Currently, Google owns two ad platforms: Google Ads and DV360. One of the common questions in the ad industry is “What is the key difference between Google Ads vs DV360?”. This post will help you to understand the difference better.
SRIDARAN BASKARAN
Using the Google Ads (formerly Adwords) platform, advertisers can display their advertisements on the sites and apps connected with the Google Display Network. Around 2 million websites and apps are connected with the Google Display Network. Google Ads is suitable for Small and Medium level businesses. Because limited inventories and targetings are only available on Google Ads. But, Display & Video 360 (DV360) allows advertisers to show their advertisements on sites and apps connected with various ad exchanges. Also, numerous targeting possibilities are also available in DV360. DV360, the demand side platform suits big companies. Here, we will discuss the major differences between Google Ads and DV360 platforms.
Inventory
Google Ads : Marketers are able to show their advertisements only on the websites/applications available on Google Display Network. The Google Display Network comprises Google properties like YouTube, Google Finance, Gmail, and others that offer display advertising, as well as a network of millions of partner sites and mobile apps on which you can place your ads. Google Ads is suitable for small and medium category businesses.
DV360 : Display Video 360 is a demand side platform and here marketers can access inventory from other exchanges. DV360 is connected with 80+ ad exchanges so marketers can show their advertisements on all sites and applications. The inventory availability is higher here so marketers can get higher quality inventories. DV360 is suitable for large brands.
Targeting
Google Ads : In Google Ads, only audience and content targeting are available.
DV360 : In DV360 marketers can access more targetings along with audience targeting and content targeting. Browser , Device, Connection Speed, Carrier & ISP, Brandsafety, Environments, Viewability and etc targetings available. So, marketers narrow down the audience and show their advertisements more effectively.
Third Party Data
Google Ads : In google ads, google’s own targeting data is only available.
DV360 : In DV360, a lot of third party provider’s data is available to target. So, marketers can use a wide range of user data to run their campaigns more effectively.
Integrations
Google Ads : DMP and Ad Server integration are not available in Google Ads.
DV360 : DMP integration and DCM ad server integration are available in DV360. Using DMP integration, marketers can build customized audiences by combining first party and third party data.
Using DCM integration, you can import the creatives from the DCM platform.
Creative Formats
Google Ads : In google ads only standard formats [text, image, video] of creative formats only available.
DV360 : In DV360, a wide range of possibilities are available to create engaging, interactive display ads.
Deal
Google Ads : Google ads completely work by open auctions method and here there is no option to use direct deals.
DV360 : In DV360, marketers are allowed to use direct deals [preferred deals, private auctions & guaranteed deals] . So, they can buy premium inventories through deals.
Platform Fee
Google Ads : Anyone can use Google Ads platform to run their ad campaigns.
DV360 : The cost for DV360 varies depending on the ad spend and it varies for every reseller.
Video Exchange
Google Ads : In google ads, you can purchase ad space on youtube and show advertisements on In-Stream, In Search, and In-Display.
DV360 : In DV360, you can purchase the ad space on youtube and you are only able to purchase In-Stream and In-Display formats. Along with youtube, you are able to purchase video ad inventories from a wide range of video ad exchanges. So, you can show video ads on premium websites and apps.
