Is DV360 an ad server?

Display & Video 360 is a demand-side platform, not an ad server. Campaign Manager 360 handles ad serving in the Google Marketing Platform stack. While these two systems work closely together, they perform distinct technical roles. Understanding this difference matters when you design a programmatic stack, plan conversion tracking, or decide whether you need both platforms or just one.

This article clarifies what Is DV360 an ad server, how DV360 and CM360 collaborate, and when growth-focused businesses can simplify their setup. We cover native integrations, YouTube inventory, DSP versus ad server responsibilities, and practical scenarios where the distinction shapes campaign execution. If you have ever wondered whether DV360 alone is enough, or why Google talks about both tools, this guide explains the architecture in plain language.

Quick answer: DV360 is a DSP, not an ad server

Display & Video 360 is a demand-side platform that gives advertisers programmatic access to inventory across the open exchange, Google properties, and private marketplaces. It handles bidding, targeting, audience management, and campaign reporting. Campaign Manager 360, on the other hand, is a dedicated ad server that hosts creative assets, manages ad tags, collects impressions, and tracks conversions. These two tools perform separate but complementary functions in the Google Marketing Platform.

The question "Is DV360 an ad server?" persists because Google markets DV360 as an end-to-end campaign management solution. That language blurs the line for marketers accustomed to traditional platforms where one tool owns everything. In reality, DV360 orchestrates programmatic buying, while CM360 controls what gets shown when a bid is won. If you configure DV360 to use CM360 creatives, CM360 delivers the ad file to the user's browser and fires tracking pixels. If you run native creatives inside DV360, the platform uses its own lightweight serving layer, which is suitable for basic campaigns but not a full ad server replacement.

Why the question "Is DV360 an ad server?" keeps coming up

Many marketers migrate to DV360 from Google Ads or other self-serve tools where buying and serving happen within a single interface. When they first log into DV360, they see creative libraries, trafficking workflows, and impression tracking, all features that traditionally belong to ad servers. This overlap creates confusion about where DV360 ends and an ad server begins. Google's own support documentation often assumes you already understand the split, which leaves newer users guessing.

The second driver is terminology. If someone searches "Is DV360 an ad server reddit" or "Is DV360 an ad server in google," they often find forum threads and Google Help articles that refer to "ad server configurations in DV360." That phrase implies DV360 is an ad server, even though the text actually explains how to configure DV360 to talk to an external ad server. Context gets lost, and the confusion spreads. When your analytics engineer asks where to place Floodlight tags, or your agency proposes adding Campaign Manager 360 on top of DV360, these questions surface again.

Short definition: what DV360 actually does

DV360 connects to supply sources like the Google Display Network, YouTube, connected TV platforms, third-party exchanges, and private deals. You build line items that define budget, bid strategy, frequency caps, and targeting rules. DV360 evaluates billions of available impressions each second, applies your rules, and submits real-time bids. When you win, DV360 tells the exchange which creative to request, either from Campaign Manager 360, a third-party ad server, or DV360's own native creative store. DV360 also aggregates reporting data, including impressions, clicks, conversions, and viewability, into dashboards and exports.

The platform supports advanced audience targeting. You can layer first-party segments from your marketing automation stack, Google Audience lists, third-party data, and contextual signals. You can split budgets across display, video, audio, and native formats. You can run sequential creative strategies, control pacing by hour or day, and apply brand safety filters. All of this happens on the demand side of the programmatic transaction, which is why DV360 is classified as a DSP.

Short definition: what an ad server actually does

An ad server stores creative files, generates ad tags, decides which version of an ad to show based on trafficking rules, and logs every impression and interaction. Campaign Manager 360 is Google's ad server. When a publisher's page or app loads and calls for an ad, the ad server responds with the correct asset, fires tracking pixels, and records the event in its own database. If the same campaign runs across multiple DSPs, exchanges, or direct-sold inventory, the ad server unifies measurement and prevents overdelivery.

Ad servers also handle conversion tracking through tools like Floodlight tags. When a user completes a purchase or fills a form, the Floodlight pixel fires and attributes that action back to the campaigns that touched the user. Campaign Manager 360 deduplicates conversions, applies attribution models, and feeds clean conversion data back to DV360 for bidding optimization. This feedback loop is central to performance campaigns, and it requires the ad server to operate independently of any single buying platform.

What type of platform is DV360 in the Google stack?

