By 
Demand-side platforms (DSPs), according to eMarketer, are responsible for transacting over 83 % of all digital display revenues in the United States. Google released their DSP Display & Video 360 in 2018 as a DoubleClick Bid Manager development and as part of the rebranding of the Google Marketing Platform. This post will cover the basics of DV360 and some of the features that make it stand out from the other DSPs.
What is HTML0
Google’s Demand-Side Platform is called DV360. A DSP allows you to buy and sell programmatic advertising. A DSP will enable advertisers to specify their preferences, such as the audience they want to target, what price to pay per ad, and when to run it.
DV360’s parameters are used to find publishers that can reach your target audience at a fair price. Ads will be displayed on Google Ad Exchange and other ad networks and exchanges with which DV360 is directly linked.
Benefits
Take advantage of all the different purchase types available in Display & Video 360 (DV360) to maximize your ROI: -While Google Ads offers only open auctions, Display & Video 360 has a broader range of options, such as private auctions, preferred deals, and programmatic guaranteed deals. The advertiser can take advantage of this greater transparency and protection of the various buying alternatives over an open bidding process, no matter what inventory they use.
DV360 has access to a more extensive inventory
Display & Video 360, as previously mentioned, is the largest Demand-side Platform in the world, with access to 76 ad networks, including Google Ads. This allows advertisers to manage and buy their inventory from one location and to take advantage of the cross-channel reporting features within the Google Marketing Platform. As we will see, it also includes creative types and a variety of purchases that are not available through Google Ads.
Display & Video 360 supports audio, rich media, and connected TV creative types:
Display & Video 360 offers inventory for the following categories. Audio
According to IAB Australia’s Digital Audio Buying Guide (PDF), 13.8 million Australians stream audio content monthly. 87 % of media buyers also use streaming audio advertising. More than six out of ten of them buy it regularly. This indicates that you should include it in your cross-channel marketing strategy.
Rich Media
According to Workfront, rich media advertising allows users to interact with brand advertisements. It has also been shown to produce click-through rates up to 267% higher than standard banner ads.
Connected Television
According to IAB Australia’s Online Advertising Expenditure Report, content producers now focus more on ConnectedTV, with 38 % in the last financial period.
Connected TV is a growing trend for marketers, particularly in these uncertain times and in light of COVID-19. It has recently attracted 41 % more spending than desktop (35%) or mobile (24%) in the quarter ending June 2020.
Who Should Use DV360
DV360 is the most refined platform to maximize brand recognition through high-quality creatives (rich media ads, interactive ads, and high-impact formats). DV360 also allows for more dynamic ads to be used in 1-to-1 retargeting. According to research, vital creativity influences “in-market performance” by 89%.
Google DV360 is a great tool for marketing. With the abovementioned benefits, we can now say that DV360 is the future. A larger audience means more growth opportunities for businesses.
If you want to learn about future marketing, join Web Training Academy’s Advanced Digital Marketing Course. You can learn everything about the future of marketing by joining Web Training Academy’s advanced digital marketing course. Our expert faculty is always willing to share valuable knowledge with students. So what are you still waiting for? Join us now!
Comments