Markopolo vs. Adriel: Which Is The Right Fit For You?

Marketing Tools
Shaikh Nahian
4 min read

Digital marketing is all about gaining customer data, then organizing and analyzing that data to form insights about customer behavior. With advancements in data science and artificial intelligence today, you can automate much of this work.

Marketers can now use MarTech solutions to analyze data and segment customers, target and retarget, manage campaigns and budgets, and even automate ad copies and creatives creation.

Adriel and Markopolo are two MarTech solutions that automate clients' advertising operations. This saves a lot of time and effort and frees marketers up for projects that require critical attention. 

It also improves the overall success of the client's marketing efforts.

Rather than hiring a digital marketing agency or becoming an expert on digital marketing, you can just sit back and hand over the reins to platforms like Adriel or Markopolo and automate your marketing operation.

Adriel and Markopolo are among the best marketing automation solutions out there. 

However, to understand which is best for your specific needs, you need a comprehensive comparison of the two. And in this article, we plan to give you just that.

What is Adriel?

Adriel is an Ad Operations (AdOps) platform that helps businesses make effective decisions faster by automating data aggregation, mitigating marketing campaign risks, and discovering insights. It is a cloud-based platform that can be used by businesses of all sizes.

What is Markopolo?

Intuitive, affordable, efficient. This is how Markopolo positions itself. And it’s easy to see why.

Markopolo's cutting-edge Marketing Operating System (OS) driven by artificial intelligence (AI) is transforming the marketing business. This SaaS startup, led by visionary co-founders Rubaiyat Farhan and Tasfia Tasbin (Forbes 30 under 30 Asia 2023), provides marketing agencies with a full suite of solutions to boost audience reach and optimize campaigns like never before. 

Agencies benefit from a 30-40% increase in audience reach when using Markopolo AI's AI infrastructure and novel MarkTag feature.

However, the advantages do not stop there. Advanced Machine Learning models optimize ads on a constant basis, reducing human error and freeing up teams for strategic projects. With Markopolo, you can say goodbye to guesswork and hello to data-driven marketing success.

Markopolo vs. Adriel: Feature Based Comparison

Let's start with the feature-wise comparison of the two-

Cross-Channel Advertising:

Adriel helps to simplify the automation of your ad campaigns running on the most popular platforms: Meta, Snapchat, Pinterest, TikTok, Google, Microsoft, etc.

Markopolo in addition to Meta and Google, supports TikTok, LinkedIn, and Amazon Ads.

Audience Targeting:

Adriel offers a variety of audience targeting features to help you reach your target audience with more precision and efficiency. These features include custom audiences, lookalike audiences, detailed targeting, geo-targeting, and placement targeting. Adriel also offers tools to help you manage your audience targeting, such as audience insights, audience overlap, and audience segmentation.

Markopolo uses machine learning algorithms to analyze customer behavior and uses the data on clustering algorithms for segmentation and fine-tuning the best-performing target audience. Markopolo also has its preset audiences, which it can generate based on every connected data point and of course MarkTag’s Data.

Dynamic Creative:

Adriel offers a variety of features to help you create and manage your creatives, such as creative optimization, DCO, DLO, and dynamic product ads. Adriel also offers tools to help you manage your creatives, such as creative library, creative insights, and creative A/B testing.

Markopolo has creative switching in place with its auto-optimization algorithms. It can create multiple sets of experimentation with creatives and copies, ultimately getting the user the best possible ROAS.

Retargeting:

Adriel offers a variety of features to help you with retargeting, such as website custom audiences, and lookalike audiences. Adriel also offers tools to help you manage your retargeting campaigns, such as retargeting report and retargeting optimization.

Markopolo also has retargeting features in it. With MarkTag’s implementation, Markopolo can build a synchronous marketing stack where data flows in microseconds among the stack elements. Also being a cross-platform server-side tracker, MarkTag instantaneously gets connected with Meta Pixel, TikTok Pixel, and Google’s GTM.

