程序化广告
Google DV360
Google Marketing Platform 旗下 DSP，深度整合 YouTube、Gmail 和 GDN，适合代理商和品牌统一管理跨渠道程序化媒体购买。
主要用途
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.
所在链路
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.
核心功能
- 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
适合谁用
- Agencies running governed multi-advertiser programmatic operations
- Brands whose video strategy centers on YouTube plus CTV
- Advertisers already invested in Google Marketing Platform data
新手提示
- If your need is Search plus some YouTube, standard Google Ads covers it; DV360 earns its complexity only at programmatic scale across channels.
- Fee structures involve platform fees plus data and targeting costs that vary by usage, so model total cost of media before committing budgets.
- Frequency management across channels is a genuine strength; set it up at the campaign level early instead of letting line items compete.