How to Use Display & Video 360 (DV360) in 2026: Complete Programmatic Advertising Guide

Display & Video 360 (DV360) is Google's enterprise programmatic advertising platform for brands with ₹10L+ monthly budgets in 2026. Unlike Google Ads, DV360 provides access to 90+ ad exchanges, premium inventory through private marketplace deals, connected TV (CTV) advertising, and advanced cross-channel measurement. This guide covers everything you need to master programmatic advertising with DV360.

Whether you're evaluating DV360 for your enterprise, an agency setting up new campaigns, or a marketing leader wanting to understand programmatic buying, this comprehensive guide provides practical strategies and implementation guidance.

What Is Display & Video 360 2026?

Display & Video 360 (DV360) is Google's enterprise-grade demand-side platform (DSP) for programmatic advertising in 2026. As a core component of the Google Marketing Platform, DV360 enables large advertisers and agencies to buy digital advertising inventory across display, video, audio, native, and connected TV (CTV) channels through a unified interface.

Unlike Google Ads, which focuses on Google's owned properties, DV360 provides access to 90+ ad exchanges and premium inventory sources, making it the go-to platform for enterprise media buying and brand awareness campaigns in 2026.

Who Uses DV360 in 2026?

• Enterprise advertisers with ₹10L+ monthly budgets
• Media agencies managing multiple large accounts
• D2C brands running cross-channel campaigns
• Funded startups scaling brand awareness
• FMCG and retail companies targeting mass audiences

DV360 Core Modules

Module	Purpose
Campaigns	Main dashboard for building and managing ad campaigns
Audiences	Tools for demographic, interest, behavioral, and first/third-party data targeting
Creatives	Suite for designing and managing ad formats including dynamic creatives
Inventory	Access to Google Ad Exchange, third-party exchanges, and private marketplaces
Insights	Reporting, analytics, and measurement tools

How DV360 Works: Programmatic Advertising 2026

DV360 enables programmatic advertising—automated buying and selling of digital ad inventory in real-time through auctions.

Programmatic Buying Types

Type	Description	Best For
Real-Time Bidding (RTB)	Open auction where advertisers bid for impressions in milliseconds	Scale, reach, cost efficiency
Private Marketplace (PMP)	Invitation-only auction with premium publishers	Brand safety, premium placement
Programmatic Guaranteed	Direct deals with guaranteed impressions and fixed pricing	Reserved premium inventory
Preferred Deals	First-look access at fixed prices before open auction	Priority access without commitment

Campaign Hierarchy

1. Partner (top level, typically agency)
2. Advertiser (brand or client)
3. Campaign (objective, budget, dates)
4. Insertion Order (budget allocation, pacing)
5. Line Item (targeting, bidding, creative assignment)

Key Features & Capabilities 2026

Multi-Channel Campaign Management

DV360 enables marketers to manage campaigns across all digital channels:

• Display: Banner ads, native, responsive display
• Video: YouTube, in-stream, out-stream, bumper ads
• Connected TV (CTV): Smart TV apps, streaming services
• Audio: Podcast ads, music streaming
• Native: In-feed ads matching content style
• Digital Out-of-Home (DOOH): Digital billboards, screens

Advanced Audience Targeting

• First-party data integration: Customer lists, CRM data, website visitors
• Google Audience segments: Affinity, in-market, life events
• Custom intent audiences: Based on search behavior
• Third-party data: DMP integration for extended reach
• Cross-device tracking: Google's identity graph for unified view

Premium Inventory Access

• YouTube via programmatic buying
• Google Display Network
• 90+ third-party exchanges
• Private marketplace deals with premium publishers
• Connected TV inventory (Hotstar, SonyLIV in India)

2026 Update: Live Sports Capabilities

In January 2026, Google announced advanced biddable capabilities for live sports advertising in DV360:

• Curated inventory packages for major sporting events
• Unified reach and personalization with NBCUniversal's live CTV inventory
• Streamlined activation for live sports campaigns

DV360 vs Google Ads: Which Platform? 2026

Feature	Google Ads	Display & Video 360
Target User	SMBs to mid-market	Enterprise, agencies
Minimum Spend	No minimum	₹5-10L+ monthly
Inventory	Google properties only	Google + 90+ exchanges + PMPs
Campaign Types	Search, Display, Video, Shopping	Display, Video, Audio, CTV, Native
Targeting	Standard	Advanced (DMP, cross-device)
Programmatic	Limited	Full programmatic suite
Private Deals	No	Yes (PMPs, PG)
CTV/Audio	Limited	Full support
Best For	Direct response, lead gen	Brand awareness, reach

