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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!).https://media.trustradius.com/product-logos/gT/0f/RELOHWEA5NBL.PNGSeamless Ad-Server - DoubleClick Manager for AdvertiserDoubleClick 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.,9,Double Click definitely increased our team efficiency, where our team was quick in adapting the tool and learning more about the display trafficking. Secondly it made my life easy where most of the publishers do work on DCM for Publishers and it made the tags implementation and exchange easy. It met our client goals as an agency to move really quick in the market with their display ads, hence having a quick go to market strategy. Amazing reporting capabilities made our clients strong believers on the numbers we provided on tactics in the market.,,10Doubleclick clicks for ad serving and reportingMy 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.,7,The new ad serving interface has helped with our efficiency by cutting the amount of time it takes to set up a campaign in half. The reporting summary tool has allowed us to to speed up the process of reviewing performance, which has improved our ability to optimize and led to even greater performance for our clients.,8DFA - the ad serving solution to be considered for adverstisersDoubleClick 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,8,Customer service is usually quick in responding to your queries but if there are delays, expect them to b long delays Always strike technical conversations with their data experts and the campiagn related information with the account managers,9Honest review of DoubleClick from a Vendor PerspectiveDouble 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.,8,I've only had to use the customer service a handful of times. However, each time the issues resolved quickly and efficiently. Customer service is a huge driving factor in my opinion. The reporting format and flexibility has without a doubt increases the overall workflow efficiency, enabling vendors to spend less time filling out forms and more time selling. Personally speaking, DoubleClick is used by the majority of accounts that are handled out of our office. The ability to customize the delivery data (IE spotlight) has enabled us to monitor back end campaign performance and apply real time optimizations.,media mind,media ocean / prisma portal,8DoubleClick Functionality is Great for small businesses!Particular teams choose to use DoubleClick at Performics based on their clients' needs. I used it for one client but use a different third party source for another client so it varies widely but can be manipulated for all sizes for data. I think it works well but the overview tabs are not as consolidated and easy-to-read as Marin. I wish it could be simplified with rows and columns of data, almost like a spreadsheet.,Functionality in general. It works well and I have never had to question the accuracy of my data. The real-time update is AMAZING, especially if you might expect a lot of traffic in a few campaigns. The data manipulation and connectivity to other Google products is easy and smooth,Automated bid strategies are particularly confusing to set up compared to AdWords or Marin. I wish there was a consolidated overview tab.,8,DoubleClick definitely has great customer service and quick turn around times. It is also easier for us to keep tabs on our campaigns throughout the day.,Marin Software,B2C,,50,Promotional ad copy Campaign management,7,4,NoDoubleClick: Streamlined, Efficient & Job-EnablingI'm with an agency, and our digital media department uses DoubleClick from both the advertising side (DCM) as well as the publisher side (DFP). DCM is used to serve, manage, track, assess and optimize all of our digital client campaigns - note that we use a reseller (AdSwerve) for DCM. DFP is used to assist in monetizing a client site and creating ad revenue stream.,Constant platform improvements and enhancements (e.g., increased reporting options and functions). Owned by Google, so you know there's resources and money behind powering and evolving DoubleClick. Recently found a great third-party rich-media creative vendor through DoubleClick's certified partnerships. Fairly intuitive platform - when I was first introduced to and was expected to start using DoubleClick, I pretty much relied on self-training to set up and exectue a client campaign within a month.,Continue to add more content and articles to the resource/help center. Provide thought leadership on industry topics (e.g., how ad blocking does/can/will impact DoubleClick tracking, serving, etc.) Smaller agencies or organizations may be forced to work through resellers if DoubleClick doesn't deem you as a large-enough client (in our case, we have a fantastic reseller - AdSwerve).,10,More streamlined workflow. Able to track, measure and quantify client ROI to achieve budget increases. More productive vendor conversations since we have third-party data to hold them accountable for campaign performance.,Both,3,1,DCM campaign and ad creation (advertiser side) DCM analytics (advertiser side) DFP Small Business (publisher side),Like most organizations, we use DCM to manage and verify how client dollars are being spent while also measuring ROI. This impacts our existing client base while also lending to case studies for new business initiatives.,9,No,Price Product Features Product Usability Product Reputation Prior Experience with the Product Positive Sales Experience with the Vendor Analyst Reports,n/a,Don't know,No,9,No,Ad creation Basic reporting Tag generation,8DoubleClick BidManager is SuperiorDoubleClick 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.,9,Increased employee efficiency Faster and stronger results across various success metrics More accurate results compared to other DSPs,TURN,Adelphic,MediaMath,9,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,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.,8,Creative Upload Optimizations Reporting,Pacing User Lists Utilize 3rd party ad serves (not DFA),NoDoubleclick has Easy Set Up, Falls Short on Optimizations and ReportingDoubleclick 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.,7,It is a huge benefit that Doubleclick allows for video, display, and mobile in one platform. This increases efficiency.,The Trade Desk,Both,50,50,Operations programmatic Analytics,Forecasting reporting billing,Planning buying tagging,8,No,Product Usability,Implemented in-house,No,support was not strong,6,1,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 .,Setting up the campaign Reporting Tracking,performance against audiences support/ help,No,8An excellent ad server solution with lots of perks for larger publishersMain third party ad server.,The greatest thing about doubleclick is full control over your ad serving process. Integration with AdSense and other Google services brings a lot of benefits. You can simply use your AdSense account with DoubleClick. Reporting is really accurate. Also, it is convenient to be able to see different campaigns’ tracking on one screen.,The interface takes time to get used to. It would be better if it was more user-friendly. There might be issues for smaller publishers, because Doubleclick sets a really high traffic minimum.,8,DoubleClick is a great service for larger publishers. Reporting accuracy and easy campaign management combined with good CPM make DoubleClick one of the best ad serving solutions I’ve worked with.,8i like it when doubleclick makes my job quickSales Planners use DoubleClick to pull reports and input media plans into MediaVisor. Post-sale teams receive IOs and pull 3rd party reports from the system. As a data management and organizational system, it is proficient.,Able to concisely input media plans with limited difficulty Google login is helpful Easy to find RFPs in the system,Can be very slow Cannot clone plans in MV which would be extremely helpful Duplication/renaming of placements is tedious,6,Faster IO generation because we as Sales Planners can go in and create the media plan, and then notify the agency that we are done Can be a tedious process to actually input placements Any system that is generally easy to operate with a universal login is always helpful, so thank you DoubleClick!,7Hands-on Developer ReviewWe use DoubleClick Studio to build out, QA and traffic rich media banner advertising campaigns. The trafficking company we're partnered with usually chooses the Ad server for us but our department definitely prefers to use DoubleClick vs the competing platforms.,Detailed documentation Starter templates Inspiration gallery User-friendly and intuitive interface,Keep starter templates up-to-date with the latest API Push companies to get certified better,9,Increased employee efficiency,,10DoubleClick - Why you shouldn't use it for mobile.At the last advertising agency I worked for, every person who was working on digital advertising was using DoubleClick as an ad server. They used this product for tracking and reporting purposes. At my new position, which is more mobile focused, we don't use the DoubleClick platform because it doesn't follow mobile media in real time. DoubleClick is a great product for digital advertising.,Ad Serving Tracking digital advertising campaigns Reporting on digital advertising campaigns,Mobile Ad Serving Mobile In App Tracking Mobile Web Tracking,7,We were able to complex campaigns where we had to run big campaigns for top clients. The ability to report efficiently Able to track desktop conversions,4User Review of DoubleClickAcross whole organization as the main 3rd party ad server.,Accuracy Ease of use Integration,Gui Social media integration,8,Accurate reporting Easier optimizations,9
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Google Marketing Platform (formerly DoubleClick)
153 Ratings
Score 8.0 out of 101
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Google Marketing Platform (formerly DoubleClick) Reviews

