What is the difference between DV360 and Google Ads?

The main differences include:

• Inventory: DV360 has access to more ad inventory across multiple exchanges, while Google Ads primarily uses Google's own network.

• Targeting: DV360 offers more advanced audience targeting options, including first-party data integration.

• Features: DV360 provides more sophisticated tools for campaign management, reporting, and optimization.

• Pricing: DV360 typically requires higher budgets and has additional fees compared to Google Ads.

 

Why choose DV360 over Google Ads?

Reasons to choose DV360 include…

• Wider reach across multiple ad exchanges

• More advanced targeting capabilities

• Better integration with other Google Marketing Platform tools

• Access to premium inventory and formats

• Enhanced reporting and optimization features

 

How can DV360 differ from Performance Max campaigns?

Some clarity on the inventory differences between Pmax & DV360,

• PMax inventory (blue rectangle in the attached image) consists of the Google Network - 2 million+ sites including Google owned and operated properties like Gmail and YouTube (but not YouTube TV), as well as websites that partner with Google.

• DV360 inventory (green rectangle) includes the Google Network, but also has access to:

  • A large range of ad exchanges across the full programmatic and CTV ecosystem

  • Access to incremental media channels (DOOH, Audio, Native)

  • Exclusive access to YouTube TV

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DV360 Features vs Google Ads Features

Inventory Access

• DV360 provides access to a much broader range of ad inventory across multiple ad exchanges and premium publishers.

• Google Ads is limited primarily to Google's own ad network inventory.

Targeting Capabilities

• DV360 offers more advanced audience targeting options, including integration with third-party data providers.

• Google Ads has more limited targeting options, mainly using Google's first-party data.

Programmatic Capabilities

• DV360 is a specialized programmatic platform with advanced real-time bidding and optimization features.

• Google Ads has some programmatic capabilities but is not as sophisticated as DV360 in this area.

Reporting and Analytics

• DV360 provides more granular reporting and analytics options.

• Google Ads offers standard reporting but with less depth than DV360.

 

CM360 vs Google Ads

Ad Serving and Management

• CM360 is primarily an ad server and campaign management tool for large advertisers.

• Google Ads is an all-in-one platform for ad buying and management, but with less specialized features than CM360.

Cross-Channel Tracking

• CM360 allows for centralized tracking and attribution across multiple channels and platforms.

• Google Ads tracking is more limited to its own ecosystem.

Integration with Other Platforms

• CM360 integrates seamlessly with other Google Marketing Platform products like DV360.

• Google Ads has more limited integration capabilities.

 

DV360/CM360 vs Google Ads PMax

Campaign Control

• DV360 and CM360 offer more granular control over campaign settings and optimizations.

• PMax campaigns use automated, AI-driven optimization with less manual control.

Inventory Reach

• DV360 can access a wider range of inventory across multiple exchanges.

• PMax campaigns are limited to Google's owned and operated properties and partner networks.

Reporting Depth

• DV360 and CM360 provide more detailed, customizable reporting options.

• PMax offers simplified reporting with less granularity.

 

Audience Targeting

• DV360 allows for more sophisticated audience targeting and segmentation.

• PMax relies more heavily on Google's AI for audience targeting.

 

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