# AdRoll vs Google Marketing Platform Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Google Marketing Platform excels in providing a unified experience for managing various marketing tools. Users appreciate how it integrates Google Analytics, Google Tag Manager, and Google Ads, allowing for streamlined campaign management and performance tracking.
- **Users say** that AdRoll shines in its retargeting capabilities, making it easy for businesses to re-engage with previous prospects. Reviewers highlight the effectiveness of its cross-channel marketing features, which enable seamless ad launches across platforms like Facebook and Google.
- **According to verified reviews** , AdRoll's dashboard is praised for its user-friendliness, with many finding it easy to create audiences and track ad performance. This simplicity helps users make informed decisions quickly, enhancing their overall campaign effectiveness.
- **Reviewers mention** that while Google Marketing Platform has a slightly lower ease of use rating, it compensates with robust features for tracking user behavior and campaign performance. Users find it beneficial for making data-driven decisions, although some note that the setup process can be more complex.
- **G2 reviewers highlight** that AdRoll offers strong support, with many users appreciating the quality of assistance they receive. This contrasts with Google Marketing Platform, where users have expressed some dissatisfaction regarding support responsiveness.
- **Users report** that Google Marketing Platform is particularly effective for mid-market businesses, providing advanced features that cater to their needs. In contrast, AdRoll is favored by small businesses, with its flexible pricing model and ease of use making it an attractive option for those just starting with digital advertising.



| | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Star Rating** | 4.1 out of 5 | 4.1 out of 5 | 
| **Total Reviews** | 775 | 300 | 
| **Largest Market Segment** | Small-Business (56.1% of reviews) | Mid-Market (48.2% of reviews) | 
| **Entry Level Price** | Pay As You Go | No pricing available | 

---
## Top Pros & Cons

### AdRoll

Pros:
- Ease of Use (108 reviews)
- Ad Management (67 reviews)

Cons:
- Limited Features (25 reviews)
- Campaign Management (22 reviews)

### Google Marketing Platform

Pros:
- Features (4 reviews)
- Campaign Management (3 reviews)

Cons:
- Complexity (3 reviews)
- Learning Curve (3 reviews)

---
## Ratings Comparison
| Rating | AdRoll | Google Marketing Platform | 
|---|---|---|
  | **Meets Requirements** | 8.2 (631 reviews) | 8.5 (250 reviews) | 
  | **Ease of Use** | 8.3 (636 reviews) | 7.9 (249 reviews) | 
  | **Ease of Setup** | 8.3 (419 reviews) | 7.3 (130 reviews) | 
  | **Ease of Admin** | 8.1 (343 reviews) | 7.7 (120 reviews) | 
  | **Quality of Support** | 8.0 (599 reviews) | 6.9 (228 reviews) | 
  | **Has the product been a good partner in doing business?** | 8.1 (342 reviews) | 7.6 (121 reviews) | 
  | **Product Direction (% positive)** | 7.3 (618 reviews) | 8.1 (247 reviews) | 

---
## Pricing

### AdRoll

#### Entry-Level Pricing

Plan: Ads

Price: Pay As You Go

Description: Pay-as-you-go advertising. Managed services with qualifying spend.

Key Features:
- Full-funnel, multi-channel advertising

[Browse all 3 editions](https://www.g2.com/products/adroll/pricing)

#### Free Trial

Yes

### Google Marketing Platform

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

---
## Features Comparison By Category

### Display Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.7/10 | 523 |
| **Google Marketing Platform** | 7.9/10 | 209 |

#### Channel Functionality

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Display Functionality** | 8.3 (419 reviews) | 8.5 (167 reviews) | 

#### Platform Interoperability

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Close Ecosystem API** | 7.5 (82 reviews) | 7.2 (10 reviews) | 

#### Agentic AI - Display Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 6.9 (26 reviews) | Not enough data | 
| **Multi-step Planning** | 6.9 (24 reviews) | Not enough data | 
| **Cross-system Integration** | 7.4 (24 reviews) | Not enough data | 
| **Adaptive Learning** | 7.3 (24 reviews) | Not enough data | 
| **Proactive Assistance** | 7.5 (25 reviews) | Not enough data | 
| **Decision Making** | 7.2 (24 reviews) | Not enough data | 

