Google Ads remains a go-to for many, offering access to the Google Ads Network and tools for Google Ad Placement. It’s effective for search and display campaigns within Google’s ecosystem. It’s easy to use, but not every campaign fits into the same setup. However, some marketers seek more advanced solutions as advertising needs become more complex.
Some brands want more control. Others need broader reach or better targeting. That’s why DV360 over Google Ads is required. This platform provides access to over 76 ad exchanges, offering broader reach beyond the Google Display Network.
Here’s an intriguing reality: Programmatic display ad spending in the US rose 15.9% in 2024, and video ad spending grew 20.9%. This increase shows how programmed, data-driven ad buying is becoming increasingly popular.
With DV360, advertisers can leverage advanced targeting options, including third-party data sources, and engage in direct deals for premium inventory. It also lets advertisers manage campaigns across display, video, audio, and more—all in one place. DV360 isn’t just another tool. It changes how you buy ads. You can use custom data, target audiences in more detail, and track performance in real-time.
This post explains why DV360 over Google Ads makes sense for brands that want more reach, better control, and stronger campaign results.
What Is Google Ads?
Google Ads is one of the top choices for ad platforms among businesses. Reaching people on Google Search, YouTube, and the display network is easy. This tool helps brands run ads based on keywords and user behavior. It works well for small shops and big brands alike.
This is the same platform that was once called Google AdWords Advertising. Now, it does much more. You can run Google Ads Display Ads, retarget users, promote videos, or generate Google Leads through forms and landing pages.
Most businesses start their journey into online ads right here. It’s great for quick reach. You can create campaigns, set a budget, and go live fast. Ads show on search results, partner websites, and YouTube.
Google Ads Network uses two main models—PPC marketing (pay-per-click) and CPM (cost per thousand views). Advertisers pick keywords or audience types, then bid to show ads.
Google Ad Placement is flexible. You can show users ads depending on their searches, browsing history, or video choices. That’s why many brands use Google Ads as a major marketing tool.
Over time, some advertisers want more reach or better targeting. That’s when they start comparing Google DV360 and wondering why DV360 over Google Ads could be the smarter move.
What Is DV360?
DV360 from Google Display & Video is a digital marketer’s platform for greater reach and control over their ads. It reaches beyond Google’s network and lets advertisers show their ads on websites, apps, YouTube, TV, and audio.
Advertisers can use DV360 to show ads in different forms, including display banners, video ads, or spots for connected TV. DV360 makes it simpler to target the right group of people. With DV360, you can combine your information, Google’s data, and other sources to create detailed audience segments.
Many people ask: Why DV360 over Google Ads? It is because DV360 supports major ad campaigns that have big goals. Many agencies and brands using multiple ad channels choose DV360 for their campaigns. DV360 easily connects and works together with Google’s other marketing tools. It means you can monitor how your campaigns are doing, change your bids, and get comprehensive performance reports.
DV360 allows you to broaden your reach, use precise targeting, and change settings. You can also buy ad space from sites outside of Google’s network. With DV360, you can purchase ad spaces from publishers directly, set how often someone sees your ad, and view complete reports.
DV360 and Google Display Network: How They Work Together
Google Display Network (GDN) is one of the Google Ads. It enables you to display banners, videos and other rich ads on millions of sites and apps in Google’s network. DV360, on the contrary, opens the room to a broader margin.
DV360 doesn’t replace GDN—it includes it. The expression means that you get anything GDN gives and a lot more. You can access premium inventory, connected TV, audio, and even negotiate private deals with publishers.
It is also possible to merge campaigns in both platforms if necessary. For instance, search campaigns at ads Google Ads target new users through other websites, mobile applications, and video using DV360.
Although GDN is simpler for fast campaigns with no involvement in needs, DV360 is more beneficial for complex advertising platform approaches requiring reach, flexibility and real-time understanding.
Key Benefits of DV360 Over Google Ads
Why DV360 over Google Ads? The answer lies in control, precision, and premium reach. While ads by Google work for many, Google DV360 offers far more flexibility for marketers who want to push performance and protect their brand.
Reach More People with Premium Inventory
DV360 puts you directly in touch with more than 90% of the internet through Tier 1 exchangers. There are similar differences between DV360 and the Google Ads Network, as the latter provides only non-premium ad space on trusted sites, mobile and connected TV. You can run Google Ads Display Ads, video ads, and native formats in one place. This makes it easy to scale without relying only on open auctions.
You also get access to programmatic guaranteed and private marketplace deals — something not available in standard Google Ads. These deals ensure your ads appear next to high-quality content.
Smarter Targeting with Advanced Data
DV360 allows precise audience segmentation. You can use first-party data and third-party insights to create better audience profiles. It helps avoid common PPC mistakes, such as reaching a broad or irrelevant audience.
