--- title: Google Marketing Platform Reviews meta_title: 'Google Marketing Platform Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 300 reviews by the users' company size, role or industry to find out how Google Marketing Platform works for a business like yours. aggregate_rating: rating_value: 4.1 review_count: 300 scale: '5' date_modified: '2026-07-17' parent_category: name: Digital Advertising Tech url: https://www.g2.com/categories/digital-advertising-tech --- # Google Marketing Platform Reviews **Vendor:** Google **Category:** [Paid Search Advertising Software](https://www.g2.com/categories/paid-search-advertising) **Average Rating:** 4.1/5.0 **Total Reviews:** 300 ## About Google Marketing Platform Google's DoubleClick™ provides ad management and ad serving solutions to companies that buy, create, or sell digital advertising. The world's top marketers, publishers, ad networks, and agencies use DoubleClick platforms as the foundation for their digital marketing. With deep expertise in ad serving, media planning, search management, rich media, video, and mobile, DoubleClick platforms help customers execute digital media strategies more effectively. ## Google Marketing Platform Pros & Cons **What users like:** - Users appreciate the **unified platform** of Google Marketing Platform, simplifying data management and enhancing decision-making for effective campaigns. (4 reviews) - Users value the **consolidated campaign management** of Google Marketing Platform, simplifying decision-making and performance tracking. (3 reviews) - Users appreciate the **ease of use** of Google Marketing Platform, as it simplifies data management and campaign tracking. (3 reviews) - Users value the **efficiency** of Google Marketing Platform for integrating data and tools, streamlining decision-making and campaign management. (3 reviews) - Users appreciate the **integrated performance tracking** of Google Marketing Platform, enabling smarter decisions and streamlined campaign management. (3 reviews) - Analytics (2 reviews) - Analytics Insights (2 reviews) - Users value the **easy setup** of Google Marketing Platform, streamlining campaign management and performance analysis effectively. (2 reviews) - Platform Capabilities (2 reviews) - Reporting Features (2 reviews) **What users dislike:** - Users find the **learning curve overwhelming** , making it difficult for beginners to navigate Google Marketing Platform effectively. (3 reviews) - Users find the **steep learning curve** of Google Marketing Platform challenging, especially for those new to analytics and ad tech. (3 reviews) - Users find the **complex setup** of Google Marketing Platform challenging for beginners, leading to a steep learning curve. (2 reviews) - Users find the **difficult setup** of Google Marketing Platform challenging, especially for beginners unfamiliar with analytics tools. (2 reviews) - Users find Google Marketing Platform to be **expensive** , especially for smaller businesses with unused features. (2 reviews) - Users find the **usability poor** , often requiring training due to its overwhelming and complex nature. (2 reviews) - Training Difficulty (2 reviews) - Users find the **complex usability** of Google Marketing Platform requires hands-on training to grasp its capabilities effectively. (1 reviews) - Complex User Interface (1 reviews) - Difficult Learning (1 reviews) ## Google Marketing Platform Reviews ### 1. DCM is still the best cookie based platform **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** July 31, 2017 **What do you like best about Google Marketing Platform?** Easy to use, easy to train people on. It's consistant through the upgrades. **What do you dislike about Google Marketing Platform?** Somewhat buggy in a weird way. You might need incognito mode to fix things. **What problems is Google Marketing Platform solving and how is that benefiting you?** My team and my clients knowe exactelty what I'm talking about ### 2. DCM Review **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** November 14, 2017 **What do you like best about Google Marketing Platform?** DCM is a great way to pull reporting for all in-market campaigns **What do you dislike about Google Marketing Platform?** Revising reporting you have already pulled **What problems is Google Marketing Platform solving and how is that benefiting you?** Digital trafficking and reporting ### 3. Great platform **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** October 24, 2017 **What do you like best about Google Marketing Platform?** Easy to use, access to all inventory sources, rolling out more and more unique features **What do you dislike about Google Marketing Platform?** Can be limiting in how well it works with other platforms **What problems is Google Marketing Platform solving and how is that benefiting you?** Transparency with programmatic buying ### 4. Powerful tool **Rating:** 2.5/5.0 stars **Reviewed by:** Verified User in Internet | Small-Business (50 or fewer emp.) **Reviewed Date:** October 24, 2017 **What do you like best about Google Marketing Platform?** Very powerful and robust tool, solves many business problems but does so at time and expense. **What do you dislike about Google Marketing Platform?** Expensive, not very intuitive to use, steep learning curve. **What problems is Google Marketing Platform solving and how is that benefiting you?** Optimize performance, automation. ### 5. Great experience **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** October 30, 2017 **What do you like best about Google Marketing Platform?** What you pay for instead of an upfront fee. **What do you dislike about Google Marketing Platform?** Navigating around in the platform can sometimes be confusing. **What problems is Google Marketing Platform solving and how is that benefiting you?** How to increase brand awareness. ### 6. Overall A Good Experience With DCM **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** January 24, 2017 **What do you like best about Google Marketing Platform?** DCM is pretty quick and easy to navigate through, to create new campaign builds, to build reports, and check on statistics. I also like that there is an advertiser view and a campaign view. Also that you can switch easily back and forth from reporting & trafficking. **What do you dislike about Google Marketing Platform?** I dislike the campaign view form. Now that I have more experience in DCM, it makes more sense but as a beginner it was difficult to see the layering of placements and ad sets. **What problems is Google Marketing Platform solving and how is that benefiting you?** We are solving building out campaign builds within DCM. Some benefits are the scheduled reports and also being able to see in the summary tab an overview of how your campaigns are doing. ### 7. Paid Search Manager 5+ Years **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** December 20, 2016 **What do you like best about Google Marketing Platform?