#### Campaign Management

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Campaign Dashboard** | 8.0 (448 reviews) | 8.3 (181 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.6 (433 reviews) | 8.1 (177 reviews) ✓ Verified | 
| **Reach** | 8.1 (440 reviews) | 8.3 (156 reviews) ✓ Verified | 
| **Bulk Editing** | 7.0 (375 reviews) | 7.7 (150 reviews) ✓ Verified | 
| **Batch Uploading** | 7.7 (371 reviews) | 7.9 (154 reviews) ✓ Verified | 
| **Brand Safety** | 7.9 (359 reviews) | 7.8 (142 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (315 reviews) | 7.6 (129 reviews) ✓ Verified | 
| **Frequency Capping** | 7.6 (364 reviews) | 8.4 (73 reviews) | 
| **Budget Pacing** | 8.1 (403 reviews) | 8.1 (69 reviews) | 
| **Creative Optimization** | 7.5 (381 reviews) | 7.7 (149 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.5 (334 reviews) | 7.9 (141 reviews) ✓ Verified | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Targeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Targeting** | 7.9 (419 reviews) | 8.5 (160 reviews) ✓ Verified | 
| **Retargeting** | 8.7 (455 reviews) | 8.4 (150 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (375 reviews) | 8.2 (150 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.7 (340 reviews) | 8.1 (69 reviews) | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **API / Integrations** | 7.7 (295 reviews) | 8.0 (55 reviews) | 
| **Custom Reports** | 7.2 (342 reviews) | 8.1 (164 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.1 (372 reviews) | 8.3 (159 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.1 (412 reviews) | 8.4 (169 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (315 reviews) | 8.4 (145 reviews) ✓ Verified | 
| **Customization** | 7.4 (331 reviews) | 7.6 (152 reviews) ✓ Verified | 
| **Workflow Capability** | 7.5 (322 reviews) | 7.9 (152 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (269 reviews) | 8.1 (117 reviews) ✓ Verified | 
| **Notifications** | 7.6 (334 reviews) | 7.7 (136 reviews) ✓ Verified | 

### Paid Search Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | N/A | N/A |
| **Google Marketing Platform** | 8.1/10 | 117 |

#### Campaign Management & Optimization

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Paid Keyword Optimization** | Not enough data | 8.2 (89 reviews) | 
| **Bid Rules** | Not enough data | 7.9 (86 reviews) | 
| **Ad Creation and Editing** | Not enough data | 7.9 (84 reviews) | 
| **Ad and Landing Page Scheduling** | Not enough data | 8.2 (83 reviews) | 
| **Scenario Planning** | Not enough data | 7.4 (69 reviews) | 
| **Portfolio Bid Optimization** | Not enough data | 7.6 (82 reviews) | 
| **Advanced Targeting Options** | Not enough data | 8.2 (88 reviews) | 
| **Offline Capabilities** | Not enough data | 6.6 (61 reviews) | 
| **Extensions** | Not enough data | 7.8 (78 reviews) | 
| **Product Listing Ads** | Not enough data | 8.0 (68 reviews) | 
| **Budget Execution & Monitoring** | Not enough data | 8.0 (91 reviews) | 

#### Analytics & Administration

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Ad and Conversion Tracking** | Not enough data | 8.9 (97 reviews) | 
| **Attribution** | Not enough data | 8.4 (94 reviews) | 
| **Reports** | Not enough data | 8.5 (98 reviews) | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **APIs** | Not enough data | 8.1 (72 reviews) | 
| **Notifications** | Not enough data | 8.1 (83 reviews) | 
| **Customization** | Not enough data | 8.0 (85 reviews) | 
| **User, Role, and Access Management** | Not enough data | 8.5 (90 reviews) | 
| **Performance and Reliability** | Not enough data | 8.5 (98 reviews) | 
| **Enterprise Scalability** | Not enough data | 8.6 (87 reviews) | 
| **Workflow Capability** | Not enough data | 8.4 (85 reviews) | 
| **Internationalization** | Not enough data | 8.2 (68 reviews) | 

