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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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Read all reviews

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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Google Marketing Platform

Google Marketing Platform

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

What is Google Marketing Platform?

Google Marketing Platform Integrations

Google Marketing Platform Competitors

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

(1-25 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

Tegan Jenner | TrustRadius Reviewer
Tegan Jenner
Senior Data Analyst
Helen & Gertrude (Marketing and Advertising, 11-50 employees)
Score 5 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
September 03, 2021

DoubleClick

Verified User
Executive in Marketing
Marketing and Advertising Company, 51-200 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
January 16, 2020

Easiest to Use

Verified User
Director in Marketing
Marketing and Advertising Company, 201-500 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
I have used several other ad servers and have found them to be either greatly lacking in features that GMP provides, or so un-intuitive that navigating through and using the ad server was extremely frustrating and time consuming. While not perfect, GMP is currently the best relative to other platforms.
October 23, 2019

One of the best platforms for attribution tracking

Verified User
Manager in Marketing
Hospital & Health Care Company, 501-1000 employees
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 10, 2019

Google Marketing Platforms: The Maserati of Marketing Tools

Verified User
Director in Marketing
Consumer Electronics Company, 1001-5000 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 08, 2019

An integral piece of our digital advertising attribution process.

Verified User
Supervisor in Marketing
Marketing and Advertising Company, 501-1000 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 08, 2019

Fantastic ad manager for advertisers

Collin Berg | TrustRadius Reviewer
Collin Berg
Lead Web Developer
SJI Associates | Full-Service Creative Agency (Marketing and Advertising, 11-50 employees)
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 07, 2019

Google Marketing Review

Verified User
Director in Other
Broadcast Media Company, 1001-5000 employees
Score 3 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 04, 2019

WebCongress recommends Google Marketing Platform if you want to get the most out of your campaigns!

Ouali Benmeziane | TrustRadius Reviewer
Ouali Benmeziane
CEO & Founder
WebCongress (Internet, 1-10 employees)
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
October 02, 2019

Google Marketing Platform makes life easy!

Verified User
Account Manager in Product Management
Media Production Company, 51-200 employees
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
March 28, 2018

Used Doubleclick basically my whole career!

Verified User
Analyst in Marketing
Building Materials Company, 1001-5000 employees
Score 6 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
March 07, 2018

DoubleClick

Verified User
Account Manager in Marketing
Marketing and Advertising Company, 201-500 employees
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
February 20, 2018

Double Click - manage multiple accounts across all channels

Verified User
Account Manager in Marketing
Marketing and Advertising Company, 201-500 employees
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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.
June 21, 2016

DoubleClick Digital Marketing Review

Verified User
Supervisor in Marketing
Marketing and Advertising Company, 501-1000 employees
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Likelihood to Recommend
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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