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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Programmatic

Google DV360

Paid

Display and Video 360 is Google's enterprise demand-side platform within Google Marketing Platform. It combines campaign planning, creative management, audience and inventory controls, automated bidding, frequency management, reporting, and deal workflows across display, video, connected television, audio, digital out of home, and other supported inventory, including Google properties. It is designed for agencies and larger advertisers that need governed multi-user media buying, especially when Campaign Manager 360, Google Analytics, and broader Google advertising data are already central to operations.

Launchdemand-side platformgoogle marketing platformvideo advertisingprogrammatic buying

What it does

Display & Video 360 is Google's enterprise DSP inside Google Marketing Platform, organizing programmatic buying into campaigns, insertion orders, and line items. It buys display, video, audio, native, and connected TV through open auctions, preferred deals, and programmatic guaranteed, with a marketplace for negotiating publisher deals directly in-platform. Its differentiation is the Google ecosystem: exclusive access to YouTube inventory programmatically, native integration with Campaign Manager 360, Google Analytics audiences, and Floodlight conversion data, plus Google's audience intelligence. Creative tools support dynamic and format-adaptive ads. It suits agencies and large advertisers with governed workflows, and access requires a Google sales relationship or partner rather than self-serve signup.

Where it fits

DV360 is the buy-side counterpart to Google Ad Manager in the Google programmatic stack, executing audience strategies built on Google's measurement and data layer.

Core features

  • Programmatic access to YouTube alongside open web inventory
  • Campaign, insertion order, and line item workflow with approvals
  • Deal marketplace for direct publisher negotiations
  • Native integration with Campaign Manager 360 and Google Analytics
  • Dynamic creative and format-adaptive ad tools

Best for

  • Agencies running governed multi-advertiser programmatic operations
  • Brands whose video strategy centers on YouTube plus CTV
  • Advertisers already invested in Google Marketing Platform data

Beginner notes

  1. If your need is Search plus some YouTube, standard Google Ads covers it; DV360 earns its complexity only at programmatic scale across channels.
  2. Fee structures involve platform fees plus data and targeting costs that vary by usage, so model total cost of media before committing budgets.
  3. Frequency management across channels is a genuine strength; set it up at the campaign level early instead of letting line items compete.
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Concepts behind this tool

DSP

A DSP is software advertisers use to buy digital ad inventory programmatically.

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Yahoo DSP

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Programmatic