Display & Video 360 (DV360) is Google’s demand-side platform within Google Marketing Platform. It gives advertisers and agencies a single place to plan, buy, measure, and optimize programmatic campaigns across display, video, audio, CTV, DOOH, and mobile inventory. DV360 connects to 80+ ad exchanges and reaches over 90% of the internet.
For advertisers already using Campaign Manager 360, Search Ads 360, or GA4, Display & Video 360 integrates natively with the rest of the Google stack.
Inventory access
DV360 buys across 80+ exchanges and supports programmatic guaranteed and instant deals. CTV inventory includes Netflix, Tubi, and YouTube Reserved formats. The YouTube Reserved access through programmatic guaranteed is exclusive to DV360 and not available through other DSPs. Audio inventory covers major streaming and podcast publishers. DOOH placements connect to digital out-of-home screens globally.
Targeting
Targeting draws on Google’s own audience data alongside third-party data integrations. Options include in-market segments, affinity audiences, demographic layers, custom intent audiences built from search behavior, and Customer Match from first-party data. Frequency management works across channels and placements, with new metrics showing budget saved through frequency capping and the cost efficiency of each reach impression.
AI and bidding
In May 2025, Google deprecated manual CPM bidding in DV360, making AI-driven bidding the default. Automated bidding strategies adjust in real time based on performance signals across the full campaign. A new AI Search feature lets users query their campaigns using natural language – for example, “show all CTV campaigns with CPM below $10” – surfacing the relevant settings and metrics without manual navigation.
GMP integration
DV360 connects directly with Campaign Manager 360 for ad serving, SA360 for search coordination, and GA4 for audience and conversion data. Advertisers working across channels share audiences, coordinate attribution, and report from a single measurement framework.
Who it’s for
DV360 suits brands and agencies running programmatic campaigns at scale across multiple channels. It’s particularly valuable for advertisers already on Google Marketing Platform. The integration with the rest of the GMP stack creates a unified view of performance.