These enhance Markopolo’s ability to accurately track a visitor’s journey by 25-45%. Coupled with MarkTag’s ease of implementation, omits any possibility of data leakages/funnel leakages, summing up an additional 10-15% enhancement in retargeting ability.

Marketing Automation:

Adriel offers a variety of features to help you with marketing automation, such as campaign automation, lead nurturing, and retargeting.

Markopolo has taken it to a whole new level with its customizable robotic automation capabilities. Being able to manage every aspect of a campaign/ad group/ad, with a huge library of variables, is a huge plus point for an account manager who wants to optimize these 24/7.

Also, Markopolo gives the ability to use offsite conversion/offsite data in its robotic automation feature. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

Offsite conversion or offsite data is any data that has been generated outside of the platforms like Meta/Google/Linkedin. Why it’s important because of the sheer amount of volume data that can be generated from direct sales, marketplace sales, and affiliate-based sales.

Performance Reporting and Analytics:

Adriel offers a variety of features to help you track the performance of your campaigns, such as real-time reporting, detailed reporting, and custom reports.

Markopolo also provides this. With MarkTag, Markopolo removes any potential attribution gap/data discrepancy. MarkTag syncs in microseconds with the platforms, and the ease of implementation results in almost zero data leakage. The impact can be seen in the Event Match Quality Score or EMQ Score of the users' marketing stack.

Markopolo comes with custom metrics feature, where the user can generate his custom cross-platform metric to be monitored.

Email Marketing:

Adriel also offers tools to help you manage your email marketing campaigns, such as email builder, email deliverability, and email automation.

Markopolo is not focusing on building an email marketing segment for its product roadmap as well. A user can avail of it in Markopolo through a simple Zapier integration.

Attribution Reporting:

This feature enables businesses to understand the customer journey and the touchpoints that lead to conversions. It helps in identifying the channels and campaigns that are driving the most sales, allowing for more informed decision-making.

Adriel does not have its own pixel. However, it integrates with the Facebook Pixel, a tool that allows you to track the activity of people who visit your website.

For server-side tracking, Markopolo uses MarkTag- giving it a clear edge over Adriel in terms of Attribution tracking, as it covers not only Facebook campaigns but other platforms as well.

A detailed analysis on the difference between pixel-based tracking and server-side tracking is described below:

Pixel-based tracking (Adriel) or client-side tracking, involves inserting a small snippet of code (or pixel) onto a webpage, usually within a specific advertisement or upon the page load. This pixel sends back data to the server when the page is loaded or when a user interacts with the ad.

Pros of Pixel-Based Tracking:

  1. Simple Implementation : Pixel-based tracking is relatively simple to implement. Once the pixel is embedded in the web page or ad, it will start collecting data automatically whenever the page is loaded or the ad is clicked.
  2. Real-Time Data : Because the pixel sends data back to the server every time it is activated, you get real-time information about user interactions.

Cons of Pixel-Based Tracking:

  1. User's Browser Dependency : Since pixel-based tracking relies on the user's browser to send data back, it is affected by browser settings and limitations. If a user's browser blocks third-party cookies, for instance, the tracking pixel may not work.
  2. Latency : Since the tracking process involves making a request to a server and then waiting for a response, it can introduce latency (or delay) to the page load time.
  3. Growing Privacy Concerns : The use of tracking pixels has raised privacy concerns, as they can be used to collect a great deal of information about a user's behavior online without their knowledge or consent.

Server-Side Tracking (Markopolo) Server-side tracking, on the other hand, involves capturing and processing user data at the server level. Instead of relying on the user's browser to send data back, this method involves the server directly receiving and processing data.

Pros of Server-Side Tracking:

  1. Less Affected by Browser Limitations : Since server-side tracking does not rely on the user's browser to send data back, it is less affected by browser settings and limitations. It can still capture data even if third-party cookies are blocked.
  2. Faster Load Times : Since the tracking process takes place on the server, it does not introduce additional latency to the page load time.
  3. More Robust Data Collection : Server-side tracking can capture a wider range of data than pixel-based tracking, as it is not limited to the data that can be captured by a pixel.