DV360 is a demand-side platform, not an ad server, and it occupies a distinct buying layer in the Google Marketing Platform architecture. It sits between ad inventory sources and the advertisers who want to reach audiences programmatically. When you log into DV360, you are managing the demand side of the programmatic equation: deciding where to bid, how much to bid, and which creatives to deploy. DV360 connects to millions of ad opportunities per second across the open web, private marketplaces, and Google-owned properties.

Understanding DV360's position in the stack requires knowing what it does not do. It does not host creative assets independently of an ad server. It does not log impression-level data for cross-platform attribution. It does not serve as the primary source of truth for campaign reporting when used with third-party inventory. Those responsibilities fall to Campaign Manager 360 or another ad server, depending on how your stack is configured. If you search "Is DV360 an ad server in google," most official documentation will clarify that CM360 handles ad serving, while DV360 executes programmatic buying.

How DV360 fits with Campaign Manager 360 and Google Analytics

DV360, Campaign Manager 360, and Google Analytics form three distinct but connected pieces of the Google Marketing Platform. DV360 buys impressions through real-time bidding. CM360 delivers the ad creative when you win a bid, logs the impression, tracks user interactions, and fires Floodlight tags for conversion events. Google Analytics collects user behavior data on your website, measures session activity, and attributes conversions back to campaigns based on UTM parameters or direct integration with Google Ads and CM360.

The native integration between these tools is one of DV360's biggest strengths. When you run campaigns in DV360 with CM360 creatives, impression data flows into CM360's reporting interface. Conversion data from Floodlight tags feeds back into DV360 to optimize bidding strategies. Google Analytics can ingest campaign dimensions from CM360 to show which line items or insertion orders are driving on-site engagement. This feedback loop enables automated optimization, but only if you configure the integration properly. Many first-time DV360 users struggle with this handoff, especially around conversion attribution and cross-device tracking.

How DV360 compares to Google Ads and the Google Display Network

Google Ads is a self-serve platform for search, display, video, and shopping campaigns. It gives you access to the Google Display Network, YouTube, and Google search inventory, along with basic audience targeting and automated bidding. DV360 is built for larger, more complex campaigns that require programmatic access to inventory beyond Google's owned properties, advanced audience segmentation, and integration with data management platforms. If you search "Difference between DV360 and Google Ads," the answers usually focus on inventory reach, data flexibility, and cost structure.

Google Ads and the Google Display Network are ideal for small to mid-sized advertisers who want a quick setup, intuitive interface, and relatively low minimum spend. DV360 is designed for businesses that need to buy inventory across dozens of publishers, sync first-party data for custom targeting, run sequential creative strategies, or manage frequency caps across multiple campaigns. Google Ads includes its own lightweight ad serving capabilities. DV360 does not. Instead, it relies on CM360 or allows you to use native creatives with limited tracking. You can learn more about what DV360 is and when it becomes relevant for growth-stage companies in our detailed guide.

When DV360 becomes relevant for growth-focused businesses

DV360 makes sense when Google Ads and the Google Display Network no longer give you the reach, control, or efficiency you need to hit your targets. That inflection point usually appears when you exhaust Google's owned inventory, need to layer in third-party audience data, or want to run coordinated campaigns across display, video, connected TV, and audio. Another trigger is the need for transparent buying without hidden media fees or inflated CPMs. DV360 allows you to access inventory directly and see exactly what you are paying for every impression.

For growth-focused businesses in Belgium and Europe, DV360 becomes relevant when budgets cross approximately 10,000 to 15,000 euros per month and you need more granular control over targeting, pacing, and creative rotation. At that scale, the administrative overhead of managing DV360 is justified by the performance gains and cost savings. You also start benefiting from advanced features like CPM-based buying, whitelist and blacklist inventory controls, and dynamic creative optimization that can drive incremental lift without increasing spend.

No, DV360 is not an ad server: CM360 is

Campaign Manager 360 is Google's ad server. It stores creative files, generates ad tags, decides which creative variant to serve based on trafficking rules, and logs every impression, click, and interaction. When a user visits a website where your ad should appear, the publisher's ad server or exchange calls CM360 to retrieve the creative. CM360 responds with the appropriate asset, fires a tracking pixel to record the impression, and sends interaction data back to its database. This data becomes the foundation for campaign reporting, conversion attribution, and frequency management.

