Campaign Manager 360 vs Display Video 360 | Differences CM 360 vs DV 360

cm360 vs dv360

AdTech, short for Advertising Technology, has revolutionized the way businesses reach their target audiences in the digital landscape. Two integral components of this ecosystem are Campaign Manager 360 (CM360) and Display & Video 360 (DV360). These Google Marketing Platform tools empower advertisers to seamlessly plan, execute, and optimize digital advertising campaigns across diverse channels, combining campaign management with programmatic buying to achieve greater reach and efficiency.

Campaign Manager 360, formerly known as DoubleClick Campaign Manager (DCM), is a comprehensive ad management platform developed by Google. It’s designed to help advertisers and agencies plan, create, manage, and measure digital advertising campaigns across various channels, including display, video, mobile, and more. Here are some key features and points about Campaign Manager 360:

Ad Management: Campaign Manager 360 provides tools for ad trafficking, creative management, and campaign setup. It allows you to create different ad formats and target specific audiences.
Cross-Channel Tracking: This platform offers cross-channel tracking capabilities, enabling advertisers to track user interactions across different devices and touchpoints, helping to attribute conversions accurately.
Third-Party Ad Serving: Campaign Manager 360 allows advertisers to serve ads not only on Google’s own platforms but also on external publishers’ websites and apps, providing a wider reach.
Rich Media Support: It supports rich media ads that can be interactive, engaging, and provide more immersive experiences to users.
Attribution: The platform provides attribution modeling, helping advertisers understand which touchpoints contribute to conversions and how various interactions impact the customer journey.
Integration: Campaign Manager 360 is part of the Google Marketing Platform, which means it can be integrated with other Google advertising and analytics tools for a more comprehensive view of campaigns.

Display & Video 360 (DV 360) is also part of the Google Marketing Platform. It’s designed specifically for programmatic advertising and combines features from several of Google’s former advertising platforms, including DoubleClick Bid Manager (DBM). Here’s what you need to know about DV 360:

Programmatic Advertising: DV 360 is focused on programmatic buying and selling of display and video ads. It enables advertisers to access ad inventory across various ad exchanges and marketplaces.
Unified Platform: DV 360 provides a unified platform for planning, buying, measuring, and optimizing programmatic ad campaigns across display, video, audio, and other formats.
Audience Targeting: The platform offers advanced audience targeting capabilities, allowing advertisers to define specific audience segments based on demographics, interests, behaviors, and more.
Real-Time Bidding: DV 360 leverages real-time bidding (RTB) technology to automate the buying and placement of ads in real time, optimizing ad placements based on data and algorithms.
Integration with Campaign Manager 360: While DV 360 and Campaign Manager 360 are separate platforms, they can be integrated to streamline workflows and provide a more holistic view of campaigns.

CM360 and DV360 are designed to work together seamlessly within the Google Marketing Platform. Advertisers can use CM360 for campaign planning and creative management and then easily transfer their campaign assets to DV360 for programmatic buying and optimization. Both platforms allow for data sharing and integration with other Google advertising and analytics tools. This integration can help advertisers gain a holistic view of their campaigns and make data-driven decisions.

In summary, while both Campaign Manager 360 and Display & Video 360 are part of the Google Marketing Platform and offer advertising management capabilities, they have distinct focuses. Campaign Manager 360 is a broader ad management platform that covers various ad types and channels, while Display & Video 360 is specifically tailored for programmatic buying of display and video ads across multiple exchanges and formats.