Internet marketing, as we all know, is an ever-changing field. The dynamics of the internet marketing change very quickly. Often, it becomes quite difficult for the internet marketeers to cope up with these changes in trends. On one hand, one has to cope up with the changing algorithms of the search engines, whereas, on the other hand, they also have to keep up with the latest tools and technologies. New tools regarding internet marketing keep coming, and each comes with its own pros and cons.
However, in this article, we would be discussing and comparing two of the most popular tools, especially by the leading companies for their Ad operations in London and UK. One is the Facebook’s Atlas, whereas the other one is the DoubleClick by Google.
One of the main advantages of the Facebook’s Atlas is that it relies upon the Facebook’s user data to effectively identify and target the relevant users. This is something that has changed the paradigm of the internet marketing as previously, cookies were mainly used for this purpose. However, as we all know, cookies are a news of the past, and no one relies upon them anymore. Moreover, cookies also present a number of other problems such as mixed or false information.
If one computer is used by three different people, and two of them remove their cookies, the cookies would suggest that only one person is using the computer, and would also indicate that person’s age and gender. However, with the Facebook’s real time user-data, we can now target the audience more effectively and accurately than ever.
Atlas allows the marketers a simple but effective solution to their internet marketing needs. The media console by Atlas allows the marketers to quickly add, remove, or modify content from their campaigns. This allows them to maximize their returns by making changes whenever and wherever they deem necessary.
Facebook’s Atlas has also incorporated an innovative tag system that allows the companies to track their visitors, and the data regarding their engagement in the ads. Moreover, it also provides information regarding the user’s purchasing habits, which allows the marketers and companies to re-evaluate and re-design their strategies to target the users more effectively in future. This provides a great advantage as the companies can custom tailor their campaigns to target each of their user individually.
DoubleClick is the second one in our list of marketing tools to discuss today. DoubleClick comes from the famous internet marketing giant: Google. The factual figures and statistical data show that the DoubleClick still remains to be the most used internet marketing tool by the internet marketers which makes it the dominant force in the ad tracking platforms.
According to the information based upon the websites crawled by Datanyze, DoubleClick takes the lead by staying on the #1 positions in the ad servers category, whereas the Facebook’s Atlas stands at #4. The difference in the number of sites using both tools is also quite huge.
About 2,158,895 websites used DoubleClick, whereas the number of websites using Atlas was just 145,189. Among these, 245,189 were in the Alexa’s list of top 1M which used DoubleClick, whereas those which used Atlas was just 26,068. Similarly. 34 websites in the Alexa top 100 were DoubleClick websites, whereas, only 12 in the same list used Facebook’s Atlas.
Apart from these figures, the shift of users towards DoubleClick has also returned to normal after noticing a little drop in the favor of Atlas recently. This indicates that though the DoubleClick took a momentarily hit from Atlas, it has regained its popularity.
In terms of targeting the audience, the DoubleClick allows the users to refine their target area continuously based upon the demographics. This saves a lot of money of the user by ensuring that their money doesn’t get spent in the wrong place.
The DoubleClick platform also tracks the performance of multiple campaigns simultaneously, and provides clear feedback regarding each campaign. It also displays the financial information clearly, allowing the companies to gain an edge for managing their finances more effectively.
Apart from that, DoubleClick provides multiple ways to its users to reach the target audience through mobile, video and banner advertising.
Conclusion:The benefits both of these platforms have their own advantages, as evident from the fact that teams of Ad operations experts at different companies for Ad operations services in UK comprise of both DoubleClick managers, as well as Atlas campaign managers. However, companies for Ad operations in London and UK do not rely upon the statistical data alone.
When it comes to the market share, the Doubleclick by Google definitely has the Facebook’s Atlas beat by having a significantly higher number of websites using it. Also, it allows the companies to reach more relevant audience through the performance tracking. This ability to constantly improve the campaigns, and such an active number of users gives the DoubleClick its strength. This is also what makes the DoubleClick stand at the #1 rank in the ad servers category based on all websites in the Datanyze Universe.
While the DoubleClick may have a significantly higher number of users than the Atlas, the Atlas has a higher ratio of websites in the Alexa top 100 (12/145,189), when compared to DoubleClick, who has 34/2,158,895). Also, a higher percentage of the websites with revenues greater than $1 billion use Atlas. Moreover, the people based marketing, cross device compatibility, and ability to connect both online and offline also give Facebook’s Atlas an edge.