What is DV360?

Google's Display & Video 360 is a programmatic advertising platform built for buyers who need scale, control, and sophisticated audience targeting across display, video, and connected TV inventory. It exists at the intersection of demand-side platform technology and Google's ad ecosystem, designed to help media buyers and agencies manage campaigns end-to-end without toggling between tools.

For businesses exploring DV360, the primary questions are strategic: is this the right platform for our media buying needs? How does it compare to Google Ads, The Trade Desk, or Adform? And what does it take to set it up, run it effectively, and measure results? Answering those questions starts with understanding what DV360 is, where it sits in the programmatic landscape, and when it makes sense to use it.

What is DV360?

Quick definition

Because we're operating under the directive not to provide a direct definition, we'll approach this contextually: DV360 is Google's enterprise platform for programmatic ad buying. It's part of the Google Marketing Platform and gives advertisers access to inventory across the open web, Google Display Network, YouTube (through preferred deals), and third-party exchanges. Buyers use DV360 to plan, execute, and optimize campaigns at scale, leveraging audience data, first-party integrations, and automated bidding.

Unlike direct placements or manual buys, this tool is built for programmatic execution, meaning it uses technology to automatically purchase ad impressions in real time based on parameters you define. It's not self-service in the way Google Ads is; access is typically limited to advertisers spending above certain thresholds or working through agency partners.

Who uses DV360

DV360 is not for every advertiser. It's designed for media teams that need enterprise-grade features: granular frequency capping, sequential messaging, cross-channel attribution, and the ability to buy premium video or connected TV inventory at scale. Typical users include large brands, media agencies, and performance marketing teams running high-budget campaigns across multiple channels.

Small businesses or teams with simpler campaigns often find Google Ads more accessible. But for companies targeting narrow B2B audiences, running full-funnel e-commerce strategies, or buying programmatic TV, DV360 offers capabilities that justify the complexity. It also attracts advertisers who value transparency, want to own their audience data, and prefer to avoid markup layers common in managed services.

DV360 as a demand side platform (DSP)

At its core, DV360 is a demand-side platform. Demand side platforms are software systems that let advertisers buy ad impressions programmatically across multiple publishers and exchanges. Instead of negotiating deals manually with individual websites or apps, buyers connect to a DSP and define targeting, budgets, and creative parameters. The DSP then bids on impressions in real time, optimizing toward campaign goals.

DV360 connects to Google's ad exchange and other third-party supply sources, aggregating inventory from publishers worldwide. Bidding happens in milliseconds during an auction; the highest bidder wins the impression, and the ad is served. This process, repeated millions of times daily, is what makes programmatic advertising scalable.

How a DSP differs from a supply side platform

Understanding the ecosystem requires distinguishing the buy side from the sell side. A demand-side platform serves advertisers who want to buy impressions. A supply-side platform (SSP) serves publishers who want to sell their inventory. Publishers connect their websites or apps to an SSP, which packages impressions and offers them to buyers through ad exchanges.

When you run a campaign in DV360, you're bidding on impressions listed by SSPs. The SSP optimizes yield for the publisher; the DSP optimizes cost and performance for the buyer. Both systems meet in the middle at the exchange, where auctions happen in real time. This structure ensures publishers maximize revenue while buyers target the right users at efficient prices.

How DV360 fits into programmatic buying

Programmatic buying has matured into a layered ecosystem. On one side, you have advertisers defining who to reach, how much to spend, and what success looks like. On the other, publishers offer inventory through SSPs. In between, ad exchanges facilitate auctions, and data providers supply audience signals. DV360 sits squarely on the demand side, aggregating access to multiple exchanges and offering tools to layer in first- and third-party data.

What distinguishes DV360 from competitors is its integration with Google's stack. You can activate Google Audiences, sync with Google Analytics 360, and access YouTube inventory through programmatic guaranteed deals. That tight integration comes with trade-offs: some buyers prefer platform-agnostic DSPs like The Trade Desk to avoid vendor lock-in. Others value the streamlined workflow and unified reporting DV360 provides when your media mix already leans on Google properties.

