DV360 Advertising (Display & Video 360) is the strategic process of planning, executing, and optimizing programmatic advertising across display, video, audio, CTV, and native inventory. As part of the Google Marketing Platform, DV360 enables brands to reach audiences at scale with data-driven targeting, premium inventory access, and advanced optimization capabilities. The goal is to deliver highly efficient, multi-channel advertising that drives awareness, engagement, and conversions through programmatic precision.
1. Research & Audience Analysis
Objective: Understand audience behavior, media consumption, and targeting opportunities.
Activities include:
- Analyzing audience demographics, interests, and contextual behavior
- Reviewing first-party data, campaign history, and GA4 insights
- Studying competitor ads and programmatic presence
- Identifying audience lists (CRM, custom intent, affinity, in-market)
- Exploring inventory sources and marketplaces relevant to the brand
Outcome: A data-driven audience strategy that ensures precise and impactful targeting across programmatic channels.
2. Strategy & Campaign Planning
Objective: Define how the campaign will be delivered across DV360’s multi-channel capabilities.
Activities include:
- Setting campaign objectives (awareness, reach, traffic, conversions, app installs)
- Selecting inventory types (Display, YouTube, CTV/OTT, Native, Audio)
- Determining budget allocation and pacing strategies
- Setting up frequency caps, brand safety filters, and device-level targeting
- Aligning messaging, formats, and funnel structure with campaign goals
Outcome: A comprehensive programmatic media plan tailored to maximize reach, efficiency, and impact.
3. Creative & Asset Development
Objective: Produce high-quality, scalable creatives optimized for DV360 placements.
Activities include:
- Designing display banners, HTML5 creatives, native ads, and high-impact formats
- Producing video assets for YouTube, CTV, and premium publishers
- Creating multiple creative variations for testing
- Ensuring correct aspect ratios and formats for cross-platform delivery
- Applying dynamic creative strategies for personalization
Outcome: A full suite of optimized creative assets ready for large-scale, multi-channel distribution.
4. Campaign Setup & Implementation
Objective: Configure DV360 campaigns with precise targeting, bidding, and tracking.
Activities include:
- Building insertion orders, line items, and creatives
- Setting targeting layers: audiences, geo, device, context, and inventory sources
- Integrating floodlight tags for conversion tracking
- Connecting GA4, CM360, and first-party data sources
- Configuring brand safety, viewability, and fraud protection settings
Outcome: A fully structured, compliant, and trackable DV360 campaign set for launch.
5. Monitoring & Optimization
Objective: Optimize performance continuously across channels, placements, and audiences.
Activities include:
- Monitoring KPIs: CPM, CPC, VCR, CTR, CPA, viewability, and completion rate
- Adjusting bids, pacing, frequency, and targeting
- Testing new creatives, inventory sources, and audience segments
- Removing underperforming placements and prioritizing premium inventory
- Leveraging automated bidding strategies for efficiency
Outcome: Higher-performing campaigns with improved cost efficiency and stronger ROI.
6. Retargeting & Funnel Development
Objective: Re-engage warm audiences and guide them toward conversion through programmatic sequencing.
Activities include:
- Creating retargeting lists based on website behavior, app usage, and video engagement
- Running sequential messaging campaigns (awareness → consideration → conversion)
- Personalized ad delivery based on user intent and journey stage
- Using dynamic remarketing for product-level retargeting
- Extending retargeting to YouTube, display, CTV, and native placements
Outcome: A multi-channel retargeting ecosystem that maximizes conversion potential.
7. Reporting & Analysis
Objective: Measure campaign effectiveness and extract actionable insights.
Activities include:
- Analyzing performance through DV360 dashboards and GA4
- Reviewing audience segments, device performance, and inventory trends
- Identifying top-performing creatives and placements
- Evaluating brand lift, viewability, and attribution paths
- Providing data-driven recommendations for future programmatic strategies
Outcome: Clear, insight-focused reporting that proves ROI and informs strategic growth.
8. Scaling & Growth
Objective: Expand programmatic campaigns using proven strategies and automated intelligence.
Activities include:
- Increasing budgets on high-performing line items and audiences
- Expanding into premium inventory, CTV networks, and high-impact formats
- Testing new targeting options (custom affinity, predictive audiences, modeled lists)
- Utilizing automated bidding and machine-learning optimization
- Integrating DV360 with broader omnichannel marketing efforts
Outcome: A scalable, intelligent, and high-performing programmatic advertising system that drives sustained business growth.
