Google Display & Video 360

Google Display & Video 360 (DV360) is an all-in-one platform that allows marketers to manage booking, programmatic, and programmatic guaranteed campaigns across multiple channels, including display, video, TV, and audio.

It’s a powerful, collaborative marketing tool designed to streamline ad management.

Evolution of Google Ads Platforms
Google rebranded its ads platforms under the Google Marketing Platform, transitioning:
DoubleClick Bid Manager to Display & Video 360 (DV360)
DoubleClick Search to Search Ads 360
DoubleClick for Publishers (DFP) to Google Ad Manager 360

DV360 functions as a Demand Side Platform (DSP), enabling advertisers to automate the purchase of digital ad space from various sources.

Key Features and Tools in DV360

Insertion Order Objectives: This feature simplifies campaign creation and optimization.

By selecting an objective, advertisers can automatically set default KPIs, line item types, and bid strategies for an insertion order.

Campaign Creation: Advertisers can easily create and run display ads on websites and mobile apps, and video ads on platforms like YouTube.

To start a campaign, marketers need to:
Name the campaign.
Define a goal and set a key performance indicator (KPI).
Choose the creative type.
Enter the planned spend and set campaign dates.
Organize content using collections to categorize based on preferences.

API Access: Display & Video 360 API is free, allowing users to programmatically manage campaigns.

Comprehensive Ad Placement: DV360 enables advertisers to place ads not just on Google platforms but across premium websites and various ad exchanges, providing broader reach and flexibility.

Advanced Targeting: Advertisers can target audiences based on their online media consumption or products and services they are interested in.

This helps in reaching potential customers as they are making purchase decisions.

User Roles: DV360 offers granular control over campaign management.

Users can oversee campaigns, creatives, audience data, inventory, exchanges, and reports for the partners or advertisers they have access to.

Core DV360 Features

Google Ecosystem Integration: Seamless connectivity with Google’s services.
Data and Audience Insights: Deep analysis of user behavior and campaign performance.
Extensive Inventory: Access to a wide range of ad spaces.
Creative Tools: A variety of ad formats and creative options.
Brand Safety & Fraud Prevention: Safeguards to ensure ads appear in appropriate contexts.
Machine Learning & Automation: Features like automated bidding and inventory recommendations optimize campaigns for better results.

Collaboration Across Modules

DV360 is structured around five key modules:
Campaign
Audience
Creative
Inventory
Insights

These modules allow teams to collaborate effectively, aligning media, data, and creative input to deliver better advertising experiences.

Advanced Marketing Control

Marketers can manage all campaign expenses in one place, whether for reserved or open auction purchases.

DV360 uses Google’s latest machine learning technologies to offer features like automated bidding and inventory suggestions, ensuring smarter, more efficient marketing.

New Features in DV360

Google regularly updates DV360 to improve functionality and address privacy concerns.

Updates include:
Improved Reporting: A new reporting page for DV360 and Campaign Manager 360 allows users to view and download reports instantly.
User ID Label: Privacy-driven changes affect data transfer files in certain states, similar to California’s CCPA.
Top Position Targeting for YouTube: Enables advertisers to secure premium ad spots on YouTube to increase visibility and engagement.
Third-Party Extended Measurement: Audience Project now supports default third-party reach measurement for enhanced audience tracking.

These updates underscore Google’s commitment to improving its advertising platforms while addressing growing concerns about user privacy.

The enhanced targeting, reporting, and measurement features help advertisers run more effective campaigns, but they must stay cautious about the impact of identity-related data restrictions.

Display & Video 360 is a robust tool that offers advertisers the ability to manage the full digital advertising cycle.

Its intelligent algorithms, audience data, and creative management features make it a valuable asset for advertisers seeking to optimize their digital campaigns across multiple platforms.