How CM360 and DV360 Work
CM360
A centralised digital marketing management
platform for ad serving, targeting, verification and reporting. Designed to work together with other GMP solutions to maximise insights across campaigns to optimise your media strategy and creative.
DV360
A single platform for planning, building, and managing
programmatic campaigns from start to finish
Have access to more inventory, buy types, creative types and advanced capabilities that integrate within the Google Marketing Platform
Google Ads vs Display and Video 360?
| Google Ads | DV360 | |
| Inventory | ● Auction-model buying ● Limited to Google Display Network (GDN) which consists primarily of AdSense network inventory and limited AdX inventory |
● Auction-model buying PLUS ● Access to Private Marketplace (PMP), Programmatic Guaranteed, Direct Deals etc. ● Access to AdX and many more exchanges |
| Targeting | ● Demo, Geo, Device, Behavioural (Affinity & In-Market), Contextual (Keyword, Site) ● Ability to target 1st party audiences |
● Demo, Geo, Device, Behavioural (Affinity & In- Market), Contextual (Keyword, Site) ● Device targeting includes environment – in- app, on web etc. ● Ability to target 1st and 3rd party audiences |
| 3rd Party Data | ● No integration with 3rd party audiences | ● Integration with many premium 3rd party data providers and thousands of valuable data sets including in-market, affinity-based and demographic audiences |
| Bid Adjustments / Multipliers | ● Enabled for Smart Bidding strategies: target CPA, ROAS, enhanced CPC etc. ● Can set bid adjustments for device, location, ad scheduling, targeting method and top content |
● Can set performance goals (CPM, CPC, CTR, CPA etc.), but does not impact campaign cost model ● Able to set multiple budget segments against time periods ● Can set bid multipliers by device, site, audience lists, demographic, location and time of day |
| Reach / Frequency | ● Reach/frequency metrics only available as columns on campaign dashboard, not accessible within reporting |
● Specific Reach reports available reporting on Impression/Click Cookie Reach and Frequency as well as Incremental R/F |
| Viewability | ● Must select viewable CPM Smart Bidding strategy in order to access any of the Active View metrics ● Viewability is optimized algorithmically; user cannot manually target predicated viewability |
● Ability to target by predicted viewability rates as well as by page positioning ● Performance reporting available by viewability percentiles |
| Video | ● Inventory limited to YouTube only | ● Premium inventory on YouTube, programmatic TV and many more Video exchanges |
| Creative | ● Text, Display and Video ● Ads must be manually uploaded |
● Display, Rich Media, Native, Video ● Supports 3rdParty Ad Serving/Tracking |
| Tracking | ● Audience and Conversion Tracking ● URL tracking supported ● Integrates with Google Tag Manager 360, GA360 |
● Audience and Conversion Tracking ● URL tracking supported ● Integrates with Google Tag Manager 360, GA360 |
| Reporting | ● Access to predefined and custom performance reporting |
● Access to custom performance reporting PLUS ● Audience Performance, Audience Composition, Inventory Availability, Brand Safety, Pixel Load Reports |
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