Navigating the Digital Advertising Landscape: DV360 vs. Amazon DSP
In the fast paced world of digital marketing , choosing the right platform for your ads can determine whether your campaign soars or stumbles. Two heavyweights in this space are Google’s Display & Video 360 (DV360) and Amazon DSP—both powerful demand side platforms (DSPs) but designed for different purposes.
In this blog , we’ll simplify the DV360 vs. Amazon DSP debate , explore how they work , compare their features , and share real world examples to help you pick the best fit for your brand.
Key Differences at a Glance
Here’s a straightforward breakdown:
| Feature / Area | DV360 | Amazon DSP |
| Owner | Amazon | |
| Best For | Full funnel campaigns | Mid to lower funnel , eCommerce |
| Audience Targeting | Google data + CRM | Amazon shopper insights (1st party) |
| Ad Inventory | YouTube , websites , apps , CTV | Amazon.com , Fire TV , IMDb , apps |
| Use Without Selling on Platform | Yes | Yes (but stronger if you sell on Amazon) |
| Self Serve Access | Via DV360 partners | Typically through Amazon reps |
| Creative Formats | Rich media , video , interactive | Display , video , OTT , Fire TV ads |
💡 Use Case #1: Launching a New Product (Awareness)
Imagine you’re a tech brand debuting a new smartwatch.
Why DV360 shines:
✔ Run video ads on YouTube , banners on tech sites , and mobile app placements.
✔ Target fitness enthusiasts , tech lovers , or Android users across the web.
✔ Get creative with interactive ads , skippable videos , and rich media.
✔ Upload your customer email lists to build lookalike audiences.
Why Amazon DSP works:
✔ Reach shoppers who searched for fitness bands or smartwatches on Amazon recently.
✔ Drive product page views and purchases (if you sell on Amazon).
✔ Retarget users who viewed but didn’t buy your product.
Bottom line: For broad awareness , DV360 wins. For targeting ready to buy shoppers on Amazon , Amazon DSP is unbeatable.
🛍️ Use Case #2: Driving Sales During a Promotion
Suppose you’re running a Diwali sale for your fashion brand.
DV360 can help by:
✔ Placing display and YouTube ads on lifestyle sites and apps.
✔ Using in market audiences (e.g. , “shoppers looking for men’s formal wear”).
✔ Tracking conversions with Google Analytics and remarketing lists.
Amazon DSP excels with:
✔ Showing ads to users who searched “Diwali offers” or “kurtas under ₹999” on Amazon.
✔ Retargeting shoppers who added your product to cart but didn’t check out.
✔ Displaying banners on Amazon’s homepage or competitor product pages.
Bottom line: If your audience shops on your website or YouTube , DV360 offers wider reach. If they’re active on Amazon , Amazon DSP delivers sharper intent based targeting.
📱 Use Case #3: Boosting App Installs
Launching a grocery delivery or fitness app? Here’s how they compare:
DV360 offers:
✔ Universal App Campaigns with Firebase integration.
✔ Ads on YouTube , gaming apps , and lifestyle platforms.
✔ Optimization for installs , in app purchases , or engagement.
Amazon DSP works best for:
✔ Promoting apps on Fire Tablets , IMDb , and Prime Video apps.
✔ Reaching Android users on Amazon devices (but tracking may be limited).
Bottom line: For flexibility and scale , DV360 is the go to. Amazon DSP is better for Amazon centric app promotions.
📊 Data & Reporting: Which Is Stronger?
DV360 provides:
✔ Real time reporting , audience insights , and impression level data.
✔ Deep integration with Google Analytics 4 , BigQuery , and Campaign Manager 360.
✔ Ideal for data driven marketers who love dashboards.
Amazon DSP gives:
✔ Retail specific insights—product views , cart adds , and purchases.
✔ Best for brands selling on Amazon who want ad spend tied directly to sales.
🤝 Can You Use Both Together?
Absolutely! Many top brands combine them for a full funnel strategy:
- DV360 → Upper funnel branding & awareness (YouTube , display).
- Amazon DSP → Lower funnel conversions (retargeting Amazon shoppers).
Think of it as casting a wide net first , then narrowing down to high intent buyers.
🏆 Final Verdict: Which One Should You Pick?
| If You Want To… | Choose… |
| Run YouTube & display ads across the web | DV360 |
| Target Amazon shoppers ready to buy | Amazon DSP |
| Retarget website or app visitors | DV360 |
| Boost Amazon product page visits | Amazon DSP |
| Build complex marketing funnels | DV360 |
| Drive sales within Amazon’s ecosystem | Amazon DSP |
🔚 Final Thoughts
Neither platform is “better”—it’s about what aligns with your goals.
- D2C brands focused on reach & video? → DV360 is a powerhouse.
- Amazon sellers prioritizing conversions? → Amazon DSP is your secret weapon.
The smartest advertisers use both strategically , guiding customers from discovery to purchase across platforms.
Need help deciding? We specialize in DV360 and Amazon DSP campaign management—from strategy to execution. Let’s chat! 🚀
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