Considering DV 360 for your next advertising venture? Here is what you need to know 

DV 360

Managing a Paid Media campaign involves making lots of decisions, like who to target, where to place ads, and how much to spend. These decisions can be tricky, which is why you need to know about DV 360. It helps with everything from planning your ads to finding the right audience and making sure your ads work well 

What is DV 360? 

Display & Video 360 (DV 360), a pivotal tool within the Google Marketing Platform, empowers advertisers to craft compelling creatives and monitor their impact across channels. Formerly known as DoubleClick Bid Manager, Display and Video 360 is a demand-side platform (DSP) tailored for programmatic advertising. DV 360 offers advertisers greater control over their campaigns. It allows them to manage the digital media mix, integrate creative strategies with data insights. They can also manage audiences effectively, and secure premium ad inventory. Let us delve deeper into its key features, functionalities, and workings in this article. 

Key features of DV 360: 

  • Integration with Google’s Ecosystem: DV 360 works with Google Ads, Google Analytics, and Google Campaign Manager, among other Google advertising tools, without any problems. This unified integration gives marketers a full picture of all their advertising efforts across all channels, making it easier to manage and improve campaigns. 
  • Better Data and Audience Insights: DV 360 gives advertisers access to more detailed data and audience insights by using Google’s huge data tools. Advertisers can get a competitive edge in reaching their target audiences by using Google’s first-party data and data from third-party providers. This lets them target and personalize their audiences more precisely.  
  • Diverse Access to Premium Inventory: DV 360 gives marketers access to a massive range of premium inventory sources, such as the Google Display Network, YouTube, and third-party exchanges. This large inventory gives marketers a lot of chances to get their ads in front of the people they want to see them, which increases reach and engagement. 
  • Variety of Ad forms and Creative Tools: DV 360 works with many ad forms, such as rich media and interactive creatives. Its set of creative tools gives marketers the power to make ads that are visually appealing and interesting. Which leads people to interact with ads in meaningful ways. 
  • Strong Protections for Brand Safety and Fraud: Display and Video 360 puts brand safety and fraud prevention first. This platform uses innovative technology and makes sure that ads are shown in trustworthy and safe places. DV 360 protects marketers brands and makes campaigns more effective by putting in place strict measures against ad fraud. 

DV 360 vs Google Ads 

Targeting Options: Keywords, demographics, location, and interests can all be used for targeting in Google Ads. Display and Video 360 has custom audiences, first party and third-party data segments, and more detailed targeting choices.  
Advertising Goals:
Google Ads can be used for both text-based search and display ads. Google Ads can help a lot of different companies with different ad goals. Display and Video 360, on the other hand, focuses on display and video ads. Which makes it perfect for brand-focused campaigns and advanced predictive advertising strategies.  

Formats of Ads: Google Ads has text ads, picture ads, video ads, ads that promote apps, and shopping ads. Display and Video 360, on the other hand, only has display and video ads. It offers more types of rich media and engaging ads that are more likely to get people’s attention.  
Inventory: Google Ads mostly uses Google’s search and advertising networks, but DV 360 can get inventory from a lot more places. Display and Video 360 connects to the Google Display Network, YouTube, and several third-party exchanges. Which gives marketers more options and ways to reach more people.  

To learn more about the differences: Read here 

How DV 360 Works: 

A complex programmatic advertising model powers DV 360. Algorithms look at vast amounts of data in real time and make buying decisions automatically. To keep things simple, here is how DV 360 works: 

  1. In the DV 360 platform, the advertiser sets marketing goals, budget, and targeting rules.  
  1. The algorithms at DV 360 look at the available ad space across many exchanges and outlets.  
  1. Advertisers put bids on ads that meet their requirements, and decisions are made in milliseconds based on things like the demographics of the audience, the type of device they use, and how they browse.  
  1. The right ads are shown to the right people on the right websites, apps, and other digital platforms, and real-time success metrics are kept track of.  
  1. With DV 360’s reporting tools, advertisers can constantly keep an eye on and improve their efforts. This will help them to get the best results and return on investment (ROI). 


DV 360 is a powerful tool for marketers who want to get the most out of programmatic advertising. With DV 360’s wide range of features, advanced targeting options, and real-time optimization tools, marketers can make campaigns that connect with their target group. By using DV 360’s features, marketers can get measurable results, get the most out of their investment. It eventually helps them to stay ahead in the digital world of today.