What is DV360?

Display & Video 360 (DV360) is Google’s advanced advertising tool. It’s built for big companies and agencies that run many large digital ad campaigns. Think of DV360 as the main control center. It helps advertisers quickly buy and manage online ad space (called “inventory”) across almost all of the internet.

DV360 isn’t just a place to buy ads. It brings together several important jobs: planning, finding the right audience, creating the ads, finding the best places to run the ads, and checking how well the ads work. This single tool gives marketers huge power and control over their campaigns.

What Makes DV360 Different?

To understand DV360, you must first understand its place in the programmatic ecosystem.

A Demand-Side Platform (DSP) is the software used by advertisers to buy advertising space (impressions) in an automated, real-time bidding (RTB) environment. DV360 is Google’s sophisticated DSP.

Feature	Google Ads (Display Network)	DV360 (Display & Video 360)
Primary Goal	Self-serve search, remarketing, and limited display.	Programmatic media buying at scale for awareness, reach, and performance.
Inventory	Primarily, Google’s owned properties: Google Display Network (GDN) and YouTube.	Google’s inventory PLUS 90+ third-party ad exchanges (e.g., AppNexus, Rubicon Project), premium publishers, Connected TV (CTV), and audio.
Audience Data	Google’s first-party data (Affinity, In-Market).	Google data PLUS Third-Party Data Management Platform (DMP) integrations, advanced custom lookalike modeling, and the ability to combine data sets.
Buying Method	Real-Time Bidding (RTB) only.	RTB, Programmatic Guaranteed (PG), and Private Marketplace (PMP) deals, which allow for premium, reserved inventory.
Creative Support	Standard image, responsive, and video ads.	Advanced Rich Medi a, HTML5, Data-Driven Creatives (DCO), and cinematic Connected TV units.

In simple terms, Google Ads works best if you have a small budget and want to show up when people are already searching for your product. DV360 is made for huge ad campaigns that run everywhere—like on many websites and video channels. It gives you the power to reach many more people, get special ad spots, use very smart targeting, and have total control.

The Five Core Modules of DV360

DV360 is organized around five integrated modules that help marketing, creative, and media teams collaborate efficiently.

1. Campaigns

This is the central planning and budgeting hub. It’s where you set your overall campaign goals (like increasing brand awareness or driving conversions) and define the financial and flight-date structure.

2. Audiences

This module is the data powerhouse. It gives you the tools to analyze, build, and manage your target audiences. Key features include:

First-Party Data: Using your own website and customer data (via Floodlight tags).
Google Audiences: Leveraging Google’s extensive Affinity and In-Market segments.
Third-Party Data: Accessing external data providers for niche or specialized targeting (e.g., B2B data).
Audience Profile Analysis: Gaining deep insights into the characteristics of the people you’re reaching.

3. Creatives

This module is where you design, manage, and preview your ad assets. It supports a wide range of formats, from standard display banners and video to interactive rich media and data-driven creative (DCO) that automatically tailors the message to the specific viewer. The Ad Canvas tool lets you visually design and test ads.

4. Inventory

The inventory module, known as the Marketplace, acts as a shoppable storefront for ad space. You can discover, negotiate, and manage your ad placement deals here.

Open Auction: Standard real-time bidding.
Private Marketplace (PMP): Exclusive auctions with specific publishers.
Programmatic Guaranteed (PG): Automated, reserved deals where you lock in a fixed price and inventory volume with a publisher (like reserving a TV ad slot, but digitally).

5. Insights

This is the reporting and analytics engine. It provides deep, customizable reports on metrics like viewability, brand lift, reach, and frequency. It connects seamlessly with Campaign Manager 360 for holistic, cross-channel attribution, giving you a full view of a user’s journey from first ad view to final conversion.

Deep Dive: Advanced Targeting and Optimization

DV360’s true power lies in its ability to execute highly granular strategies through its campaign hierarchy and machine learning tools.

The Campaign Hierarchy

A solid campaign is built with this five-tiered structure:

Advertiser: The brand or business unit.
Campaign: Groups Insertion Orders under a shared goal (e.g., “Q4 Holiday Sales Campaign”).
Insertion Order (IO): Defines the budget, pacing, and overall flight dates. This sets the default guardrails.
Line Item: The execution layer. This is where you set the specific bidding strategy, apply detailed targeting (e.g., only show this ad to “In-Market Car Buyers” on “Automotive Websites” between 5 PM and 9 PM), and assign the creative.
Creative: The actual ad asset (banner, video, etc.).

