the tool and typically to close your browser and restart DCM or your computer. This can be an inconvenience when you are in the midst of trafficking a campaign.
  • When I first started using DCM, you could upload HTML5 creative assets on the campaign level which worked great. As of late they no longer allow you to upload to campaign but rather to advertiser. Adding this step, you have to upload creative from the advertiser to campaign which adds another step in the process of trafficking.
  • Within DoubleClick Managment (DCM) there are placements, ads, and creatives. The ads are created after a creative unit is assigned to the placement. I've noticed sometimes the ads default to "inactive" which doesn't allow you to track the unit. I have not figured out how to prevent this rather I just ensure all ads are set as "active".
DoubleClick is a great platform to use if your clients are interested in seeing a number of metrics outside of the standard clicks/impressions from a campaign. It would also be necessary for the digital display campaigns you have running that have significant budgets as DCM is billed on a CPM basis. For video specific campaigns you can track a number of granular metrics that you would otherwise rely on the site to provide.

I wouldn't suggest trafficking display campaigns that don't have significant budgets because there won't be much insight to gain from minimal budget or dollars spent.
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Score 9 out of 10
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It's used by the search, display, social advertising teams for multiple clients. The main reason to use it is that it makes it easier to access data on all channels, track performance and create reports. It's easy to sync with any publisher, the platform is very easy to use, speeds up our work and offers many opportunities for performance improvement. Wherever I've worked, DoubleClick has been the most preferred data management platform for advertising channels.
  • Syncs up data very quickly
  • It's very easy to manage multiple accounts and report on their performance
  • Bidding strategies and automatic rules are easy to set up
  • Tracks performance on all URLs, not just the paid media
  • Bidding strategies based on revenue would be a nice improvement
  • Being able to easily access remarketing audience from different channels would make advertiser's life easier
  • Easier integration with Adobe Analytics would be a good improvement
Well suited for search and social channels integration, however, integrating with Adobe analytics is not clearly explained anywhere. Sharing audience lists between channels is not an easy task, if possible at all
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Dana Berardi profile photo
Score 10 out of 10
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DoubleClick is being used for the management of PPC campaigns and bid automation. Our team currently manages over $1 MM in ad spend and a large number of search accounts across multiple engines. Centralizing all those accounts in one place and having an automated solution for keyword bidding in place increased efficiency significantly.
  • Bid strategies based on a variety of goals for automated bidding.
  • Bid rules to automate bidding for lower volume campaigns.
  • Centralized reporting with all engines available in one UI.
  • Reporting for display campaign - currently DoubleClick for Search doesn't provide reporting on the placement level and data is only rolled up to the ad group level.
  • Yahoo is currently not supported, but it's supposed to be on the road map
  • Conversions are not being pulled in from the engines. It is required to implement DoubleClick's floodlights to track conversions.
We are a lead generation business mainly for B2B with a lead verification process that causes a delay in revenue that is coming in. DoubleClick allows us to insert offline conversion data and update that data multiple times which is extremely important for businesses that have a verification process in place and/or delayed revenue data availability. DoubleClick also has the option to use an 'availability time stamp' that tell the system what the latest available data is.
