What is Display & Video 360?
Display & Video 360 (DV360) is Google's integrated platform for planning, buying, and measuring digital advertising across display, video, audio, and native formats. It combines the capabilities of DoubleClick Bid Manager, Studio, and Campaign Manager into a single platform.
Key Features
| Feature | Description |
|---|---|
| Programmatic Buying | Real-time bidding across Google's exchange and third-party exchanges |
| Creative Tools | Built-in creative studio for rich media and dynamic creative optimization |
| Audience Targeting | First-party, third-party, and Google audience segments |
| Cross-Channel Planning | Plan campaigns across display, video, audio, and TV |
| Measurement | Integrated with Google Analytics 4 and Campaign Manager 360 |
Interface Overview
DV360's interface is organized into several main sections:
1. Advertisers & Campaigns
Navigate the hierarchy: Partner → Advertiser → Campaign → Insertion Order → Line Item
2. Inventory
Browse and secure ad inventory through open auctions, private deals, and programmatic guaranteed.
3. Audiences
Create and manage audience segments for targeting.
4. Creatives
Upload, create, and manage ad creatives including display, video, and native formats.
5. Insights & Reporting
Access performance data, attribution reports, and audience insights.
DV360 vs Google Ads
| Aspect | Google Ads | DV360 |
|---|---|---|
| Target Users | All advertisers | Enterprise & agencies |
| Minimum Spend | None | Significant |
| Inventory | Google network | Google + 80+ exchanges |
| Creative Types | Standard display, video | Rich media, audio, native, DOOH |
| Deal Types | Open auction | Open, private, programmatic guaranteed |
When to Use DV360
- Large-scale brand awareness campaigns
- Cross-channel programmatic buying
- Access to premium inventory via programmatic guaranteed deals
- Advanced creative needs (rich media, dynamic creative)
Related: For Google Search advertising fundamentals, see our Text Ads Guide and Google Search Value article. For audience targeting, check Search Ad Audience Solutions.