DV360, on the other hand, does not perform these functions. It selects which inventory to bid on, submits bids in real time, and tells the exchange which ad to request if you win. If you configure DV360 to use CM360 creatives, DV360 passes a reference to the CM360-hosted ad tag. The exchange or publisher's ad server then calls CM360 directly to retrieve and serve the creative. If you use native creatives inside DV360, the platform serves the ad directly, but with limited tracking and reporting capabilities compared to a full ad server. Native creatives work well for simple campaigns but fall short when you need cross-platform attribution, A/B testing, or advanced frequency capping.

What an ad server like Campaign Manager 360 is responsible for

Campaign Manager 360 handles creative trafficking, which means organizing and managing all the creative assets, targeting rules, and rotation logic for your campaigns. When you traffic a creative in CM360, you define which user segments should see it, when it should appear, and how many times an individual can see it within a given time window. CM360 also enforces priority rules. If multiple campaigns target the same user, CM360 decides which creative takes precedence based on the hierarchy you set. This level of control is critical for large advertisers running hundreds of concurrent campaigns.

CM360 also owns conversion tracking through Floodlight tags. You place these tags on conversion pages like checkout confirmations, form submissions, or account sign-ups. When a user completes the action, the Floodlight tag fires and logs the conversion in CM360. CM360 then attributes that conversion to the campaigns and line items that touched the user, applying your chosen attribution model. This data feeds back into DV360 to inform bidding strategies, optimize toward higher-value conversions, and identify which inventory sources drive the best results. You can also read about how display CPC appears in Google Analytics 4 to better understand cross-platform reporting.

How DV360 and CM360 work together to serve and track ads

The integration between DV360 and CM360 is native, meaning they communicate directly without requiring custom API work or third-party middleware. When you create a line item in DV360, you assign creatives that are hosted in CM360. DV360 stores a reference to those creatives, not the actual files. When DV360 wins a bid, it returns the CM360 ad tag to the exchange. The exchange or publisher ad server then calls CM360 to retrieve the creative and render it on the page. CM360 logs the impression and any subsequent interactions, such as clicks or video completions.

This workflow means CM360 remains the source of truth for impression-level data, even though DV360 initiated the bid. You see aggregated reporting in DV360 that pulls data from CM360, but for granular analysis, conversion path reporting, or cross-device attribution, you go into CM360. The native integration also allows DV360 to use Floodlight conversions for bidding optimization. If a line item is set to optimize toward a specific Floodlight event, DV360 automatically adjusts bids based on which inventory is most likely to drive that event. This closed-loop optimization is one reason DV360 plus CM360 is more powerful than DV360 with native creatives alone.

Can you use only DV360 without CM360 thanks to native integration?

Yes, you can run DV360 without CM360 by using native creatives. DV360 includes a lightweight creative storage and serving layer that handles basic display and video ads. You upload your creative files directly into DV360, assign them to line items, and DV360 serves them when you win a bid. This setup works well for small-scale tests, simple campaigns, or situations where you do not need advanced tracking. It reduces complexity and eliminates the need to traffic creatives in a separate platform.

However, the trade-offs are significant. Native creatives in DV360 do not support Floodlight tags, cross-platform frequency capping, or advanced creative rotation rules. You cannot run A/B tests within DV360 itself, and reporting is limited to aggregate metrics like impressions, clicks, and conversions attributed through DV360's basic conversion tracking. If you want to understand the user journey, apply multi-touch attribution, or optimize based on post-click behavior beyond a simple conversion event, you need CM360. For growth-focused businesses that rely on data to inform decisions, CM360 is usually worth the added complexity. You can learn more about programmatic advertising workflows in our programmatic advertising services overview.

Is DV360 an ad server for YouTube and video?

DV360 is not an ad server for YouTube or any other video inventory. It is the platform you use to buy YouTube inventory programmatically, but the ad serving, tracking, and measurement happen through other systems. When you buy YouTube ads through DV360, you access YouTube's video inventory via Google's programmatic pipes. DV360 handles the bidding and placement logic. YouTube's own ad serving infrastructure delivers the video ad to the viewer and logs the impression, view, and interaction data. This distinction matters when you set up tracking and try to understand where your data lives.

If you search "Is DV360 an ad server for youtube," you will find that the answer depends on how you configure your campaigns. If you use TrueView or other YouTube-native ad formats, YouTube handles serving and measurement. If you use reservation-based deals or third-party video exchanges, CM360 or another ad server typically manages the creative delivery and tracking. In both cases, DV360's role is limited to buying the impression. The ad serving and measurement layers sit elsewhere, which is why DV360 alone does not give you the full picture of campaign performance, especially for video and connected TV.

