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Sr. Director - Media
DV360 | DV360
When you gain access to a DV360 account, you see...
By Aditya Mohite
Jun 23, 2026 | 5 Minutes | 
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When you gain access to a DV360 account, you see several numeric identifiers that look similar. They serve completely different purposes. The most common confusion happens between the Partner ID, Advertiser ID, and Seat ID. Each plays a distinct role in your account. Getting this right saves time during GA4 linking, API use, and third-party integrations.
This guide explains what each identifier does and where to find it. We have seen teams spend hours hunting for the right ID in Google's documentation. This article puts everything in one place. You can move forward with complete confidence.
The Partner ID is a unique number assigned to your partner entity at the top of your account. In DV360, a partner can be an agency, a trading desk, or a large advertiser. This entity holds advertiser accounts below it.
Think of it as an anchor for your entire account structure. All advertisers under your partner share the same number. Each advertiser has its own separate Advertiser ID. Google's Display & Video 360 documentation confirms this is a core property.
This number stays the same no matter what. It does not change if you manage one brand or many brands. It does not change based on campaigns or time period. It is permanent. It stays the same when you use APIs or link to other platforms.
These three identifiers have three different roles in your account. Using the right one prevents delays during integrations.
Partner ID sits at the top of your account. Use it when:
Advertiser ID sits one level below your partner account. Each brand has its own unique value. Use it when:
Seat ID is used for private marketplace deals with SSPs. This number tells an SSP where to send deal inventory. In most cases, your Seat ID matches this number. Different SSPs may want different formats.
The key takeaway: start with your use case. Linking analytics for your whole partner? Use the top number. Setting up a campaign for one brand? Use the advertiser number. Activating a private marketplace deal? Ask your SSP for their format.
Finding this number takes four straightforward clicks in DV360:
Sign in to displayvideo.google.com with your DV360 credentials.
Look at the top-left corner for the account switcher. Click on it and select your partner name. Do not select one advertiser.
Now you are in the partner view. Navigate to Partner Settings from the left menu.
Click on Basic Details and your number appears here. Copy it for your records.
To compare, select one advertiser in Partner Settings and check that advertiser's Basic Details page. You will see the Advertiser ID displayed. Notice how it is different from the top number. It belongs to just that brand.
When you set up GA4 linking or connections with LiveRamp or mParticle, paste this number into the configuration form. If it asks for an Advertiser ID, go to that advertiser's settings. In most cross-platform scenarios, the top number is what you need.
GA4 Product Linking. When you link DV360 to GA4, you link at the partner level and share this number during setup. Once linked, DV360 data flows into GA4 automatically. A dimension called "DV360 partner ID" shows up in GA4. This lets you see traffic from each linked partner.
Data Platform Connections. Platforms like LiveRamp, mParticle, and Adobe Experience Platform need this number to connect to your DV360 account. These integrations let you send audiences directly into DV360 for improved targeting.
API Workflows. If your team builds custom reporting tools or automation scripts, the DV360 API requires this number when listing or filtering advertisers. This is mandatory for all partner-level API calls.
Reporting Tool Integrations. Tools that pull DV360 data for central dashboards ask for this number during setup. This includes analytics platforms and BI tools.
If you do not see your partner account in the switcher, you may not have partner-level access. You may only have advertiser-level access right now. Contact your DV360 admin and ask for partner-level access. Once done, you will see your partner name.
No, they are completely different. Google Ads uses a 10-digit customer ID specific to Google Ads. This DV360 ID is separate and belongs only to DV360. They are not the same. Your DV360 account may link to the same Google organization, but the numbers are separate.
The linking will fail or create unexpected behavior. GA4 expects this number at the organization level, not the brand level. If you use the advertiser number by mistake, it will not work. Always check which number you copy.
No, it will not change once Google assigns it during account setup. It stays permanent no matter what. It will not change if you rename your company or restructure accounts. It will not change if you move to different regions. It is permanent.
Each platform names this field differently in their setup forms. Look for a field asking for a number representing your whole DV360 organization, not one advertiser. When in doubt, check the platform's DV360 guide or contact their support team.
After linking with your Partner ID, go to GA4 and run a real-time report. Look for DV360 traffic. Once you see events labeled with your DV360 partner ID dimension, the connection is active. It may take 24 to 48 hours for historical data to show up.
Yes, this is normal when an agency manages multiple clients. If you have multiple advertiser accounts under one partner, they all share the same top number. Each brand has its own Advertiser ID. For account setup details, visit our page on DV360 account setup and seat activation.
No, this number is private and sensitive. Treat it like a password for your account. Share it only with authorized team members and vendors during setup. Never post it online or in public. To learn more about DV360, visit our DV360 features and platform capabilities page.