If you’re running digital ads , you’ve probably heard of Google Ads and DV360 (Display & Video 360). At first glance , they might seem like similar platforms after all , both are from Google and both help you run ads online. But in reality , they’re quite different in terms of features , use cases , and who they’re built for.
In this blog , we’ll walk you through what each platform does , how they compare , and when you should use one over the other with simple explanations and real world examples.
What is Google Ads?
Google Ads (formerly Google AdWords) is Google’s self service advertising platform. It allows businesses of all sizes to run ads on –
- Google Search
- YouTube
- Google Display Network (websites , apps , Gmail , etc.)
- Google Shopping
- Google Maps
It’s simple to use and great for businesses that want to get started quickly with digital advertising.
Example –
Let’s say you own a bakery in Mumbai and want to show up when people search for “best birthday cake near me.” You can create a Google Search ad that appears on top of search results in minutes.
🔹 What is DV360?
Display & Video 360 (DV360) is a more advanced , professional grade platform that’s part of the Google Marketing Platform (GMP). It’s a Demand Side Platform (DSP) , which means it helps large advertisers and agencies buy ad space programmatically across –
- Open web (websites not owned by Google)
- YouTube
- Connected TV (like Disney+ Hotstar , SonyLiv)
- Mobile apps
- Audio platforms (like Spotify)
- Private deals with premium publishers
DV360 is built for larger campaigns that require more control , more data , and more inventory choices.
Example –
Imagine you’re a global sportswear brand launching a new line of running shoes. You want to run a video campaign across YouTube , premium news sites , and CTV apps targeting fitness lovers aged 25 40 in Tier 1 cities. DV360 would be the ideal platform for this.
Key Differences Between DV360 and Google Ads
Let’s break it down into a few easy to understand sections –
1. Access & Users
| Feature | Google Ads | DV360 |
| Who it’s for | Small to medium businesses , marketers | Large brands , agencies , advanced marketers |
| Access | Anyone can create an account | Requires access through a certified Google partner |
👉 Takeaway –
Google Ads is open to everyone. DV360 is exclusive and best suited for companies with advanced needs or agency support.
2. Inventory Access
| Inventory | Google Ads | DV360 |
| Google Search | ✅ Yes | ❌ No |
| YouTube | ✅ Yes | ✅ Yes (with advanced options) |
| Display Network | ✅ Yes (Google owned) | ✅ Yes (Google + premium publishers) |
| Connected TV (OTT) | ❌ Limited | ✅ Full access |
| Audio (Spotify , Gaana) | ❌ No | ✅ Yes |
| Programmatic Guaranteed | ❌ No | ✅ Yes |
👉 Takeaway –
DV360 gives you access to more inventory , including premium , non Google publishers and OTT apps. If you’re only running basic ads on Google properties , Google Ads is enough.
3. Targeting Capabilities
| Feature | Google Ads | DV360 |
| Keyword targeting | ✅ Yes | ✅ Yes |
| Audience targeting | ✅ Basic | ✅ Advanced (custom segments , 3rd party data) |
| Geo/device targeting | ✅ Yes | ✅ Yes |
| 1st party data (CRM/CDP) | ✅ Limited | ✅ Advanced |
| Lookalike (similar) audiences | ✅ Yes | ✅ Yes (with more control) |
👉 Takeaway –
DV360 offers richer targeting , especially when integrating with external data sources like CDPs or using advanced audience strategies.
4. Creative Flexibility
| Feature | Google Ads | DV360 |
| Standard ads (text , image) | ✅ Yes | ✅ Yes |
| Rich media (interactive , expandable) | ❌ No | ✅ Yes |
| Dynamic creatives | ✅ Limited | ✅ Full control |
👉 Takeaway –
If you’re running creative , interactive , or dynamic ad formats DV360 offers far more flexibility.
5. Reporting & Attribution
| Feature | Google Ads | DV360 |
| Basic performance tracking | ✅ Yes | ✅ Yes |
| Multi touch attribution | ❌ No | ✅ Yes (with Campaign Manager 360) |
| Integration with GA4 | ✅ Yes | ✅ Yes |
| Log level data | ❌ No | ✅ Yes |
👉 Takeaway –
DV360 offers deeper insights , cross channel reporting , and integration with other GMP tools like Campaign Manager 360 for better attribution modeling.
6. Buying Models
| Buying Type | Google Ads | DV360 |
| CPC , CPM | ✅ Yes | ✅ Yes |
| Programmatic Guaranteed (PG) | ❌ No | ✅ Yes |
| Preferred Deals , PMP | ❌ No | ✅ Yes |
| Open Auction | ✅ Yes | ✅ Yes |
👉 Takeaway –
DV360 supports advanced programmatic buying models , which are preferred for brands negotiating deals with publishers directly.
So , Which One Should You Use?
| Use Case | Recommended Platform |
| Run search ads | Google Ads |
| Simple display or YouTube ads | Google Ads |
| Small/medium local business | Google Ads |
| Large scale , multi channel campaigns | DV360 |
| Need access to OTT , audio , PMP deals | DV360 |
| Require advanced audience targeting | DV360 |
| Creative flexibility & dynamic ads | DV360 |
Final Thoughts
Both Google Ads and DV360 are powerful platforms but they serve different purposes.
- Use Google Ads if you’re a smaller business looking for quick , easy , and efficient digital advertising.
- Use DV360 if you’re managing complex campaigns , require access to premium inventory , or want deeper control over your ad strategy and performance.
Choosing the right tool is not about which is better it’s about which is right for your specific marketing needs.