Ad server configurations in Display & Video 360

In Display & Video 360, you can create advertisers based on the technology your advertiser uses to serve ads and track conversions. Once an advertiser has been created, its ad server configuration can't be changed. Advertisers can have one of the following ad server configurations:

  • Campaign Manager 360 and third-party ad servers: The advertiser uses Campaign Manager 360 to serve creatives and track conversions, and also serves creatives hosted by a supported third-party ad server. With this configuration, your Floodlight conversion tags will be used to track conversions from all creatives, regardless of if they're served by Campaign Manager 360 and/or a third-party ad server. This means you can build and target first-party audience lists created by serving ads that utilize third-party hosted creatives.

  • Third-party ad servers only: The advertiser does not use Campaign Manager 360 to serve creatives nor track conversions.

Use the sections below to determine which ad server configuration is best for your Display & Video 360 advertiser. 

Remember, you can always create multiple advertisers

Sometimes it's useful to create multiple advertisers in Display & Video 360 to accomplish the goals of one real-world business. For example, you could create both a "Campaign Manager 360 and third-party ad servers" advertiser, if you'd like to have access to Campaign Manager 360-hosted creatives, and a "Third-party ad servers only" advertiser (for the same real-world business) if you'd like to be able to serve creatives that utilize Campaign Manager 360 for tracking purposes but are served by a third-party ad server.

My creatives are served by Campaign Manager 360

If your advertiser serves ads using Campaign Manager 360, select "Campaign Manager 360 and third-party ad servers" as your ad server type.

Campaign Manager 360 and third-party ad servers

When to use

  • Use this setting if your advertiser uses Campaign Manager 360 or Campaign Manager 360 and a non-Google Marketing Platform ad server, and doesn't track Campaign Manager 360 clicks or impressions with non-Google Marketing Platform served creatives.

Considerations

  • You can't link a Campaign Manager 360 advertiser that's a subaccount of another Campaign Manager 360 advertiser to Display & Video 360.

  • You may notice a conversion discrepancy of up to ~30% fewer conversions if you use this configuration in a setup where you use Campaign Manager 360 to track clicks or impressions but serve your creatives from a non-Google Marketing Platform ad server.

Benefits

  • Creatives, Floodlight activities, and audiences will sync automatically from Campaign Manager 360.
  • You can add tags for non-Google Marketing Platform-served creatives to Display & Video 360. (Note that you can't upload creatives with Campaign Manager 360-embedded trackers.)
  • You can append HTML code to your tags (display creatives only).
  • You can wrap creative tags with additional code, such as tags from third-party vendors like DoubleVerify.

My creatives are only served by a third-party ad server

If your advertiser doesn't use Campaign Manager 360 to serve ads or track impressions or clicks, your advertiser's ad server type must be "Third-party ad servers only".

Third-party ad servers only

When to use

  • Use "Third-party ad servers only" if your advertiser doesn't use Campaign Manager 360 for ad serving, or
  • Use "Third-party ad servers only" if your advertiser uses both Campaign Manager 360 and a third-party for ad serving, and tracks clicks and impressions on non-Google Marketing Platform-served ads using Campaign Manager 360.

Benefits

  • Creatives (including Display & Video 360-hosted creatives) and Floodlight activities can be managed directly in Display & Video 360.
  • You can append HTML code to your tags (display creatives only).
  • You can wrap creative tags with additional code, such as tags from third-party vendors like DoubleVerify.

Drawbacks

  • You can't sync creatives, Floodlight activities, or audiences from a Campaign Manager 360 account.

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