Dv360 is it the Right tool for your Business ?

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Dv360 reveals the programmatic potential of advertising. It also offers reach expansion through automatically built look-alikes

Apart from this, you can use Google's rich audience data free of charge. This makes it possible for brands to not only apply demographic, income, and geo-targeting, but also to reach out to individuals who are passionate about similar products. Another unique feature is the ability to budget display and video ads to users who expressed purchase intent by recently searching for competitor brands. At the same time, messaging can be personalized based on the important life events that the user is going through at a given moment.

Targeting capabilities of DV360 expand beyond that, offering access to all types of 3 rd party user lists within the platform. Audience lists from dozens of trustworthy data providers can be deterministic and probabilistic. While they come with an additional CPM fee (usually $0.50 - $2.00), they also unlock limitless possibilities to reach potential customers.


Large Selection of Inventory

The reach of DV360 goes beyond Google Adsense Network and offers access to a wide range of sites through general ad exchanges, including App Nexus, Rubicon, and OpenX, to name a few. Another significant benefit is that the platform offers advertisers different levels of access to inventory. Open Auction is the safest option to start with- it is Public inventory that is available for everyone, and sells impressions through real-time bidding to all buyers.

At the same time, advertisers have control of the websites where they show their ads. They can create private deals with individual publishers to get priority access to their impressions before the general auction. Marketplace in Display&Video 360 is a one-stop-shop to discover inventory, negotiate, and manage your deals. The top of the screen represents country-specific recommendations to simplify your search, but you can also browse the listings and narrow it down by multi dimensional filtering.

After defining top performing inventory providers through testing, you can even go further and upgrade your deal to programmatic Guaranteed (PG), a more robust way to reserve premium inventory. Unlike a direct buy, it allows you to streamline the process between two parties and avoid time-consuming tag exchanging, troubleshooting, and complex invoicing.

In addition to blocking media buying on specific websites, apps, and ad exchanges, DV360 provides advertisers with granular control over brand safety through built-in category exclusions and viewability settings. Third party verification providers are also available in the UI at no extra cost.


Insights and Optimizations

Display and Video 360 helps deliver faster, smarter marketing by supplying media buyers with tools and reporting needed for successful campaign Optimization. Bidding in DV360 is highly customizable and allows advertisers to use what works best for their business. The best practice is to activate new initiatives with fixed CPM bidding. Enabling automated bidding strategies becomes possible after there is enough data for the platform to optimize towards chosen key performance indicators, such as clicks, views, site visits, conversions etc.

Established brands and agencies take this a step further by utilizing bid multipliers that automatically bid higher during the most efficient time of the day, geographical location, or demographic characteristic.

Setting up Custom bidding is a good option if you aim to favor one conversion over others. Machine learning can be optimized towards the most critical goals (e.g., revenue, while still taking into account micro-conversions e.g., traffic quality metrics like pages per session or add to cart).

When it comes to reporting, a distinctive feature of DV360 is the high level of transparency on performance, enabling media buyers to analyze it from different angles and make informed decisions.

Optimization opportunities within the tool are countless to ensure that media traders have everything needed to succeed in their branding and performance campaigns. Native integration with Google Analytics 360 provides visibility over the full customer journey and enables marketers to optimize their cross-channel approach.


Location: United Kingdom

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