Shirofune Tightens Cross-Platform Measurement with CM360 Integration
Event summary
- Shirofune now integrates with Google Campaign Manager 360 (CM360), allowing advertisers to import Floodlight conversion data directly into its platform.
- The integration automates cross-media budget allocation and bid optimization based on CM360 performance data.
- Shirofune has supported campaign optimization for Display & Video 360 (DV360) since April 2025.
- The integration is available at no additional cost, with Shirofune charging 5% of monthly advertising spend managed through its platform.
- Shirofune manages over 300,000 active campaigns for 13,000 accounts worldwide.
The big picture
As advertising becomes increasingly fragmented across platforms, the need for unified measurement frameworks like CM360's Floodlight is growing. Shirofune's integration addresses the challenge of reconciling data from multiple sources, automating budget allocation and bid optimization. This move aligns with broader industry trends toward data-driven, cross-platform advertising strategies, particularly as privacy regulations tighten.
What we're watching
- Ad Tech Consolidation
- How Shirofune's integration with CM360 will affect its positioning against competitors in the ad automation space.
- Measurement Standardization
- Whether the adoption of Floodlight as a common measurement framework will accelerate across the industry.
- Privacy Compliance
- The pace at which privacy regulations will impact cross-platform measurement capabilities.