### Retargeting

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.8/10 | 246 |
| **Google Marketing Platform** | N/A | N/A |

#### Retargeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **A/B Testing** | 8.2 (167 reviews) | Not enough data | 
| **Audience Segmentation** | 8.3 (201 reviews) | Not enough data | 
| **Behavioral Targeting** | 8.0 (188 reviews) | Not enough data | 
| **Reporting & Analytics** | 8.2 (215 reviews) | Not enough data | 
| **Geo Targeting** | 8.2 (195 reviews) | Not enough data | 
| **Cross-channel Retargeting** | 8.3 (202 reviews) | Not enough data | 
| **Personalization** | 8.2 (178 reviews) | Not enough data | 

#### Agentic AI - Retargeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 7.6 (26 reviews) | Not enough data | 
| **Multi-step Planning** | 7.1 (26 reviews) | Not enough data | 
| **Cross-system Integration** | 7.6 (25 reviews) | Not enough data | 
| **Adaptive Learning** | 7.2 (26 reviews) | Not enough data | 
| **Proactive Assistance** | 7.4 (26 reviews) | Not enough data | 
| **Decision Making** | 7.6 (26 reviews) | Not enough data | 

### Attribution

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 8.0/10 | 42 |
| **Google Marketing Platform** | N/A | N/A |

#### Attribution Modeling

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Single-Touch Attribution** | 8.3 (32 reviews) ✓ Verified | Not enough data | 
| **Multi-Touch Attribution** | 8.4 (34 reviews) ✓ Verified | Not enough data | 
| **Algorithmic Attribution** | 8.3 (34 reviews) ✓ Verified | Not enough data | 
| **Cross-Device Attribution** | 8.5 (34 reviews) ✓ Verified | Not enough data | 
| **Offline Attribution** | 7.1 (28 reviews) ✓ Verified | Not enough data | 
| **Custom Attribution** | 8.3 (29 reviews) ✓ Verified | Not enough data | 

#### Agentic AI - Attribution

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 7.9 (8 reviews) | Not enough data | 
| **Cross-system Integration** | 7.1 (8 reviews) | Not enough data | 
| **Natural Language Interaction** | 6.9 (8 reviews) | Not enough data | 
| **Proactive Assistance** | 7.3 (8 reviews) | Not enough data | 

#### Marketing

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **B2B Attribution** | 8.8 (27 reviews) ✓ Verified | Not enough data | 
| **B2C Attribution** | 8.5 (32 reviews) ✓ Verified | Not enough data | 
| **Marketing Channels** | 8.2 (35 reviews) ✓ Verified | Not enough data | 
| **Integrations** | 7.7 (31 reviews) ✓ Verified | Not enough data | 

#### Reporting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Dashboards** | 8.3 (37 reviews) ✓ Verified | Not enough data | 
| **Data Visualizations** | 8.4 (37 reviews) ✓ Verified | Not enough data | 
| **Custom Reporting** | 8.0 (33 reviews) ✓ Verified | Not enough data | 

### Mobile Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.7/10 | 518 |
| **Google Marketing Platform** | 7.9/10 | 209 |

#### Platform Interoperability

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Close Ecosystem API** | 7.5 (34 reviews) | 7.8 (6 reviews) | 

#### Mobile Functionality

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Mobile Functionality** | 8.0 (204 reviews) | 7.7 (119 reviews) | 

#### Agentic AI - Mobile Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 7.2 (10 reviews) | Not enough data | 
| **Multi-step Planning** | 7.2 (10 reviews) | Not enough data | 
| **Cross-system Integration** | 7.2 (10 reviews) | Not enough data | 
| **Adaptive Learning** | 7.2 (10 reviews) | Not enough data | 
| **Proactive Assistance** | 7.3 (10 reviews) | Not enough data | 
| **Decision Making** | 7.2 (10 reviews) | Not enough data | 

