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DV360, or Display & Video 360, is Google's enterprise demand-side...
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Jun 23, 2026 | 5 Minutes | 
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DV360, or Display & Video 360, is Google's enterprise demand-side platform. It lets you buy ad inventory across Google and third-party exchanges automatically. Unlike Google Ads, DV360 gives you access to YouTube, connected TV, audio, and 80+ ad networks. DV360 sits on the buyer side of programmatic advertising. Google also runs a seller side platform for publishers, creating confusion. It's not self-serve like Google Ads. You need a certified reseller account, typically with a minimum spend. If you manage complex media campaigns across channels, DV360 is built for your scale and needs.
DV360 is Google's demand-side platform for buying ads automatically and programmatically. A DSP is a tool that advertisers use to purchase impressions in real time. The name reflects what it does: it handles display ads, video ads like YouTube, and audio ads across networks.
When we say demand-side platform, we mean the buyer's tool for purchasing inventory spots. Google also runs Ad Manager on the seller side for publishers. This dual role confuses many people in the industry. But the distinction is clear and important. DV360 is a DSP on the buy side of the ecosystem.
When you use DV360, you bid on ad impressions automatically and at scale. These come from Google Ad Manager, YouTube, Google Display Network, and other exchanges. In milliseconds, your rules decide if you should bid on each impression. This real-time process is called programmatic buying and is core to DV360.
DV360 and Google Ads both run ad campaigns across the internet and digital channels. But they work differently at different scales. Here's what makes DV360 special compared to Google Ads.
Access More Inventory Networks
Google Ads mainly reaches Google places: Search, Display Network, and YouTube properties. DV360 reaches over 80 ad networks and exchanges globally. You can buy from these options:
Use Four Types of Deals Together
Google Ads mostly uses open auction bidding with others. DV360 lets you use all four deal types at once simultaneously. You can mix them based on your specific goals. This is helpful for large brands needing both wide reach and premium spots.
Control How Often Users See Your Ads
Google Ads limits one user to see your ad once per day limit. DV360 lets you set limits as tight as once per minute per user. This prevents people from seeing your ad too many times. It keeps your brand safe from ad fatigue.
Add Outside Audience Data
Google Ads uses data from Google's network only. DV360 lets you add data from other companies like BlueKai and Acxiom. You can mix Google's data with outside data sources. This helps when Google's data doesn't match your customer profile exactly.
Connect With Google's Other Tools
DV360 connects to Analytics 360, Campaign Manager 360, GA4, and Search Ads 360. Your audience lists from GA4 appear in DV360 right away. Your ads in Campaign Manager appear there too. You see all your results together across search, video, display, and CTV channels.
More Levels to Organize Campaigns
Google Ads has three levels: Campaign, Ad Group, and Ad. DV360 has five levels: Partner, Advertiser, Campaign, Insertion Order, and Line Item. This gives you more control and flexibility. You can set different rules at each level. This works well for large companies managing many campaigns.
DV360 is built for large enterprise brands running significant programmatic campaigns. These brands spend several crores yearly or substantial amounts each quarter. If you buy ads across display, video, CTV, and audio channels together, DV360 is your right tool.
Use DV360 DSP if you:
How to Get Started With DV360
DV360 is not like Google Ads, which you can sign up alone. You must work with a Google certified reseller or Google directly. You need to spend a minimum amount each month to qualify. Google needs this to provide proper dedicated support. A manager will help you set up the platform structure. They make sure your data connects right to all systems.
DWAO is a certified DV360 DSP reseller with Google. We help brands get a DV360 account in just a few weeks of work. We manage your Google connection and do all setup work. We keep making your campaigns better over time. This makes it easy for Indian brands to use DV360 DSP.
Once live, read our guides on what DV360 offers you, how to run good DV360 campaigns, and what ads work best. We also have a DV360 vs Amazon DSP comparison to help you pick.
DV360 is a demand-side platform, not a supply-side platform. It's the buyer's tool for advertisers. Google Ad Manager is the seller's tool for publishers. Both are Google products, which causes confusion. But DV360 is clearly a DSP.
Google Ads reaches only Google's owned spots and is open to all users. DV360 reaches 80+ networks and exchanges. It works with GA4 and Campaign Manager 360. It has different deal types you can use. It needs a certified partner to access. Pick Google Ads for simple keyword ads. Pick DV360 for large multi-channel buying.
Yes, you can use DV360 without selling anything. DV360 doesn't require Google Shopping sales. You can run brand awareness or lead ads. You don't have to sell products on Google.
It's a deal where you agree on a price with a publisher upfront. You both buy and sell automatically without manual work. Use it when you want quality premium spots with easy buying.
Yes, absolutely. Your GA4 audiences appear in DV360 right away. Floodlight tags track sales and events. Make an audience in GA4 and use it in DV360 the same day. No manual export needed.
There's no set amount required upfront. It depends on your reseller and Google's assessment. Most big brands start with thousands per month spending. DWAO can talk to Google about your specific needs.