** DoubleClick is hands down the best piece of bid optimization software i've used. The bid strategies make achieving ROI goals very simple. The interface is extremely user friendly. Also, the support you get from the DS help team is amazing. I'd also call out the web query function and executive dashboards as exceptional features. **What do you dislike about Google Marketing Platform?** Some of the testing (landing page, ad copy) only allows you to pull in conversion data and not regular front end metrics. **Recommendations to others considering Google Marketing Platform:** Make sure you tag your site appropriately and USE bid strategies. **What problems is Google Marketing Platform solving and how is that benefiting you?** ROI goals - the automation puts a ton more time back on our books. We have evolving ROI goals and we need a software to manager that efficiently. ### 8. Marketing Made Easier **Rating:** 4.0/5.0 stars **Reviewed by:** Christopher R. | Google Adwords Strategist, Marketing and Advertising, Mid-Market (51-1000 emp.) **Reviewed Date:** July 20, 2016 **What do you like best about Google Marketing Platform?** I find that the main reason to use Doubleclick is that it's easy to use. Compared to other marketing platforms we've used, I find the UI intuitive and well thought out . I also personally like how comprehensive the overview of the sales funnel is designed to be. This actually helped us cutdown on our C,P,A, and increased our revenue when we saw that we were actually missing our target audience on display. **What do you dislike about Google Marketing Platform?** One of the biggest issues I have with Doubleclick is that the features don't always work as intended. This is actually the main reason I gave it 4 stars instead of 5. They sometimes roll out great updates that are supposed to make it easier for the team like making multiple ad layouts that each team member could customize from a basic layout. However, this doesn't always work, and can put our team behind schedule. **Recommendations to others considering Google Marketing Platform:** If you need a user intuitive marketing software, for a larger office (at least a team of 10-15) this is one of the best choices available. **What problems is Google Marketing Platform solving and how is that benefiting you?** The data gained from the comprehensive sales funnel helped us cut back on our display spending and focus more on an emerging millennial market through social media. ### 9. Media Strategist Review **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** January 12, 2017 **What do you like best about Google Marketing Platform?** It's pretty industry standard, so pretty fair assumption that learning it once means you can do the job wherever you go. **What do you dislike about Google Marketing Platform?** The whole UX is pretty sub-par... I learned trafficking with Sizmek and I may be biased because of that, but prefer that much more. In DCM: You can't ever delete things, only Archive, and there are lots of little things like that that make it diffifcult **What problems is Google Marketing Platform solving and how is that benefiting you?** Having a third-party ad server is necessary for modern media planning. DCM is a good tool to get that done. ### 10. Double Click Review **Rating:** 5.0/5.0 stars **Reviewed by:** Alexandre R. | Digital Marketing Director, Mid-Market (51-1000 emp.) **Reviewed Date:** January 05, 2017 **What do you like best about Google Marketing Platform?** If you are running PPC campaigns in AdWords, Bing and Yahoo DoubleClick will save you time on campaign management across platforms. In addition, they have advanced automated bid management, which is another time saver. **What do you dislike about Google Marketing Platform?** Some functional is missing which is present in AdWords or Bing. Thus, don't expect to completely move to DoubleClick for daily campaign management. **Recommendations to others considering Google Marketing Platform:** If you are running cross search engine campaigns DoubleClick can help you to save time. However, don't expect it to completely replace AdWords. **What problems is Google Marketing Platform solving and how is that benefiting you?** Save time on daily paid campaign management. ### 11. DBM **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 25, 2017 **What do you like best about Google Marketing Platform?** DBM sets the standard for DSPs. It is extremely user friendly and the support team is always willing to learn from it's users. **What do you dislike about Google Marketing Platform?** Some minor interface updates could be helpful like adding more controls on the campaign level between the IO and line item. **What problems is Google Marketing Platform solving and how is that benefiting you?** Accessing multiple inventory sources all in one place. Consolidating remarketing and prospecting under one platform to control for things like frequency, spend levels, etc. ### 12. Doubleclick Review **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** April 24, 2017 **What do you like best about Google Marketing Platform?** Easy to use interface, especially for reporting **What do you dislike about Google Marketing Platform?** Doesn't accurately report spend so need pull a separate Doubleclick Bid Manager report to get accurate spend **What problems is Google Marketing Platform solving and how is that benefiting you?** Retrieving digital media campaign data for reporting purposes. DoubleClick houses all placements in a campaign which is convenient when needing a quick snapshot of what media is running ### 13. Super easy to use and make profit **Rating:** 5.0/5.0 stars **Reviewed by:** Jordi v. | CEO, Small-Business (50 or fewer emp.) **Reviewed Date:** December 21, 2016 **What do you like best about Google Marketing Platform?** Double Click is my top resource for advertising on my paginated articles. Clean advertisements. **What do you dislike about Google Marketing Platform?** Higher RPMs please, this way I can make much more money **What problems is Google Marketing Platform solving and how is that benefiting you?** Currently we are working on monitoring our page views to increase revenu. ### 14. DoubleClick Digital Marketing **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Non-Profit Organization Management | Mid-Market (51-1000 emp.) **Reviewed Date:** April 11, 2017 **What do you like best about Google Marketing Platform?** I love that it allows us to gain more insight and control over our display campaigns. **What do you dislike about Google Marketing Platform?** I dislike that the user interface is a lot different than other Google products, and therefore can take some getting used to. **Recommendations to others considering Google Marketing Platform:** Get used to the interface before committing. **What problems is Google Marketing Platform solving and how is that benefiting you?