Cons of Server-Side Tracking:

  1. Complex Implementation : Implementing server-side tracking can be more complex than implementing pixel-based tracking. It requires a deeper understanding of server-side technologies and may require the collaboration of both developers and marketers. Markopolo solves this with their Implementation Helper Suite.
  2. Possible Data Inconsistencies : Since server-side tracking involves processing data on the server, it can lead to data inconsistencies if the server and the client (i.e., the user's browser) are not perfectly synced. This is solved with Markopolo's Instant Sync Technology.
  3. Delayed Data : Unlike pixel-based tracking, server-side tracking does not always provide real-time data. Depending on how the server is set up, there may be a delay between when an event occurs and when it is recorded. However,  Markopolo fixes this, providing Data in <2 microseconds.

AI Optimization:

Adriel offers a variety of AI optimization features, including AI-powered bidding and AI-powered creative optimization.

When we launched Markopolo, it was built keeping in mind MSMEs who don’t have that much data in their marketing stacks.

These added a uniqueness itself, as all the algorithms that we have built till now are built keeping low data scenarios in mind, including our submitted provisional patent ‘Method of suggesting high performing audience interests and keywords for online advertising.’ (EFS ID: 44479531, Application Number: 63287822).

Businesses that suffer from unorganized siloed data in marketing stacks got to see major improvements with Markopolo from these algorithms.

Markopolo utilizes offsite conversion/offsite data in its optimization architecture. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

While setting up cross-platform budget optimization, users can select these variables as the primary goal to be improved too. We trained the software to be efficient in a range of monthly advertising budget limits across platforms.

Till now we trained it with 13 million campaign performance data points. CMOs/Marketing Managers can now let the software spread their whole monthly advertising budget across platforms. Markopolo can do it seamlessly based on cross-channel campaign performances.

Integration:

Adriel integrates seamlessly with various platforms like Google Tag Manager, Salesforce, and Shopify, among others.

Markopolo integrates with Shopify, HubSpot, Amazon, and any Marketplace available currently globally. We have built a generalized proprietary architecture to get connected with these Marketplaces.

Markopolo vs. Adriel: The Better Financial Option

How much each option costs plays a crucial role in your decision-making process. So let us take a look at the pricing offered by Adriel and Markopolo.

Pricing: Markopolo

For its wide range of features, Markopolo charges a very fair price.

We have 2 types of pricing plans for you depending on your organizational needs: Self-Serve & Enterprise.

Under Self-Serve, we have-

  • Starter: $47/month
  • Growth: $152/month

And under Enterprise, we have-

  • Starter: $999/month
  • Growth: $1999/month
  • Evolution: $2999/month

Pricing: Adriel

Adriel comes with three pricing plans:

  • Basic
  • Professional
  • Enterprise

If your monthly ad spend is less than USD 5,000, you get the basic version free of charge. And if you spend up to $100,000 on ads, you should get the professional plan that charges you $199/month. 

Lastly, if your ad spend exceeds $100,000 monthly, you get the Enterprise plan with custom pricing.

The Verdict

We can see that despite having similarities, there are varying features and focus areas for these two. As Adriel is mainly geared toward small businesses, they lack features that Markopolo offers, like contextual targeting, quick launch, multi-brand-management, etc. 

Brand Safety and protecting clients from fraud is another area where Markopolo claims to excel.

Adriel seems more of a growth and customer acquisition platform, whereas Markopolo is like a jack of all trades. 

Furthermore, if your business has an Ad spend of less than $5,000 and doesn’t need extensive features, you should use Adriel, as you get to use it for free. This should make it a more accessible entry if you have a small business or a lean startup.

However, If you need expansive features from marketing automation software, Markopolo is the way to go, as it can be a one-stop solution that takes care of all your brands in all the channels.

Markopolo and Adriel provide a wide range of services over different price ranges. They share some similarities while retaining their specialties. Saying one is better than the other would be unwise, as it is subjective for the client.

Needs specific to your particular business will dictate which one's the right fit for you. Hopefully, this article helps in making your decision by providing much-needed contrast.

Also, check out this article to find out how Markopolo fares against Smartly.io.

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