How YouTube and CTV inventory are bought through DV360

YouTube inventory is available in DV360 through several access methods. You can buy YouTube through open auction, where you compete with other advertisers for impressions in real time. You can negotiate private deals with YouTube for reserved inventory at a fixed CPM. You can also use programmatic guaranteed deals for guaranteed impressions at a set price. DV360 gives you access to all of these buying methods, along with advanced targeting options like affinity audiences, in-market segments, and custom intent audiences built from first-party data.

Connected TV inventory works similarly. DV360 connects to CTV publishers and platforms through supply-side platforms and direct integrations. You set up line items targeting CTV inventory, define your audience, creative, and bid strategy, and DV360 bids on available impressions. When you win, the CTV platform or exchange calls your ad server to retrieve the video creative. For YouTube, that is YouTube's internal serving system. For third-party CTV inventory, it is usually CM360 or another VAST-compliant ad server. The key point is that DV360 facilitates the buy, but it does not serve the video file or measure completion rates independently.

Who actually serves the video ad and handles measurement

For YouTube campaigns bought through DV360, YouTube's ad server handles creative delivery and measurement. When a user watches a video on YouTube, the platform determines which ad to show based on the winning bid from DV360, the user's profile, and YouTube's internal optimization algorithms. YouTube delivers the ad file, tracks whether the user watches the required duration for a counted view, and logs any interactions like clicks or conversions. This data flows back into DV360 for reporting and optimization, but YouTube remains the source of truth for view counts and completion rates.

For non-YouTube video inventory, Campaign Manager 360 typically serves the ad if you configure it that way. CM360 supports VAST and VPAID standards, which means it can deliver video ads to most third-party video players and CTV platforms. CM360 tracks when the video starts, reaches quartile milestones, and completes. It also fires companion banners, tracks viewability, and measures interactions. This data feeds into DV360's reporting interface, but CM360 owns the granular event-level logs. If you want to analyze video completion rates by device, time of day, or creative variant, you pull that data from CM360, not DV360.

When you might still want CM360 for video and YouTube campaigns

Most advertisers can run YouTube campaigns through DV360 without CM360 and get adequate reporting from YouTube's native measurement tools. However, CM360 becomes valuable when you need unified reporting across YouTube and non-YouTube video inventory, cross-platform frequency capping, or advanced creative testing. If you are running campaigns on YouTube, connected TV, and display simultaneously, CM360 gives you a single view of how those campaigns interact. It also prevents a user from seeing your video ad ten times in one day across multiple platforms.

CM360 also enables A/B testing for video creatives. You can traffic multiple video variants in CM360, set rotation rules, and measure which version drives higher completion rates or conversions. DV360 does not support this level of creative testing natively. If your video strategy relies on iterative creative optimization, CM360 is the tool that makes it possible. For growth-focused businesses running multi-channel video campaigns, CM360 is usually worth the effort, even if it adds complexity to your stack. We help clients design these setups as part of our paid media management services.

Is a DSP an ad server and why the distinction matters

A demand-side platform is not an ad server, and confusing the two creates technical debt, reporting gaps, and suboptimal campaign performance. A DSP automates the process of buying ad inventory across multiple exchanges, publishers, and formats. It evaluates billions of available impressions each second, applies your targeting rules, and submits bids in real time. A DSP does not store creative assets long-term, does not log impression data for cross-platform attribution, and does not enforce creative rotation rules across campaigns. Those are ad server responsibilities.

The distinction matters because each system solves a different problem. A DSP answers the question, "Which impressions should I buy, and how much should I pay?" An ad server answers the question, "Which creative should I show, and how do I track what happens next?" If you try to use a DSP as an ad server, you lose critical capabilities like unified frequency capping, cross-device attribution, and granular creative testing. If you try to use an ad server as a DSP, you cannot access real-time bidding, programmatic exchanges, or advanced audience targeting. The two systems are designed to work together, not replace each other.

Core functions of a DSP like DV360

DV360 connects to supply-side platforms, ad exchanges, and publishers to access programmatic inventory. It evaluates available impressions based on your targeting criteria, such as geography, device, audience segment, and contextual signals. It submits bids in milliseconds, using bid strategies like target CPA, target ROAS, or manual CPM. When you win a bid, DV360 tells the exchange which creative to request, either from an ad server or from its own native creative library. It also aggregates reporting data from multiple sources, including impression logs from ad servers and conversion data from tracking pixels.

