Google Marketing Platform (formerly DoubleClick) Reviews

163 Ratings
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Score 7.9 out of 100

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Collin Berg | TrustRadius Reviewer
October 08, 2019

Fantastic ad manager for advertisers

Score 8 out of 10
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Pros and Cons

  • Preview links are very helpful and easy to generate for previewing single or groups of media. You can even preview them inside of websites so get a better understand of how the ad interacts with the rest of the content around it.
  • It also allows you not only to track display media but search as well. Being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
  • Able to exclude poor performing sites.
  • Some of the bid strategies can be a bit confusing in regards to how they're working.
  • One issue I often run into with Google Marketing Platform can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to.
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Ouali Benmeziane | TrustRadius Reviewer
October 04, 2019

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

Score 9 out of 10
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Pros and Cons

  • Get the best insights from our platforms.
  • Integrates all Google tools, data, and our websites.
  • Great optimization solutions and dashboards.
  • Some optimization features are missing that you can find at other tools.
  • Improve the integration with other platforms.
  • Analytics is a bit complex to navigate and some aspects are confusing.
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Anonymous | TrustRadius Reviewer
October 08, 2019

An integral piece of our digital advertising attribution process.

Score 8 out of 10
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Pros and Cons

  • Well-designed platform, intuitive and simple UI. This is a strength across all Google products, so not surprised the same attention was given to Google Marketing Platform.
  • Tags and technology are largely compatible and accepted across the industry.
  • The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
  • Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.
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Anonymous | TrustRadius Reviewer
January 18, 2020

Google marketing Platform meets all our needs and comes with a great support team.

Score 9 out of 10
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Pros and Cons

  • Custom targeted audiences (for qualified accounts) allows us to target specific audiences with relevant ads.
  • Very good brand safety options with built-in brand safety and additional safety options available to purchase.
  • I would like to see an easier reporting process similar to the reporting service in the Adwords platforms.
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Anonymous | TrustRadius Reviewer
January 16, 2020

Easiest to Use

Score 9 out of 10
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Pros and Cons

  • Intuitive and easily navigable interface.
  • Widely used and recognized.
  • Support is sometimes lacking when it comes to more complex situations.
  • There needs to be more options for exporting information.
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Anonymous | TrustRadius Reviewer
October 23, 2019

One of the best platforms for attribution tracking

Score 7 out of 10
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Pros and Cons

  • Extensive reporting across platforms.
  • Campaign optimization.
  • Connects with Google Ads and other Google products.
  • Performance metrics.
  • Attribution reporting.
  • Tracking ad quality can be very difficult.
  • Google connection is not always realtime.
  • Tedious ad preference updating.
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Anonymous | TrustRadius Reviewer
October 10, 2019

Google Marketing Platforms: The Maserati of Marketing Tools

Score 9 out of 10
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Pros and Cons

  • Reporting is very extensive across all platforms
  • Bid optimizations are simple and effective to achieve company goals
  • Scheduling automated reports and ad activations make for convenient multi-platform activations
  • Additional partner integrations would prevent users from implementing work arounds for reporting within Google Marketing Platforms
  • Campaign Manager weekend downtime prevents additional activations
  • Display and Video 360 user interface is vastly different than Search Ads 360. If both platforms were to look and feel similar, multiple users can seamlessly use both platforms across different marketing mediums
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Anonymous | TrustRadius Reviewer
October 07, 2019

Google Marketing Review

Score 3 out of 10
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Pros and Cons

  • Super granular reporting.
  • Seamlessly connects with other Google products.
  • Lots of delivery options for ad serving.
  • Clunky interface - Still angry that DFP got a facelift years ago but DCM looks the same as it always has. It makes trafficking awkward and time-consuming.
  • Need more "Edit Multiple" options for making campaign adjustments.
  • The help section is atrocious, as is trying to get support from the team. But if you've ever worked with Google, that won't be a surprise.
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Anonymous | TrustRadius Reviewer
October 02, 2019

Google Marketing Platform makes life easy!

Score 9 out of 10
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Pros and Cons

  • Trafficking ads
  • Allowing us to seamlessly upload content into the system.
  • Make quick edits to content without having to start the whole process over.
  • You can easily pull reporting within the system and make it customizable.
  • Small tweaks would be helpful. My team does not use some sections of Google Marketing Platform so having the ability to hide those areas would be nice.
  • In the geo-targeting, you have to type out United States every time instead of it auto-filling.
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Anonymous | TrustRadius Reviewer
December 19, 2018

Google Marketing Platform still leading the way

Score 7 out of 10
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Pros and Cons