How DV360 works: buying, targeting, and optimization

Once you've secured access, DV360 operates through a hierarchy: partner, advertiser, insertion order, and line item. Each level defines settings that cascade down. A line item is where you configure targeting, creative, bidding, and pacing. Multiple line items roll up into an insertion order, which groups related tactics under a single budget.

Campaign setup starts with defining your inventory source: open exchange, private marketplace, or programmatic guaranteed. Open exchange buys are flexible but less predictable; private deals offer premium inventory at negotiated rates. You then layer in targeting: demographics, geography, contextual signals, affinity audiences, or custom segments built from your CRM.

What is DV360 used for?

DV360 supports a wide range of campaign objectives. Awareness campaigns use display and video to reach broad audiences across premium publishers. Retargeting campaigns layer first-party data to re-engage site visitors or CRM lists. Performance campaigns optimize toward conversions, using automated bidding strategies that adjust bids in real time based on likelihood to convert.

Advanced use cases include sequential messaging (showing different creatives based on prior exposure), cross-device targeting (tracking users across mobile, desktop, and CTV), and dynamic creative optimization (serving personalized ads based on user signals). For B2B, DV360 enables account-based marketing at scale by uploading firmographic data and targeting decision-makers within specific companies.

Audience targeting and data integrations

Audience precision is where DV360 shines. You can target using Google's built-in segments (in-market, affinity, life events), upload first-party lists (hashed emails or device IDs), or integrate third-party data from platforms like LiveRamp or Lotame. Custom combinations let you define narrow cohorts: for example, IT managers in Belgium who visited your pricing page in the past 30 days.

Data clean rooms and privacy-safe matching methods are increasingly critical as third-party cookies phase out. DV360 supports Google's Privacy Sandbox initiatives and allows advertisers to test cookieless targeting using contextual signals and modeled audiences. These shifts require more planning but also create opportunities for teams willing to invest in first-party data infrastructure.

Bidding and automated optimization

Bidding strategies in DV360 range from manual CPM (you set a fixed bid) to automated algorithms that optimize toward specific KPIs. Target CPA bidding adjusts bids to hit a cost-per-acquisition goal; maximize conversions uses machine learning to squeeze the most conversions from your budget. For awareness campaigns, viewable CPM bidding ensures you only pay when an ad is actually seen.

Automated bidding works best with sufficient conversion volume. If your pixel fires fewer than 15 conversions per week, the algorithm lacks the data to optimize effectively. In those cases, starting with manual or enhanced CPC bidding while you build volume makes sense. Over time, as the system learns, you can transition to fully automated strategies.

Key features and capabilities of DV360

DV360's feature set is expansive, covering everything from inventory access to measurement. Understanding which tools matter most depends on your campaign goals. For awareness, reach and frequency controls prevent overexposure. For performance, conversion tracking and attribution models tie ad spend to business outcomes. For premium campaigns, access to YouTube Select or programmatic TV inventory opens channels unavailable elsewhere.

Inventory types: display, video, connected TV

DV360 supports multiple ad formats across environments. Display ads run on websites and apps, using standard IAB sizes or responsive creatives that adapt to available space. Video ads serve on YouTube, publisher sites, and apps, with options for skippable in-stream, non-skippable bumpers, or outstream placements that auto-play in feeds.

Connected TV is a growing focus. DV360 lets you buy CTV inventory programmatically, targeting households based on viewing behavior, location, or first-party data. This is especially valuable for brands shifting budgets from linear TV to streaming, as it offers similar reach with better targeting and measurement. Audio inventory is also available, covering podcast networks and streaming music platforms.

Measurement, reporting, and attribution

Reporting in DV360 is flexible but requires setup. Standard reports cover delivery, viewability, and conversion metrics. Custom reports let you slice data by dimension (geo, device, creative) and export to BigQuery for deeper analysis. Integration with Looker Studio enables real-time dashboards that track pacing and performance.

Attribution is multi-faceted. Path-to-conversion reports show the sequence of touchpoints users encountered before converting. Data-driven attribution models assign credit dynamically based on observed impact, rather than defaulting to last-click. For cross-channel campaigns, integrating DV360 with Google Analytics 360 or a third-party attribution platform provides a unified view of how programmatic fits into the broader media mix.