#### Campaign Management

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Campaign Dashboard** | 8.0 (448 reviews) | 8.3 (181 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.6 (433 reviews) | 8.1 (177 reviews) ✓ Verified | 
| **Reach** | 8.1 (440 reviews) | 8.3 (156 reviews) ✓ Verified | 
| **Bulk Editing** | 7.0 (375 reviews) | 7.7 (150 reviews) ✓ Verified | 
| **Batch Uploading** | 7.7 (371 reviews) | 7.9 (154 reviews) ✓ Verified | 
| **Brand Safety** | 7.9 (359 reviews) | 7.8 (142 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (315 reviews) | 7.6 (129 reviews) ✓ Verified | 
| **Frequency Capping** | 7.6 (364 reviews) | 8.4 (73 reviews) | 
| **Budget Pacing** | 8.1 (403 reviews) | 8.1 (69 reviews) | 
| **Creative Optimization** | 7.5 (381 reviews) | 7.7 (149 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.5 (334 reviews) | 7.9 (141 reviews) ✓ Verified | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Targeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Targeting** | 7.9 (419 reviews) | 8.5 (160 reviews) ✓ Verified | 
| **Retargeting** | 8.7 (455 reviews) | 8.4 (150 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (375 reviews) | 8.2 (150 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.7 (340 reviews) | 8.1 (69 reviews) | 

#### Mobile

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Mobile Tracking** | 7.8 (169 reviews) | 7.7 (112 reviews) | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **API / Integrations** | 7.7 (295 reviews) | 8.0 (55 reviews) | 
| **Custom Reports** | 7.2 (342 reviews) | 8.1 (164 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.1 (372 reviews) | 8.3 (159 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.1 (412 reviews) | 8.4 (169 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (315 reviews) | 8.4 (145 reviews) ✓ Verified | 
| **Customization** | 7.4 (331 reviews) | 7.6 (152 reviews) ✓ Verified | 
| **Workflow Capability** | 7.5 (322 reviews) | 7.9 (152 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (269 reviews) | 8.1 (117 reviews) ✓ Verified | 
| **Notifications** | 7.6 (334 reviews) | 7.7 (136 reviews) ✓ Verified | 

### Video Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.5/10 | 515 |
| **Google Marketing Platform** | 8.0/10 | 209 |

#### Platform Interoperability

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Close Ecosystem API** | 6.4 (13 reviews) | 7.8 (6 reviews) | 

#### Video Functionality

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Video Functionality** | 8.1 (16 reviews) | 7.9 (99 reviews) | 

#### Agentic AI - Video Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 5.6 (6 reviews) | Not enough data | 
| **Multi-step Planning** | 5.6 (6 reviews) | Not enough data | 
| **Cross-system Integration** | 5.8 (6 reviews) | Not enough data | 
| **Adaptive Learning** | 5.8 (6 reviews) | Not enough data | 
| **Proactive Assistance** | 5.8 (6 reviews) | Not enough data | 
| **Decision Making** | 5.6 (6 reviews) | Not enough data | 