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Brian Schlager profile photo
Score 7 out of 10
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DoubleClick is used by my organization for digital ad serving and data collection, on behalf of our clients. It is primarily used across our whole organization to streamline the management and delivery of various advertisements as a delivery tool. It is also used to collect various data on our ads, which are then used by our analytics teams and third-party partners to help our clients understand the impact of their digital media investment.
  • DoubleClick is widely accepted as the industry leader in digital ad serving and management, therefore allowing for a simple launch process with media publishers.
  • There is an ease of implementation and integration with other points in the tech stack due to DoubleClick's history as an industry leader and continuous development of the road map for this platform.
  • The user interface for DoubleClick is very intuitive, allowing for ease of use for anyone who is familiar with any other Google products.
  • Somewhat frequent bugs and data delays or loss can result in major problems when working with clients who demand to know all details about their ads.
  • Being owned by Google, clients frequently question the safety of their data, typically requiring an extensive legal process to ensure all detail remains proprietary.
  • There are a number of media partners, primarily in the social space, that do not allow for tracking or ad serving via DoubleClick. This results in a fragmented view of client's media programs since everything cannot be served and tracked through a single platform.
DoubleClick is suitable for both small and large business, however, the management of ad tracking and analytics resources to help interpret the large amounts of data that ads generate, is a major consideration. Advertisers typically underestimate the amount of man hours that are required to set up, manage, and analyze large scale media programs via DoubleClick.
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Debora Ramos profile photo
Score 9 out of 10
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It is being used by the PPC on the Marketing Department to generate leads
  • Combines Data from different advertisers
  • Allows bulk changes
  • Allows labelling making it easy to maintain and organized
  • Competitor auction insights as there is no such facility
  • First column freeze on the reports would make life easier
  • Could allow for import at different levels such as Ad Copy
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Stephanie Pan profile photo
Score 8 out of 10
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DoubleClick is used across search teams in my organization to manage paid search campaigns. It allows us to manage separate engines from a centralized location quickly and efficiently.
  • Bid Strategies
  • Pacing
  • Quick changes to the campaign
  • Does not fully sync with Bing (i.e. does not show status of campaign at keywords level)
  • Unable to manage Yahoo Gemini campaigns
It's better for client's who do high levels of reporting and bulk changes.
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Namit Narain profile photo
Score 9 out of 10
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DoubleClick is an ad-server, which we use for serving display ads in various formats (such as rich media, etc.) for our clients across multiple publishers. These publishers can be direct media buys or DSP's. Most of the publisher and DSP's do accept DFA tags, hence it was the best and easy pick for us. DCM made this integration easy and not working with multiple ad-servers.
  • 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.
  • 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.
There are plenty of rich media trafficking and ad-server competitors out there such as PointRoll, etc. Before picking up with the tool, the major question you have to ask yourself as an advertiser is, do you or your team have expertise to get on board with the tool? Second major question is - Have you or your client as an advertiser evaluated the creative specs or formats? And last but not the least - what is the depth of reporting and attribution you are looking for?

