Dynamic Product Ads (DPAs) are fast becoming the backbone of e-commerce advertising. But how do you ensure that you are unlocking your catalog ad’s full potential?
Two platforms have emerged as prominent solutions in the feed enrichment space—tools that transform basic feed-based ads into conversion-driven ad creatives: Socioh and Marpipe.
While Marpipe is a solid self-serve tool, Socioh offers unparalleled design customization, advanced technology, and a partnership model focused on customer success.
Here are some key factors that differentiate Socioh and Marpipe.
Software vs. Partnership Approach
The fundamental difference between Socioh and Marpipe lies in their approach to client relationships and catalog ad management.
Marpipe operates as traditional SaaS—giving you tools to manage catalog ads yourself. This template-based system works effectively for brands with straightforward DPA design needs.
Socioh offers white-glove service to every customer regardless of their subscription plan. They partner with you, working with your creative and performance teams to ensure your success. This approach is often preferred by sophisticated brands that want to retain control while leveraging specialist expertise.
Creative Capabilities
Both platforms solve the problem of generic-looking DPAs with unwieldy white strips or awkwardly cropped images, but their creative approaches differ significantly.
Marpipe offers a library of pre-built catalog ad templates that users can customize with their brand elements. This approach works well for smaller brands that don’t require high levels of customization.
Socioh takes a bespoke approach, creating custom DPA designs for each brand. The team uses a combination of AI-driven automation and manual quality checks to ensure pixel-perfect execution across all social channels (Meta, TikTok, Pinterest, Snapchat, etc.)
Product Level Videos
Both Socioh and Marpipe offer product-level videos (PLVs) for catalog ads, but execution differs significantly.
Marpipe delivers 4 frames/second—essentially a GIF rather than true video.
Socioh produces 30 frames/second videos with movie-quality smoothness. This does have a longer processing time, but complies better with Meta’s recommended minimum of 24 frames/second.
A/B Testing and Optimization
Catalog ad testing capabilities represent another key differentiator between these feed-enrichment platforms.
Marpipe offers multi-variate A/B testing for catalog ads, enabling users to compare variations and identify winners.
Socioh’s team works with you to design real-world tests that work within your measurement parameters. You can test up to 20 different creative variations simultaneously, without losing optimization data. This approach prevents the common problem of restarting the learning phase when making creative changes to catalog ads.
Product Feed Management
Product feed management and catalog optimization capabilities become critical as catalog complexity increases.
Marpipe handles standard feed operations for catalog ads effectively, supporting most common e-commerce platforms and basic product data optimization for dynamic ads. The platform works well for catalogs with standard data requirements.
Socioh offers enterprise-grade product feed management to handle complex data mapping, advanced automation, and multi-channel feed support (think Feedonomics, DataFeedWatch, etc). Comfortably supports large feed sizes of 200k+.
Pricing and Contracts
Contract terms and pricing flexibility for catalog ad platforms reflect each platform’s target market positioning.
Marpipe typically requires longer-term commitments for cost savings—challenging for brands wanting to test performance before making significant investments.
Socioh’s value proposition is monthly billing with no lock-ins. Clients can cancel at any time and are not locked in by forced contracts. Socioh also offers inclusive pricing with all features available for subscribers and no surprise add-ons.
Support and Service
The level of ongoing support for dynamic product advertising distinguishes these platforms significantly.
Marpipe provides limited onboarding and customer support for basic plans, with a more hands-on approach for the Enterprise Plan. This self-service model works for brands comfortable with independent problem-solving for product feeds, but requires significant bandwidth from in-house design and media buying teams.
With teams in 8 countries, across 5 continents, Socioh delivers round-the-clock, white-glove service to all clients. The success and creative heads are based in the US and have a personal onboarding call with every new client.
Which Catalog Ad Platform Fits Your Dynamic Product Advertising Needs?
Your platform choice depends on your brand’s advertising sophistication and growth ambitions.
Choose Marpipe for:
- Cost-effective feed enrichment
- Internal teams that have the bandwidth and resources to work on DPAs
- Template-based designs
- Multi-variate catalog ad testing
Choose Socioh for:
- Bespoke, on-brand creatives
- Strategic partnership over software
- Complex catalog management needs
- Sophisticated testing requirements
- Monthly billing with no contracts
Bottom Line
Marpipe is a great choice for newer brands that don’t have custom design or complex feed requirements.
Socioh’s partnership model with premium designs and enterprise feed management is often preferred by more sophisticated brands and advertisers with significant catalog ad spend.
| Feature | Socioh | Marpipe |
|---|---|---|
| Approach | White-glove partnership with hands-on support. | DIY software with minimal guidance. |
| Creatives | Custom, on-brand designs. | Template-based designs. |
| Videos | 30 fps smooth, high-quality videos. | 4 fps GIF-like clips. |
| Testing | Test 20+ variations without losing optimization data. | Multi-variate testing. |
| Feeds | Scales to 200k+ SKUs with advanced automation. | Basic feed handling for smaller catalogs. |
| Pricing | Monthly billing, no lock-ins. | Discounts tied to long-term contracts. |
| Support | 24/7 global white-glove service. | Limited support, hands-on only for Enterprise. |
Looking to optimize your catalog ads and dynamic product advertising? Compare pricing and features from both platforms to find the right fit for your e-commerce advertising strategy.
Related Topics: Facebook catalog ads, Instagram shopping ads, product feed management, dynamic retargeting ads, e-commerce advertising platforms
