Google Ad Manager

Data Management Platform Capabilities

The ability to ingest attributes on unknown or known prospects/customers and manage this data at scale to derive insights for campaign activation.

Audience Segmentation

The solution provides the ability to create discrete customer profiles or segments that ads can be targeted towards.

Role-Based Access Controls

The solution provides differential controls for managing platform capabilities.

Advertisement Placement

The solution provides the ability to place advertisements via either a proprietary ad network, or via integration with popular advertisement networks.

Audience Identification

The solution provides the ability to identify and target audiences from either proprietary or client-owned data.

Advertisement Reporting

The solution provides the ability to report on ad placements and uptake (conversions).

MarTech Ecosystem integration

The solution integrates with other MarTech systems (marketing automation tools, digital experience platforms, CRM etc.)

Supply-Side Capabilities

The solution provides publishers the capability to manage advertisement placements on their networks.

Demand-Side Capabilities

The solution provides the ability to curate a centralized inventory of ad buys across multiple advertising networks and services.

Advertisement Content Curation

The solution provides the ability to curate assets such as copy, images, and rich media content, that can be served to various channels.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.