#### Campaign Management

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Campaign Dashboard** | 8.0 (448 reviews) | 8.3 (181 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.6 (433 reviews) | 8.1 (177 reviews) ✓ Verified | 
| **Reach** | 8.1 (440 reviews) | 8.3 (156 reviews) ✓ Verified | 
| **Bulk Editing** | 7.0 (375 reviews) | 7.7 (150 reviews) ✓ Verified | 
| **Batch Uploading** | 7.7 (371 reviews) | 7.9 (154 reviews) ✓ Verified | 
| **Brand Safety** | 7.9 (359 reviews) | 7.8 (142 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (315 reviews) | 7.6 (129 reviews) ✓ Verified | 
| **Frequency Capping** | 7.6 (364 reviews) | 8.4 (73 reviews) | 
| **Budget Pacing** | 8.1 (403 reviews) | 8.1 (69 reviews) | 
| **Creative Optimization** | 7.5 (381 reviews) | 7.7 (149 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.5 (334 reviews) | 7.9 (141 reviews) ✓ Verified | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Targeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Targeting** | 7.9 (419 reviews) | 8.5 (160 reviews) ✓ Verified | 
| **Retargeting** | 8.7 (455 reviews) | 8.4 (150 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (375 reviews) | 8.2 (150 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.7 (340 reviews) | 8.1 (69 reviews) | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **API / Integrations** | 7.7 (295 reviews) | 8.0 (55 reviews) | 
| **Custom Reports** | 7.2 (342 reviews) | 8.1 (164 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.1 (372 reviews) | 8.3 (159 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.1 (412 reviews) | 8.4 (169 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (315 reviews) | 8.4 (145 reviews) ✓ Verified | 
| **Customization** | 7.4 (331 reviews) | 7.6 (152 reviews) ✓ Verified | 
| **Workflow Capability** | 7.5 (322 reviews) | 7.9 (152 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (269 reviews) | 8.1 (117 reviews) ✓ Verified | 
| **Notifications** | 7.6 (334 reviews) | 7.7 (136 reviews) ✓ Verified | 

### Social Media Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.7/10 | 517 |
| **Google Marketing Platform** | N/A | N/A |

#### Platform Interoperability

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Close Ecosystem API** | 7.9 (34 reviews) | Not enough data | 

#### Agentic AI - Social Media Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 6.4 (6 reviews) | Not enough data | 
| **Multi-step Planning** | 6.1 (6 reviews) | Not enough data | 
| **Cross-system Integration** | 7.9 (7 reviews) | Not enough data | 
| **Adaptive Learning** | 6.7 (6 reviews) | Not enough data | 
| **Proactive Assistance** | 6.4 (6 reviews) | Not enough data | 
| **Decision Making** | 6.1 (6 reviews) | Not enough data | 

#### Social Functionality

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Social Functionality** | 8.1 (222 reviews) | Not enough data | 

#### Campaign Management

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Campaign Dashboard** | 8.0 (448 reviews) | 8.3 (181 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.6 (433 reviews) | 8.1 (177 reviews) ✓ Verified | 
| **Reach** | 8.1 (440 reviews) | 8.3 (156 reviews) ✓ Verified | 
| **Bulk Editing** | 7.0 (375 reviews) | 7.7 (150 reviews) ✓ Verified | 
| **Batch Uploading** | 7.7 (371 reviews) | 7.9 (154 reviews) ✓ Verified | 
| **Brand Safety** | 7.9 (359 reviews) | 7.8 (142 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (315 reviews) | 7.6 (129 reviews) ✓ Verified | 
| **Frequency Capping** | 7.6 (364 reviews) | 8.4 (73 reviews) | 
| **Budget Pacing** | 8.1 (403 reviews) | 8.1 (69 reviews) | 
| **Creative Optimization** | 7.5 (381 reviews) | 7.7 (149 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.5 (334 reviews) | 7.9 (141 reviews) ✓ Verified | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Targeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Targeting** | 7.9 (419 reviews) | 8.5 (160 reviews) ✓ Verified | 
| **Retargeting** | 8.7 (455 reviews) | 8.4 (150 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (375 reviews) | 8.2 (150 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.7 (340 reviews) | 8.1 (69 reviews) | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **API / Integrations** | 7.7 (295 reviews) | 8.0 (55 reviews) | 
| **Custom Reports** | 7.2 (342 reviews) | 8.1 (164 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.1 (372 reviews) | 8.3 (159 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.1 (412 reviews) | 8.4 (169 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (315 reviews) | 8.4 (145 reviews) ✓ Verified | 
| **Customization** | 7.4 (331 reviews) | 7.6 (152 reviews) ✓ Verified | 
| **Workflow Capability** | 7.5 (322 reviews) | 7.9 (152 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (269 reviews) | 8.1 (117 reviews) ✓ Verified | 
| **Notifications** | 7.6 (334 reviews) | 7.7 (136 reviews) ✓ Verified | 