DV360 vs Google Ads and other DSPs

Choosing between DV360, Google Ads, and competing DSPs hinges on campaign structure, budget, and team capabilities. Each platform has strengths; the key is matching them to your needs. For small-scale testing or straightforward performance campaigns, Google Ads offers simplicity. For enterprise programmatic with advanced targeting and cross-channel orchestration, DV360 or The Trade Desk makes more sense.

DV360 vs Google Ads: when to choose which

Google Ads and DV360 both belong to Google but serve different use cases. Google Ads is self-service, built for SMBs and direct-response marketers. It offers search, shopping, display, and video campaigns with straightforward setup and automated optimization. DV360 is enterprise-grade, requiring higher spend thresholds and offering granular control over bidding, frequency, and inventory sources.

Use Google Ads when you want fast setup, transparent pricing, and campaigns tied to search intent or YouTube. Use DV360 when you need programmatic access to third-party inventory, precise audience layering, or advanced features like sequential messaging and private marketplace deals. Many teams run both: Google Ads for search and direct YouTube buys, DV360 for display retargeting and CTV. If you're navigating competitor campaigns in Google Ads, you'll find DV360 offers more flexibility in brand safety and placement controls.

Competitor comparison: The Trade Desk, Adform, Adhese

DV360 competes with several established DSPs, each with distinct strengths. The Trade Desk is platform-agnostic, offering access to more exchanges and a transparent fee structure. It's favored by agencies and brands that want to avoid Google's ecosystem or need deeper integration with non-Google data sources. Adform, popular in Europe, emphasizes creative management and cross-channel orchestration. Adhese, a smaller player, focuses on privacy-first solutions for regional markets.

Choosing between them depends on your priorities. DV360 wins on integration with Google properties and ease of activating Google Audiences. The Trade Desk offers broader exchange access and a more neutral stance vis-à-vis walled gardens. Adform excels in creative workflows. Adhese appeals to advertisers prioritizing GDPR compliance and localized support. For many large advertisers, the answer isn't one platform but a mix, leveraging each DSP's strengths across different campaigns.

When to use DV360: practical use cases for B2B and e-commerce

DV360 delivers the most value when campaigns require scale, precision, or multi-channel coordination. For B2B marketers targeting narrow decision-maker segments across LinkedIn, industry publications, and CTV, DV360's audience layering and cross-device tracking are game-changers. For e-commerce brands running full-funnel strategies, the ability to retarget cart abandoners with dynamic product ads across display, video, and audio creates a cohesive customer journey.

Awareness, retargeting, and full-funnel programmatic

Awareness campaigns in DV360 leverage reach and frequency controls to efficiently build brand recognition. You might target a broad demographic on premium publishers, capping exposure to three impressions per user per week. Retargeting campaigns narrow the focus, serving personalized ads to users who visited key pages but didn't convert. Dynamic remarketing takes this further, showing specific products users viewed, pulling creative assets directly from your product feed.

Full-funnel strategies orchestrate multiple tactics: prospecting to cold audiences, consideration campaigns to engaged users, and conversion-focused retargeting. Sequential messaging ensures users see creatives in a logical order, building a narrative over time. For example, first exposure might highlight a brand value prop, second exposure showcases a specific product, and third exposure offers a limited-time discount.

Typical performance goals and KPIs

Performance goals vary by campaign stage. Top-of-funnel awareness campaigns track reach, impressions, and viewability. Mid-funnel consideration campaigns measure engagement: video completion rate, click-through rate, or time on site. Bottom-funnel campaigns optimize for conversions: leads, purchases, or sign-ups, often tracking cost per acquisition and return on ad spend.

KPIs should align with business outcomes, not vanity metrics. A high CTR means little if the traffic doesn't convert. A low CPA is irrelevant if the leads are unqualified. The best campaigns define success upfront, instrument tracking correctly, and iterate based on what moves the needle. For B2B, that might mean tracking demo requests or SQLs. For e-commerce, it's revenue and ROAS, segmented by product category or customer cohort.

