Which types of digital marketing roles most commonly use Campaign Manager 360?

Analysis of Correct Answer(s)

The combination of media traffickers, analysts, and media planners represents the core user base for Campaign Manager 360. Each role utilizes the platform for distinct, essential functions in the digital advertising lifecycle.

• Media Traffickers: This is the primary hands-on role. Traffickers use CM360 for the technical setup and execution of campaigns. Their key tasks include creating advertisers and campaigns, setting up placements, uploading creatives, and generating ad tags to send to publishers.
• Analysts: These users rely on CM360's powerful reporting and measurement features. They use data from Floodlight tags and other tracking metrics to measure campaign performance, analyze conversion paths, build attribution models, and provide actionable insights.
• Media Planners: Planners use CM360 during both the strategic and post-campaign phases. They set up the initial campaign structure based on the media plan and use performance reports to evaluate the effectiveness of their strategy and inform future media buys.

Analysis of Incorrect Options

The other options include roles that are either less frequent users of CM360 or use different platforms as their primary tool.

• Publishers: Publishers are on the sell-side and use their own ad servers (e.g., Google Ad Manager). They receive and implement tags from CM360 but do not actively manage campaigns within it.
• Traders: Traders primarily operate within Demand-Side Platforms (DSPs) like Display & Video 360 to actively bid on and purchase media. While they use CM360 for creative hosting and tracking, their main interface is the DSP.
• Strategists: This is a high-level role. They may review performance reports from CM360, but they are not typically involved in the day-to-day operational tasks within the platform.
• TV Buyers: This role focuses on a traditional media channel and is outside the typical scope of a digital ad-serving platform like CM360.