Guide to DV360 | DV360 Programmatic | DoubleClick Bid Manager

Guide to Google DV360

Display & Video 360 (DV360)* is Google’s Programmatic Demand Side Platform (DSP)

DV360 allows advertisers to:

  • Plan, create and manage campaigns across a wide variety of inventory (display, video, YouTube and audio) 

  • Leverage powerful audience data first party, third party and Google’s audience segments) 

  • Utilise a wide range of creative formats, including dynamic creative


Previously known as DoubleClick Bid Manager (DBM).

What is programmatic advertising?

Programmatic advertising is the automation of buying digital ads using technology (like DV360) that utilise AI and machine learning to purchase ads in real time, while continuously optimising the data. 

Is DV360 programmatic?

Yes, DV360 is Google’s enterprise programmatic solution for advertisers.

What is a demand side platform (DSP)?

A demand side platform (DSP) is the system that advertisers use to buy ads such as display, video, mobile and audio via real-time bidding.

Is DV360 a DSP?

Yes, DV360 is Google’s enterprise DSP solution for advertisers.

What is programmatic advertising?

Programmatic advertising is the automation of buying digital ads using technology (like DV360) that utilise AI and machine learning to purchase ads in real time, while continuously optimising the data. 

Is DV360 programmatic?

Yes, DV360 is Google’s enterprise programmatic solution for advertisers.

What is a demand side platform (DSP)?

A demand side platform (DSP) is the system that advertisers use to buy ads such as display, video, mobile and audio via real-time bidding.

Is DV360 a DSP?

Yes, DV360 is Google’s enterprise DSP solution for advertisers.

Google Ads vs. DV360

Google Ads and DV360 both allow you to buy display ads in real time.

However, while Google Ads has access to inventory in the Google Ad Exchange (and Youtube), DV360 extends far beyond this to companies such as AppNexus (Xandr), Rubicon, Adform and more.

DV360 has access to inventory in the Google Ad exchange as well as other leading exchanges.

Using DV360 allows you to buy inventory directly from publishers via programmatic publisher deals (preferred deals, guaranteed deals etc), enabling you to reach your audience beyond just one ad exchange with a variety of formats.  

DV360 also allows you to reach your audience at scale with a number of formats including standard display (IAB), rich media, dynamic display, native display, Gmail, YouTube, programmatic video, podcast, audio and even formats such as Waze ads.

Further benefits of DV360

Beyond the ability to access high quality inventory, DV360 facilitates efficient media buying through:

Multiple Inventory Streams

The ability to have multiple inventory streams (publisher deals, open exchange, video, audio etc) on one platform, providing full performance views and facilitating efficient optimisation.

Advanced Optimisation Algorithms

Optimise towards CPA, CPM, CPC, viewable impressions and maximising clicks or conversions. Custom bidding is also available. In this case, you provide external data (like lifetime customer value) and the algorithm then optimises towards your specific business goal.

Access To High Quality Audiences

Providing the ability to target: 

  • First-party audiences (Google Analytics, pixel based, customer match etc.)
  • Google Audiences (affinity, in-market, custom affinity and intent, demographics etc.)
  • Third-party data providers (Narattiive, Oracle Bluekai, Lotame etc)

Targeting Ability

It provides the tools to target a specific audience how, where, when, on what device etc.

Dynamic Creative

DV360 allows you to dynamically adjust the creative based on audience data.

How to access or buy DV360?

As DV360 is an enterprise product, it is not readily accessible like Google ads. There are two ways you can get access to the platform:

Via Google directly:

If you are a larger advertiser, you may be eligible to buy the technology directly from Google. However, you will need to work with an implementation partner who has experience with the platform to ensure the correct use of the technology. 

Via a reseller:

In Europe, Google has partners like Acceleration, Jellyfish and DQ&A who are authorised to sell the technology.

How much does DV360 cost?

Use our calculator below

Learn more about DV360