### Demand Side Platform (DSP)

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 8.0/10 | 515 |
| **Google Marketing Platform** | 8.0/10 | 209 |

#### Demand Side Platforms

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Cross Channel Capabilities ** | 7.7 (5 reviews) | Not enough data | 

#### Agentic AI - Demand Side Platform (DSP)

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | 8.0 (5 reviews) | Not enough data | 
| **Cross-system Integration** | 7.3 (5 reviews) | Not enough data | 
| **Adaptive Learning** | 7.7 (5 reviews) | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | 7.7 (5 reviews) | Not enough data | 

#### Campaign Management

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Campaign Dashboard** | 8.0 (448 reviews) | 8.3 (181 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.6 (433 reviews) | 8.1 (177 reviews) ✓ Verified | 
| **Reach** | 8.1 (440 reviews) | 8.3 (156 reviews) ✓ Verified | 
| **Bulk Editing** | 7.0 (375 reviews) | 7.7 (150 reviews) ✓ Verified | 
| **Batch Uploading** | 7.7 (371 reviews) | 7.9 (154 reviews) ✓ Verified | 
| **Brand Safety** | 7.9 (359 reviews) | 7.8 (142 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (315 reviews) | 7.6 (129 reviews) ✓ Verified | 
| **Frequency Capping** | 7.6 (364 reviews) | 8.4 (73 reviews) | 
| **Budget Pacing** | 8.1 (403 reviews) | 8.1 (69 reviews) | 
| **Creative Optimization** | 7.5 (381 reviews) | 7.7 (149 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.5 (334 reviews) | 7.9 (141 reviews) ✓ Verified | 
| **In-App Ads** | 7.7 (213 reviews) | 7.0 (39 reviews) | 
| **Mobile Rich Media Capabilities** | 7.8 (211 reviews) | 7.6 (94 reviews) ✓ Verified | 

#### Targeting

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Targeting** | 7.9 (419 reviews) | 8.5 (160 reviews) ✓ Verified | 
| **Retargeting** | 8.7 (455 reviews) | 8.4 (150 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (375 reviews) | 8.2 (150 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.7 (340 reviews) | 8.1 (69 reviews) | 

#### Demand Side Platforms

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Machine Learning Optimization** | 8.3 (5 reviews) | 8.2 (44 reviews) ✓ Verified | 
| **Estimate and Projections** | 8.3 (5 reviews) | 7.5 (49 reviews) ✓ Verified | 
| **Cross-Device Capabilities** | 8.3 (5 reviews) | 7.6 (49 reviews) ✓ Verified | 

#### Platform

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **API / Integrations** | 7.7 (295 reviews) | 8.0 (55 reviews) | 
| **Custom Reports** | 7.2 (342 reviews) | 8.1 (164 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.1 (372 reviews) | 8.3 (159 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.1 (412 reviews) | 8.4 (169 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (315 reviews) | 8.4 (145 reviews) ✓ Verified | 
| **Customization** | 7.4 (331 reviews) | 7.6 (152 reviews) ✓ Verified | 
| **Workflow Capability** | 7.5 (322 reviews) | 7.9 (152 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (269 reviews) | 8.1 (117 reviews) ✓ Verified | 
| **Notifications** | 7.6 (334 reviews) | 7.7 (136 reviews) ✓ Verified | 

### Connected TV (CTV) Advertising Platforms

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 8.5/10 | 9 |
| **Google Marketing Platform** | N/A | N/A |

#### Platform  - Connected TV (CTV) Advertising Platforms

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Personalized Segmentation** | 8.7 (9 reviews) | Not enough data | 
| **Ad Serving ** | 9.1 (9 reviews) | Not enough data | 
| **Streaming Capabilites** | 8.7 (9 reviews) | Not enough data | 
| **Performance Analytics** | 8.9 (9 reviews) | Not enough data | 

#### Campaign Management - Connected TV (CTV) Advertising Platforms

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Creative Assets** | 8.5 (9 reviews) | Not enough data | 
| **Campaign Dashboard** | 8.3 (9 reviews) | Not enough data | 