  • Google Marketing has been great for programmatic marketing
  • Google Marketing has provided access to better ad serving opportunities
  • Performance metrics and ROI is much easier to analyze in Google Marketing Platform
  • For new marketers, or those new to programmatic, it can be difficult to grasp
  • We've had problems with quality of ads and websites served; has had spam issues in the past, which lowers overall trust
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Anonymous | TrustRadius Reviewer
May 09, 2018

DoubleClick

Score 9 out of 10
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Pros and Cons

  • Bringing together data from multiple channels and engines and allows you to visualize the data in an easy to use platform. This saves time from using multiple logins for the different platforms.
  • Auto bidding tools save time from manual bidding, as it allows you to set the specific terms around what levels you want to cap your CPCs at. You then let DoubleClick adjust your bids to gain the most conversions from the cheapest CPCs. This frees up time to do other in-depth analysis and strategy.
  • DoubleClick also has the ability to track conversions and clicks on any page using their floodlight tags. This is good for tracking certain actions on yours or a client's site and is especially good if they do not use any other tools, such as Google Analytics or Adobe, to track conversions and user actions on site. You can also use these in conjunction with the auto bidding tools.
  • Integration using social media engines such as Facebook is a bit complicated, I would like to see this improved.
  • Syncing with AdWords and other engines only occurs once a day at the early hours in the morning, this means changes in AdWords is not picked up in DoubleClick, which means there is a gap in the metrics, which could lead to incorrect or mislead optimizations. Maybe allow for more frequent syncing.
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Anonymous | TrustRadius Reviewer
May 23, 2018

The real inside info of DoubleClick and pain points.

Score 6 out of 10
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Pros and Cons

  • I'm able to drill down to the exact link and click of the ad.
  • Review performance by day and time
  • Able to spot click fraud
  • Able to exclude poor performing sites.
  • A lot of bugs, setting up ads doesn't work sometimes.
  • Some tracking options aren't available.
  • Updating an ad is a long and tedious process.
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Dana Berardi | TrustRadius Reviewer
February 12, 2016

DoubleClick for Search for Lead Generation

Score 10 out of 10
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Pros and Cons

  • Bid strategies based on a variety of goals for automated bidding.
  • Bid rules to automate bidding for lower volume campaigns.
  • Centralized reporting with all engines available in one UI.
  • Reporting for display campaign - currently DoubleClick for Search doesn't provide reporting on the placement level and data is only rolled up to the ad group level.
  • Yahoo is currently not supported, but it's supposed to be on the road map
  • Conversions are not being pulled in from the engines. It is required to implement DoubleClick's floodlights to track conversions.
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Brian Schlager | TrustRadius Reviewer
November 02, 2015

Streamlining Digital Ad Management with Google's DoubleClick Platform

Score 7 out of 10
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Pros and Cons

  • DoubleClick is widely accepted as the industry leader in digital ad serving and management, therefore allowing for a simple launch process with media publishers.
  • There is an ease of implementation and integration with other points in the tech stack due to DoubleClick's history as an industry leader and continuous development of the road map for this platform.
  • The user interface for DoubleClick is very intuitive, allowing for ease of use for anyone who is familiar with any other Google products.
  • Somewhat frequent bugs and data delays or loss can result in major problems when working with clients who demand to know all details about their ads.
  • Being owned by Google, clients frequently question the safety of their data, typically requiring an extensive legal process to ensure all detail remains proprietary.
  • There are a number of media partners, primarily in the social space, that do not allow for tracking or ad serving via DoubleClick. This results in a fragmented view of client's media programs since everything cannot be served and tracked through a single platform.
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Debora Ramos | TrustRadius Reviewer
April 27, 2016

A tool to manage large Google Adwords and Bing Ads accounts

Score 9 out of 10
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Pros and Cons

  • Combines Data from different advertisers
  • Allows bulk changes
  • Allows labelling making it easy to maintain and organized
  • Competitor auction insights as there is no such facility
  • First column freeze on the reports would make life easier
  • Could allow for import at different levels such as Ad Copy
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Anonymous | TrustRadius Reviewer
March 28, 2018

Used Doubleclick basically my whole career!

Score 6 out of 10
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Pros and Cons

  • It provides excellent front-end bid manipulation across different marketing accounts which allows you to quickly navigate large amounts of digital marketing administration.
  • You can easily schedule or automate certain repetitive activities, allowing more flexibility in how you work.
  • When the Search product is matched with the Campaign Tracking product it allows for easy generation and manipulation of internal reporting.
  • There are certain segments such as location, demographics etc. that do not properly populate, especially in certain countries in the EU which means you have to revert to other products.
  • It experiences intermittent issues in functionality and accessibility of data, with data sometimes taking a day or so to show up following a sync error or the portal being inaccessible / signing you out.
  • Some of the bid strategies can be a bit opaque in regards to how they're functioning and it can require some trial and practice to get the most out of it.
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Anonymous | TrustRadius Reviewer
February 20, 2018

