When it comes to online marketing, it is imperative for you to understand all your options. One of the hardest decisions marketers get to make is that on whether to use OpenX or DoubleClick. The two have their impressive share of pros and cons. However, the one you end up picking will depend mostly on your marketing objectives.
OpenX is a programmatic ads technology company. The company offers an integrated technology platform that combines ad server and real-time bidding exchange with the standard supply-side platform. This ensures you get high real-time value for any trade. The company was founded in the year 2008 and has raised more than $75 million from leading brands like Samsung, Mangrove Capital, and Accel.
DoubleClick, on the other hand, is a subsidiary of Google. The subsidiary provides Internet ad serving services with the primary clients being marketers, agencies and publishers. DoubleClick was founded back in 1996 and was acquired by Google in 2008 for $3.1 billion.
Both OpenX and DoubleClick offer great services. If you have the time, you can take some time to test the two. However, as a marketer, it is good to pick one service and focus on it. The best way of deciding on the best service to stick with is to take a look at the pros and cons of each.
Comparing the two
DoubleClick is the best solution for both small and medium-sized businesses. The service offers stronger data, and it is accredited by Media Rating Council. OpenX is cool but somewhat buggy when compare it to DoubleClick. One of the key reasons why you should consider using OpenX is because it offers a solution that will help you track transactions or conversions. It works in a similar way to affiliation software.
If you want a hosted version, DoubleClick is the option you should go with because Google Servers are more stable. DoubleClick will also help you improve the load page time because of its asynchronous code. With OpenX, you can only choose an Iframe code for the ad spaces.
OpenX is ideal if you want to implement third-party tracking codes. It is also good if you want to access any new channel for the unsold inventory. With DoubleClick, you will be required to send the unsold inventory to an AdSense account.
With both OpenX and DoubleClick, they fail to offer a simple URL for monitoring clicks in simple links. You get rich media or image banners. In the end, when deciding on the option to go with, you will need to take a look at what you want to achieve at the end of the day. All in all, because it is a subsidiary of Google, most people go with DoubleClick.
The DoubleClick is quicker, easier to use, and more secure than OpenX. Considering how Google is influencing the online space, it is only fair to assume that with time, DoubleClick will dominate the realm too. The main problem with DoubleClick is that it may at times cause your Firefox or IE to crash. The solution is to use Chrome.