Functionality of Google DV360
In 2018, Google renamed the DoubleClick Suite to Google Marketing Platform. As part of this rebranding, the DoubleClick Bid Manager was also renamed to Google Display & Video 360. Today, Google Display & Video 360, or DV360 for short, is one of the largest and most powerful DSPs on the market.
Google DV360 offers a variety of features for advertisers attempting to target their audience with display ads. It is the place to store rules and algorithms that automatically locate the right visitors in the ever-increasing display inventory and book them accordingly. DV 360 users can buy ad inventory from more than 80 different ad exchanges. This covers about 98% of all available ad inventory worldwide.
- Access to premium inventory
Besides public auctions, there are several alternative models for purchasing inventory.
The buying model options in the DV360 also cover the desire of advertisers to place ads directly next to premium content on very popular publisher sites. Private Marketplace (PMP) and Programmatic Guaranteed (PG) deals can be negotiated and set directly within DV360, providing a real alternative to direct media buying.
- Precise targeting
The targeting possibilities of the DV360 are almost unlimited. The DV360 can access a wide range of first-party data such as your Google Ads lists, Analytics 360 audiences, YouTube audiences, manual cookie uploads or even Facebook custom audience data.
Advertisers are also able to use 2nd party data from publishers through deals that can be set up directly in the tool. In addition, advertisers can access and use Google’s powerful collection of third-party data such as affinity groups, custom intent data, or even third-party data by external providers.
- Powerful optimization
Display & Video 360 offers various bidding options that advertisers can choose from when setting up a campaign. The tool then uses this strategy during the campaign to determine how much can be invested to achieve a single impression for an ad booking.
- Real-time data for optimal bidding
Google DV360 comes equipped with a powerful reporting engine. The endless possibilities for targeting, bidding, auction types and much more also creates a massive amount of data to look at on a regular basis.