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Score 8 out of 10
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DoubleClick is used by the media department to execute display, mobile and video campaigns through DCM and DBM. DoubleClick allowed the agency to bring programmatic media buying in-house at a reasonable expense. It also allows agency to track direct buys through DCM thereby keeping an eye on the performance of media dollars being spent outside the agency.
  • The relationship between DCM and DBM allows for a seamless integration between adserver and DSP.
  • DBM has great third-party and custom audience segments.
  • DBM's reporting suite offers an array of metrics and dimensions to report on.
  • Having the cost of DBM flow easily back through to the DDM reporting suite would be very helpful.
  • Being able to traffic and serve native assets through DCM the same way a display ad is served.
  • If DBM had keyword targeting capabilities that mirrored AdWords keyword structures.
DoubleClick is well suited for general display, mobile and video campaigns. I am not sure how it would work for a retail of CPG client.
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Brad Turner profile photo
Score 7 out of 10
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My company uses Doubleclick to create Ad Serving tags to run digital media with online media publishers. We are a full-service business-to-business advertising agency and the media department uses this software on a daily basis for managing digital ad campaigns. In addition to providing a solution for serving digital ads, it provides essential reporting and metrics on the ad placements and allows for easy optimizations.
  • Doubleclick is strong at providing an integrated platform for all things digital media. Its capabilities are thorough ranging from basic ad serving to detailed conversion tracking. And because it is owned by Google, the interface is designed similarly to Google Analytics, allowing for a seamless experience for those who work with both.
  • The latest interface update has made it more intuitive and easier to create, view, and update ad placements. It's now much faster to set up a new ad and traffic it out, which allows media planners to spend more time planning and less time setting up digital ads.
  • The DFA reporting summary view is extremely helpful for getting a quick visual glance at how a campaign is performing. My team uses it weekly to check on campaign performance and determine any needed optimizations. Rather than having to download a report and create pivot tables, this tool creates a visual chart and shows the essential details on impressions, clicks, and click-through rate needed to make decisions. It's easy to look at data for specific publishers or placements and it even allows you to compare two time periods to determine any trends.
  • Recently Doubleclick changed the process for adding new publishers so that we now have to send their team an email with details about the publisher to be added to their database and system. While they are usually able to set things up quickly, within 24 hours, it still can create delays--especially when you're on a tight timeline.
  • Support is one of the challenges with Doubleclick. As a smaller agency, we do not have a dedicated support team and have to submit questions via email. Usually response time is decent--within 2-4 hours, but there is no telephone support for high priority issues.
  • One area we've run into trouble with before is that the system does not allow Click Tracker ad tags to be completely turned off. Full Flash ad tags can have a hard cut-off, but not for Click Trackers. As a result, we've occasionally incurred ad serving costs for placements and campaigns after they have ended and should no longer be running.
Doubleclick is best suited for media teams focused on optimizations and reporting. The summary reporting view has been a game-changer for our team--not least because of how easy it is to use. Those considering ad serving software should make sure to demo the reporting side of things to get comfortable with how to pull reports and the capabilities for viewing topline data. For our team, it's less useful for running rich media ads as we do not do enough of these for it to be included in our account. Knowing minimum ad serving spends and needs is helpful to make sure it's your best option for serving all of your typical types of ads.
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Anish Koppula profile photo
Score 8 out of 10
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DoubleClick is a central system for ad reporting and tagging. The organization relied on DFA's reporting for media optimization and reporting.
  • It provides access to log level information
  • It allows easy access to daily reporting and schedules
  • Tag uploads and monitoring is simple
  • Their recent switch to the Cloud API has not been optimal. The settings from DFA to DCM were not transferred
  • The custom variables available for populating any other third party data could be made more optimal
What is the tag management solution you use? Bright Tag/ Google Tag Manager?
What other third party solutions do you use for ad reporting and campaign management?
Do you use DFA as the primary ad server? Any others in concurrent use (MediaMind? Atlas?)
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Michael Orlando profile photo
Score 8 out of 10
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Double click is used (I'm assuming) across all of our offices. The use of DoubleClick addresses the creative ad serving / tracking functions and is ultimately determined by the media planning agency. From my perspective,
  • The flexibility to pull current and past reporting has come in handy countless times when reviewing previous campaign performance. I have used other competitor formats that are limited in regards to the flight date parameters for pulling reports.
  • In comparison to competitor formats, the format and layout is much more user-friendly resulting in a more efficient workflow.
  • The ease of grouping and sorting multiple campaigns for daily reporting is seamless offers an effective approach to quickly reference multiple campaigns from one report.
  • Unless I'm mistaken, there isn't an option to duplicate a placement setup. This would save a lot of time and error if you could simply duplicate and change only edit what is needed. Having to go through and select all the same details (creative size, max weight, etc) is repetitive and feels inefficient.
  • A small detail, but the standard view of RFPs is set at 10. Every time I log on, I have to scroll to the right and increase to 100. It would be a lot easier if the page was set to view all content without having to scroll to the left and if by default it showed 100 RFPs.
  • I wish there was the ability to sort RFPs by all columns, not just by advertiser or owner.
With a little bit of training, I feel the interface and functionality is very user friendly. Used by the majority of media vendors, it's ability to merge the needs of advertisers and publishers makes the entire media planning / selling more efficient.
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Score 7 out of 10
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My organization uses DoubleClick products within the digital media department, excluding SEM (which uses Kenshoo). The specific tools we subscribe to include Planning, Trafficking, Reporting & Attribution, and Studio.