** Gaining more insight and control over our display campaigns. ### 15. Double Click Review **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** April 04, 2017 **What do you like best about Google Marketing Platform?** All of it!! I love the ability to make changes across multiple platforms in real-time, the bidding capabilities, the scheduled edits, ease of linking, segmentation, etc. **What do you dislike about Google Marketing Platform?** I wish I could pull in Social performance. **Recommendations to others considering Google Marketing Platform:** Do it! **What problems is Google Marketing Platform solving and how is that benefiting you?** Efficiency in managing all engines from what platform. Benefits - time saver, more efficient process, ability to see trends across engines. ### 16. So easy, intiuitive **Rating:** 4.5/5.0 stars **Reviewed by:** Utsav P. | Paid Search - SEM Manager, Marketing and Advertising, Small-Business (50 or fewer emp.) **Reviewed Date:** January 06, 2017 **What do you like best about Google Marketing Platform?** Very easy to use, intuitive, and a clean platform. Everything is easy to set up and user design experience is great. **What do you dislike about Google Marketing Platform?** Not a whole lot. Support could be just slightly better. **Recommendations to others considering Google Marketing Platform:** Great to use with huge budgets. Consider adding rules to help with brand bids as well. **What problems is Google Marketing Platform solving and how is that benefiting you?** Paid search, revenue and roas goals ### 17. Double Click a Winner! **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Machinery | Mid-Market (51-1000 emp.) **Reviewed Date:** December 21, 2016 **What do you like best about Google Marketing Platform?** DC has been responsible for a sharp increase in our digital marketing and programmatic buying. We can account for huge increases in web searches and direct buying for our product line. The support from their customer service department is second to none. **What do you dislike about Google Marketing Platform?** nothing. There is nothing about Double Click we dislike, except maybe its a bit pricey, but the returns in first 6 months have already shown significant ROI numbers. **What problems is Google Marketing Platform solving and how is that benefiting you?** Increase in search traffic for a speficic product line where we have several larger and better known competitors ### 18. DCM **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 11, 2017 **What do you like best about Google Marketing Platform?** The ease of setting up the report for dashboard building **What do you dislike about Google Marketing Platform?** The support from their support team could be delayed **What problems is Google Marketing Platform solving and how is that benefiting you?** Reporting and the conversion domains could be tricky to find ### 19. Fantastic! **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Consumer Goods | Small-Business (50 or fewer emp.) **Reviewed Date:** December 19, 2016 **What do you like best about Google Marketing Platform?** Super helpful & responsive support, easy and intuitive interface **What do you dislike about Google Marketing Platform?** Had a few issues with connecting to Bing but overall we've had a great experience **What problems is Google Marketing Platform solving and how is that benefiting you?** Integrating our search campaigns from Google/Bing into one platform. Excellent reporting tools, easy to use interface. ### 20. Super easy **Rating:** 5.0/5.0 stars **Reviewed by:** Paul E. | Senior Digital Marketing Manager, Public Relations and Communications, Mid-Market (51-1000 emp.) **Reviewed Date:** January 04, 2017 **What do you like best about Google Marketing Platform?** The software has super easy targeting options. **What do you dislike about Google Marketing Platform?** There is not much in this tool to dislike. **What problems is Google Marketing Platform solving and how is that benefiting you?** Getting ads to the right people at the right time. ### 21. DoubleClick helps me do my job every single day - must use **Rating:** 5.0/5.0 stars **Reviewed by:** Mike L. | Manager, Strategy & Analysis, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** January 10, 2016 **What do you like best about Google Marketing Platform?** I love the flexibility of DoubleClick. I use it every single day at my job in order to report on the performance of our marketing campaigns both on a macro-level and micro-level. The ability to dig down into specific actions as well as measure the reach and frequency of all of our trafficked media helps keep both our agency team accountable as well as measure our media partners in order to optimize our campaigns/activations in real time. **What do you dislike about Google Marketing Platform?** Particularly for search performance, DoubleClick's reporting and insights feature is not my preferred platform. In order to run a search report at the daily level, running and pulling the report takes far too long to compile. It's much faster to pull a search report directly from the search platform. **Recommendations to others considering Google Marketing Platform:** Make sure that you've worked with other analytics or data management platforms in the past. Making the transition to working with raw data from pure UI can be difficult for those who are uninitiated in data management. **What problems is Google Marketing Platform solving and how is that benefiting you?** The problems I'm solving day-to-day are typically issues of optimization with our site-partners. For instance, I'll use rich-media reporting to A/B test our creative for interaction rates on multiple sites for click-to-expand video units. Since the same creative ran across multiple sites, we were able to determine where we should prioritize our spend in terms of media performance. ### 22. User-friendly. **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Telecommunications | Enterprise (> 1000 emp.) **Reviewed Date:** December 21, 2016 **What do you like best about Google Marketing Platform?** DoubleClick Digital Marketing is user-friendly. **What do you dislike about Google Marketing Platform?** Nothing to dislike about DoubleClick Digital Marketing, very easy to use. **What problems is Google Marketing Platform solving and how is that benefiting you?** We use this product to manage our DCO. ### 23. Reliable partner **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Consumer Goods | Enterprise (> 1000 emp.) **Reviewed Date:** January 11, 2017 **What do you like best about Google Marketing Platform?** Double Click just always seems to work. We rarely had issues tracking data or with broken links. **What do you dislike about Google Marketing Platform?