Setting Up DV360 Campaigns 2026

Prerequisites

1. Google Marketing Platform access (requires application/partner)
2. Campaign Manager 360 setup for ad serving and tracking
3. Floodlight tags implemented on website
4. First-party data uploaded (optional but recommended)
5. Creative assets prepared (display, video formats)

Step-by-Step Setup

1. Create Advertiser: Set up advertiser profile, link Campaign Manager 360
2. Create Campaign: Define objective, budget, dates, frequency caps
3. Create Insertion Order: Allocate budget, set pacing, define goals
4. Create Line Items: Select inventory, configure targeting, set bids
5. Launch and Monitor: Review settings, submit, optimize

Campaign Types & Strategies 2026

Display Campaigns

Banner ads across GDN and open exchange. Best for brand awareness, remarketing, prospecting.

Video Campaigns

YouTube and video partners: in-stream, bumper ads, out-stream. Best for brand storytelling, product launches.

Connected TV (CTV) Campaigns

Smart TV apps and streaming services (Hotstar, SonyLIV, ZEE5 in India). Best for TV reach extension, cord-cutter targeting.

Audio Campaigns

Podcast and music streaming ads (Gaana, JioSaavn, Spotify in India). Best for brand awareness, reach extension.

Audience Targeting Options 2026

First-Party Audiences

• Customer Match: Upload CRM lists (email, phone)
• Website visitors: Remarketing lists from Floodlight
• App users: Firebase audiences

Google Audiences

• Affinity: Long-term interests
• In-market: Active purchase intent
• Life events: Major moments (marriage, moving)
• Custom intent: Based on search behavior

Bidding Strategies & Optimization 2026

Strategy	Description	Best For
Fixed CPM	Manual bid per 1,000 impressions	Control, testing
Maximize Conversions	AI optimizes for conversions	Conversion campaigns
Target CPA	Optimize to target cost-per-acquisition	Lead generation
Viewable CPM	Pay only for viewable impressions	Brand awareness

DV360 Pricing & Costs 2026

Cost Structure

Component	Details
Platform Fee	10-15% of media spend (negotiable at scale)
Media Cost	CPM rates vary by inventory (₹50-500+ CPM)
Data Fees	Third-party audience data costs
Minimum Spend	₹5-10 lakh monthly in India

Example Cost Calculation

Component	Amount
Media Spend	₹10,00,000
Platform Fee (12%)	₹1,20,000
Data Fees	₹50,000
Total Cost	₹11,70,000

When to Use DV360 vs Google Ads 2026

Use DV360 When:

• Media spend exceeds ₹10 lakh monthly
• Need programmatic capabilities (PMPs, programmatic guaranteed)
• Brand awareness is primary objective
• Running CTV, audio, or DOOH campaigns
• Advanced measurement (Brand Lift) required

Use Google Ads When:

• Media spend under ₹5 lakh monthly
• Direct response focus (leads, sales)
• Search advertising is core strategy
• Self-service management preferred

Use Both (Full-Funnel) When:

• Total budget exceeds ₹25 lakh monthly
• Need both awareness and conversion goals
• Running integrated cross-channel strategy

FAQs: Display & Video 360 2026

What is Display & Video 360 (DV360)?

Display & Video 360 is Google's enterprise-grade demand-side platform (DSP) for programmatic advertising. It enables advertisers to buy display, video, audio, native, and connected TV inventory across Google properties and 90+ ad exchanges through a single platform.

What is the difference between DV360 and Google Ads?

DV360 is designed for enterprise advertisers with large budgets (₹10L+ monthly) and offers access to premium inventory across 90+ exchanges, advanced programmatic features, private marketplace deals, and CTV advertising. Google Ads targets SMBs with no minimum budget and focuses on Google's owned properties.

How much does Display & Video 360 cost?

DV360 operates on a percentage of media spend model, typically 10-15% platform fee on top of media costs. Minimum spend requirements typically start at ₹5-10 lakh monthly in India. Enterprise agreements can negotiate lower platform fees based on annual commitments.

Who should use DV360?

DV360 is ideal for enterprises spending ₹10L+ monthly on advertising, agencies managing multiple large accounts, brands running CTV and connected audio campaigns, and companies requiring advanced cross-channel measurement. It's not suitable for small businesses or those focused primarily on search advertising.