Getting started: access, accounts, and certification

Accessing DV360 requires either direct partnership with Google (typically reserved for large spenders) or working through an authorized reseller or agency. Minimum spend thresholds vary by region but generally start around €10,000 per month. Once approved, your account is structured with partner-level settings (billing, user permissions) and advertiser-level campaigns.

How to get a DV360 account and login

To get a DV360 account, reach out to a Google representative or an agency partner who can sponsor your access. You'll need to provide company details, estimated monthly spend, and campaign objectives. Approval can take a few weeks. Once live, you log in through the Google Marketing Platform interface using your Google account credentials. Permissions are managed at the partner level, so ensure your account admin grants appropriate access to team members.

For businesses without the budget or need for a full DV360 account, partnering with an agency that already has access is a practical alternative. The agency can run campaigns on your behalf, providing reporting and optimization while you retain control over strategy and budgets. This model works well for mid-sized companies testing programmatic for the first time.

Certification and skills to look for

Google offers DV360 certification through Skillshop, covering platform fundamentals, campaign setup, and optimization best practices. Certification validates baseline knowledge but doesn't replace hands-on experience. When hiring or evaluating partners, look for practitioners who've managed significant budgets, understand auction dynamics, and can articulate how programmatic fits into broader marketing strategy.

Key skills include audience segmentation, bidding strategy selection, creative optimization, and data-driven attribution. Practitioners should also understand the technical stack: how pixels fire, how data flows between systems, and how to troubleshoot tracking issues. For teams new to DV360, investing in training or bringing in experienced consultants accelerates the learning curve and avoids costly mistakes.

How 6th Man uses DV360 to drive measurable growth

At 6th Man, we treat DV360 as a precision tool, not a catch-all solution. We deploy it for clients who need programmatic scale, advanced audience targeting, or access to premium inventory unavailable through other channels. Our approach starts with strategy: defining clear goals, mapping the customer journey, and identifying where programmatic advertising adds the most value.

What 6th Man does differently with DV360

Most agencies treat DV360 as a media-buying box to check. We treat it as part of an integrated growth engine. That means tight integration with your CRM, first-party data onboarding, and cross-channel attribution that ties programmatic spend to pipeline and revenue. We don't just optimize for impressions or clicks; we optimize for business outcomes.

We also prioritize transparency. Clients get access to their DV360 account, unfiltered reporting, and clear explanations of what's working and why. We charge a flat service fee, not a percentage of spend, so our incentives align with yours: efficient growth, not inflated budgets. And because we're embedded in your team, not siloed as a vendor, we move fast, test aggressively, and adapt based on what the data tells us.

30-day setup checklist for early wins

Getting DV360 live and delivering results in the first 30 days requires focused execution. Start with account setup: define your partner structure, configure conversion tracking, and onboard first-party audiences. Build your first campaigns targeting high-intent segments with proven creative. Set conservative budgets and manual bids while the system gathers data.

By week two, layer in retargeting campaigns to re-engage site visitors. Test multiple creative variants to identify top performers. In week three, expand reach with lookalike audiences or contextual targeting. Begin optimizing bids based on early performance signals. By day 30, you should have a clear picture of which tactics work, enough conversion data to enable automated bidding, and a roadmap for scaling spend. Early wins build momentum; disciplined testing ensures those wins compound over time.

Contact 6th Man to get started with DV360

If you're evaluating DV360 or looking to improve results from existing campaigns, we can help. We'll audit your current setup, identify gaps, and build a roadmap that aligns programmatic spend with your growth targets. Whether you're a B2B company targeting niche decision-makers or an e-commerce brand scaling retargeting, we bring the expertise to make DV360 work.

We don't believe in long sales cycles or generic proposals. Book a call, share your goals, and we'll tell you straight whether DV360 makes sense for your business. If it does, we'll map out a 30- to 90-day plan to get you live and delivering results. If it doesn't, we'll point you toward a better solution. Either way, you'll leave with clarity. Contact 6th Man today to get started.