A Practical Guide for Marketers Ready to Level Up in Programmatic Advertising

Google’s Display & Video 360 (DV360) is a powerful platform that lets you plan, execute, and optimize your digital campaigns across display, video, YouTube, apps, and even connected TV—all from one place. Whether you're shifting from traditional ad buying, exploring new channels, or simply ready to take control of your media strategy, DV360 gives you the tools to reach audiences programmatically and intelligently.

But if you're just starting, the interface can feel overwhelming. So, where do you begin?

1. Understand What DV360 Is and Isn’t

DV360 is not Google Ads. While Google Ads gives you access to Search, YouTube, and Google Display Network inventory, DV360 expands your reach to:

• Premium publishers and exchanges

• YouTube Reserve inventory

• Audio, native, and Connected TV inventory

• Third-party data and verification tools

• Richer targeting and bidding features

It's made for advertisers who need scale, control, and advanced optimization.

2. Get Access to DV360

Unlike Google Ads, DV360 isn't freely open to the public. To get started, you have three options:

• Work with a Google Partner agency (like GETDV360)

• Get approved through a Google sales rep

• Use a self-serve DV360 seat (if your ad spend is significant)

For most businesses, partnering with an agency provides the quickest path to launch and ensures expert guidance from day one.

3. Learn the Campaign Types

Before diving in, understand what you can actually do with DV360:

• Display Campaigns: Static or animated banners across websites and apps.

• Video Campaigns: In-stream, out-stream, YouTube, CTV.

• YouTube Reserve: Premium placements on high-performing channels.

• App Install Campaigns: Drive installs across Google Play and iOS.

• OTT/CTV: Ads on smart TVs and connected devices.

Each campaign type has specific features and placements. You choose based on your objective—awareness, traffic, lead generation, installs, or sales.

4. Set Up the Foundation

Here’s what you need before launching:

• Creative Assets (banners, videos, HTML5)

• Landing Pages

• Floodlight Tags for conversion tracking

• Audience Strategy (1st-party, 3rd-party, lookalikes)

• Budget & Bidding Strategy

Pro tip: Start simple—one line item per format, narrow audience, and moderate budget. Expand as performance stabilizes.

5. Use the Right Features from the Start

DV360 is full of features, but here are 5 to focus on early:

• Audience Lists: Upload your CRM, create custom segments

• Geotargeting: Narrow by country, city, or even radius

• Device & Environment Filters: Separate desktop, mobile, app, CTV

• Dayparting: Show ads when your audience is most active

• Brand Safety & Verification: Use tools like DoubleVerify to protect brand reputation

6. Measure What Matters

DV360 uses Floodlight tags for conversion tracking—set these up properly.

Also, take advantage of:

• Looker Studio Dashboards for live campaign reports

• CTR, CPM, CPA, Viewability benchmarks by format

• Attribution paths to understand user journeys

If it’s your first time, analyze results weekly and make gradual optimizations.

7. Know When to Get Help

DV360’s true power comes from hands-on management:

• Real-time bidding optimization

• Creative version testing

• Retargeting and sequential messaging

• Custom bidding algorithms

Partnering with a DV360-experienced team will make the difference between burning your budget and scaling efficiently.

Final Thoughts

Getting started with DV360 isn’t just a platform switch—it’s a mindset shift. From manual ad buys to real-time, data-driven decisions. Start small, learn fast, and let the platform work for you.