DV360: guide, how it works, and differences from Google Ads

🧠 What is DV360?  

DV360 (Display & Video 360) is a programmatic media buying platform developed by Google. It allows advertisers to manage and run advertising campaigns (display, video, audio, native, etc.) across a vast number of ad networks and inventory sources from a single interface.

In practical terms, DV360 is a DSP (Demand Side Platform), which is a real-time media buying platform designed to meet the evolving needs and habits of buyers.

More broadly, programmatic advertising encompasses all the technologies, tools, and players that enable the automation of buying and selling online ad space . DSPs like DV360 are essential pillars of this ecosystem.

Why is DV360 so much more comprehensive than Google Ads?

➡️ We explain everything in this guide.

🔎 DV360 vs. Google Ads: what are the differences?  

What is Google Ads?

Google Ads is Google's online advertising platform that allows you to run ads on the Search network, YouTube, Gmail, Google Maps, and the Google Display Network (partner sites).

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First and foremost, it is important to note that DV360 does not support Paid Search. This channel is managed exclusively through Google Ads.

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🖼️ Available inventory: a real difference in volume  

Google Ads only allows you to purchase through Google Ad Exchange. In contrast, DV360 is connected to more than 90 Ad Exchanges, which multiplies your reach opportunities. This means:

- Higher impression volumes  
- Greater diversity in formats and placements  
- Better performance for the same objective

> In short, Google Ads limits the buyer to a single ecosystem. DV360 opens up access to the entire programmatic internet.

🎯 More advanced targeting with DV360  

With DV360, you can leverage third-party data from providers like Adsquare, Zeotap, or Liveramp. You can also:

- Target specific site categories (e.g., lequipe.fr/Rugby)  
- Use semantic or contextual analysis technologies  
- Perform contextual image targeting

These options are impossible or limited in Google Ads.  
 

🔒 Brand Safety: control is in your hands  

On DV360, you can:

- Create whitelists (approved sites)  
- Exclude blacklists (blocked sites)  
- Exclude sensitive content using semantic analysis

Google Ads only allows for generic category exclusions.  
 

🎥 Available formats  

DV360 supports more formats than Google Ads:

- Rich media  
- Outstream / instream video  
- Audio (Spotify, Deezer)  
- Connected TV (CTV)  
- DOOH (digital out-of-home)  
- App install  
- Native  
 

📈 Campaign optimization  

DV360 allows you to optimize for multiple KPIs simultaneously (e.g., CPM + CPA), whereas Google Ads only allows for a single objective. This improves budget management and performance.  
 

📊 Highly detailed reporting  

With DV360, reports are:

- More precise (viewability, bid, cost, inventory type)  
- Easily exportable  
- Usable in your own tools

You can even connect DV360 to your custom dashboards or an in-house bidding algorithm.  
 

📹 What about YouTube?  

Both tools allow you to buy on YouTube. However:

- DV360 allows you to activate private deals with specific YouTube publishers (e.g., Webedia)  
- Cost-per-view rates are often more efficient on DV360  
 

💡 A future-proof tool  

DV360 is connected to almost every digital environment:

- Television  
- Audio  
- DOOH  
- Consoles (e.g., Xbox)  
- Dating apps, streaming platforms, and more…

It is the tool for modern, cross-channel, and data-driven media strategies.

> At Klox, we use DV360 for all our branding, video, display, and audio campaigns. Google Ads is reserved exclusively for Search.

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❓ DV360 FAQ  

What is DV360?  

DV360 (Display & Video 360) is a DSP developed by Google. It allows brands to purchase and manage their display, video, native, and audio ads across dozens of ad exchanges with high precision.  

What is the difference between DV360 and Google Ads?  

Google Ads is limited to the Google network. DV360 provides multi-exchange access, more formats, better targeting, and advanced optimization.  

Can you do Search advertising on DV360?  

No. Only Google Ads allows you to purchase campaigns on the Search network (paid search).  

How do I access DV360?  

You can use DV360 through a Google-certified media agency partner (like Klox). A minimum budget is often required.  

What formats are available on DV360?  

Display, video, rich media, native, audio, DOOH, connected TV, app installs, and more.

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📩 Need help with DV360?  

Klox is a Google-certified agency and an expert in programmatic advertising. Contact us for an audit or support with your media strategy.