What is Display & Video 360?
Display & Video 360, often shortened to DV360, is a programmatic platform developed by Google and integrated into the Google Marketing Platform. It is designed to meet the needs of advertisers and agencies looking to manage, optimize and measure display and video campaigns at scale.
This platform centralizes the buying of ad space across Google's display network, while also providing access to inventory well beyond it, thanks to a combination of advanced targeting, automation and in-depth performance analysis.
The main features of DV360
DV360 is built on a modular architecture organized around five major pillars: campaigns, audiences, creatives, inventory and insights. This structure makes it possible to manage the entire advertising process, from planning to measuring results, including the creation and buying of ad space.
The platform offers native features such as audience targeting, insertion order management, bid automation and detailed reporting. It also incorporates machine learning tools to optimize bids in real time, ensuring maximized performance.
With DV360, you can manage display and video campaigns, serve ads in a variety of formats (such as rich media, audio or connected TV), and leverage first party data to refine targeting. The platform also simplifies budget management, lets you track campaign performance and adjust strategies in real time.
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How DV360 stands out from other platforms
DV360 stands out for its seamless integration with the Google Ads ecosystem and the Google Marketing Platform. This synergy makes it easier for marketing teams to collaborate, to use CRM data, and to leverage Google audiences. It offers greater control over campaigns, transparency around spend, and the ability to buy ad space not only on Google's display network, but also on third party exchanges and premium partners.
In addition, DV360 lets you run programmatic display and video campaigns, manage complex insertion orders and use first party data to personalize ads. Thanks to its machine learning algorithms, the platform automatically optimizes bids and offers recommendations to improve performance. Finally, it lets you measure campaign impact through detailed reporting and advanced analytics tools.
Data security and compliance in DV360
Protecting user data
Protecting user data is a core priority within Display & Video 360. Google has built advanced mechanisms into the platform to preserve privacy while delivering a personalized advertising experience.
Thanks to technologies such as Federated Learning of Cohorts (FLoC) and the Privacy Sandbox initiatives, DV360 enables precise targeting without exposing personal data on an individual basis. This ensures that ads respect users' privacy while remaining relevant.
In addition, DV360 uses sophisticated tools to detect and filter out fraudulent impressions, ensuring that advertisers pay only for genuine interactions. These mechanisms strengthen both ad security and campaign transparency.
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Compliance with global regulations
DV360 strictly complies with international data protection standards and regulations, in particular the General Data Protection Regulation (GDPR) in Europe. The platform limits the use of personal data and requires partners to obtain user consent before any processing for advertising purposes. Consent banners and various measures are built in to ensure compliance and encourage responsible data collection.
In addition, DV360 meets the high security and privacy standards set by Google and regulatory bodies. These efforts not only protect user data, but also strengthen trust in the programmatic ecosystem by promoting ethical and responsible use of data in advertising campaigns.
Forecasts and the future evolution of DV360
Expected innovations and updates
Display & Video 360 continues its impressive evolution in 2025 with major updates that are reshaping the management of advertising campaigns. Among the most notable changes is the gradual phase-out of manual bidding with CPM multipliers, replaced by fully automated bidding based on machine learning.
With this new approach, your role evolves: you focus on defining the campaign strategy and objectives, while the platform optimizes bids in real time to maximize performance.
At the same time, Google is introducing significant improvements to the management of display video campaigns. Starting in September 2025, several updates will enrich the platform's capabilities, affecting reporting metrics and adjusting some existing workflows. In addition, access to premium video formats is expanding thanks to the growing integration of Demand Gen, which is gradually replacing YouTube video action campaigns.
This expansion makes it possible to reach more than 3 billion monthly users across YouTube, Discover, Gmail and video partner inventory.
Direct deals are also becoming a strategic priority. With the disappearance of third party cookies and heightened attention to data privacy, spend on Private Marketplaces is expected to increase by nearly 13% in 2025.
DV360 now makes it easier to access fast, quote-based deals, ideal for urgent launches or permanent brand placements that require speed and flexibility.
Implications for digital marketing strategies
These developments are redefining the way you approach digital marketing and the management of display video campaigns. Greater automation through machine learning encourages you to focus more on building a clear strategy and on providing high-quality data to the platform. It becomes essential to clearly articulate your campaign objectives and your key performance indicators so that Google's algorithms can optimize your results effectively.
Furthermore, broader access to premium inventory, including connected TV, YouTube and Private Marketplaces, offers unprecedented opportunities to diversify your audience approaches and strengthen your omnichannel strategies. You can now target your audiences more precisely by leveraging first party data and engagement signals, while benefiting from better traceability and transparency around your advertising spend.
Finally, consolidating reports and key performance indicators within a unified platform considerably simplifies decision-making. Thanks to real-time dashboards, you can monitor your campaign performance by geography, device and audience, which lets you optimize quickly and allocate your budgets more efficiently.
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Conclusion
Display & Video 360 is much more than a simple media buying tool: it is a complete platform that transforms your digital strategy. By bringing together your display and video campaigns, automating your bids through machine learning, and giving you access to more than 90 Ad Exchanges, DV360 lets you reach your audiences with unmatched precision and efficiency. Constant innovation, particularly around connected TV and premium formats, ensures that you stay competitive in a constantly evolving market.
Don't waste any more time: bring DV360 into your marketing ecosystem today. Leverage your first party data, set precise objectives, and let Google's programmatic platform optimize your performance in real time.
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