Complete Guide for Marketers in 2025
If you have ever worked in digital advertising and wondered how top brands manage complex campaigns across multiple channels , you’ve probably heard of DV360. It’s often mentioned alongside Google Ads , but it plays a different , more advanced role. Whether you’re a seasoned marketer or just getting into programmatic advertising , this guide will walk you through everything you need to know about DV360.
First Things First: What is DV360?
DV360 (short for Display & Video 360) is Google’s enterprise level demand side platform (DSP). It allows advertisers to buy , manage , and optimize programmatic media across display , video , TV , audio , native , and mobile — all from a single platform.
It’s part of the Google Marketing Platform (GMP) and is designed for large scale media buying and advanced campaign execution. Think of it as a control tower for all your digital media buying , where you can target the right audience , in the right place , at the right time — using data and automation.
DV360 vs Google Ads: What’s the Difference?
Many people confuse DV360 with Google Ads , but they serve different purposes.
| Feature | Google Ads | DV360 |
| Platform | Retail focused | Enterprise level |
| Inventory | Google owned (YouTube , Search , Display) | Google + 3rd party exchanges (Premium inventory) |
| Targeting | Basic audience & keyword targeting | Advanced audience building , 1st/3rd party data integration |
| Creative | Text , display , video | Rich media , interactive , dynamic creatives |
| Reporting | Standard | Advanced reporting with integration to BigQuery , CM360 |
| Ideal For | SMBs , Performance marketers | Agencies , Enterprises , Programmatic teams |
In short , Google Ads is simple and powerful , while DV360 is complex and customizable , made for agencies and enterprise advertisers who need granular control.
Key Features of DV360
Let’s break down some of the core features that make DV360 such a powerful tool:
1. Integrated Inventory Access
DV360 offers access to a wide range of inventory , including:
- Google Display Network
- YouTube & YouTube Reserve
- Audio platforms (like Spotify)
- Connected TV (CTV)
- Programmatic Guaranteed deals
- Private marketplaces (PMPs)
This means you can run one campaign across multiple platforms and formats from a single dashboard.
2. Audience Targeting & Data Integration
With DV360 , you can:
- Upload your own 1st party data
- Use Google Audiences (in market , affinity , custom intent)
- Integrate with 3rd party data providers (like BlueKai , Lotame)
- Use Customer Match and lookalike modeling
You also get audience insights to help you understand who your users are and how they behave online.
3. Creative Studio & Dynamic Creatives
DV360 supports advanced creative formats:
- HTML5 banners
- Native ads
- Video creatives (bumper , skippable , non skippable)
- Dynamic creatives that change based on the user’s behavior or location
You can also connect with Google Web Designer to build creatives , and run A/B tests to optimize them.
4. Advanced Bidding Strategies
DV360 lets you go beyond basic CPC or CPM bidding. You can:
- Set goal based bidding (e.g. , maximize viewability or conversions)
- Use automated bid strategies based on machine learning
- Bid on viewable impressions using Active View
This means you’re not just spending money — you’re spending it smarter.
5. Transparency and Brand Safety
DV360 provides access to tools like:
- Google’s Ad Fraud Protection
- DoubleVerify , MOAT , and other third party brand safety integrations
- Site lists and category exclusions
You can control where your ads appear , ensuring your brand is seen in the right context.
6. Robust Reporting and Attribution
DV360 integrates with:
- Campaign Manager 360 (CM360) for tracking
- Google Analytics 4 (GA4)
- BigQuery for custom reporting
- Looker Studio for dashboards
You get clear visibility into performance metrics , frequency , reach , conversions , and more — across platforms.
Real World Use Cases
Here are a few ways brands and agencies are using DV360 effectively:
Global Brand Campaigns
A travel brand wants to launch a campaign across India , the UK , and the US. Using DV360 , they can localize messaging , target users by location and language , and manage all placements in one place.
Retail & eCommerce
An online fashion store can create dynamic product ads that show the latest prices or styles based on users’ past behavior , cart data , or weather.
Connected TV & Audio Ads
A fintech company can run awareness campaigns on YouTube , Spotify , and connected TVs like Firestick or Roku to reach high intent audiences with video and audio formats.
How to Get Started with DV360?
Unlike Google Ads , you can’t just sign up for DV360 with a Gmail account. You need access through a Google Marketing Platform partner or agency.
There are four ways to use DV360:
- Advertiser Seat (Direct Access) – You manage your own campaigns , full control.
- Care Off Account – A partner sets up and shares DV360 access for you.
- Self Serve Account – You run the campaigns , but through a partner’s infrastructure.
- Managed Service – An agency runs the entire campaign for you.
At DV360 Pro , we help clients with all four models — whether you want to learn and grow your in house team or completely outsource your campaign management.
Is DV360 Right for You?
DV360 isn’t for everyone. It’s ideal if:
- You’re spending ₹2–5L+ per month on media
- You want access to premium inventory
- You care about data driven targeting and cross channel reach
- You need detailed reporting and custom attribution
For small businesses , Google Ads might be sufficient. But for larger companies or those scaling up , DV360 is the logical next step.
Final Thoughts
Programmatic advertising is the future , and DV360 is at the center of it. It brings transparency , automation , precision , and control — all in one powerful platform. If you want to reach your audience wherever they are , with messages that matter , DV360 makes it possible.
Ready to elevate your digital advertising?
Want to explore DV360 for your brand?
Get in touch with DV360 Pro – Whether you need access , support , or a fully managed service , we’ve got you covered.