DV360 Resellers: What They Are and How to Choose the Right One

What Is a DV360 Reseller?

Display & Video 360 (DV360) is Google's enterprise demand-side platform, and access to it isn't as simple as signing up with a credit card. Most organisations reach DV360 through one of two routes: a direct partnership with Google, or through a DV360 reseller — a company that holds a partner seat and provides platform access, billing and support to advertisers.

A DV360 reseller sits between Google and your marketing team. They own the commercial relationship with Google, take on the credit and billing responsibility, and give your team a way to buy programmatic media across display, video, audio, connected TV and digital out-of-home without meeting Google's direct minimum-spend thresholds.

For many advertisers, working through a reseller is faster, more flexible and better supported than going direct — provided you choose a partner that operates transparently.

Why DV360 Requires a Partner in the First Place

Google does not offer open self-signup for DV360 the way it does for Google Ads. Direct DV360 contracts typically come with:

• Significant annual media commitments
• A structured onboarding and vetting process
• Dedicated internal resource requirements to manage the platform

That leaves a gap for advertisers who want enterprise-grade programmatic capabilities but don't have the scale — or the appetite — to sign a direct Google contract. Resellers and partners fill that gap by extending their own seat and infrastructure to multiple advertisers.

If you're weighing up which access model fits your business, our overview of DV360 access options breaks down the practical differences.

Reseller vs. Managed Service vs. Self-Serve

"Reseller" is often used loosely. In practice, there are several distinct models, and the label matters less than what you actually get. Here's how the common arrangements compare.

Model	Who runs campaigns	Platform access	Best for
Self-serve seat	Your in-house team	Full hands-on access	Teams with programmatic expertise who want control
Co-managed	Shared between you and partner	Full access with expert support	Teams building capability who want a safety net
Fully managed	Partner's trading team	Reporting and oversight	Advertisers who want outcomes without day-to-day operation
Pure reseller	Varies	Depends on agreement	Advertisers primarily seeking platform access and billing

A classic "reseller" relationship may simply provide the seat and invoicing, leaving execution to you. A better-structured partner will pair reseller access with genuine trading, onboarding and optimisation support. Explore how these map to real engagements on our DV360 self-serve, co-managed and managed services pages.

What a Good DV360 Reseller Actually Provides

The value of a reseller goes well beyond "turning on" the platform. Look for partners who deliver across these areas:

Platform access and seat structure

• A properly configured partner or advertiser seat
• Clear separation of your data, audiences and campaigns
• Appropriate user permissions for your team

Billing and commercial support

• Consolidated, transparent invoicing
• Clarity on how media cost, platform fees and any margin are structured
• Credit terms that remove the need for a direct Google contract

Onboarding and enablement

• Account setup, floodlight and conversion configuration
• Integration with Campaign Manager 360, Google Analytics and your data sources
• Training so your team understands the platform, not just the outputs

Ongoing support and optimisation

• Access to traders and technical specialists
• Troubleshooting for delivery, tracking and creative issues
• Strategic guidance on inventory, audiences and measurement

A reseller that offers only a login and an invoice is leaving most of DV360's value on the table.

The Transparency Question: Fees and Markups

The single most important thing to understand about any reseller is how they make money and whether you can see it. Reseller arrangements can be structured in different ways:

• Media markup — a percentage added to your media spend
• Platform fee — a fee on top of Google's own technology cost
• Management fee — a separate charge for services rendered
• Blended pricing — a single rate that bundles the above

None of these is inherently good or bad. What matters is that the structure is disclosed and that you can reconcile what you pay against what actually reaches the exchanges. Ask any prospective reseller directly:

• Can I see raw media cost separately from your fees?
• Do I retain ownership of my campaign data and audiences?
• What happens to my seat and data if I leave?

Opaque, all-in pricing with no visibility into the underlying media cost is the biggest red flag in the reseller market. For a straightforward view of how we approach this, see our pricing page.

Questions to Ask Before You Sign

Use this checklist when evaluating any DV360 reseller:

1. Access model — Is this pure reseller access, or does it include managed or co-managed support?
2. Data ownership — Who owns the account, floodlights, audiences and reporting?
3. Portability — Can the account be transferred or exported if the relationship ends?
4. Fee transparency — Are media costs and fees itemised?
5. Support level — Who will actually help when a campaign underdelivers or tracking breaks?
6. Google standing — Is the partner in good standing within the Google Marketing Platform ecosystem?
7. Minimums and contracts — What spend commitments or contract lengths apply?

The answers will quickly separate genuine partners from resellers who simply resell a login.

When a Reseller Is the Right Choice

A reseller arrangement makes sense when:

• You want DV360 capabilities without a direct Google contract or its minimums
• You need faster onboarding than a direct relationship typically allows
• You want consolidated billing across multiple brands or markets
• You value having a support layer between your team and platform complexity

It may be less suitable if you already have a direct Google relationship at scale, or if internal policy requires a direct contractual link with the platform provider. In those cases, a partner account structure or direct arrangement might fit better.

Common Pitfalls to Avoid

• Choosing on price alone. The cheapest markup often comes with no support, no optimisation and no accountability.
• Ignoring data ownership. If you can't take your account and history with you, you're locked in.
• Underestimating support needs. DV360 is powerful but complex; execution quality drives results far more than access alone.
• Accepting opacity. If a reseller won't show you the media/fee split, assume there's a reason.

Making the Decision

The best way to evaluate a DV360 reseller is to treat it like hiring a strategic partner, not buying a commodity. Access to the platform is the baseline; transparency, support and portability are what determine whether the relationship serves your business over the long term.

If you're comparing options, map your internal expertise and appetite for hands-on control against the models in the table above. Teams with strong in-house capability often prefer self-serve or co-managed access, while those focused on outcomes lean toward managed services — all of which can be delivered through a well-structured partner. Learn more about our approach to see how we structure these relationships.

Talk to a DV360 Specialist

Choosing the right DV360 reseller comes down to transparency, support and the freedom to grow on your own terms. If you'd like an honest assessment of which access model fits your team — and clear answers on data ownership and fees — get in touch with our team. We'll walk you through the options with no obligation.