The core difference
It's easy to confuse the two because they're both part of the Google Marketing Platform and often run side by side, but they do different jobs. DV360 is a demand-side platform: it buys programmatic display, video, and connected-TV inventory across exchanges. CM360 is an ad server and measurement platform: it serves the creative and records what happened. One spends the budget; the other counts the results.
What each one handles
| CM360 | DV360 | |
|---|---|---|
| Primary job | Serve & measure | Buy media |
| Type | Ad server | Demand-side platform |
| Priced on | Impressions served (CPM) | % of media spend |
| Measurement | Floodlight lives here | Uses Floodlight data |
How they connect
The link between them is Floodlight, which lives in CM360 but feeds DV360. DV360 can bid toward Floodlight conversions and report against the same measurement CM360 records, so buying and measurement stay consistent. That shared spine is why the two are so often bought together.
Do you need both?
Not always, but they reinforce each other. You can run DV360 for buying and lean on CM360 for independent, cross-platform serving and measurement; many advertisers running programmatic at scale use both. Because they share Floodlight, partners frequently quote them as a bundle, and the combined economics can beat pricing either alone.
Pricing and bundling
The two are priced on completely different bases — CM360 on impressions served, DV360 on a percentage of media spend. See CM360 pricing and DV360 pricing for each, and model a bundle against your numbers in the comparison tool.
Common questions
Is CM360 the same as DV360?
No. CM360 is an ad server and measurement platform; DV360 is a demand-side platform that buys media. They're complementary and connected by Floodlight, not interchangeable.
Do I need both CM360 and DV360?
Not necessarily, but they reinforce each other. Running programmatic at scale often uses DV360 to buy and CM360 to serve and measure independently. Because they share Floodlight, they're frequently bundled.
Is CM360 a DSP like DV360?
No. Only DV360 is a demand-side platform that buys inventory. CM360 serves creative and measures performance; it doesn't purchase media.
Are CM360 and DV360 cheaper bundled?
Often. Because they share Floodlight measurement, partners commonly quote them together and the combined rate can beat pricing either alone. You can compare bundled economics in the rate tool.