Display & Video 360

Google's enterprise DSP, sold as part of the Google Marketing Platform. DV360 is the only way to buy YouTube programmatically alongside open-web display, video, audio, CTV, and DOOH, and it connects natively to Google Ad Manager inventory, Campaign Manager 360, and Google Analytics.

Where ads run

• YouTube (reservation and auction, including instant reserve)
• Google Ad Manager and AdX inventory
• Third-party exchanges (Magnite, PubMatic, Index, OpenX, and others)
• Connected TV (Google TV, Roku, Samsung, Hulu, Disney, NBCU, and others through deals)
• Audio (Spotify, Pandora, iHeart) and DOOH (via Vistar and others)
• Programmatic Guaranteed and marketplace deals in a built-in negotiation tool

Campaign types

• Display
• Video
• Audio
• YouTube & partners
• Connected TV
• Demand Gen (through the Google Ads connection)

Targeting

• Google audiences (affinity, in-market, demographics) across open web
• First-party audiences from Floodlight, GA4, Customer Match, and CRM
• Third-party audience marketplace
• Contextual: keywords, categories, and third-party contextual providers
• Publisher Advertiser Identity Reconciliation (PAIR) for cookieless matching
• Brand safety through built-in Google controls and pre-bid IAS and DV integrations

Buying

Fee is a percentage of media (negotiated, typically in the low teens for open auction and lower for reservation) plus data and verification fees. Access is through Google or a certified partner; there is a minimum spend expectation for direct contracts, and many advertisers access it through agencies. Instant reserve and PG deals give fixed-price YouTube and CTV.

Measurement

Campaign Manager 360 ad server and Floodlight tags for conversions; Ads Data Hub as the clean room for log-level analysis; Google's brand lift, reach, and unique reach reporting; third-party verification.

Watch

DV360's advantage is YouTube and Google inventory access with Google audiences; its disadvantage is the same dependence, and the 2025 antitrust remedies could change how AdX connects to non-Google DSPs. Buyers running The Trade Desk for open web often keep DV360 for YouTube.

Documentation

https://support.google.com/displayvideo/

See also: benchmarks for typical costs, and the glossary for any term used above.