It's been a while since our last traffic source breakdown, so today we're looking at DV360. It's Google's programmatic advertising platform built around the DSP model. In other words, Google resells impressions from third-party properties, including more than 80 ad exchanges and premium publishers like Forbes, ESPN, NYT, etc.

Audience

DV360 has an extremely broad audience. According to some estimates, it can reach up to 80% of users worldwide.

Ad Formats

There's maximum variety when it comes to formats: display ads, video (including the ability to run directly on YouTube), audio ads, CTV/OTT (ads inside streaming services), native ads and more. Text ads, however, aren't supported.

Ad Buying Models

There's just as much variety in buying models. Besides the familiar open auction, there's PMP (a private auction for a limited group of advertisers), Preferred Deals (a fixed price without guaranteed impression volume, such as a banner on the Forbes homepage on a particular day), and Programmatic Guaranteed (a fixed price + guaranteed impression volume).

Third-Party Data and Targeting

Another huge advantage of DV360 is third-party data. Google's data is supplemented with segments from Oracle Data Cloud, Experian and LiveRamp, offering powerful targeting options - down to cohorts such as «owners of premium cars aged 3-5 years» or «Fortune 500 senior management».

Purchase Data

DV360 has also recently added purchase data from Costco and Dollar General. That means the system can distinguish people who are merely interested in, say, sports nutrition from those who actually buy it.

Moderation

However, since DV360 is part of Google Marketing Platform, moderation is very strict. Most agencies try to avoid any gray- or black-hat verticals (and even if you can run a typical affiliate offer, the provider's commission will be huge because of the risks).

It's been a while since our last traffic source breakdown, so today we're looking at DV360. It's Google's programmatic advertising platform built around the DSP model. In other words, Google resells impressions from third-party properties, including more than 80 ad exchanges and premium publishers like Forbes, ESPN, NYT, etc.

Audience

DV360 has an extremely broad audience. According to some estimates, it can reach up to 80% of users worldwide.

Ad Formats

There's maximum variety when it comes to formats: display ads, video (including the ability to run directly on YouTube), audio ads, CTV/OTT (ads inside streaming services), native ads and more. Text ads, however, aren't supported.

Ad Buying Models

There's just as much variety in buying models. Besides the familiar open auction, there's PMP (a private auction for a limited group of advertisers), Preferred Deals (a fixed price without guaranteed impression volume, such as a banner on the Forbes homepage on a particular day), and Programmatic Guaranteed (a fixed price + guaranteed impression volume).

Third-Party Data and Targeting

Another huge advantage of DV360 is third-party data. Google's data is supplemented with segments from Oracle Data Cloud, Experian and LiveRamp, offering powerful targeting options - down to cohorts such as «owners of premium cars aged 3-5 years» or «Fortune 500 senior management».

Purchase Data

DV360 has also recently added purchase data from Costco and Dollar General. That means the system can distinguish people who are merely interested in, say, sports nutrition from those who actually buy it.

Moderation

However, since DV360 is part of Google Marketing Platform, moderation is very strict. Most agencies try to avoid any gray- or black-hat verticals (and even if you can run a typical affiliate offer, the provider's commission will be huge because of the risks).

It's been a while since our last traffic source breakdown, so today we're looking at DV360. It's Google's programmatic advertising platform built around the DSP model. In other words, Google resells impressions from third-party properties, including more than 80 ad exchanges and premium publishers like Forbes, ESPN, NYT, etc.

Audience

DV360 has an extremely broad audience. According to some estimates, it can reach up to 80% of users worldwide.

Ad Formats

There's maximum variety when it comes to formats: display ads, video (including the ability to run directly on YouTube), audio ads, CTV/OTT (ads inside streaming services), native ads and more. Text ads, however, aren't supported.

Ad Buying Models

There's just as much variety in buying models. Besides the familiar open auction, there's PMP (a private auction for a limited group of advertisers), Preferred Deals (a fixed price without guaranteed impression volume, such as a banner on the Forbes homepage on a particular day), and Programmatic Guaranteed (a fixed price + guaranteed impression volume).

Third-Party Data and Targeting

Another huge advantage of DV360 is third-party data. Google's data is supplemented with segments from Oracle Data Cloud, Experian and LiveRamp, offering powerful targeting options - down to cohorts such as «owners of premium cars aged 3-5 years» or «Fortune 500 senior management».

Purchase Data

DV360 has also recently added purchase data from Costco and Dollar General. That means the system can distinguish people who are merely interested in, say, sports nutrition from those who actually buy it.

Moderation

However, since DV360 is part of Google Marketing Platform, moderation is very strict. Most agencies try to avoid any gray- or black-hat verticals (and even if you can run a typical affiliate offer, the provider's commission will be huge because of the risks).

It's been a while since our last traffic source breakdown, so today we're looking at DV360. It's Google's programmatic advertising platform built around the DSP model. In other words, Google resells impressions from third-party properties, including more than 80 ad exchanges and premium publishers like Forbes, ESPN, NYT, etc.

Audience

DV360 has an extremely broad audience. According to some estimates, it can reach up to 80% of users worldwide.

Ad Formats

There's maximum variety when it comes to formats: display ads, video (including the ability to run directly on YouTube), audio ads, CTV/OTT (ads inside streaming services), native ads and more. Text ads, however, aren't supported.

Ad Buying Models

There's just as much variety in buying models. Besides the familiar open auction, there's PMP (a private auction for a limited group of advertisers), Preferred Deals (a fixed price without guaranteed impression volume, such as a banner on the Forbes homepage on a particular day), and Programmatic Guaranteed (a fixed price + guaranteed impression volume).

Third-Party Data and Targeting

Another huge advantage of DV360 is third-party data. Google's data is supplemented with segments from Oracle Data Cloud, Experian and LiveRamp, offering powerful targeting options - down to cohorts such as «owners of premium cars aged 3-5 years» or «Fortune 500 senior management».

Purchase Data

DV360 has also recently added purchase data from Costco and Dollar General. That means the system can distinguish people who are merely interested in, say, sports nutrition from those who actually buy it.

Moderation

However, since DV360 is part of Google Marketing Platform, moderation is very strict. Most agencies try to avoid any gray- or black-hat verticals (and even if you can run a typical affiliate offer, the provider's commission will be huge because of the risks).