Whats the difference between DoubleClick Manager, DoubleClick Search, DoubleClick Bid Manager, DoubleClick AD Exchange, Google 360?

6 min readMar 25, 2018

JK, What’s the difference between Doubleclick Campaign Manager (DCM), DoubleClick Bid Manager(DBM), DoubleClick Search(DS), DoubleClick Creative solution (DC)?. It took almost few months for me to really understand this concept when I was working with agencies at early part of my career. This is a frequently asked question when i discuss with my collegues or other stake holders about anything related with Doubleclick. After becoming a proficient at it and initial online search, I prepared this information just for my record and sometimes share with them 🙂

Now am just sharing here with some additional info which may help of.

Overview of DoubleClick Platform (DDM)

Doubleclick can play a important role when you building your marketing technology stack from the scratch or even if you are trying to change the stack. Because it has almost every paid advertising management and analytics solution you need, plus have a excellant advantage of natively integrating with other google products. Though all this comes with a significan cost, you need to think multiple factors before deciding this.

So the first point if am in your situation will consider is whether am going ahead with Google stack solutions or non google solutions as the integrations are the major (invisible part) where it takes your time of tracking setup, naming conventions and account structures.

However, let’s focus this article on the difference and what really all this solutions 🙂

DCM: DoubleClick Campaign Manager

DFA (DoubleClick for Advertisers) is the previous version of DCM and the improved product or say rebranded product is DCM.

  • According to Google, DCM Is a web-based ad management system for advertisers and agencies. It helps you manage your digital campaigns across websites and mobile devices. This includes a robust set of features for ad serving, trafficking, targeting, verification, and reporting.
  • But in simple terms, it is like your phone which is the platform which has multiple apps like…




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