DV360 supports advanced audience targeting through integration with first-party data, Google Audience lists, and third-party data providers. You can build custom segments based on website behavior, CRM data, or lookalike modeling. You can layer multiple targeting dimensions, such as demographics, interests, and in-market intent. You can also apply brand safety filters, inventory whitelists, and viewability thresholds to ensure your ads appear in appropriate environments. These capabilities make DV360 a powerful buying tool, but they do not make it an ad server. The creative management, impression logging, and conversion tracking still happen elsewhere.

Core functions of an ad server like CM360

Campaign Manager 360 stores creative files, generates ad tags, and serves ads when called by an exchange or publisher. It decides which creative variant to show based on trafficking rules you define, such as audience segment, time of day, or campaign priority. It logs every impression, click, and interaction, storing this data in its own database for reporting and analysis. CM360 also handles conversion tracking through Floodlight tags, which fire when a user completes a desired action on your website or app. This conversion data is attributed back to the campaigns that touched the user, using models like last-click, first-click, or data-driven attribution.

CM360 enforces frequency caps across all campaigns, preventing a single user from seeing your ads too many times. It supports cross-device tracking, so a user who sees your ad on mobile and converts on desktop is counted correctly. It also provides granular reporting on creative performance, showing which variants drive higher engagement or conversion rates. These capabilities are essential for performance-focused advertisers who need precise control over their campaigns. DV360 relies on CM360 for all of these functions when the two are integrated. You can also explore how Campaign Manager 360 works in Google's official documentation.

Risks of confusing DSP and ad server roles

Confusing a DSP with an ad server leads to several practical problems. First, you lose the ability to track conversions accurately across multiple channels. If you run campaigns in DV360, Google Ads, and Facebook, and you do not have a unified ad server, you cannot deduplicate conversions or understand the full user journey. Second, you cannot enforce frequency caps across platforms. A user might see your DV360 display ad five times, your Google Ads video ad three times, and your Facebook ad twice, all in one day. Without an ad server managing frequency, you waste budget on overexposure.

Third, you lose creative testing capabilities. If you run multiple creative variants in DV360 without CM360, you cannot systematically test which performs better under controlled conditions. Fourth, you complicate reporting. DV360 shows aggregate data from its own logs, but it does not store impression-level data the way an ad server does. If you need to troubleshoot discrepancies, audit impressions, or run custom reports, you need access to ad server logs. Finally, you limit your ability to scale. As your campaigns grow, the lack of a proper ad server becomes a bottleneck for optimization, reporting, and cross-channel coordination.

DV360 vs Google Ads: when to use which

Google Ads is the right platform for most small to mid-sized businesses, especially those with budgets under 10,000 euros per month. It gives you access to Google Search, the Google Display Network, YouTube, and Google Shopping in a single, easy-to-use interface. Setup takes hours, not days. You can start running campaigns immediately, and Google's automated bidding strategies handle most of the optimization work. Google Ads also includes basic conversion tracking through Google Ads tags, and it integrates natively with Google Analytics for deeper analysis.

DV360 becomes the better choice when you need inventory beyond Google's owned properties, advanced audience targeting, or transparent buying without hidden fees. If you want to run campaigns on premium publishers, private marketplaces, or connected TV platforms, DV360 gives you access to that inventory through a single platform. If you need to sync first-party data from your CRM or data warehouse, DV360 supports those integrations. If you want to see exactly what you are paying for each impression and negotiate deals directly with publishers, DV360 provides that transparency. For B2B and ecommerce brands with complex funnels, DV360 often delivers better ROI once you cross a certain budget threshold.

Reach and inventory differences between DV360 and Google Ads

Google Ads gives you access to Google-owned inventory: search results, the Google Display Network, YouTube, and Google Shopping. This includes millions of websites, apps, and video placements, but it is limited to Google's ecosystem. DV360 gives you access to all of that plus the open web, private marketplaces, third-party ad exchanges, and supply-side platforms. You can buy inventory from publishers like The New York Times, The Guardian, or niche industry sites that do not participate in the Google Display Network. You can also buy connected TV inventory from platforms like Roku, Hulu, and Samsung TV Plus.

The difference in reach becomes important when you exhaust Google's inventory or when you need to reach specific audiences on specific publishers. For example, if you sell enterprise software and you want to reach decision-makers reading TechCrunch, DV360 allows you to target TechCrunch inventory directly through a private deal. Google Ads does not offer that level of control. Similarly, if you want to run coordinated campaigns across display, video, audio, and connected TV, DV360 handles all of those formats in one platform. Google Ads requires you to manage video and display separately, and it does not support audio or CTV inventory at the same level of granularity.

