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Running programmatic campaigns on Display and Video 360 (DV360) is one of the most powerful ways to reach audiences across display, video, mobile, and connected TV. Brands love DV360 because of its vast scale, powerful targeting, and the ability to access premium publisher inventory that was once available only through direct deals. However, premium inventory usually comes with a premium price. If you want your ads to appear on high-quality websites, connected TV platforms, or with top publishers, you often see CPMs that are significantly higher than standard open exchange inventory.
This can feel like a barrier, especially for marketers working with limited budgets. But the good news is that with the right strategies, you can get access to premium inventory at lower CPMs in DV360. It is not about cutting corners or compromising on quality. Instead, it is about using the tools that DV360 provides, understanding how auctions work, and building smart buying strategies.
In this blog, we will explore practical and easy-to-understand methods to access premium placements without breaking your budget. We will also use examples to show how these methods work in real campaigns.
Why Premium Inventory Costs More
Before we explore how to lower CPM, it is important to understand why premium inventory costs more in DV360. Premium publishers such as The New York Times, The Guardian, Hulu, or major sports platforms control high-quality placements. They know that advertisers value their audience and trust their content environment. As a result, they set higher floor prices for impressions.
Premium inventory also means less fraud, higher viewability, and better brand safety. For example, a video ad on a connected TV platform during a popular show will naturally cost more than a video ad in a random mobile app. This higher cost is justified because the engagement is stronger and the audience is more valuable.
The challenge for marketers is not to avoid premium inventory, but to find ways to access it without always paying the highest price. That is where DV360 strategies come into play.
Use Open Auction with Smart Targeting
One of the simplest ways to get premium inventory at a lower CPM is by using the open auction in DV360. Many advertisers assume that private marketplace deals are the only way to access premium publishers, but that is not always the case.
Premium publishers often make some of their inventory available on the open exchange. The difference is that they may not guarantee you a fixed spot. However, if you set up your targeting smartly, you can win impressions from these publishers at lower CPMs compared to private deals.
For example, a fashion retailer running display ads for new arrivals might create a campaign targeting in-market shoppers for apparel. While bidding in the open auction, they could still win impressions on well-known lifestyle websites because those publishers release unsold inventory into the exchange. The CPM might be 2 USD to 3 USD instead of 8 USD in a private marketplace deal.
Negotiate Preferred Deals
DV360 allows you to set up preferred deals with publishers. A preferred deal gives you access to premium inventory at a fixed CPM, but you get first look at the impressions before they go to open auction. Unlike programmatic guaranteed deals, you are not committing a fixed budget. You simply agree on a fair CPM with the publisher.
Preferred deals can often result in lower CPMs than programmatic guaranteed because publishers want to ensure their inventory is sold. If you approach publishers directly and explain your budget, they may offer you discounted rates to secure ongoing demand.
For instance, a travel company planning to run campaigns across summer could negotiate a preferred deal with a major travel magazine. Instead of paying 12 USD CPM through guaranteed deals, they could lock in a 7 USD preferred deal rate while still getting access to premium placements.
Use Audience Lists Wisely
Many advertisers target the same premium audiences, such as “luxury shoppers” or “business professionals.” This creates competition and drives CPMs higher. To access premium inventory at a lower CPM, you need to think differently about audience lists.
Instead of relying only on Google’s standard affinity or in-market audiences, you can use your own first-party data, customer match lists, or custom intent audiences. These audiences are unique to your brand, and fewer advertisers are competing for them. As a result, your bids can win premium placements at lower prices.
Imagine an automotive company that wants to promote electric cars. Instead of targeting the broad “auto enthusiasts” segment, which everyone is chasing, they can upload their own CRM data of users who previously engaged with their electric vehicle web pages. When they bid on premium video inventory with this audience, the competition is less fierce, and CPMs are more reasonable.
Explore Dayparting and Frequency Caps
Premium inventory does not always have to be expensive. Sometimes CPMs go up simply because advertisers are crowding the same time slots and bombarding the same users. You can reduce your costs by applying dayparting and frequency capping.
Dayparting means running your ads only during times when CPMs are lower but engagement is still strong. For example, connected TV ads may be more expensive during prime-time hours, but late-night slots can deliver similar audiences at a lower cost.
Frequency capping ensures that you are not wasting impressions on the same users repeatedly. By showing your ad fewer times to each user, you can spread your budget across more unique users, often reducing your average CPM.
For example, a food delivery brand may notice that CPMs are high during dinner hours. Instead of competing heavily, they can run ads slightly before peak time, when CPMs are lower, but the audience is still thinking about ordering food.
Test Outstream and Native Formats
Premium publishers often sell their in-stream video and homepage placements at very high CPMs. However, they also offer outstream video and native ad formats that run within articles or content feeds. These formats still appear in a trusted environment, but they cost less than traditional pre-roll or display banners.
For example, a tech company could run native ads within the business section of a top financial news publisher. While a display banner might cost 10 USD CPM, the native ad could be secured for 4 USD CPM, while still delivering strong brand exposure.
Leverage Programmatic Guaranteed for Discounts
Programmatic guaranteed deals in DV360 account are often associated with high CPMs because you are buying a fixed amount of premium impressions. However, if you commit to long-term deals or bulk inventory, publishers are often willing to offer discounts.
Think of it like a wholesale purchase. If you agree to buy a large volume of impressions over several months, you can negotiate lower CPMs.
For instance, a large consumer goods company planning a year-long brand campaign can commit to a guaranteed deal with a premium lifestyle publisher. Instead of paying 15 USD CPM for short-term deals, they may secure a 10 USD CPM rate by committing upfront.
Use Inventory Packages in DV360
DV360 offers inventory packages where Google curates collections of premium publishers across categories such as news, sports, entertainment, or travel. These packages are often priced competitively compared to negotiating individual deals with publishers.
By using these curated packages, you can access premium sites while benefiting from Google’s aggregated buying power, which often translates into lower CPMs.
For example, a sports apparel brand wanting to reach sports fans could use DV360’s sports inventory package. This would give them access to multiple premium publishers at an average CPM of 6 USD, instead of negotiating separately and paying higher rates on each publisher.
Benchmark and Optimize Continuously
Getting premium inventory at lower CPM is not a one-time task. It requires constant monitoring and optimization. Always compare performance across deals, open auctions, and formats. Look at your CPMs alongside engagement metrics such as viewability, click-through rate, and completion rate. Sometimes a slightly higher CPM may actually deliver better results, while a lower CPM may not always be cost effective.
For example, if a premium video deal costs 12 USD CPM but delivers a 70 percent completion rate, it might be better value than a 6 USD outstream video deal with only a 20 percent completion rate. By regularly reviewing these benchmarks, you can fine-tune your strategy to get the best of both worlds: premium inventory at fair prices.
Accessing premium inventory at lower CPM in DV360 is all about being strategic. You do not always need to pay the highest price to appear on high-quality sites or video platforms. By using open auction smartly, negotiating preferred deals, leveraging your own audience lists, applying dayparting and frequency capping, testing different formats, and taking advantage of DV360’s inventory packages, you can reduce your CPMs while still maintaining brand safety and visibility.
Premium inventory will always cost more than generic placements, but that does not mean you need to overspend. The key is to balance quality with efficiency. If you approach DV360 with the mindset of testing, negotiating, and optimizing, you will find plenty of opportunities to stretch your budget further while still securing the placements that matter most to your brand.
The advertisers who succeed are the ones who combine creativity with strategy. They understand the value of premium inventory but know how to buy it smartly. With the right tactics, you can achieve both scale and savings, ensuring your campaigns deliver not only visibility but also value