Unlocking the Full Power of Programmatic Advertising through Smart Integrations

Google’s Display & Video 360 (DV360) isn’t just a standalone platform, it’s part of a broader ecosystem known as the Google Marketing Platform (GMP). When integrated properly with other GMP tools, DV360 becomes exponentially more powerful, giving you deeper insights, better audience precision, and improved performance tracking.

In this article, we break down how DV360 integrates with other Google Marketing Platform tools and why these connections are essential for brands, agencies, and media buyers aiming to drive smarter advertising outcomes.

What Is the Google Marketing Platform?

Google Marketing Platform is Google’s unified suite for media buying, data measurement, and audience management. Core tools include:

• DV360 – Programmatic media buying

• Campaign Manager 360 (CM360) – Ad serving, tracking, attribution

• Google Analytics 4 (GA4) – Web and app analytics

• Search Ads 360 (SA360) – Enterprise-level search campaign management

• Google Tag Manager (GTM) – Tag management for tracking and conversion setup

• Looker Studio – Reporting and visualization

• Google BigQuery – Advanced data warehousing and analysis
  
  
  

Each of these tools plays a unique role, and DV360 is designed to work seamlessly with them.

1. DV360 + Campaign Manager 360 (CM360)

Integration Benefits:

• Unified campaign tracking across display, video, and third-party channels

• Centralized reporting for impressions, clicks, and conversions

• Floodlight tag sharing for consistent conversion tracking

• View-through and cross-device attribution

Why It Matters:
By linking DV360 with CM360, you gain end-to-end visibility over your campaigns, regardless of where ads are served. It's essential for advertisers running multi-channel or multi-platform campaigns.

2. DV360 + Google Analytics 4 (GA4)

Integration Benefits:

• Create GA4 audiences and use them directly in DV360

• Push campaign performance data into GA4 dashboards

• Analyze post-click behavior in-depth (bounce rate, page flow, purchases)

Why It Matters:
This integration allows you to combine audience insights with actual on-site behavior. Perfect for retargeting high-value users or excluding those who have already converted.

3. DV360 + Looker Studio

Integration Benefits:

• Real-time visual dashboards for DV360 performance

• Shareable and customizable reporting templates

• Combine DV360 with GA4, CM360, and CRM data in one place

Why It Matters:
Instead of downloading raw data and creating manual reports, Looker Studio offers live, automated, visual reporting ideal for clients, executives, and performance marketers.

4. DV360 + Search Ads 360 (SA360)

Integration Benefits:

• Unified audience targeting across search and display

• Cross-channel performance optimization

• Better understanding of assisted conversions between search and programmatic

Why It Matters:
Brands that run both paid search and programmatic can align messaging and targeting, avoiding siloed media strategies and maximizing the total user journey.

5. DV360 + Google Tag Manager (GTM)

Integration Benefits:

• Simplified Floodlight tag implementation

• Easier conversion tracking setup

• Error reduction through tag testing/debugging

Why It Matters:
Proper conversion tracking is essential. GTM ensures your tags fire correctly across pages and devices, which helps optimize campaigns with accurate data.

6. DV360 + Google Cloud / BigQuery

Integration Benefits:

• Connect raw log-level campaign data for deep analysis

• Build custom dashboards or machine learning models

• Enrich DV360 insights with CRM and offline datasets

Why It Matters:
This is for advanced users and data-driven teams. Combining DV360 with BigQuery unlocks enterprise-grade analytics, predictive modeling, and customer lifetime value calculations.

Bringing It All Together: A Full Funnel View

When these integrations are working together, you get:

Each integration helps you move from isolated campaign management to a connected marketing engine.

Final Thoughts

DV360 is a top-tier platform on its own, but when it’s integrated with the broader Google Marketing Platform, it becomes a full intelligence system for modern advertising.

If your campaigns aren’t performing at their full potential, it might not be your targeting or creatives it could be your setup. Integrate smartly, track holistically, and optimize across the entire user journey.

Need help setting up DV360 with your other tools?

GETDV360 is a certified Google Partner agency, ready to connect, configure, and scale your media performance. Book a consultation and let’s plug you into the full power of the Google Marketing Platform.