Double Click - manage multiple accounts across all channels

Score 10 out of 10
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Pros and Cons

  • Setting up tracking URLs is very easy and it also helps us identify if any errors have occurred with it. This allows us track all types of conversions to the most granular level.
  • Accessing all accounts from Double Click significantly reduces the hours we spend on reporting. Any level of detail could be easily pulled out from the reporting tab.
  • A very big strength of Double Click is that it's integrated with other publishers, too, besides AdWords.
  • Automated bidding is available.
  • Maybe if everything could be instantly synced with AdWords, this would also save time on the execution side of things and will decrease the possibility of errors.
  • It's only available for big companies, because it's expensive. If there was a bit more limited version of it for smaller companies to be able to use it at a lower price, this could open doors to small agencies and companies, too.
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Namit Narain | TrustRadius Reviewer
December 20, 2014

Seamless Ad-Server - DoubleClick Manager for Advertiser

Score 9 out of 10
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Pros and Cons

  • 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.
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Anonymous | TrustRadius Reviewer
March 07, 2018

DoubleClick

Score 8 out of 10
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Pros and Cons

  • One of the biggest advantages of using DoubleClick is the conversion/pixel platform. The platform allows you to customize variables for conversions and then send to your clients' site manager or developers. A huge plus in using DCM floodlight conversions is that they track both views and click through which Google Analytics does not.
  • DoubleClick also allows you not only track display media but search as well. DCM being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
  • The overall DCM platform is very user-friendly and allows you to update creative assets very easily. This has often been a time-consuming process in our ad servers that I've used in the past. I feel as though DCM is very easy to navigate and learn in general. Prior to my position now, I had never used DCM and only took a few weeks to learn.
  • One issue I often run into for DoubleClick can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to. The problem that occurs is you're unable to click on the tool and typically to close your browser and restart DCM or your computer. This can be an inconvenience when you are in the midst of trafficking a campaign.
  • When I first started using DCM, you could upload HTML5 creative assets on the campaign level which worked great. As of late they no longer allow you to upload to campaign but rather to advertiser. Adding this step, you have to upload creative from the advertiser to campaign which adds another step in the process of trafficking.
  • Within DoubleClick Managment (DCM) there are placements, ads, and creatives. The ads are created after a creative unit is assigned to the placement. I've noticed sometimes the ads default to "inactive" which doesn't allow you to track the unit. I have not figured out how to prevent this rather I just ensure all ads are set as "active".
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Anonymous | TrustRadius Reviewer
February 05, 2018

DoubleClick - the best data management platform

Score 9 out of 10
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Pros and Cons

  • Syncs up data very quickly
  • It's very easy to manage multiple accounts and report on their performance
  • Bidding strategies and automatic rules are easy to set up
  • Tracks performance on all URLs, not just the paid media
  • Bidding strategies based on revenue would be a nice improvement
  • Being able to easily access remarketing audience from different channels would make advertiser's life easier
  • Easier integration with Adobe Analytics would be a good improvement
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Anonymous | TrustRadius Reviewer
October 26, 2017

DoubleClick Does It Right

Score 8 out of 10
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Pros and Cons

  • The relationship between DCM and DBM allows for a seamless integration between adserver and DSP.
  • DBM has great third-party and custom audience segments.
  • DBM's reporting suite offers an array of metrics and dimensions to report on.
  • Having the cost of DBM flow easily back through to the DDM reporting suite would be very helpful.
  • Being able to traffic and serve native assets through DCM the same way a display ad is served.
  • If DBM had keyword targeting capabilities that mirrored AdWords keyword structures.
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Brad Turner | TrustRadius Reviewer
February 22, 2014

Doubleclick clicks for ad serving and reporting

Score 7 out of 10
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Pros and Cons

  • 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.
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Anish Koppula | TrustRadius Reviewer
September 12, 2014

DFA - the ad serving solution to be considered for adverstisers

Score 8 out of 10
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Pros and Cons

  • 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
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Michael Orlando | TrustRadius Reviewer
March 21, 2014

Honest review of DoubleClick from a Vendor Perspective

Score 8 out of 10
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Pros and Cons

  • 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.
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Feature Scorecard Summary

Data Transfer (22)
7.8
DSP integration (24)
7.3
Ad campaign creation (29)
8.0
Ad deployment (29)
7.8
Display advertising (26)
8.3
Ad display and retargeting segmentation (27)
7.8
Sequence targeting (21)
8.1
Ad dashboards (27)
7.7
Ad performance reports (29)
7.7
Ad conversion tracking (28)
8.5
Ad attribution reporting (27)
7.7
Cross-channel ad management (22)
7.8
Ad forecasting and optimization (22)
7.0

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