** Unfortunately, my parent company made the executive decision to work with another vendor for this service. **What problems is Google Marketing Platform solving and how is that benefiting you?** Getting relevant ad materials to the target audience in a cost-effective way. Great analytic on the back end. ### 24. Excellent Platform **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 05, 2017 **What do you like best about Google Marketing Platform?** The seamless integration and ease of QA processes makes this program a must-use in my industry. **What do you dislike about Google Marketing Platform?** I actually don't have any complaints about it. It's a really great product. **What problems is Google Marketing Platform solving and how is that benefiting you?** Testing multiple platforms and understanding how a piece of marketing will react in different environments is paramount to us executing quality work. ### 25. DoubleClick Digital Marketing is an effective platform for advertisers **Rating:** 4.0/5.0 stars **Reviewed by:** Lauren P. | Analyst, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** January 07, 2016 **What do you like best about Google Marketing Platform?** The interface is easy to understand from the get go. I am able to switch between my trafficking and reporting tabs very easily, and it houses many advertisers information. Data exports are clean and easy to understand. **What do you dislike about Google Marketing Platform?** There's not much that I dislike with DoubleClick Digital Marketing. The alerts that pop up at the top of the screen in the blue bar can be distracting, and I'd prefer if they were in a bubble in the bottom corner or somewhere less obvious. **Recommendations to others considering Google Marketing Platform:** I would recommend using DoubleClick Digital Marketing for anyone in a large advertising agency. It is a great platform to manage several clients and multiple people on multiple teams can easily access information in a centralized and organized place **What problems is Google Marketing Platform solving and how is that benefiting you?** My agency needed a platform to house all data gathered from floodlight tags and DoubleClick Digital Marketing does this very well. I can see a list of all floodlights by name, activity string name, group string name, and fires in the past two weeks. As an analyst, it not only allows me to quickly see all floodlights I have placed on a website, but it also gives me a detailed export. ### 26. Solid Ad Server **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** December 13, 2016 **What do you like best about Google Marketing Platform?** Easy to use and well known industry tool. **What do you dislike about Google Marketing Platform?** Needs to update their software more frequently. **Recommendations to others considering Google Marketing Platform:** DoubleClick Digital Marketing is one of the top tools in the industry and is a 'must have'. **What problems is Google Marketing Platform solving and how is that benefiting you?** DoubleClick has helped manage campaign metrics in one consolidated platform, which has allowed me to realize that data direct from publishers is not always reliable. ### 27. Double Click For Sarch **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** January 04, 2017 **What do you like best about Google Marketing Platform?** Recently started using DoubleClick, really impressed and excited by the automation features and the possibilities there. **What do you dislike about Google Marketing Platform?** Took a decent amount of time for set up and to configure settings. **What problems is Google Marketing Platform solving and how is that benefiting you?** Optimizing paid search campaigns using data and metrics provided by DoubleClick ### 28. Makes life easier **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** January 05, 2017 **What do you like best about Google Marketing Platform?** That i can manage accounts from different publishers in one place and it's free **What do you dislike about Google Marketing Platform?** Bid strategies are not very accurate. Every Keyword must contain a URL, which makes changing landing pages a slow process **What problems is Google Marketing Platform solving and how is that benefiting you?** It makes reporting easier ### 29. Intuitive, powerful digital marketing suite **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** December 19, 2016 **What do you like best about Google Marketing Platform?** I like the ease of use, including reporting, targeting and creative upload tools in DBM> **What do you dislike about Google Marketing Platform?** Doubleclick Campaign Manager is still an archaic tool in terms of assigning creatives and reporting. **What problems is Google Marketing Platform solving and how is that benefiting you?** I used these tools to create, bid and manage all our display and video advertising needs. ### 30. Positive **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 04, 2017 **What do you like best about Google Marketing Platform?** Ability to segment data easily and automated bid management **What do you dislike about Google Marketing Platform?** Uploading new items is slow and cumbersome. **What problems is Google Marketing Platform solving and how is that benefiting you?** Lowering my clients' CPA using automated bidding ### 31. Very easy to use for advertising **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Enterprise (> 1000 emp.) **Reviewed Date:** January 04, 2017 **What do you like best about Google Marketing Platform?** Excellent ability to advertise our products across many sites and platforms. Integrates with Google Analytics **What do you dislike about Google Marketing Platform?** Can be expensive since we use it with a 3rd party agency **What problems is Google Marketing Platform solving and how is that benefiting you?** Advertising ### 32. Overall multifaceted advertising powerhouse **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 11, 2016 **What do you like best about Google Marketing Platform?** The full stack integration gives DB the advantage over the competition **What do you dislike about Google Marketing Platform?** They don't , however , lead the marketplace in innovation. They wait to see who does it best and either over engineer something similar, or acquire the leader if it makes sense. **Recommendations to others considering Google Marketing Platform:** If you are considering it, it is probably going to have to be in your toolbox. They are the market leader in so many areas, it's difficult to avoid them while still providing a best in class service to clients. **What problems is Google Marketing Platform solving and how is that benefiting you?