1plusX

Pros: The tool allows you to have a good overview over your audience and create targetings that your business needs. You can enrich your audience data with customized data sources and make your targetings even more individual. The customer success team is very helping and do their best to help you resolve your business problems. Through the API one can also pull the data from the interface and build your own dashboards.

Cons: Not all changes are made and synchronized with ad server in real time, sometimes that turns campaign setting into a process. Interface in several cases could be more transparent and understandable. Sampling by the data in interface and API makes the tool way faster but doesn't allow to look into small campaigns.

Overall: I like working with the tool, it gives the understandable und easy-to-bring-to-action overview about your customers.

Pros: This software has some great features, of which the "expand" feature one of the most impressive: it gives you the ability to expand a reference audience to a bigger size by adding similar users to it. Another great advantage are the realtime attributes, which give you a realistic idea of your audience.

Cons: Some UI features are missing, for example deactivating a chosen attribute when building an audience (you can only add or remove it, but sometimes you'd want to experiment with the audience size without withdrawing your choices).

Another example is the appearance of the audience list: it would be nice if you could see at a first glance whether an audience is shared or not (at the moment you first have to click the three dots on the right of the list item to check this). The written out logic of a specific audience is a great way to double check the correctness of your queries. It would be super nice if this written out logic would appear in a somewhat easier to read format (for example with highlighted logical operators).

Overall: This software is incredible. It is extremely powerful and very precise. The only reason for not giving it 5/5 stars is the UI, which, in my opinion is not completely matured. This did not hindered me in doing what I wanted at any point though, it just made it a bit less handy.