What is it?
Display & Video 360 (previously known as DoubleClick Bid Manager) is Google’s Demand Side Platform (DSP), where advertisers can organise and streamline all of their programmatic buying options. With precise targeting capabilities, sophisticated brand safety filters, industry-leading fraud protection and frontline reporting, Display & Video 360 really makes the difference to programmatic campaign management.
Display & Video 360 has access to more than 80 Ad Exchanges and over 900 million websites. You can be as broad or as specific with your ad targeting as you want. Finding existing and new website customers based on demographics, interests and purchase intent is a very straightforward task with Display & Video 360. Advertisers can also overlay additional targeting options such as device, environment, page context or page category. With access to 35 third party data providers plus Google’s audience data, reaching the right people has never been easier.
Display & Video 360 advertisers can choose from a range of programmatic buying options, including programmatic guaranteed, direct deals, and open exchange. Marketplace in Display & Video 360 lets you plan, discover and buy premium media, all from one simple interface. Display & Video 360 is also the only DSP that allows access to buy video inventory on YouTube and pay per view with TrueView.
Reporting & Optimisation:
When it comes to reporting and optimisation, Display & Video 360 offers more than 35 dimensions and around 50 metrics, that's without counting the extra 15 metrics available for video campaigns. This basically means advertisers have total visibility of what's going on with their programmatic campaigns with complete transparency on ad placement, performance and cost.
You will be able to see the number of impressions, clicks and conversions on all the websites where your ads are appearing.
With more than 20 types of reports available in Display & Video 360, the combination of metrics is almost limitless. Advertisers can find an answer to any question by pulling the right report; do you want to have a breakdown between post-click and post-view conversions? What about how each creative or device is performing? Or maybe understand the value of each targeting method? With Display & Video 360, you have it all.
There are a few fees that need to be taken into consideration when running programmatic campaigns via any DSP, but Google's Display & Video 360 is so transparent and user friendly that advertisers are able to see all costs and fees within two clicks.
Display & Video 360 plugs seamlessly into Campaign Manager (the ad server) and Google Analytics 360 (GA360). Advertisers can also sync over their remarketing audiences from Google Ads and YouTube. This has a world of benefits including:
- Creating clever remarketing lists in GA360 which link seamlessly to Display & Video 360, allowing advertisers to target those audiences in Display & Video 360 straight away.
- Understanding the quality of the traffic programmatic campaigns send to your website using GA360 data.
- De-duplicating conversions via Campaign Manager. Aligning Display & Video 360 with the rest of the Google Marketing Platform Stack allows for full visibility of conversion credit.
- Running a complex creative strategy in Campaign Manager and syncing that over to Display & Video 360 seamlessly - no hassle with setup!
Want to know more?
Then get in touch to find out how to get going with the power platform that is Display & Video 360.