** Everything from adserving to programmatic bidding, to automated guaranteed campaigns, to audience insights... It's the full stack solution. ### 33. Daily user across Trafficking, Reporting, and Studio **Rating:** 4.5/5.0 stars **Reviewed by:** Kris Y. | Manager, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** January 05, 2016 **What do you like best about Google Marketing Platform?** The UI is simply the best platform that I have seen. Both from a traffic perspective, the search functionality is super easy to use and find placements. **What do you dislike about Google Marketing Platform?** The Reporting UI has a great trend interface similar to GA that allows you to see data very quickly but its very limited. If it could be more like GA in the way you could manipulate the data, that would be a plus **Recommendations to others considering Google Marketing Platform:** If you are thinking about integrating all of your products under the Google platform, DCM is the best place to start. **What problems is Google Marketing Platform solving and how is that benefiting you?** Benefits are integrations between the Ad Server and the DSP. Plus we can port GA Segments to DCM then up to DBM. ### 34. DoubleClick Ad Server Review **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** July 02, 2016 **What do you like best about Google Marketing Platform?** An effective platform for creating and trafficking ad placements. Also have the ability to pull a variety of reports. **What do you dislike about Google Marketing Platform?** The reporting features are really only effective for last click attribution. The other attribution views use a sampling method of all pixel fires. I need just conversion pixel tracking. **Recommendations to others considering Google Marketing Platform:** Ask questions about attribution. **What problems is Google Marketing Platform solving and how is that benefiting you?** The ability to aggregate all my publishers into one platform. ### 35. Use DBM for programmatic buying for display campaigns **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** October 26, 2016 **What do you like best about Google Marketing Platform?** The user interface, quickly updated data and breadth of options in the platform. **What do you dislike about Google Marketing Platform?** Data does not always match up between DBM & DCM. **What problems is Google Marketing Platform solving and how is that benefiting you?** Always attempting to maximize return on investment. Many levers to pull in platform to help achieve that. ### 36. Streamlined Ad Server/Reporting **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 10, 2016 **What do you like best about Google Marketing Platform?** largest play out there, no speed bumps when working with a new vendor **What do you dislike about Google Marketing Platform?** not intuitive user experience, seems like extra steps are needed for simple pre-planning processes. **Recommendations to others considering Google Marketing Platform:** For large companies looking to do large quantities of business, DCM is a good tool that does everything. My favorite ad server, however, is not DCM for other reasons. **What problems is Google Marketing Platform solving and how is that benefiting you?** ad serving, reporting, trafficking. DCM is very streamlined and works well when a large team is accessing the same campaign. ### 37. A Golden Standard for the Foundation of any Advertising/Marketing Campaign **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 04, 2016 **What do you like best about Google Marketing Platform?** When Google bought Doubleclick, they transformed this program into a massively used golden standard for adserving/reporting purposes. Because of this, the program is used by vast majority of the advertising community and is constantly being refined and refreshed to provide it's users with the most up-to-date capabilities. All publisher (vendors) accept and are familiar with the program which is great too. **What do you dislike about Google Marketing Platform?** Some companies have concerns that because an agency pushes so much of their information into this program and it allows Google to have a lot of visibility into the rates and media buys that your agency has. To be honest though, it's hard to avoid because you provide the same information to any other ad server. **Recommendations to others considering Google Marketing Platform:** The major leading advertising agencies use this program for a reason--it takes home the trophy for your display ad campaigns. One thing I would recommend is that DCM does not excel at providing super in-depth reporting on mobile and video. If you are looking for mobile and video reporting, you would want to look at pairing another ad server that specifically caters for those types of tactics **What problems is Google Marketing Platform solving and how is that benefiting you?** We used DCM as a part of our business solution to serve our advertising campaign and report out campaign results with an end goal of achieving the client's yearend business sales goal. ### 38. DoubleClick Search & DCM **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** November 05, 2015 **What do you like best about Google Marketing Platform?** Both DS3 and DCM are good products. They have improved a lot over the last few years. DS3 is designed to look and function a lot like AdWords and Google Analytics. It has some good functionality with bid strategies that use advanced attribution modeling or other KPI driven models. DCM is pretty good too but you have to be very careful with the details and be somewhat technical to get it to do everything you want. Both are very inexpensive tools. **What do you dislike about Google Marketing Platform?** It doesn't appear that DS3 or DCM are very high priorities for Google. They innovation is minimal. These tools are not as tightly integrated with AdWords, Google Analytics and Google Bid Manager as you would think they could be. There support is atrocious. Both tools are very powerful but you have to put a lot into them to get anything out. Seems like things could be much easier if they would just try. **Recommendations to others considering Google Marketing Platform:** They don't seem to be catching up or being very innovative. The attribution modeling and all in one tracking are great but not sure they make up for the deficiencies. **What problems is Google Marketing Platform solving and how is that benefiting you?** In the end, the Attribution reporting keeps us coming back for more. It tells an amazing story and gives great insight into how advertising attribution influences campaigns. DC has fallen behind in some areas (Social, Gemini and other data integrations) ### 39. Easy to use tool for any level of expertise **Rating:** 4.0/5.0 stars **Reviewed by:** Eitan R. | Search & Paid Social - Associate Director, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** December 11, 2014 **What do you like best about Google Marketing Platform?