Some targeting features include:
- Contextual targeting based on website content
- Third-party data on purchase behavior and interests
- Custom audience creation using Google Analytics 360 and YouTube viewer data
- Integration with Google Ad Placement tools and DMPs
Better Control Over Creatives and Bids
DV360 gives you more options for creative management. You can customize messages based on user interests, time of day, or device. This helps create more relevant ads.
Bidding is also smarter. With machine learning, DV360 adjusts bids based on 50+ signals. It considers user behavior, creative performance, time, and audience data. This improves efficiency and avoids waste.
Stronger Brand Protection and Ad Safety
If brand protection that Google Ads can’t guarantee is a concern, DV360 is a safer pick. It has built-in safety tools such as post-bid blocking, Active View for viewability and support for third-party verification.
You can also prevent low-quality placements and remove your ads from the bad or offensive content. That is why advertisers tend to move from Google Ads to DV360 when trying to secure brand safety.
Powerful Reporting and Measurement Tools
DV360 connects with Campaign Manager 360, allowing better tracking using Floodlight tags. This lets you create Activity-Based Audiences, track conversions more accurately, and measure beyond clicks and impressions.
Unlike the limited reports in ads Google Ads Payment dashboards, DV360 gives detailed insights across all channels. You can measure your ads’ performance on desktop, mobile, and Google Display Network — all from one place.
Unified Campaign Management Across Channels
One of DV360’s best features is its ability to manage display, video, TV, and audio campaigns in one platform. You don’t need separate tools for marketing with Google Ads and YouTube or Google Leads campaigns.
This helps maintain consistency and saves time. You can also troubleshoot issues faster with DV360’s built-in tools.
Flexible Buying Options
DV360 offers more than just open auctions. You can run:
- Preferred Deals
- Private Auctions
- Programmatic Guaranteed
- Tag-based Sales
These options offer more transparency, higher-quality placements, and better pricing control than traditional Google Ads buying.
When to Choose DV360 Over Google Ads?
Choosing DV360 and Google Ads depends on your campaign’s size and goals. If you need more control, broader reach, and access to premium placements, DV360 Google is a better match. But it’s not for everyone. Some advertisers might not need all the extra tools, but the following are some considerations.
Ideal for Agencies, Enterprises, and Advanced Marketers
Google DV360 is built for advertisers who manage large campaigns or need more targeting flexibility. Agencies working with multiple clients, global brands, or companies that care about where their ads show will get the most out of this tool.
Unlike Google’s ads, DV360 gives access to premium sites and inventory beyond the basic about Google Ads Display Ads. That includes connected TV, mobile apps, and even private marketplace deals. You can also run programmatic guaranteed buys, something you don’t get inside the Google Ads Network.
The targeting in DV360 is more advanced. You can use both first-party and third-party data to reach very specific groups. It helps when running ads across regions or speaking to different audience segments. Large teams also benefit from DV360’s connection to Campaign Manager 360. It keeps all creatives, placements, and tracking in one spot. That saves time and reduces errors.
If your goal is brand reach, high-quality placements, or a cross-channel strategy, marketing with Google Ads might be too limited. DV360 gives you what you need to run things at scale.
Budget Size and Google Ads Payment Flexibility
Smaller budgets work better in Google Ads. It’s quick to set up and lets you start with just a few dollars. That’s perfect for small businesses or short-term goals. You only pay when people click or view your ad.
However, for high-spending advertisers, Google Ads Payment settings can feel limited. DV360 is designed for big campaigns. Managing large bills, tracking spend across accounts, and connecting with third-party billing tools is easier.
For example, an agency handling multiple clients can use DV360 to manage payments in one place. No need to switch between dashboards or accounts. It’s smoother and faster.
Also, DV360 supports more buying types. You can run preferred deals, tag-based campaigns, or direct publisher deals. These give better control than what’s available in Google Ads.
So, if your team needs more control, advanced billing, or better ad placement, why DV360 over Google Ads? Because it simply does more when your campaigns are bigger or more complex.
FAQs
Do You Prefer Running Campaigns on DV360 or Google?
For simple ads, Google Ads works fine. However, DV360 handles more channels for large projects and provides better control.
What Is the Difference Between Google Ad Exchange and DV360?
Google Ad Exchange is where the ads are shown. DV360 is the tool that helps you to purchase and control those ads.
Is DV360 Part of Google Ads?
DV360 is separate but part of Google’s ad products. It’s more advanced than basic about Google Ads.
Why DV360 Over Google Ads Is Preferred?
It gives more reach, better tools, and access to premium spots. That’s why many large teams choose DV360 over Google Ads.
How Do I Link DV360 to Google Ads?
You can link DV360 using your Google Ads account through shared IDs. This helps track and manage campaigns better.
Bottom Line
We hope you now have a better understanding of the question: Why DV360 Over Google Ads? Although Google Ads is more friendly and effective for several campaigns, Google DV360 supports deeper targeting, covering a wider area, and having more control over advertising platform activities. For the brands that want to advance their digital marketing strategy, adopting DV360 capabilities can bring better outcomes and more cohesive campaigns.