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Google Marketing Platform

Google Marketing Platform
Formerly DoubleClick

Overview

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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Recent Reviews

DoubleClick

8 out of 10
September 03, 2021
Incentivized
DoubleClick is being used as a platform that firstly, brings together data from multiple advertising engines, such as AdWords (Google), …
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Easiest to Use

9 out of 10
January 16, 2020
Incentivized
Google Marketing Platform (GMP) is the main platform used by my agency across the whole organization - by multiple departments. We use it …
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Google Marketing Review

3 out of 10
October 07, 2019
Incentivized
Our media division uses DCM to produce ad tags for our partners/publishers and to measure conversions via floodlight. We're also connected …
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 13 features
  • Ad campaign creation (32)
    8.4
    84%
  • Ad deployment (32)
    8.4
    84%
  • Ad conversion tracking (31)
    7.3
    73%
  • Ad performance reports (32)
    7.3
    73%
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Pricing

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N/A
Unavailable

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…

Entry-level set up fee?

  • No setup fee

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Product Demos

google marketing demo | what is it???

YouTube

Google Marketing Platform Essentials: Search Ads 360 demo

YouTube

Google Marketing Platform Essentials: Campaign Manager 360 demo

YouTube

Google Marketing Platform Essentials: Display & Video 360 demo

YouTube

Google Marketing Platform Essentials: Tag Manager demo

YouTube

Google Marketing Platform Essentials: Google Marketing Platform demo

YouTube
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Features

Ad Network Integration

Integration with main ad networks, and exchanges to make accurate media buys.

9.5
Avg 7.4

Ad Campaigns

Features related to creating and deploying ad campaigns.

7.9
Avg 7.8

Ad Reporting & Analytics

Features related to reporting on and analyzing advertisements.

7.2
Avg 7.8
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Product Details

Google Marketing Platform Integrations

Google Marketing Platform Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

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!).

Adobe Advertising Cloud, AppNexus, and OpenX are common alternatives for Google Marketing Platform.

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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Comparisons

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Reviews and Ratings

(175)