** Bid Strategies - Doubleclick's bid strategies give you an easy to use option to have keywords optimized to budget pace, KPI, cost per KPIs, and position constraints (e,g. if you want to ensure certain terms, like your brand terms, stay in top position). Landing page testing - Ability to split traffic by keyword for landing page tests **What do you dislike about Google Marketing Platform?** Attribution functionality. It's there, but you have to continually set the attribution link to your preference (i.e. first vs. last click or anything in between). Also tough to see path to purchase on keyword level using their tool Reporting - It's really just a dump in excel, not a great feature if you need frequent reporting in a nice format **Recommendations to others considering Google Marketing Platform:** It may seem, no frills, but has the same bells and whistles as some of the more expensive search UI platforms and at a fraction of the price. **What problems is Google Marketing Platform solving and how is that benefiting you?** Drive business leads. Business leads are difficult to drive, but they are easier with the DS' weighted formula capability. This functionality gives you the option to weigh certain action that attribute to a business lead. ### 40. After 7 years working with Doubleclick, it continues to **Rating:** 5.0/5.0 stars **Reviewed by:** J R. | Independent Digital Media Consultant, Marketing and Advertising, Small-Business (50 or fewer emp.) **Reviewed Date:** December 17, 2014 **What do you like best about Google Marketing Platform?** On the rare occasion that you're working with a brand taking time to make investments in its Ad Tech infrastructure, Doubleclick and accompanying products are the top choice. Between The Bid Manager (RTB), Studio (Rich Media Creative), and Search integrated products, Doubleclick can serve as a central technology hub for most online marketing initiatives. **What do you dislike about Google Marketing Platform?** Documentation is notoriously bad for Doubleclick. There is a lot you can do that even phone tech support isn't readily aware of. It's crucial that you recruit someone in your team or your agency's team that has years of experience working with the product(s). **Recommendations to others considering Google Marketing Platform:** Getting on-boarded to Doubleclick is valuable, but time consuming. Don't start unless you have already secured the business resources to invest that time. **What problems is Google Marketing Platform solving and how is that benefiting you?** Accurate measurement of ROI from multi-channel digital investments. If you still don't know which has a bigger impact on your bottom line, Search vs. Display, Doubleclick is the industry leader in measuring that for your. It is also a fantastic platform to measure and market to distinct marketing groups, or deliver dynamic marketing messages to consumers based on their customer segment or CRM data. ### 41. Detailed metrics, but long build times for high-impact units **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** July 18, 2015 **What do you like best about Google Marketing Platform?** DoubleClick provides standardized reporting that allows us to do an apples-to-apples comparison across publishers. Good customer service. **What do you dislike about Google Marketing Platform?** Build times for high-impact and/or custom units can be up to two business weeks. DoubleClick (and Google in general) is very strict about landing page content, which can be challenging for private offer landing pages. **Recommendations to others considering Google Marketing Platform:** We had to go through some data cleans--not DoubleClick's fault and it improved our process, but older data needed to be examined and vetted to match the standards of what we were now getting with DoubleClick and our new feed streams. **What problems is Google Marketing Platform solving and how is that benefiting you?** Measuring different types of content throughout the purchase process has been a challenge--we are using DoubleClick reporting paired with Google Adometry to get a full read on our campaigns. First reads are promising. ### 42. The best value in ad serving and DSP. Now with Attribution, Viewability and Verification tools woho! **Rating:** 4.5/5.0 stars **Reviewed by:** John Carlo L. | Founder / Advisor, Mid-Market (51-1000 emp.) **Reviewed Date:** November 11, 2014 **What do you like best about Google Marketing Platform?** I think Google Bidmanager is the most powerful DSP around.. The only thing I can't do with it is search based re-targeting . Buying Invite media was a great idea. I have been using it since 1.0. Being able to automatically sync my ads in DFA and push dynamic driving right into it makes for a happy analytics team. They have an intuitive interface for both and the best keep me happy. Adding new tools such such as verification and viewability reports. This has been great at catching networks that are serving on sites our clients would rather not be on. **What do you dislike about Google Marketing Platform?** I think the biggest challenge for Doubleclick has been the support. If you are a big spender they take care of you, If you aren't you need to rely on email support. If you are not a technical person like me, you might have get frustrated with not being able to talk to humans without email. **What problems is Google Marketing Platform solving and how is that benefiting you?** Mostly simple attribution questions. I think that it has allowed me to prove to clients that upper funnel tactics can provide assistance to lower funnel SEM tactics. We have also seeing correlations between viewabilty and performance and brand lift thanks to their recently released viewability tool. ### 43. DCM Review **Rating:** 3.5/5.0 stars **Reviewed by:** Elizabeth M. | Media Planner/Buyer, Marketing and Advertising, Small-Business (50 or fewer emp.) **Reviewed Date:** May 20, 2015 **What do you like best about Google Marketing Platform?** It's Google based so it integrates with all vendors we work with. It is in an outline format which makes it easy. **What do you dislike about Google Marketing Platform?** You can't delete anything, only archive. It is also not intuitive. **Recommendations to others considering Google Marketing Platform:** The biggest flaw is that you can not delete anything. All mistakes must be archived, which ultimately bogs down your whole campaign. We use Acceleration to facilitate support since we are a small agency, and they are fantastic. Doubleclick is not intuitive and has lots of "buttons you have to push" in order to create placements. **What problems is Google Marketing Platform solving and how is that benefiting you?