Differences Between Google Ads and DV360

Aug 7, 2025

Summary

  • The session introduced the differences between Google Ads and Display & Video 360 (DV360), targeting digital marketers interested in DV360.
  • Key distinctions included platform accessibility, campaign types, reach, placement controls, inventory buying methods, audience targeting, and integration capabilities.
  • The video is part of a playlist guiding viewers through campaign creation, optimization, and reporting in DV360.
  • No specific attendees, action items, deadlines, or decisions were discussed.

Action Items

  • None identified in this session.

Key Differences Between Google Ads and DV360

Platform Purpose and Accessibility

  • Google Ads is designed for end users or professionals with small budgets; anyone can create an account and start campaigns.
  • DV360 is intended for large companies and agencies with significant ad spend; requires contacting Google or an authorized reseller for account creation.

Campaign Types

  • Google Ads supports search, shopping, display, Gmail, and YouTube campaigns.
  • DV360 supports video, audio, and display campaigns but not search or shopping; can serve ads on multiple platforms, including OTT and live TV channels.

Reach

  • Google Ads campaigns are limited to the Google Display Network (GDN), which consists of websites partnered via AdSense.
  • DV360 can access up to 90% of websites and apps by connecting to multiple ad networks and exchanges, offering significantly broader reach.

Placement Selection & Inventory Buying

  • Google Ads allows advertisers to select placements only from GDN partners.
  • DV360 offers more granular placement selection, allowing targeting of any website/app and selection by category.
  • DV360 supports three buying methods: open auction (wide reach), private marketplaces (inventory from specific publishers for select advertisers), and programmatic guaranteed deals (fixed impressions with specific publishers).

Audience Targeting & Integrations

  • Google Ads provides Google affinity and in-market audiences only.
  • DV360 offers these plus access to third-party audiences from partners like Oracle.
  • Google Ads lacks support for external integrations for audience targeting or ad serving.
  • DV360 integrates with data management platforms (DMPs) and ad servers (like DCM), enabling advanced audience data utilization and creative asset management.

Ownership and History

  • Google Ads was originally called AdWords and was developed by Google.
  • DV360, previously DoubleClick Bid Manager (DBM), originated from DoubleClick, which Google acquired in 2008.

Decisions

  • No formal decisions recorded.

Open Questions / Follow-Ups

  • No open questions or follow-ups noted in this session.

Full transcript