Targeting, data, and reporting differences

Google Ads offers robust targeting options, including keywords, demographics, interests, in-market audiences, and remarketing lists. It also supports customer match, where you upload email lists or phone numbers to target existing customers. However, Google Ads limits your ability to layer third-party data or build complex audience segments that combine multiple data sources. DV360 supports all of the same targeting options plus integration with third-party data providers, data management platforms, and first-party data warehouses. You can build custom segments based on CRM data, website behavior, and offline purchase history, then activate those segments in DV360.

Reporting is another key difference. Google Ads provides detailed performance data within its own interface, and it integrates with Google Analytics for deeper analysis. DV360 provides similar reporting but with more granularity and flexibility. You can export data to BigQuery for custom analysis, build dashboards in Looker Studio, or integrate with third-party attribution platforms. DV360 also provides transparency into bid-level data, showing you exactly what you paid for each impression and why. This level of detail is essential for performance marketers who need to optimize at a granular level. Our transparent approach ensures clients understand exactly where their media spend goes.

Budget levels and use cases where DV360 makes sense

DV360 makes sense when your monthly media budget exceeds approximately 10,000 to 15,000 euros and you need capabilities that Google Ads does not provide. At that budget level, the time investment required to set up and manage DV360 is justified by the performance gains and cost savings. You also start benefiting from features like programmatic guaranteed deals, which allow you to negotiate fixed-price inventory with publishers. For B2B companies targeting niche audiences, DV360's advanced targeting options often deliver better conversion rates than Google Ads broad targeting.

Ecommerce brands benefit from DV360 when they need to scale beyond Google's inventory or when they want to run dynamic creative campaigns that personalize ads based on user behavior. DV360 supports dynamic creative optimization through integrations with creative management platforms, allowing you to serve personalized product recommendations at scale. Growth-focused businesses in Belgium and Europe often reach the point where Google Ads becomes limiting, and DV360 opens up new channels for growth. If you are unsure which platform fits your needs, we help clients evaluate their options through a structured audit and planning process.

Practical scenarios: when "Is DV360 an ad server?" actually matters

The question "Is DV360 an ad server?" surfaces in three common scenarios. First, when you implement tracking and conversion measurement, you need to know where to place tags and which platform logs impression data. Second, when you migrate from another DSP or ad server, you need to map the functions of your old tools to DV360 and CM360. Third, when you design a lean programmatic stack for a growth-focused SME, you need to decide whether to use DV360 alone with native creatives or add CM360 for advanced tracking and reporting.

In all three scenarios, the answer shapes your implementation plan, your reporting workflows, and your ability to optimize campaigns effectively. If you treat DV360 as an ad server, you miss critical tracking capabilities and reporting features. If you add CM360 when you do not need it, you introduce unnecessary complexity and cost. The goal is to match your stack to your business needs, not to follow a one-size-fits-all template. For most growth-focused businesses, the right answer is to start with DV360 and add CM360 when the complexity and scale justify the investment.

Implementing tracking, Floodlights, and conversion measurement

Floodlight tags are placed on conversion pages like checkout confirmations, form submissions, or sign-up pages. They fire when a user completes the action, logging the conversion in Campaign Manager 360. CM360 then attributes the conversion to the campaigns that touched the user, using the attribution model you specify. This data feeds back into DV360, where it informs bidding strategies and optimization decisions. Without Floodlight tags, you are limited to basic conversion tracking through DV360's pixel, which does not support multi-touch attribution or cross-device tracking.

Implementing Floodlight requires coordination between your marketing team, analytics team, and developers. You create the Floodlight activity in CM360, generate the tag, and pass it to your dev team for placement on the website. You test the tag to ensure it fires correctly, then monitor conversions in CM360 to verify attribution is working. Once Floodlight data flows into DV360, you can set line items to optimize toward specific conversion events, such as purchases, form fills, or account sign-ups. This closed-loop optimization is one of the most powerful features of the DV360 plus CM360 stack, and it requires both tools to work properly.

Migrating from another DSP or ad server to DV360

Migrating from another DSP like The Trade Desk, Amazon DSP, or Xandr to DV360 requires careful planning. You need to map your existing campaigns, line items, and creatives to DV360's structure. You also need to decide how to handle ad serving. If your old stack used a third-party ad server like Sizmek or Flashtalking, you can continue using that ad server with DV360. Alternatively, you can migrate to Campaign Manager 360 for tighter integration and better reporting. The migration process typically takes several weeks, including setup, trafficking, testing, and ramping up spend.