We use DoubleClick for trafficking our digital ads, generating insertion orders for publishers, reporting and billing, tag management, rich media development, and more recently, for ad verification (viewability and brand safety). It addresses the following business problems: third party ad tracking, media planning/flowchart building, consolidated reporting, tag management, and viewability monitoring.

DoubleClick is used at my company nationally for all of the previously mentioned functions.
  • Reporting - reporting interface is easy to use, and reports typically generate quickly.
  • Tag Management - creating Floodlight tags is very simple and allows customization through custom variables. In addition, it is very easy to append other tracking pixels (from publishers, attribution partners, etc.) to Floodlight containers. DoubleClick also makes it easy to append campaign-wide pixels for universal tracking tags, e.g. Brand Study tracking tags.
  • Seamless process with publishers - because most publishers are familiar with DoubleClick products, it is generally easy to grant reporting access to publisher contacts so that they can monitor campaigns and be proactive about making optimizations.
  • DoubleClick support could use some improvement. We submit questions/requests to a support alias, and often experience long delays in response time and less than thorough responses. Because DoubleClick uses an alias, we often have multiple support technicians involved in responding to our questions/requests, which can make it more challenging to get a clear response. It is difficult to get a support technician on the phone to help resolve highly technical issues.
  • Product updates - our DoubleClick client services team is not proactive about sharing new features available within DoubleClick. For example, DoubleClick has had an ad verification product for a few years now. When the product first came out, it wasn't up to standards with other third party verification products, in my opinion. My organization has been paying for another third party verification company due to assumed limitations of DoubleClick in this area. However, I recently requested that DoubleClick schedule a department-wide meeting to give updates, and learned that DoubleClick's offering in this area is actually on par with, if not better than, the other company we were paying for ad verification. DoubleClick's offering is included in my company's contract with DoubleClick, and I feel we could have accrued some savings had DoubleClick proactively shared this feature with us earlier.
  • Attribution - DoubleClick's attribution tool does not provide many valuable insights, in my opinion. For complex attribution, my organization still contracts with other companies.
From my experience, DoubleClick is the best tool out there for ad serving and third party reporting. As mentioned previously, I don't think DoubleClick is the best tool for attribution currently. However, I think it has made some strides recently in improving its verification product. Lastly, while I am not focused in SEM, the SEM team at my company feels that Kenshoo is a better product for SEM ad serving.
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Score 7 out of 10
Vetted Review
Verified User
Review Source
We use DoubleClick Bid Manager to purchase digital network inventory without the vendor middle man. DoubleClick Bid Manager allows clarity on inventory and data segments to know we are getting what we pay for.
  • Targeting clarity.
  • Inventory verification.
  • Brand safety.
  • Budget pacing is a little quirky, doesn't take into account gaps in campaign pacing.
  • Easier screenshots and verification.
  • Better suggestions of optimizations.
For network ad buying we no longer use Undertone, Rocket fuel or Conversant as we get better overall performance from DoubleClick Bid Manager.
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Feature Scorecard Summary

Data Transfer (21)
7.6
DSP integration (22)
7.5
Ad campaign creation (27)
7.9
Ad deployment (27)
7.8
Display advertising (24)
8.1
Ad display and retargeting segmentation (25)
7.8
Sequence targeting (19)
8.5
Ad dashboards (25)
7.8
Ad performance reports (27)
7.9
Ad conversion tracking (26)
8.6
Ad attribution reporting (25)
7.7
Cross-channel ad management (20)
7.8
Ad forecasting and optimization (21)
6.9

About Google Marketing Platform (formerly DoubleClick)

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!).

Google Marketing Platform (formerly DoubleClick) Integrations

Frosmo, Dynamic Yield, Oracle DMP (Bluekai)

Google Marketing Platform (formerly DoubleClick) Competitors

Google Marketing Platform (formerly DoubleClick) Technical Details

Operating Systems: Unspecified
Mobile Application:No