#### Agentic AI - Connected TV (CTV) Advertising Platforms

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 8.3 (7 reviews) | Not enough data | 
| **Multi-step Planning** | 8.6 (7 reviews) | Not enough data | 
| **Cross-system Integration** | 8.8 (7 reviews) | Not enough data | 
| **Adaptive Learning** | 8.8 (7 reviews) | Not enough data | 
| **Proactive Assistance** | 8.8 (7 reviews) | Not enough data | 
| **Decision Making** | 7.1 (7 reviews) | Not enough data | 

### Cross-Channel Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | N/A | N/A |
| **Google Marketing Platform** | N/A | N/A |

#### Agentic AI - Cross-Channel Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

### Native Advertising

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | 7.2/10 | 11 |
| **Google Marketing Platform** | N/A | N/A |

#### Agentic AI - Native Advertising

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Autonomous Task Execution** | 7.7 (11 reviews) | Not enough data | 
| **Multi-step Planning** | 7.3 (10 reviews) | Not enough data | 
| **Cross-system Integration** | 7.8 (10 reviews) | Not enough data | 
| **Adaptive Learning** | 7.5 (10 reviews) | Not enough data | 
| **Proactive Assistance** | 7.2 (10 reviews) | Not enough data | 
| **Decision Making** | 7.3 (10 reviews) | Not enough data | 

### Account-Based Execution

| Product | Score | Reviews |
|---|---|---|
| **AdRoll** | N/A | N/A |
| **Google Marketing Platform** | N/A | N/A |

#### Marketing Distribution

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Segmentation ** | Not enough data | Not enough data | 
| **Personalized Messaging ** | Not enough data | Not enough data | 
| **Website Personalization ** | Not enough data | Not enough data | 
| **Email Campaigns ** | Not enough data | Not enough data | 
| **Digital Advertising** | Not enough data | Not enough data | 
| **Direct Mail** | Not enough data | Not enough data | 

#### Campaign Planning

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Strategy Mapping ** | Not enough data | Not enough data | 
| **Prioritized Accounts ** | Not enough data | Not enough data | 
| **Trending Accounts ** | Not enough data | Not enough data | 
| **Sales Activation** | Not enough data | Not enough data | 

#### Integrations

| Feature | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Ad Network Integrations ** | Not enough data | Not enough data | 
| **Buyer Intent Data Integration** | Not enough data | Not enough data | 
| **Marketing Automation Integration** | Not enough data | Not enough data | 
| **CRM Integration** | Not enough data | Not enough data | 

---
## Categories
**Shared Categories (5):** [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising), [Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp), [Video Advertising Software](https://www.g2.com/categories/video-advertising), [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising), [Display Advertising Software](https://www.g2.com/categories/display-advertising)

**Unique to AdRoll (5):** [Connected TV (CTV) Advertising Platforms](https://www.g2.com/categories/connected-tv-ctv-advertising-platforms), [Retargeting Software](https://www.g2.com/categories/retargeting), [Attribution Software](https://www.g2.com/categories/attribution), [Native Advertising Software](https://www.g2.com/categories/native-advertising), [Social Media Advertising Software](https://www.g2.com/categories/social-media-advertising)

**Unique to Google Marketing Platform (1):** [Paid Search Advertising Software](https://www.g2.com/categories/paid-search-advertising)


---
## Reviewer Demographics

### By Company Size

| Segment | AdRoll | Google Marketing Platform | 
|---|---|---|
| **Small-Business** | 56.1% | 25.5% | 
| **Mid-Market** | 35.9% | 48.2% | 
| **Enterprise** | 8.0% | 26.3% | 

### By Industry

#### AdRoll

- **Marketing and Advertising:** 25.4%
- **Computer Software:** 7.4%
- **Retail:** 5.8%
- **Apparel & Fashion:** 4.3%
- **Information Technology and Services:** 4.1%
- **Internet:** 3.6%
- **Financial Services:** 3.5%
- **Health, Wellness and Fitness:** 3.2%
- **Real Estate:** 2.4%
- **Consumer Goods:** 2.0%
- **Other:** 38.3%