Migrating from an old ad server to CM360 involves re-trafficking all your creatives, setting up Floodlight tags, and configuring conversion tracking. You also need to update your reporting workflows, as CM360's interface and data structure differ from other ad servers. Many advertisers run both systems in parallel for a transition period to ensure data continuity and to compare performance. Once you confirm that CM360 is tracking accurately and DV360 is buying efficiently, you can fully deprecate the old systems. We help clients manage these migrations as part of our paid media services, ensuring smooth transitions with minimal disruption to campaign performance.

Designing a lean stack for a growth-focused SME

A lean programmatic stack for a growth-focused SME typically starts with Google Ads for search and Google Display Network inventory. As budgets grow and targeting needs become more complex, you add DV360 for access to open-web inventory and advanced audience segments. At this stage, you can run DV360 with native creatives to keep the setup simple. Once you reach the point where conversion tracking, cross-platform attribution, or creative testing becomes a bottleneck, you add Campaign Manager 360. This phased approach minimizes complexity while preserving the ability to scale.

The key is to avoid over-engineering the stack before you need the capabilities. Many SMEs add DV360 and CM360 too early, before they have the budget, team bandwidth, or campaign complexity to justify the investment. Others wait too long and struggle with reporting gaps, wasted spend, and inefficient workflows. The right approach is to evaluate your needs based on budget, channel mix, and reporting requirements, then build the stack incrementally. We work with clients in Belgium and Europe to design stacks that match their growth stage, not an idealized enterprise architecture that adds unnecessary cost and complexity.

How 6th Man Digital designs a lean DV360 and CM360 setup

At 6th Man Digital, we design programmatic stacks that prioritize transparency, efficiency, and measurable results. We do not mark up media spend, we do not push unnecessary tools, and we do not build overcomplicated systems. When a client asks us "Is DV360 an ad server?", we use that question as an entry point to understand their real needs. Are they trying to implement conversion tracking? Do they need unified reporting across channels? Are they migrating from another platform? The answer shapes our recommendation, and the recommendation is always tailored to their business, not a template.

We start every DV360 or CM360 engagement with a discovery phase. We audit your current stack, review your campaign objectives, and map out your reporting requirements. We identify where you have gaps, where you are paying for features you do not use, and where you could gain efficiency by adding or removing tools. Based on that analysis, we design a stack that delivers the capabilities you need without unnecessary complexity. For many clients, that means starting with DV360 and adding CM360 only when conversion tracking or creative testing becomes a priority. For others, it means implementing both tools from day one to support a multi-channel strategy.

Transparent, no markup programmatic buying and reporting

We operate on a flat-fee model with no hidden markups on media spend. When you work with traditional agencies, they often add 15 to 30 percent on top of your media costs, calling it a "management fee." We believe that model misaligns incentives. Instead, we charge a transparent service fee based on the complexity of your campaigns and the level of support you need. You pay the same CPM or CPC that we pay, and you see exactly where every euro goes. This approach is especially valuable in programmatic advertising, where transparency is rare.

Our reporting is equally transparent. We build custom dashboards in Looker Studio, Google Analytics, or your preferred BI tool, showing real-time performance across all channels. You see which line items drive conversions, which inventory sources deliver the best ROI, and where you are overspending. We also provide regular performance reviews, where we walk through the data, explain what is working, and recommend changes. Our goal is to make you an informed buyer, not a passive client who trusts the agency to handle everything behind the scenes. This transparency is a core part of our philosophy at 6th Man Digital.

What our embedded team handles inside DV360 and CM360

When you engage us to manage DV360 and CM360, we operate as an embedded extension of your marketing team. We handle campaign setup, trafficking, bid management, and ongoing optimization. We also manage the integration between DV360, CM360, and your analytics stack, ensuring data flows correctly and conversions are attributed accurately. Our team includes senior-level programmatic specialists who have managed campaigns for B2B SaaS companies, ecommerce brands, and growth-stage startups across Europe. We do not outsource execution to junior staff or offshore teams. The people you meet in the sales process are the people who manage your campaigns.

Inside DV360, we set up line items, apply targeting rules, and configure bid strategies based on your objectives. We monitor performance daily, adjusting bids and budgets to maximize ROI. Inside CM360, we traffic creatives, set up Floodlight tags, and configure conversion tracking. We also run A/B tests on creative variants, analyze which versions perform best, and iterate based on the results. We handle the technical details so you can focus on strategy and business outcomes. This hands-on, embedded approach is what differentiates us from traditional agencies that operate at arm's length.

