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!).
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TransUnion TruAudience
Score 7.0 out of 10
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TruAudience from TransUnion, which contains technology from Signal Tag Management and Neustar Marketing, is a solution that aims to help marketers, web analysts and agencies establish autonomy from IT development cycles, accelerate the launch of new data-driven initiatives and campaigns while significantly improving website performance.
I feel pretty neutral about Google Marketing Platform. For the longest time, my company wasn't using it because each of the features (Data Studio, Analytics, etc.) could be accessed separately. In fact, most of the time, I don't even go into Google Marketing Platform because it's easier to directly navigate to the individual platforms. There are very few features about GMP that can only be accessed from the GMP UI. The Integrations Center is probably the main feature I utilize from the GMP UI, which allows me to see a summary of the integrations I have in place across all my client properties and accounts.
Well suited to campaigns and smaller task teams of less than 100. For these sizes, the group conversations work well, and the ability to search conversations and multimedia is perfect for finding previous information. For larger groups, information could very easily get lost, and requires a break-up into groups that would defeat the purpose of such a group chat.
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.
Populating your library with new tags is simple whether you're duplicating an existing tag or creating an entirely new one.
Creating the firing conditions for a tag.
Adding users to different groups with limited or full admin permissions.
If you know JavaScript, you shouldn't have an issue with assigning values to the proper variables once your data layer is set up for each page and/or action.
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.
Placing quotes around variable names in the Tag Attributes, but not in the Event Handlers has caused me to mess up more than once.
Being able to search the account for all instances of certain text would be very helpful (e.g., search for s.eVar30 to find all places where I set that SiteCatalyst variable).
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
Because of all of the previous benefits that I mentioned, GM has mandated that any DSP that we use for their campaigns must be integrated with BrightTag. Therefore we will have to use BrightTag for all future GM business
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
Based on the features and current usage. It shows some buggy pages plus the service and support is really very slow. The updates are not regular and company needs to work on that. The usability is good and reporting of tags is accurate which is the best part. The pricing of the product is good and can be used by organizations of all sizes.
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 .
Support is really slow and it takes days to resolve an issue. Plus we have to inquire regularly for the status of resolution. Company should definitely work towards that
Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account optimizations. Besides, Marin is behind all the new features available on AdWords, which makes the tracking also not very flexible.
Most of the tag solutions I've worked with were not nearly as robust. Most systems will let you load another tag not directly placed on the site, but none provide all the different firing levers that BT does
DS3 has improved ROI considerably due to its ability to make the work of a team of digital marketers to go further and improving internal efficiency.
There is a notable improvement in account performance for those integrated with DoubleClick as opposed to not, with better tracking, new bid strategy options, and a more responsive interface.
The additional fee on top of media spend is a considerable expense for a large advertiser, but the necessity of a product/solution such as this means that there is always likely to be some comparative cost.
