Benefits of DV360 in 2024

Today’s display and video programmatic media landscape is complex. Among a slew of privacy challenges and deadlines arising, new DSPs and publishers continue to emerge, and measurement challenges accompany both the former and latter. 

DV360 offers a robust solution to meet the challenges and complexities of marketing in today’s economy. The platform offers several key benefits, including premium inventory across a multitude of publishers and CTV devices, advanced audience solutions ,and privacy centric measurement, all powered by Google’s proprietary AI and algorithms. 

Let’s further dive into the unique offerings and advantages of DV360.

Premium Inventory: 

DV360 offers an extensive array of premium publishers and access to a variety of inventory within the marketplace. The platform also offers the ability to RFP and negotiate with multiple publishers.

Additional DV360 benefits include the capability to discover, plan and execute across multiple premium publishers, CTV, and packaged offerings. Major publishers include Hulu, ESPN,  and Disney. Depending on the publisher, exclusive and custom deals can be bought and executed directly in the platform allowing marketers to understand the holistic impact of their campaigns.

Robust, advanced, and custom audiences & frequency management: 

DV360 has a variety of audience tools to choose from including 1P data lists, combined audience list, 3P audiences, and Google’s proprietary audience lists. 

Seamless integration with Google Analytics and SA360, allowing you to share and build custom 1P and combined audiences across multiple platforms and dedupe users and conversions. 

DV360 also gives you access to exclusive Google audiences, like in-market, custom, and affinity audiences. These can also be used to target across CTV and other devices, and have a large reach across properties and devices.

Most importantly, DV360 allows you to frequency manage across campaigns in order to meet your campaign’s optimal frequency goals and reduce media spend waste by reaching the same users too frequently. 

Full-Funnel Measurement: 

Seamless integration into the larger GMP tech stack allows for advertisers to easily measure and aggregate campaign performance at a holistic level. 

This saves countless hours of reporting and data gathering across multiple platforms and publishers. DV360 also has integration with Google Ads Data Hub, a data clean room, that also allows advertisers to better understand their display and video marketing campaign performance across platforms and audiences in a privacy centric way. 

Powered by Google AI

The DV360, along with other GMP properties, has had AI infused into the platforms since 2018. These AI capabilities, powered by Google’s proprietary machine learning technology, include things like automated bidding, audience signals, and optimization of ads. AI combined with DV360’s full funnel capabilities enable advertisers to make impactful marketing decisions that garner results and meet objectives, while reducing manual hours and time spent navigating bids, reporting, and deal execution. 

The platform is continuing to make strides to incorporate more predictive AI into the platform through advancements of automated bidding, enhanced automation pools (enhanced conversions), and ad formats. 

Summary

Marketers are faced with an array of choices for DSPs, media formats, publishers on top of measurement, privacy, and cost challenges. Choosing a DSP that efficiently achieves key objectives is a critical component to a campaign and media team’s success. 

Amongst the Programmatic DSP landscape, DV360 offers advertisers opportunities for media consolidation, transparency, and premium publishers, all powered by advanced technology.