What is Display & Video 360?

James Kenny

Head of Programmatic and Paid Social

Display & Video 360

The Google Marketing Platform is Google’s premium suite of tools that make it easier than ever to create, manage and report on your organic and paid search campaigns. This article focuses on Display & Video 360 (DV360) that can be used to easily manage end-to-end programmatic campaigns across display, video, TV and audio.

What are the five DV360 modules?


Display & Video 360 is made up of five modules, allowing you to control everything from creative to inventory.


Campaign module


The Campaign module is where you build and manage your media plan, from defining your budgets to choosing where your ads will be displayed. The module has a combined view feature which allows you to see all elements of a campaign in the same place. DV360 make it easier to monitor performance and perform changes.


Audience module


The Google Display & Video 360 Audience module offers a centralized view where you can build and manage audiences for your campaigns. It has an easy-to-use interface and features that makes creating in-depth audiences quick and simple:


  • The Audience Profile Analysis feature allows you to use and combine first-party data, third-party data and Google data. It also lets you gather relevant insights about your audience and build combined audiences for campaigns
  • The Activity Based Audience Builder lets you build audiences based on users’ activity. This allows you to target or exclude users based on their engagement with past campaigns for increased conversions.


Insights module


The Display & Video 360 Insights module contains all the information you need to monitor campaign performance and media spend. There’s over 65 dimensions and 145 metrics you can report on, and more than 20 types of reports available.

All the data is accessible in real time, and you can build tables and graphs directly in the module, meaning you’re able to act quickly on insights and optimize your campaigns with immediate effect.


Creative module


DV360 makes it easier than ever to build and manage creative ads. The Creative module’s Format Gallery has different ad formats to choose from and select. These can be easily customised in Ad Canvas to make engaging and on-brand display, audio and video ads.

For campaigns where you will be targeting multiple audiences, you can create different variations of each ad and target these towards the relevant audience. Tailored and data-driven creatives are a great way to improve the performance of your programmatic campaigns due to their personalized nature.


Inventory module


This module allows marketers to access premium, brand safe digital inventory and negotiate deals directly with top publishers and broadcasters within the Display & Video 360 Marketplace.

There is a wider range of inventory in DV360 than in Google Ads, as well as advanced fraud prevention to ensure you are not spending money on invalid clicks (click fraud) or appearing on sites which might harm your brand.

Additionally, the Inventory module contains a planning tool for campaigns, allowing you to plan out display and YouTube campaigns. You can plan targeting, review budgets, and get a forecast of likely reach based on your planned audience and spend.


What other features are there in Display & Video 360?


DV360 has a host of features that makes it easier to plan, build and manage programmatic campaigns. As part of the Google Marketing Platform, one advantage is its seamless integration with the other Google tools, such as Campaign Manager. This allows your campaigns to benefit from cross-channel insights, enabling you to target these audiences straight away.


  • Automated bidding and optimization
  • Access to cross-channel first-party data (through Campaign Manager and Analytics 360), as well as Google’s third-party data partners
  • Integration with Google Marketing Platform de-duplicates conversions for more accurate attribution
  • Wide range of bidding strategies available
  • Additional targeting options.

What are the benefits of DV360?


There is a wide range of creatives available and flexibility in how these can be customized. Targeting is also highly customizable, and integration with the Google Marketing Platform, Google data and third-party data, means you can build highly relevant audiences. With more high-quality websites available to advertise on, there is heightened opportunity to serve your ads to the right people. This means you will likely see less budget wastage and a stronger ROAS.

All of these features work together, improving chances of hitting campaign goals, whether that’s brand awareness or conversions.

Are you wanting to improve your programmatic campaigns?Start your journey by contacting us today

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