What is DV360 (Display & Video 360)?

Display & Video 360 (DV360) is Google’s demand-side platform (DSP) for programmatic display, video, audio, and CTV inventory. Part of Google Marketing Platform (GMP) with Campaign Manager 360, Search Ads 360, Analytics 360. Advertisers bid line items on audiences and inventory — Google Ad Exchange, third-party exchanges, PMP/PG deals.

Vs. Google Ads UI: DV360 is enterprise programmatic with granular control (frequency, brand safety, viewability), higher entry thresholds. Advanced buyers and agencies use it for display/video scale; solo affiliates less often on small budgets.

Key capabilities

Inventory. Open exchange, private marketplace, programmatic guaranteed.
Audiences. First-party, Google audiences, third-party data (where allowed).
Creative. Standard display, video (in-stream, out-stream), native, audio.
Measurement. CM360 integration, view-through conversion, brand lift.

Tracking

Click trackers and floodlight tags in CM360; external tracker via redirect with UTM and sub id. Post-view attribution needs careful setup vs. last-click.

Practice

Brand, video reach, retargeting in Google stack. Affiliate nutra/gambling often blocked or agency-only. White hat e-commerce and app UA via video on YouTube/open web.