Google Marketing Platform (formerly DoubleClick)
153 Ratings
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Score 8.0 out of 101

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Namit Narain profile photo
December 20, 2014

Seamless Ad-Server - DoubleClick Manager for Advertiser

Score 9 out of 10
Vetted Review
Verified User
Review Source

Likelihood to Renew

10
Due to its adapting behavior with industry ad formats and seamless integration with publishers and DSP's, I don't see myself moving away from DCM. As we see the display advertising is getting more programatic and automated due to the rise of DSP and concept of RTB, Double Click has evolved with new advanced best practices.
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Brad Turner profile photo
February 22, 2014

Doubleclick clicks for ad serving and reporting

Score 7 out of 10
Vetted Review
Verified User
Review Source

Likelihood to Renew

8
We plan to continue to use Doubleclick because it makes it easy to handle our standard ad serving needs while providing capabilities for HTML5 creative and conversions that we know will be increasingly necessary for our work. They are regularly working to improve the user interface and we believe in Google's long-term investment and support of this product.
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July 08, 2015

DoubleClick BidManager is Superior

Score 9 out of 10
Vetted Review
Verified User
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Likelihood to Renew

9
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.
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October 27, 2015

Doubleclick has Easy Set Up, Falls Short on Optimizations and Reporting

Score 7 out of 10
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Verified User
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Likelihood to Renew

8
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 .
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March 01, 2014

i like it when doubleclick makes my job quick

Score 6 out of 10
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Likelihood to Renew

7
I am forced to use it via my company, but I don't mind it and think it is generally efficient. I wouldn't recommend it immediately, but it does do an effective job of helping media planners and salespeople to stay organized.
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Feature Scorecard Summary

Data Transfer (16)
8.3
DSP integration (15)
8.3
Ad campaign creation (20)
7.9
Ad deployment (20)
8.0
Display advertising (17)
8.1
Ad display and retargeting segmentation (18)
7.8
Sequence targeting (12)
8.3
Ad dashboards (19)
7.4
Ad performance reports (20)
7.9
Ad conversion tracking (19)
8.5
Ad attribution reporting (18)
7.9
Cross-channel ad management (13)
7.5
Ad forecasting and optimization (15)
7.4

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