DV360: Google's platform for programmatic media buying
Display & Video 360 is the programmatic advertising tool (DSP) in Google Marketing Platform. It buys display, video, CTV and audio inventory from hundreds of exchanges in one interface. It is built for brands and agencies with large media budgets.
- Made by
- Type
- DSP, programmatic buying
- Access
- Through an agency or reseller
- Ecosystem
- Google Marketing Platform
What is Google Display & Video 360?
In DV360 ads are bought in real-time auctions: every impression gets a bid based on audience, site and context. Unlike Google Ads, it covers open exchanges and direct deals, not only Google's network.
Its main value is running a large media plan in one place, frequency control and brand safety. For small budgets Google Ads and social platforms are usually more efficient.
What DV360 makes possible
Programmatic buying
Inventory from hundreds of exchanges in one interface.
Deals
Direct and private deals with publishers.
CTV and audio
Ads on smart TV and audio platforms.
Frequency control
One cap per user across all channels.
Brand safety
Staying away from unsuitable content.
Audience data
First-party and GMP audiences.
What DV360 works with
- Open the guide
Google Ads
Search, YouTube, Display and Performance Max campaigns.
- Open the guide
Google Analytics 4
Event-based web and app analytics. Funnels, conversions and audiences.
- Open the guide
Google BigQuery
A serverless data warehouse. GA4 raw data and large-scale SQL analysis.
- Open the guide
Google Meridian
Google's open-source marketing mix model (MMM).
My experience
Projects where I used DV360:
- [Project: brand, what I built, result %]
- [Project: brand, what I built, result %]
DV360 resources
Questions about DV360
How do I get access to DV360?
Usually through a certified Google partner, an agency or a reseller.
How is it different from Google Ads?
Google Ads is a self-serve platform that mainly sells Google inventory. DV360 is a professional DSP for programmatic buying across many exchanges.
Who is it for?
Brands with a multichannel media plan and a large budget. With small budgets Google Ads is more efficient.