Today’s world of digital marketing is opening up more and more opportunities. In addition to new forms of reaching the end user, we have opportunities for advanced targeting, all supported by artificial intelligence. There are many solutions available on the market to help us deliver digital campaigns. Google DV360, also known as Display & Video 360, is one of the most powerful platforms of its kind on the market.

What is DV360?

DV360 (Display & Video 360) is a digital marketing campaign platform. It provides an automated way to buy and sell online advertising space using data-driven technologies and artificial intelligence algorithms. Thanks to its advanced targeting options, DV360 allows you to carry out advertising campaigns targeted at selected users, plus the amount of advertising space available within the platform is enormous. In this case, we are talking about displaying advertising on:

• Websites,
• Gmail
• YouTube
• Streaming platforms
• Mobile applications
• Outdoor TV (fixed TV sets available in public spaces)
• Spotify

The choice of places for advertising your product is almost unlimited, as the coverage is approximately 90% of all spaces available for advertising.

What is the difference between DV360 and Google Ads?

Quite a few people running their businesses have been exposed to the Google Ads platform, so this question comes up often. The table below outlines the main differences.

Campaign type

Range

Purchasing models

Targeting

Google Ads and Google DV360 are different tools, with separate purposes and target users. Google Ads is ideal for companies and marketers who need a simple and effective tool for quick advertising campaigns. DV360, on the other hand, is designed for large companies and agencies that need advanced targeting, optimization and analytics capabilities, as well as broad advertising reach beyond the Google ecosystem.

The choice between these platforms depends on the user’s specific needs, budget and level of sophistication. With complementary features, some marketers may even choose to use both tools simultaneously to maximize the effectiveness of their advertising campaigns.

Available functions

Campaign planning

Google DV360 offers advanced tools for planning advertising campaigns. This allows marketers to accurately define their objectives, define budgets and select appropriate advertising formats. The platform also enables the creation of a data-driven strategy, allowing campaigns to be better aligned with audience expectations.

Ad creation and management

DV360 enables the creation of a variety of ad formats, including display, video, mobile and native ads. The tool offers an intuitive interface that makes it easy to design creative and engaging ads. In addition, marketers can manage their campaigns in real-time, making changes and optimizations in response to current performance.

Targeting Audiences

One of Google DV360’s greatest strengths is advanced audience targeting. The platform allows you to precisely define your target audience based on various criteria, such as demographics, online behaviour, interests or location. This ensures that adverts reach the right people, increasing their effectiveness.

Campaign optimization

Google DV360 offers tools for automatic campaign optimization. The platform’s algorithms analyse the data in real-time and adjust the ad display strategy to achieve the best possible results.

Analysis and reporting

DV360 integrates with Google Analytics 360 for advanced data analysis. Marketers have access to detailed reports that help them understand campaign performance and identify areas for improvement. This enables data-driven decision-making and continuous improvement of advertising strategy.

Advantages of using Google DV360

Complexity

Google DV360 combines several features that allow for comprehensive management of advertising campaigns. This eliminates the need for marketers to use different tools, simplifying the process of campaign planning and execution.

Precise Targeting

Advanced targeting options make it possible to reach a precisely defined audience. This makes the ads more effective, resulting in better campaign results.

Automation and Optimization

With automation and optimization tools, marketers can achieve better results with less effort. Google DV360’s algorithms adjust the ad display strategy on their own to achieve better results.

Integration with Google Marketing Platform

DV360 is part of the Google Marketing Platform, which enables easy integration with other tools such as Google Analytics 360, giving marketers access to a full ecosystem of tools to support ad campaign management.

Summary

Google DV360 is an advanced programmatic platform that enables comprehensive ad campaign management. With advanced tools for planning, creation, management, targeting, optimization and analysis, marketers can achieve better results and maximize ROI. Using DV360 enables precise targeting, process automation and data-driven decision-making. It is a tool that should be in the arsenal of every modern marketer.