Google Ads vs. DV360: Key Differences

Google offers its advertisers the opportunity to run display ads with two of its products using the Google Display Network (GDN)—Google Ads and DV360. Google Ads & DV360 are two effective platforms from Google to buy inventory on different publishing websites. Let us dive deep into Google Ads vs. DV360 today!

What is Google Ads?

Google Ads is a platform for online advertising where advertisers bid to have their banners, videos, or product listings seen by users. 

Advertising space can be purchased on search ads, display ads, video ads, and shopping ads. Using this platform, advertisers can run advertisements on Google’s own services, like YouTube, Gmail, etc. Overall, the system depends on keywords and cookies. 

On the Google Display Network, Google also provides Display Ads. The Display Network is a huge collection of unaffiliated, external websites that have teamed up with Google and agreed to use Google ads. Google ads on the Display Network can be targeted differently and come in text, picture, video, or rich media formats. 

Google Ads is the greatest option for small and medium-sized advertisers who don’t want to spend a lot of money on programmatic display advertising.

What is DV360?

Advertisers can place bids on and purchase inventory from publishers or ad exchanges outside of the Google network using the Demand Side Platform (DSP) from Google, known as DV360. Inventory is acquired through DV360, and performance is enhanced through campaign optimization. Advertisers use it to centrally manage programmatic advertising on platforms like display, video, OTT, TV, and audio. DV360 provides a broader array of placements, a range of websites, and ad types on display and video networks for programmatic media buying.

Google Ads vs. DV360

Source: Google

For Google Ads vs. DV360, to know which is better, let’s have a look at the key differences between them.


DV360 has a larger reach than GDN because it has access to additional exchanges and is not restricted to the Google network.  You can ensure that you are appearing on the most relevant content and reach more users who fit your targeting criteria by using DV360 to reach more users across a wider range of websites.

DV360 offers CTV/OTT video buys, television commercials, audio ads, and many other ad options, in contrast to Google Ads and the GDN, which only allow for basic display ads, retargeting, and limited video placements. Unlike any other DSP, DV360 gives users access to YouTube inventory and offers essential functionality that Google Ads itself lacks.


When contrasting Google Ads with DV360, audience targeting is one of the most significant distinctions. Advertisers have various options with Google Ads, from analytics remarketing lists to keyword targeting. Floodlight is DV360’s conversion tracking system, which keeps tabs on on-site activities and gathers conversion data. To track subsequent visits made by a particular browser, it employs cookies.


You may target your campaigns more precisely with DV360 than with Google Ads. DV360 offers more thorough audience tailoring than Google Ads. Advertisers now have access to advanced targeting options like Google In-Market and Affinity audience segments that are available in the GDN, as opposed to basic targeting based on interests, demographic information, and keywords.

DMP Integration

For those who want to be one step ahead in targeting opportunities, the Google Marketing Platform Campaign Manager & Display & Video 360 provide DMP integration. DMP enables you to combine your own first-party and third-party into customized audiences. These audiences can help you get more targeted campaigns and therefore better results.

Creative options

The two platforms offer different creative choices. DV360 has more potential for producing interesting ads and can be used to make interactive display ads in a variety of formats and sizes. Depending on the size, location, and device that displays your ad, Google Ads dynamically modify your creative. With the help of its Rich Media Gallery, DV360 provides more media formats and layouts.


Advertisers may quickly locate and learn about top publishers, Google media, and tailored inventory packages through its “Marketplace” in DV360. Publishers can use Private Marketplace (PMP) transactions, to list their premium inventory on a programmatic platform. Publishers may monetize their premium content while advertisers enjoy all the advantages of programmatic advertising. Deals are off limits for Google Ads, even with publications that use the Google Display Network (GDN).

The DV360 marketplace offers instant access to thousands of CTV/OTT publishers and deals with premium and expedited services.

One must take into consideration the bigger picture in terms of campaign objectives and your brand’s digital orientation when choosing the ideal platform to use between Google Ads and DV360. Therefore, you can seek assistance from the Digital 360 Team to resolve your questions regarding Digital Marketing Strategies. Contact us right now!