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What is Google Marketing Platform?
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…
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- Ad campaign creation (32)8.484%
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What is Google Marketing Platform?
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…
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Google Marketing Platform Essentials: Google Marketing Platform demo
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What is Google Marketing Platform?
Google Marketing Platform Integrations
- Frosmo
- Dynamic Yield
- Oracle DMP (Bluekai)
Google Marketing Platform Competitors
Google Marketing Platform Technical Details
| Operating Systems | Unspecified |
|---|---|
| Mobile Application | No |
Frequently Asked Questions
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!).
Reviewers rate Data Transfer highest, with a score of 10.
The most common users of Google Marketing Platform are from Mid-sized Companies (51-1,000 employees).
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(1-25 of 44)Companies can't remove reviews or game the system. Here's why
December 23, 2021
I only really use a couple features in GMP
We use several Google products within our organization that [is] part of the Google Marketing Platform -- specifically, Google Analytics, Data Studio, Tag Manager, Campaign Manager. We had been using these products individually to run ads, manage site tags, and check website traffic performance. We are also heavy utilizers of Google Data Studio (in combination with Improvado and Google Big Query) to provide live performance dashboards to our clients that show performance from Google and non-Google platforms.
- Acts as a hub to access all your most common Google Products.
- Tag Manager in particular simplifies website tag implementation and centralizes the information.
- Allows for better data sharing/connectivity between your Google products (ex: Search ads and Google Analytics).
- I find the Campaign Manager menu + UI to [be] very inconvenient to use. You end up opening several windows just to access different information from the same platform. They break up Campaign Manager 360 into Trafficking, Planning, and Reporting & Attribution. I would prefer if these 3 sections were more seamlessly integrated together. They almost act as separate UIs.
December 20, 2021
DoubleClick does the Trick
I regularly set up, manage, and report on digital ad campaigns in GMP. We work closely with an ad agency that builds creative assets & purchases media spots on various display networks, then I traffick those ads and deliver tags to be implemented. The main problem we are trying to address is building our company’s brand awareness, which is happening through a combination of native display advertising and targeted remarketing campaigns.
- Bulk editing capabilities
- Easy integration with APIs
- User friendly & intuitive UI
- Comprehensive reporting
- Archiving campaigns can be a tedious process
- An email alert when placements become inactive would be useful
- Being able to search for specific URLs/query strings in the campaign search bar would be nice
December 09, 2021
Great Platform And Would Recommend
Partnering with Search Ads 360 for Smart Bidding allowed us to take our paid search activity to the next level. Implementing Smart Bidding has been a game-changer for us and we’re excited to see further development in the feature.
- Smart bidding.
- Campaign management.
- Audience targeting.
- Microsoft integration.
- Day parting.
September 03, 2021
DoubleClick
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
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.
GMP is used to manage ad delivery for a number of our clients across 9 countries in Asia. It's mainly used for display and video campaigns. We use DV360 and campaign managers regularly, and spend over $1M USD annually. It enables us to manage ad delivery across multiple networks from a single platform with excellent targeting options.
- Custom targeted audiences (for qualified accounts) allows us to target specific audiences with relevant ads.
- Very good brand safety options with built-in brand safety and additional safety options available to purchase.
- I would like to see an easier reporting process similar to the reporting service in the Adwords platforms.
January 16, 2020
Easiest to Use
Google Marketing Platform (GMP) is the main platform used by my agency across the whole organization - by multiple departments. We use it to manage our digital media.
- Intuitive and easily navigable interface.
- Widely used and recognized.
- Support is sometimes lacking when it comes to more complex situations.
- There needs to be more options for exporting information.
October 23, 2019
One of the best platforms for attribution tracking
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.
October 10, 2019
Google Marketing Platforms: The Maserati of Marketing Tools
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
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.
October 08, 2019
Fantastic ad manager for advertisers
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.
October 07, 2019
Google Marketing Review
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.
October 04, 2019
WebCongress recommends Google Marketing Platform if you want to get the most out of your campaigns!
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.
October 02, 2019
Google Marketing Platform makes life easy!
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.
December 19, 2018
Google Marketing Platform still leading the way
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
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.
March 28, 2018
Used Doubleclick basically my whole career!
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.
March 07, 2018
DoubleClick
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".
February 20, 2018
Double Click - manage multiple accounts across all channels
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.
February 05, 2018
DoubleClick - the best data management platform
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
October 26, 2017
DoubleClick Does It Right
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.
August 22, 2016
DoubleClick Bid Manager - Clarity for All
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.
June 21, 2016
DoubleClick Digital Marketing Review
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.
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.
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
February 29, 2016
DoubleClick forced me to Double take on my media buying preferences
We used it as the primary DSP for our Online Advertising Agency. Doubleclick Campaign Manager also served as our 3rd Party Adserver. We used Doubleclick Bid Manager with the majority of our clients. It provided us with a more substantial reach of inventory as well as providing pretty indepth analysis of our Media Spend
- The detail of reporting capabilities is awesome. The data that we can pull really allows us to narrow down to our desired target audience.
- The UI is improving every day. I like how it has become a much more visual platform with high level data.
- While the UI is getting better, I think having the option to view the most important metrics directly in the platform rather than in .csv exports would be beneficial
- The load time of the Platform can be slow at times
- The performance of campaigns has been poor in comparison to other DSP's we have used.
February 29, 2016
What I Really Think of DoubleClick
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