Why use Display & Video 360 instead of Google Ads?


Improve your campaign outcomes, with more granular optimization possibilities
DV360 benefits from advanced automation and bid strategies that use machine learning to improve campaign performance. Over 50 factors are taken into account when optimizing bids: which creative is being served, in which type of context, which audience is the user part of, time of day, line item tactic,…etc. Based on all of these factors, the performance likelihood of the impression is being predicted and translated into the actual bid.

Narrow down your target audience, with an unmatched variety of targeting options
DV360 allows you to target your campaigns more extensively than Google Ads, the targeting possibilities are numerous. Google’s DSP can assess a wide range of first-party data such as your Analytics 360 audiences, DMP audiences, Google Ads lists, Youtube audiences, and others. You’ll also be able to leverage 2nd Party data from publishers through deals that can be set up directly in the tool. Additionally, via DV360 you’ll have free access to all of the richness of Google’s data segments such as affinity groups, in-market audiences, custom intent data and many more.

Access a wealth of inventory, various different deal types and creative types
DV360 connects to over 90 different mobile, desktop and connected TV (CTV)/Over-The-Top (OTT) ad exchange networks with higher-quality ad inventory, and its reach includes approximately 1 billion unique websites. Via a built-in inventory marketplace, you can also very easily access and purchase premium publisher inventory. Google Ads only offers open auction buys, whereas Display & Video 360 allows you to have more diversity in your buying options with private auction, preferred deals, programmatic guaranteed deals and Tag-based deals available. Regardless of the type of inventory, you can leverage the increased security and transparency provided by these different buying options over open auction.

Use dynamic creatives to create memorable advertising that cuts through the noise
The basics haven’t changed. Excellent creative thinking is still key to come to a successful marketing campaign. Thanks to data and technology however, creative ad messages can now be refined and customized to be more relevant to specific user groups and the content around them. Floodlight activities within Display & Video 360 and the Google Marketing Platform ecosystem allow you to use your first-party data as signals to power your dynamic creatives.

Maximize conversion and avoid ad fatigue, with smarter frequency capping
DV360 enables you to frequency cap your different ad placements and offers various levels of frequency control. There’s the insertion order- and the line item level. This means, on a bigger scale, you can restrict your ads to a particular amount of touch points per time unit, and then at the line item level, you can divide these touch points across your ads and types of audiences.

Ensure the flawless delivery of your ad campaigns by using 3rd Party verification services for improved viewability, Fraud Prevention & Brand Safety
Thanks to various 3rd party integrations with partners such as DoubleVerify and Integral Ad Science, you can control how and when your ads appear, complementing how your campaigns are set up for viewability and fraud prevention within the Google Marketing Platform.

Want to explore the possibilities of Display & Video 360 for your company or agency? Don’t hesitate and get in touch with us today.


…is a question we get quite often. Here’s 6 reasons why you should consider changing platforms.