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If you’ve been running digital ads for a while , you’ve probably heard of Google’s Display & Video 360 (DV360) a powerful tool that helps brands and agencies run ads across YouTube , apps , websites , and more.
While many businesses choose to have a partner or agency manage DV360 for them , there’s another option that gives you more freedom and flexibility: the DV360 Self Serve Account.
In this blog , we’ll explain what this model is all about , why it’s becoming more popular , the risks involved , and how both clients and DV360 partners can work together smoothly in this setup.
💡 What is a DV360 Self Serve Account?
Simply put , a DV360 Self Serve Account lets you , the advertiser , run and manage your own campaigns directly on the DV360 platform.
You still need a licensed partner (like a Google Marketing Platform partner) to give you access , but you’re in the driver’s seat creating , managing , and optimizing your own campaigns instead of depending fully on someone else to do it.
Think of it like renting a high end car: the partner gives you the keys , but you get to drive it where you want , how you want.
✅ Why Brands & Agencies Love the Self Serve Model
1. You’re in Control
You can adjust budgets , change targeting , or pause campaigns instantly no waiting for someone else to do it. Everything is transparent and accessible.
2. Save on Service Costs
Since you’re managing campaigns yourself , you often save money by avoiding high agency or management fees. Great for agencies who want better margins , and for brands who want more bang for their buck.
3. Faster Campaigns
Need to launch something today? With self serve access , your team can make it happen right away. No back and forth needed.
4. Hands On Learning
If you want your team to learn how to run campaigns like a pro , this is the best way. Real experience on a world class tool builds serious skills.
5. Easier Integrations
You can connect DV360 with your CRM , analytics tools , or first party data to make targeting sharper and measurement more meaningful.
⚠️ But There’s a Catch: Why It’s Risky for DV360 Partners
While the self serve model gives more freedom to advertisers , it puts a lot of responsibility on the partner who provides access.
Here’s why:
1. Google’s Policies Are Strict
If a client runs an ad that violates Google’s ad policies (even by mistake) , the partner who gave access can get penalized. In some cases , their entire DV360 seat and all clients on it can be suspended.
This includes:
2. Reputation at Stake
One client’s mistake can affect the partner’s reputation and standing with Google. It’s like being responsible for someone else’s driving record.
3. Limited Visibility
Partners can’t always see what clients are doing in real time , so if something goes wrong , they may not catch it until it’s too late.
🤝 So , How Can We Make It Work Smoothly?
For a self serve setup to succeed , clients and partners need to work closely together. Here’s what that looks like:
1. Start with Training
Before diving in , partners should give clients a proper walkthrough how to use DV360 , what’s allowed , what to avoid , and how to stay compliant.
This helps avoid mistakes and builds confidence in using the platform the right way.
2. Use the Right Access Levels
Not everyone needs admin access right away. Start with limited permissions for new team members , and scale up as they gain experience. It reduces risks and errors.
3. Do Regular Check Ins
A quick monthly or bi weekly review of campaigns , creatives , and settings helps catch issues early. Think of it as a routine health check for your ads.
4. Keep Communication Open
Whether it's Slack , WhatsApp , or email make sure there’s an open line between the client and the partner. Quick support makes all the difference when things go wrong (or when things are going really well!).
5. Work as a Team
Even in a self serve setup , the partner isn’t completely out of the picture. They’re your co pilot offering advice , updates , or backup support when needed.
🎯 Is the DV360 Self Serve Model Right for You?
It’s a great fit if:
If you don’t have in house experience yet , consider starting with a hybrid model where the partner supports setup and oversight , while you learn to manage the account.
The DV360 Self Serve Account model is perfect for brands and agencies ready to take control of their media. It gives you speed , transparency , and cost benefits but it also requires discipline , learning , and a strong partnership.
When done right , it’s not just about running ads it’s about building long term digital maturity.
So if you're looking to explore this model , make sure:
Because with the right setup , a DV360 self serve account can become your most powerful media weapon.
Want to explore DV360 self serve for your business?
We can help you get started , train your team , and set up the right guardrails to make it a success. Let’s talk!