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 in the early part of my career. This is a frequently asked question when I discuss with colleagues or other stakeholders about anything related to 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)

Difference between doubleclick Manager, Search, Doubleclick Bidding Manager, Google 360
Difference between doubleclick Manager, Search, Doubleclick Bidding Manager, Google 360

Doubleclick can play an 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 an excellent advantage of natively integrating with other Google products. Though all this comes with a significant cost, you need to think of 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 these solutions 🙂

DCM: DoubleClick Campaign Manager

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

A simple use case:

DoubleClick Campaign Manager Interface (source: Delacon)
Navigating to different DC solutions from DCM
Navigating to different DC solutions from DCM

For detailed screenshots of how the platform looks, it provides detailed information about the Doubleclick integration with other products

DS: DoubleClick Search

DoubleClick search - DS Interface
DoubleClick search – DS Interface

A quick introduction video about DoubleClick Search

DBM: DoubleClick Bid Manager

A detailed video about the Double Bid Manager Interface

GAP: Google Analytics Premium

Google Analytics Premium(GAP) is the advanced product of the free version of Google Analytics. It gives you enterprise-level data that’s fast, accessible, and ready for action by your whole team.

Image result for The Holy Google Marketing Solutions Stack
Google Marketing Solutions Stack

DDM: DoubleClick Digital Marketing (DDM)

This is the just single name of all these solutions but not a solution itself. So it is an integrated ad technology platform give buyers powerful control over every aspect of digital marketing: creative development (DRM), campaign management(DCM), paid search(DS), site analytics(GAP), real-time bidding(DBM), and access to exchange inventory(ADX), all across multiple channels. These platforms combine holistically. They share data and work together to help you improve performance, tracking, and optimization. One interface for all your digital marketing.

DC studio: Double Click Creative Solution

Video explanation of how DC Studio solution can help?

overview of DoubleClick Dynamic Creatives

AdX: DoubleClick Ad Exchange (AdX)

If you are still confused about the platform, here is another interactive explanation from Google itself > https://support.google.com/dcm/answer/6158622


On June 27th, Google announced that we’re unifying our advertising and analytics platforms under a single brand: Google Marketing Platform. This will replace the DoubleClick and Google Analytics 360 Suite brands and some products will have new names.
• Google Analytics 360 Suite Home will become Platform Home.
• DoubleClick Search will be named Search Ads 360.
• DoubleClick Campaign Manager and DoubleClick Studio will be named Campaign Manager and Studio respectively.
• DoubleClick Bid Manager will become Display & Video 360, which will bring together planning, creative, buying, and measurement features in a single tool.
Starting July 24, 2018, you will see the new Google Marketing Platform brand — including new product names and logos — reflected in product interfaces, Help Centers, and more.

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