Key Optimization Capabilities

Automated Bidding Strategies: DV360 uses powerful Google AI and machine learning to bid automatically in real-time. Strategies range from maximizing conversions or viewable impressions to hitting a target CPA (Cost Per Action) or ROAS (Return On Ad Spend).
Custom Bidding: Advanced users can create their own bidding algorithms using scripting to apply unique business logic. For example, you could bid 10x higher on a user who has viewed three product pages in the last 24 hours.
Frequency Capping: You can set precise limits on how many times a user sees an ad across different devices, campaigns, and even formats (display vs. video), preventing ad fatigue and budget waste.
Brand Safety Controls: DV360 offers deep controls, including the ability to select or exclude inventory based on content ratings (e.g., DL-G for General Audiences), keyword blocklists, and third-party verification integrations to ensure your ad appears in a brand-safe environment.

Is DV360 Right for Your Business?

DV360 is not a tool for every advertiser. Its advanced nature and enterprise-level requirements mean it’s best suited for a specific type of user:

Use DV360 If You…	Use Google Ads If You…
✅ Have a large media budget (typically six-figures monthly) or work for a large agency.	❌ Have a small or modest monthly budget.
✅ Need to run complex, multi-channel campaigns (display, video, CTV, audio, native).	❌ Focus primarily on Search, simple YouTube, and basic Display remarketing.
✅ Require access to premium, non-Google inventory through PMPs or Programmatic Guaranteed deals.	❌ Only need access to the Google Display Network and YouTube Open Auction.
✅ Need deep control over data, targeting, and cross-channel frequency across the entire Google Marketing Platform.	❌ Need a fast, simple, self-serve solution for quick campaign launches.

Final Takeaway: The Power of Unified Programmatic

DV360 is the gold standard for global programmatic media buying. It takes the fragmented world of digital advertising and unifies it into one collaborative platform.

For major brands and large agencies, DV360 is more than just a tool—it’s a central nervous system that ensures every dollar spent on display, video, audio, and connected TV is highly targeted, brand-safe, and measured with precision. Its deep integration with Google’s data ecosystem, combined with its programmatic flexibility, makes it the ultimate solution for achieving sophisticated marketing goals at a massive scale.

Frequently Asked Questions (FAQs)

1. What does DV360 stand for?

DV360 stands for Display & Video 360. It was previously known as DoubleClick Bid Manager (DBM), but was rebranded in 2018 to reflect its expanded role as a full campaign management suite, not just a bidding platform.

2. How is DV360 different from Campaign Manager 360 (CM360)?

This is one of the most common questions about the Google Marketing Platform (GMP).

DV360 (Programmatic Buying): This is the Demand-Side Platform (DSP). It’s the tool used to actually buy ad impressions in real-time auctions across the internet and manage the bidding strategies.
CM360 (Ad Serving & Measurement): This is the Ad Server. It’s the central hub used to traffic the ads (upload creative, create placements), serve them across all channels (including those bought in DV360 and elsewhere), and provides the single source of truth for unified conversion tracking (Floodlight tags) and cross-channel reporting.

Analogy: DV360 is the car you use to drive to the media placement, while CM360 is the GPS and engine that tells the car where to go and tracks the journey.

3. What is the minimum spend required to use DV360?

DV360 is designed for enterprise-level use, and Google does not publicly release a fixed minimum spend. However, access is generally secured through a Google Sales Partner or a large media agency.

General Industry Guidance: While specifics vary based on the partner and region, many partners require a minimum media spend, often in the range of $10,000 to $50,000+ per month to justify the platform fee and complexity of the platform.
Why the Minimum? The platform fee (a percentage of media spend) and the required expertise to run campaigns effectively mean it is usually only cost-efficient for advertisers with large, complex, and high-volume digital campaigns.

4. How do I get an account for DV360?

DV360 is not a self-serve platform that you can simply sign up for online (like Google Ads). There are two primary ways to gain access:

Work with a Google Marketing Platform Sales Partner (Reseller): This is the most common path for agencies and brands that don’t meet Google’s direct criteria. Resellers provide the platform access, technical support, and often campaign management services.
Get a Direct Contract with Google: This path is usually reserved for the largest advertisers and holding company media agencies that spend massive amounts of money annually and have the internal operational structure to support the platform entirely themselves.

5. Does DV360 allow me to buy Connected TV (CTV) and Audio ads?

Yes. One of DV360’s major advantages over Google Ads is its extensive access to non-standard inventory types:

Connected TV (CTV): DV360 can serve ads on streaming apps and devices like Roku, Apple TV, and smart TVs, often through Programmatic Guaranteed deals with major broadcasters and streaming publishers.
Audio: It can execute programmatic audio buys on platforms like Spotify, Pandora, and various podcasts.
Digital Out-of-Home (DOOH): It also supports buying ad space on digital billboards and public screens.

6. Can I use my own customer data for targeting in DV360?

Absolutely. This is one of DV360’s core strengths. You can onboard your first-party data (hashed email lists, website visitors, CRM data) using a Data Management Platform (DMP) or Google’s native Customer Match features. This allows for highly effective:

Targeting: Showing ads only to your customer segments.
Exclusion: Preventing ads from showing to users who have recently purchased a product.
Lookalike Modeling: Creating new audiences that share characteristics with your best customers.