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.PNGGoogleDoubleClick: Streamlined, Efficient & Job-Enabling2015-10-20T19:47:59.060ZI'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
Prior Experience with the Product
Positive Sales Experience with the Vendor
Analyst Reports,n/a,Don't know,No,9,No,Ad creation
Tag generation,8Verified UserDoubleclick has Easy Set Up, Falls Short on Optimizations and Reporting2015-10-27T20:25:25.555ZDoubleclick 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
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
Tracking,performance against audiences
support/ help,No,8Verified User
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.
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!).