Attribute Ratings

Reviews

(1-2 of 2)
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Score 7 out of 10
Vetted Review
Verified User
Incentivized
Doubleclick is used by most of the ad ops teams for tagging and tracking campaigns. It is also used by some of the programmatic teams for programmatic buying. Doubleclick allows us to see performance, optimize on a granular level and report back to the client with spend and impressions that can be used for billing purposes.
  • Doubleclick allows me to operate many silos in a single platform.
  • Doubleclick integrates with many partners to allow a large scale on my campaigns.
  • Doubleclick benefits from utilizing Google Data from search and audiences.
  • Doubleclick could benefit from better customer service.
  • The tool that shows why you lost an impression is often inaccurate.
The platform is particularly easy to use when Doubleclick for Advertisers is being utilized as the ad server. It allows the creative tags and floodlight tags to easily port into the system which make for a very easy campaign set up. I would not recommend DBM when recency is necessary for the campaign since you would need a different line item for each time differential.
Ad Campaigns (5)
76%
7.6
Ad campaign creation
100%
10.0
Ad deployment
70%
7.0
Display advertising
80%
8.0
Ad display and retargeting segmentation
80%
8.0
Sequence targeting
50%
5.0
Ad Network Integration (2)
80%
8.0
Data Transfer
80%
8.0
DSP integration
80%
8.0
Ad Reporting & Analytics (6)
65%
6.5
Ad dashboards
70%
7.0
Ad performance reports
50%
5.0
Ad conversion tracking
60%
6.0
Ad attribution reporting
60%
6.0
Cross-channel ad management
60%
6.0
Ad forecasting and optimization
90%
9.0
  • It is a huge benefit that Doubleclick allows for video, display, and mobile in one platform. This increases efficiency.
Trade Desk has more partner integrations and is not biased towards Google products. They allow bid factoring and generally have more ways to allow you to optimize a campaign. Having said that, Doubleclick allows for a much smoother set up process and it is a huge benefit to have all data in one platform.
50
Operations, Programmatic
50
operations, technical
  • Operations
  • programmatic
  • Analytics
  • Forecasting
  • reporting
  • billing
  • Planning
  • buying
  • tagging
They are a strong partner. That being said, 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 .
No
  • Product Usability
  • Implemented in-house
No
  • support was not strong
Implementation and set up was an easy proccess
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 .
Yes
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 .
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 .
  • Setting up the campaign
  • Reporting
  • Tracking
  • performance against audiences
  • support/ help
No
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.
Score 9 out of 10
Vetted Review
Verified User
DoubleClick BidManager is utilized at VivaKi to implement, manage and optimize hundreds of online display media campaigns for brands across many verticals. Depending on the client's objectives, needs, and success metrics, we often select Doubleclick BidManager as the preferred DSP since it offers robust targeting capabilities, numerous inventory sources, an intuitive interface and solid support. DoubleClick BidManager allows advertisers to easily reach millions of users more efficiently and provides an endless amount of possibilities to reach each client's unique or custom goal.
  • Target the right user - DoubleClick BidManager offers thousands of thousands of third party data segments to easily identify and reach the target audience
  • Full transparency - Robust reporting to see exactly where the creatives are serving and how they are performing. All associated fees and exact costs are reported so there are no surprises for our company or the end-client.
  • Integrated with DFA Ad serving - Creatives, user lists and reporting are automatically and easily available in Doubleclick BidManager. This removes room for error and saves an ample amount of time.
  • Not all capabilities are available across other channels, including mobile and video. The DPS is built primarily for display.
  • Increase "real time". Data is recorded and shown within 4 hours - 24 hours, which causes delays and mis-judgments in optimizations.
  • Algorithm needs improvement as it not always delivers the most efficient and strong results.
- Well suited for large advertisers with considerable advertising dollars to spend towards digital media. Ask if budgets will limit delivery and/or performance before selecting Doubleclick BidManager.
- Ask what targeting capabilities are possible for the channel (display, mobile, video)
- Make sure the publishers and exchanges that are employed by BidManager will accept the brand. For example, alcohol-related brands will not be accepted and as a result, the DSP will not be able to serve the creative.
  • Increased employee efficiency
  • Faster and stronger results across various success metrics
  • More accurate results compared to other DSPs
  • TURN,Adelphic,MediaMath
DoubleClick offers the more targeting capabilities at a lower cost compared to other products. Unlike other DSPs, Doubleclick functions well with other Google products our clients are using (including Search, DFA Ad serving, etc.), which streamlines process and allows for greater insights about audiences and campaign performance. Furthermore, there is a strong and large support team available to address any technical issues. Other services or products do not have comparable resources to find solutions.
Overall, the product is easy to use and generates incomparable results at scale. VivaKi finds it easy to implement, manage and optimize digital media campaigns while our advertisers are thrilled with the strong results. Google is innovative and constantly providing updates to make the product better suited to our needs and our clients' requests. Advertisers across the board trust the product and feel confident serving campaigns through its' technology.
Not Sure
  • Price
  • Product Features
  • Product Usability
  • Product Reputation
  • Prior Experience with the Product
  • Vendor Reputation
  • Existing Relationship with the Vendor
  • Positive Sales Experience with the Vendor
  • Analyst Reports
Usability is crucial for our work. If the interface is not user-friendly, our teams can not quickly make decisions that affects the campaign's success metrics. Furthermore, set-up will be difficult and slow and optimizations may be nonexistent if the teams can not easily work in the system. Time will be wasted and performance will suffer, which would negatively impact the overall business.
The only change would be to consider the frequency of updates or product releases. Other DSPs make updates more frequently (ex: one time per week, one time per month, etc.) while product releases only occur 2-3 times per year. The delay in updates can sometimes be frustrating and too-long.
  • Creative Upload
  • Optimizations
  • Reporting
  • Pacing
  • User Lists
  • Utilize 3rd party ad serves (not DFA)
No
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