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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 10 out of 10
Vetted Review
Verified User
Incentivized
I'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).
I started out using DoubleClick and have used DoubleClick ever since - it's what I know and what I'm comfortable with. Ad servers are all rooted in the same technology, but ask about key differentiators when comparing vendors.
Ad Campaigns (5)
54%
5.4
Ad campaign creation
90%
9.0
Ad deployment
90%
9.0
Display advertising
90%
9.0
Ad display and retargeting segmentation
N/A
N/A
Sequence targeting
N/A
N/A
Ad Network Integration (2)
N/A
N/A
Data Transfer
N/A
N/A
DSP integration
N/A
N/A
Ad Reporting & Analytics (6)
53.33333333333333%
5.3
Ad dashboards
80%
8.0
Ad performance reports
80%
8.0
Ad conversion tracking
80%
8.0
Ad attribution reporting
80%
8.0
Cross-channel ad management
N/A
N/A
Ad forecasting and optimization
N/A
N/A
  • 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.
3
Media
1
For campaign and ad creation, I look for people who are detail-oriented with a methodological work style - someone who proactively thinks through and is purposeful in their set-up. For reporting, I look for people are not only analytical and curious but are also able to interpret and communicate data-heavy insights to internal and client teams.
  • 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.
No
  • Price
  • Product Features
  • Product Usability
  • Product Reputation
  • Prior Experience with the Product
  • Positive Sales Experience with the Vendor
  • Analyst Reports
Price and product features ultimately ladder up to value, which is the ultimate decision-making factor.
n/a
  • Don't know
No
Responsive, dependable, knowledgeable.
No
  • Ad creation
  • Basic reporting
  • Tag generation
Easy to navigate
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.
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