** We're solving ways to place tags with all of our vendors. ### 44. DBM Review **Rating:** 4.0/5.0 stars **Reviewed by:** Natalie S. | Campaign Manager, AOD, Marketing and Advertising, Mid-Market (51-1000 emp.) **Reviewed Date:** November 18, 2014 **What do you like best about Google Marketing Platform?** I work on a number of platforms and I think the capabilities are definitely up to par and overall i find the UI to be very intuitive and easy to navigate when managing my campaigns. **What do you dislike about Google Marketing Platform?** I don't like that the mobile capabilities are not as advanced as some of the DSP platforms I work on as well as the lack of customer service and support DBM does not provide when they are needed. **Recommendations to others considering Google Marketing Platform:** Take online training's provided by DBM **What problems is Google Marketing Platform solving and how is that benefiting you?** I work on all programmatic buying for a number of advertiser on the Display, Mobile, Video and social channels. I am working on more efficiently spending money in programmatic while reaching a brands target market and staying below a customers goal/ KPI. It is important for me to take past historical data from campaigns that have run and provide recommendations for the next quarter and I think DBM has an algorithm that takes historical leanings to optimize a campaign more efficiently. ### 45. Generally Good **Rating:** 3.0/5.0 stars **Reviewed by:** Sean H. | Adjunct Faculty, Higher Education, Mid-Market (51-1000 emp.) **Reviewed Date:** December 05, 2014 **What do you like best about Google Marketing Platform?** New interface makes it easier to see an overview of the campaign without having to click through a bunch of different screens. Also really like the ability to look at campaigns in real-time. **What do you dislike about Google Marketing Platform?** It's more fussy than it used to be. Also very difficult to kill old ads, creatives, and landing page URLs if something's still connected. Maintaining a clean campaign is pretty tough. I also find it pretty slow. **Recommendations to others considering Google Marketing Platform:** Have a clear understanding of the Support structure. Also, I've found that thinking though how you want to structure campaigns and placement speeds set-up. **What problems is Google Marketing Platform solving and how is that benefiting you?** Biggest motivator was traffic reporting disparities and DoubleClick solves that issue. We now have a much better way to deal with that issue. It's also easier to check how a campaign is performing in real-time and make tweaks to optimize. ### 46. Very intuitive user interface and reliable ad trafficking **Rating:** 4.5/5.0 stars **Reviewed by:** Samsudin K. | Ad Platform Product Management, Consumer Electronics, Mid-Market (51-1000 emp.) **Reviewed Date:** January 13, 2015 **What do you like best about Google Marketing Platform?** They recently changed the name from DFA to Double Click Campaign Manager but the functionality is the same. You can target audience across different channel such as display and mobile. The user interface is very intuitive and easy to use. One of the best ad trafficking tools that I have used over the last 5 years on online advertising. **What do you dislike about Google Marketing Platform?** Very limited support from Google unless you contact your account manager directly. Mainly self-help using Google documentations. **Recommendations to others considering Google Marketing Platform:** 1) The best solution that cover display, mobile and video advertising 2) Integrated reporting with DFA and DFP so less dependencies. 3) Love the bulk editing and bulk uploading of campaign and creatives. 4) The best ad trafficking tool out there **What problems is Google Marketing Platform solving and how is that benefiting you?** DFA is a very reliable ad-trafficking tools for digital marketing and re-marketing, Very strong reporting capabilities under one roof ### 47. Makes Everything More Difficult **Rating:** 1.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** December 30, 2014 **What do you like best about Google Marketing Platform?** A tool like this is good to manage a client with a lot of different accounts, and especially when advertising somewhere that does not have conversion tracking (like Linkedin). You login one place and can see everything. **What do you dislike about Google Marketing Platform?** I'm going to preface this by saying that this was chosen and setup by an agency I worked for before I started working there so there might have been something that was not thought through during the setup, but I found DoubleClick to be one big mess of a program that made my optimization tasks and reporting tasks miserable. The tracking that masked the URLs was just awful and made viewing landing page URLs for an account in AdWords Editor meaningless and updating URLs impossible. It was like a clunky AdWords interface. **Recommendations to others considering Google Marketing Platform:** Before deciding to use DoubleClick, realize these very important things: - Tracking masks landing page URLs which makes it difficult to see the landing page URL within your other systems and you cannot do bulk URL updates anywhere except within DoubleClick. - It does not pull in data from most engines - just Google & Bing. The others it will track a little, but we were unable to pull in engine data from Facebook, Linkedin or AdRoll, to name a few. **What problems is Google Marketing Platform solving and how is that benefiting you?** The purpose of using this software was to have technology behind our PPC campaigns besides manual optimization and to improve reporting efficiencies. The thing is that the accounts that automated optimization can be done through DoubleClick already have that option within the advertiser's UI. I can setup bid rules in AdWords directly vs. through DoubleClick. So that really wasn't a benefit. The reporting also was not simplified through DoubleClick. It might be possible, but I think it would have taken a lot more setup to see it, and I'm still not positive it would have simplified reporting enough for the price. The optimization benefits and reporting efficiencies were not realized and so we stopped using DoubleClick. ### 48. DoubleClick **Rating:** 3.0/5.0 stars **Reviewed by:** Joanne F. | Account Executive, Marketing and Advertising, Small-Business (50 or fewer emp.) **Reviewed Date:** December 08, 2014 **What do you like best about Google Marketing Platform?** It's a greatintegrated platform for all things digital media. Its capabilities range from basic ad serving to detailed conversion tracking. 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. 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. **What do you dislike about Google Marketing Platform?