Examples of stack setups for B2B and ecommerce brands

For B2B brands, we typically recommend a stack that combines Google Ads for search, DV360 for display and video, and Campaign Manager 360 for unified reporting. We use Floodlight tags to track form fills, demo requests, and trial sign-ups, then feed that data into DV360 for optimization. We also layer in first-party data from the CRM to build custom audiences, such as accounts that fit the ideal customer profile or users who engaged with previous campaigns. This setup gives B2B marketers the precision targeting and attribution they need to justify programmatic spend.

For ecommerce brands, we build stacks that support dynamic creative, retargeting, and multi-channel measurement. We use DV360 to access open-web inventory and private marketplaces, CM360 to manage creative rotation and track conversions, and Google Analytics to measure on-site behavior. We integrate the ecommerce platform's product feed with DV360's dynamic creative tools, so ads automatically display the most relevant products based on user behavior. We also set up Floodlight tags to track purchases, revenue, and order value, enabling ROAS-based bidding strategies. This approach helps ecommerce brands scale profitably while maintaining control over creative and targeting.

Talk to 6th Man Digital about your DV360 setup

When to reach out for help with DV360 and ad server decisions

The right time to bring in senior-level expertise is when you are evaluating whether to adopt DV360, planning your first programmatic campaign, or trying to untangle an underperforming stack. If you are spending serious budget on paid media but lack the in-house know-how to design, operate, and optimize a clean DV360 and CM360 setup, that is when speed and clarity matter most. Waiting too long means wasted spend, poor tracking, and messy reporting that slows down decision-making.

You should also reach out if you are migrating from another DSP or ad server and want to avoid common pitfalls like broken conversion tracking, double counting, or unexplained discrepancies. The same applies if you run B2B or ecommerce campaigns across multiple channels and need a single source of truth for performance data. Most traditional agencies cannot move fast enough or lack the technical depth to handle the full Google Marketing Platform stack without relying on junior staff or third-party consultants. That bottleneck costs you momentum and ROI.

If you value transparent pricing, senior-level execution, and a partner who works embedded in your team rather than at arm's length, then it is time to talk. Whether you need someone to audit your current setup, build a new DV360 and CM360 stack from scratch, or just take over day-to-day campaign management so you can focus on strategy, 6th Man Digital operates as your on-demand marketing team, not a traditional vendor.

What you can expect from working with 6th Man Digital

When you work with 6th Man Digital, you get a lean, embedded team of senior specialists who understand the full Google Marketing Platform stack and know how to configure it for growth-focused businesses. We do not charge media markups, we do not pad timelines with unnecessary processes, and we do not hand your account to junior staff. Every campaign, every setup decision, and every optimization is handled by experienced marketers who have built and scaled DV360 and CM360 implementations across B2B and ecommerce verticals in Europe.

We start by understanding your goals, your current stack, and your reporting requirements. Then we design a setup that fits your stage and budget. For some clients, that means running DV360 alone with native tracking and minimal overhead. For others, it means adding CM360 for advanced cross-channel measurement, third-party integrations, and Floodlight-based conversion tracking. Either way, you get full transparency into what we build, how we operate, and what every euro delivers in return.

Our team integrates seamlessly with yours, using your existing tools, attending your standups, and moving at the speed you need. We bring cross-vertical experience, clear reporting, and a relentless focus on measurable results. You will never wonder what we are working on or whether the campaigns are actually driving revenue. If you want a partner who thinks like an in-house team and delivers like a specialized agency, that is exactly what we do.

Understanding whether DV360 is an ad server, how it fits with Campaign Manager 360, and when each platform makes sense is critical for building a lean, high-performing programmatic stack. DV360 is a demand-side platform designed for buying and optimizing inventory across display, video, YouTube, CTV, and the open exchange. It handles bidding, audience targeting, budget pacing, and campaign management, but it does not serve the creative or manage impression-level ad delivery. That is the job of an ad server like Campaign Manager 360. For most small to mid-sized businesses with ambitious growth targets, the decision comes down to whether you need advanced tracking, third-party integrations, and cross-channel measurement that only a dedicated ad server can provide, or whether DV360's native integration with Google Analytics and the broader Google stack is enough to drive results without adding complexity or cost.

If you are ready to design a programmatic setup that is fast, transparent, and built for growth, reach out to 6th Man Digital and talk to a team that knows how to make DV360 and Campaign Manager 360 work together to deliver measurable business impact.