February 13, 2014

Google Marketing Platform (formerly DoubleClick) Review: "DoubleClick - Why you shouldn't use it for mobile."

Verified User

Employee in Marketing

Marketing and Advertising Company, 1001-5000 employees

Score 7 out of 10

Vetted Review

Verified User

Use Cases and Deployment Scope

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.

Pros and Cons

Ad Serving
Tracking digital advertising campaigns
Reporting on digital advertising campaigns

Mobile Ad Serving
Mobile In App Tracking
Mobile Web Tracking

Return on Investment

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

Likelihood to Renew

When DoubleClick improves their ability to track mobile then I would convert back to using that platform.

Likelihood to Recommend

This product is great for any kind of digital marketing, advertising or media campaigns on desktop websites. It is less appropriate for any kind of tracking or reporting for mobile web, or any kind of in-app mobile and mobile web activity. It will work for any kind of advertising agency.