** There isn't much support available. Also, 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. **Recommendations to others considering Google Marketing Platform:** Doubleclick helps with efficiency, offers helpful report summaries and is an integrated platform- it offers a lot of features all in one place. **What problems is Google Marketing Platform solving and how is that benefiting you?** Doubleclick makes it easy to handle our standard ad serving needs while providing capabilities for HTML5 creative and conversions that we know will be increasingly necessary for our work. As well as providing a solution for serving digital ads, it provides essential reporting and metrics on the ad placements and allows for easy optimisations. ### 49. Booyah - AAM/Buyer Review **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** December 04, 2014 **What do you like best about Google Marketing Platform?** Automated Reports. Ease of Trafficking campaigns from the find and replace naming to the copy button and the mass upload options for creative and LP URLS in the properties tab. Easy to sync with Google Tag Manager is a plus. Ad creation via creative where the platform auto populates is awesome. **What do you dislike about Google Marketing Platform?** Support for the product can sometimes be lagging. Sometimes DCM freezes within Chrome. I have noticed that it works well in firefox, which is ironic since chrome is a google product. it would be cool if there was a way to pull in back end data from clients so that reporting would be easier. Such as uploading dynamic costs or call leads that occur via a clients call center. Call Tracking in general would be a nice option. If there was a google product that synced that together like ifbyphone.com **Recommendations to others considering Google Marketing Platform:** IF you are looking to run social campaigns and search but limited display the Kenshoo platform does better with socail campaings. General Display and search campaigns do well with the DCM platform **What problems is Google Marketing Platform solving and how is that benefiting you?** Pacing for clients and reaching certian KPI's. Floodlights deduping accross all channels to show what total online activity is actually benefiting to the client. ### 50. Great Tool for Consolidating Analytics **Rating:** 4.0/5.0 stars **Reviewed by:** Stefan P. | Head of Business Development, India, Internet, Small-Business (50 or fewer emp.) **Reviewed Date:** December 18, 2014 **What do you like best about Google Marketing Platform?** It is as easy to use as what it is tracking, which means that it can become extremely complex to deal with doubleclick data if it is coming from a complex web site or web app. Its as flexible as you or your team is with working with the data and setting up the site and system to be effective. **What do you dislike about Google Marketing Platform?** Support on doubleclick is very hard to get, but if you're spending enough money it is possible to get a person on the phone. There are tons of forums and guides available, but when you need a fast solution to a problem, it can be challenging to get it. Reporting is entirely on you; it gives you a wealth of data, but you'll need systems or people to format it into easy to read, human-friendly reports. Also, getting reports quickly isn't really an option because data is aggregated from a few places and takes 24 hours to update everything. **Recommendations to others considering Google Marketing Platform:** Ensure that you or your team is well prepared to use DoubleClick from the start. Get people with experience in working with it, because getting help takes a bit of time. **What problems is Google Marketing Platform solving and how is that benefiting you?** Double-click is fantastic at Multichannel attribution if your ecommerce site is set up to leverage those features well. We used it for understanding cross business unit influences. ## Google Marketing Platform Discussions - [prototyping ad tool](https://www.g2.com/discussions/24870-prototyping-ad-tool) - 1 comment, 1 upvote - [View Google Marketing Platform pricing details and edition comparison](https://www.g2.com/products/google-marketing-platform/reviews?page=5§ion=pricing&secure%5Bexpires_at%5D=2026-08-01+02%3A29%3A30+-0500&secure%5Bsession_id%5D=3442b3b8-f509-45bb-b37d-272a3d9f0513&secure%5Btoken%5D=7ec021801b6e98d808b28ecd6b4182e4e51078219ad7008dec13a3b9b99d7b24&format=llm_user) ## Google Marketing Platform Integrations - [Google Analytics](https://www.g2.com/products/google-analytics/reviews) ## Google Marketing Platform Features **Channel Functionality** - Display Functionality **Campaign Management & Optimization** - Paid Keyword Optimization - Bid Rules - Ad Creation and Editing - Ad and Landing Page Scheduling - Scenario Planning - Portfolio Bid Optimization - Advanced Targeting Options - Offline Capabilities - Extensions - Product Listing Ads - Budget Execution & Monitoring **Platform Interoperability** - Close Ecosystem API **Platform Interoperability** - Close Ecosystem API **Platform Interoperability** - Close Ecosystem API **Demand Side Platforms** - Cross Channel Capabilities **Agentic AI - Demand Side Platform (DSP)** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Agentic AI - Cross-Channel Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Video Functionality** - Video Functionality **Analytics & Administration** - Ad and Conversion Tracking - Attribution - Reports **Agentic AI - Display Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Agentic AI - Video Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Platform** - APIs - Notifications - Customization - User, Role, and Access Management - Performance and Reliability - Enterprise Scalability - Workflow Capability - Internationalization **Mobile Functionality** - Mobile Functionality **Agentic AI - Mobile Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Campaign Management** - Campaign Dashboard - Campaign Optimization - Reach - Bulk Editing - Batch Uploading - Brand Safety - Fraud Protection - Frequency Capping - Budget Pacing - Creative Optimization - Rich Media Capabilties - In-App Ads - Mobile Rich Media Capabilities **Targeting** - Targeting - Retargeting - Geo-Targeting - Contextual Targeting **Mobile** - Mobile Tracking - In-App Ads - Mobile Rich Media Capabilities **Demand Side Platforms** - Machine Learning Optimization - Estimate and Projections - Cross-Device Capabilities **Platform** - API / Integrations - Custom Reports - User, Role, and Access Management - Performance and Reliability - Enterprise Scalability - Customization - Workflow Capability - Internationalization - Notifications ## Top Google Marketing Platform Alternatives - [AdRoll](https://www.g2.com/products/adroll/reviews) - 4.1/5.0 (765 reviews) - [Basis](https://www.g2.com/products/basis/reviews) - 4.5/5.0 (263 reviews) - [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) - 3.8/5.0 (218 reviews)