Commentary

DoubleClick, Marin Named 'Leaders' In Cross-Channel Marketing

by Tyler Loechner , Staff Writer, January 28, 2015

G2 Crowd, a software review site, has compiled a list of 10 cross-channel ad platforms based on reviews left on its site, concluding that DoubleClick and Marin Software are the two “leaders” in the space, based on market presence and satisfaction.

Per G2 Crowd, “satisfaction” is generated from user reviews, and “market presence” is calculated from vendor size, market share and social impact.

DataXu, MediaMath, AdRoll and Sizmek were tabbed “High Performers” in the space, while AppNexus, Rocket Fuel and IgnitionOne were recognized as “Niche.” Adobe’s Media Optimizer was labeled a contender.

The rankings are based on over 250 reviews, per G2 Crowd, but it should be noted that companies that did not receive at least 10 reviews were not included in the report. A G2 Crowd representative said this is because the company “want[ed] to get a sufficient sample size.”

“Some notable products not yet included are Rubicon Project Buyer Cloud, Atlas Solutions, Turn, and Quantcast Advertise,” writes G2 Crowd in a post.

G2 Crowd has created “grids” to rank other tech vendors before, including those in email marketing, search marketing and marketing automation.

Below is the real-time readout -- updated as new reviews come in -- of the “grid."

Compare Best Cross-Channel Advertising Software

ad technology, cross-platform

2 comments about "DoubleClick, Marin Named 'Leaders' In Cross-Channel Marketing".

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Hollis Thomases from Hollis Thomases, January 28, 2015 at 12:17 p.m.
Maybe this is splitting hairs, but the headline of this piece should be revised to read "...'Leaders' in Cross-Channel Ad Delivery/Management" because the word "marketing" to me implies something altogether different (more broad and certainly less about advertising exclusively).
And therein lies the rub. We who report on the industry need to do a better -- not a more confusing -- job of helping marketers distinguish between and among all the different buckets of solutions providers. The companies listed here, for example, are not cross-channel marketing platforms if you think of those in the context of the Signals, Ensightens, or Tealiums of the world, and nor are they marketing automation software solutions like Marketo, Pardot, or HubSpot. And the confusing list could go on and on.
Let's make an effort to be more specific and less elusive when posting what's supposed to be informative content, even if it's at the expense of a more exciting or sexy headline, shall we?
Reply

Seth Ulinski from Epsilon Digital, January 28, 2015 at 1:44 p.m.

While this is interesting, I agree with Hollis on the label (and yes the industry is guilty of being squishy on biz segments). Further, I'd be curious about composition of the 250 respondents: agency, ATD, brands? Headcount/revenue ranges, etc. Not seeing vendors such as Turn and Criteo makes me question results how "Market Presence" is factored. Both represent global, multi-channel platforms. They also happen to be more representative of 'marketing' platforms than some of those listed, e.g. Turn + Marketo alliance; Criteo acquisition of Tedemis.