#### Google Marketing Platform

- **Marketing and Advertising:** 53.8%
- **Internet:** 6.9%
- **Computer Software:** 5.5%
- **Retail:** 2.9%
- **Telecommunications:** 1.8%
- **Insurance:** 1.8%
- **Sports:** 1.5%
- **Consumer Goods:** 1.5%
- **Automotive:** 1.1%
- **Broadcast Media:** 1.1%
- **Other:** 22.2%

---
## Alternatives

### Alternatives to AdRoll

- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (241 reviews)
- [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) — 4.2/5 stars (1453 reviews)
- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (868 reviews)
- [The Trade Desk](https://www.g2.com/products/the-trade-desk/reviews) — 4.4/5 stars (169 reviews)
- [Basis](https://www.g2.com/products/basis/reviews) — 4.5/5 stars (287 reviews)
- [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews) — 3.9/5 stars (126 reviews)
- [Marin Software](https://www.g2.com/products/marin-software/reviews) — 3.8/5 stars (453 reviews)
- [Choozle](https://www.g2.com/products/choozle/reviews) — 4.2/5 stars (211 reviews)
- [Adobe Advertising Cloud](https://www.g2.com/products/adobe-advertising-cloud/reviews) — 3.7/5 stars (97 reviews)
- [Roku OneView (formerly Dataxu)](https://www.g2.com/products/roku-oneview-formerly-dataxu/reviews) — 3.8/5 stars (86 reviews)

### Alternatives to Google Marketing Platform

- [Basis](https://www.g2.com/products/basis/reviews) — 4.5/5 stars (287 reviews)
- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (241 reviews)
- [Choozle](https://www.g2.com/products/choozle/reviews) — 4.2/5 stars (211 reviews)
- [Yahoo AdTech DSP](https://www.g2.com/products/yahoo-adtech-dsp/reviews) — 3.6/5 stars (181 reviews)
- [The Trade Desk](https://www.g2.com/products/the-trade-desk/reviews) — 4.4/5 stars (169 reviews)
- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (868 reviews)
- [Marin Software](https://www.g2.com/products/marin-software/reviews) — 3.8/5 stars (453 reviews)
- [Celtra](https://www.g2.com/products/celtra/reviews) — 4.4/5 stars (400 reviews)
- [Innovid](https://www.g2.com/products/mediaocean-innovid/reviews) — 4.1/5 stars (375 reviews)
- [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews) — 3.9/5 stars (126 reviews)

---
## Top Discussions

### AdRoll

- Title: [What is AdRoll used for?](https://www.g2.com/discussions/adroll-what-is-adroll-used-for) — 1 comment
  > **Top comment:** "For retargeting and setting up ads to those already familiar/seen your product but hasn't converted yet."
- Title: [What is AdRoll used for?](https://www.g2.com/discussions/what-is-adroll-used-for) — 1 comment
  > **Top comment:** "retargeting that means someone goes on your website and they do not convert. You can then show ads to those folks through AdRoll."
- Title: [How much does AdRoll cost?](https://www.g2.com/discussions/how-much-does-adroll-cost) — 1 comment
  > **Top comment:** "Too much for their bad service."
- Title: [How does AdRoll make money?](https://www.g2.com/discussions/how-does-adroll-make-money) — 1 comment
  > **Top comment:** "Paid premium subscriptions and fees from media placements. "
- Title: [How would an expert measure success of our campaigns?](https://www.g2.com/discussions/how-would-an-expert-measure-success-of-our-campaigns) — 1 comment
  > **Top comment:** "How can any amount of someone's hard earned money just disappear into thin air without a trace nor explanation? 
I almost believed it when I lost my..."

### Google Marketing Platform

- Title: [prototyping ad tool](https://www.g2.com/discussions/24870-prototyping-ad-tool) — 1 comment, 1 upvote
  > **Top comment:** "our website
https://pinterestvideosdownloader.com/pinterest-video-download/"

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/adroll-vs-google-marketing-platform)