Dv360 vs Google Ads: Which Platform is Better

You would be surprised to learn that programmatic advertising currently accounts for more than 90 percent of all digital advertising investments worldwide. In a situation where you advertise online, choosing where to place is not only an application choice, rather a strategic one. 

‍

To many marketers, Google Ads is their first stop, a simple and effective means to reach high-intent audiences across search, YouTube and the Display Network. 

‍

However, as you scale a business, systems such as DV360 (Display & Video 360) may be used, which offer a higher level of targeting, inventory access and control in a cross-channel environment. 

‍

In a competitive world today, it is important to know the difference between the two so that you can come up with smarter and more meaningful media buying decisions.

What is Google Ads?

Let’s start with the basics.

Google Ads is a self-serve advertising platform. It enables advertisers to display advertisements in these channels, which include Google Search, YouTube, Display Network, and the shopping results, as well as mobile applications.

Why Use Google Ads?

• Simple and intuitive interface
• Perfect for small and mid-sized businesses
• Great for search-based advertising (intent-driven users)
• Quick to set up and launch
• Budget-friendly, no minimum spend required

Whether you're promoting a local service or selling products online, Google Ads is often the first step in a digital advertising strategy.

What is DV360?

Display and Video 360, abbreviated as DV360, is an aspect of the Google Marketing Platform. You should think about it as the more sophisticated brother of Google Ads. It is an enterprise DSP platform designed to be used by enterprise advertisers and agencies.

What is DV360 used for? It aids brands in creating large-scale, multi-channel programmatic campaigns with a broad range of inventory, not simply Google inventory.

Key Features of DV360:

• Ability to access external ad exchanges.
• Premium placements through the private marketplace (PMP) deals
• Activated brand safety technology (higher-level integration: IAS integration, DoubleVerify)
• Cross-Channel support: display, video, CTV, audio, native, DOOH
• Third-party audience data in combination with Google and first-party data
• Strong innovative solutions, such as the dynamic ads

If you're running serious advertising campaigns and want full control, DV360 is built for you.

DV360 vs Google Ads: What’s the Difference?

Here’s a quick breakdown of how these two platforms compare, in plain language.

1. Ease of Use

• Google Ads is user-friendly and quick to learn.
• DV360 needs more experience or a media agency to manage

2. Inventory Access

• Google Ads includes Google Search, YouTube and Google Display Network.
• The DV360 has everything mentioned above in addition to access to third-party ad exchanges and non-public deals.

3. Ad Types

• Google Ads covers support for search, display, video, shopping and app.
• DV360 offers support to all those, including native ads, audio ads, connected TV (CTV), and digital out-of-home (DOOH).

4. Audience Targeting

• Google Ads gives access to Google audiences and first-party data.
• DV360 offers a wider pool:Google + first-party + third-party + custom audiences

5. Buying Methods

• Google Ads mostly works through real-time auctions.
• DV360 allows auction, PMP, and programmatic guaranteed deals.

6. Creative Tools

• The basic functions of creating an ad in Google Ads are available.
• DV360 is supplied with superior creative studios, as well as dynamic advertising formats.

7. Brand Safety

• Google Ads has basic safety controls.
• DV360 offers enterprise-grade safety with external verification tools.

8. Reporting & Attribution

• Google Ads offers standard performance reports.
• DV360 connects with the full Google Marketing Platform for deep, cross-channel insights.

When to Use Google Ads

Go with Google Ads if you:

• We are starting in digital advertising
• Have a smaller or mid-sized budget
• Focus mainly on search, YouTube, or shopping campaigns
• Prefer quick and self-managed campaigns
• Want a fast return on ad spend (ROAS) with minimal complexity

When to Use DV360

DV360 is ideal if you:

• Conduct massive, multiple-channel campaigns
• Desire to get to high-grade stocks and closed marketplace arrangements
• They demand granular control in frequency and brand safety, as well as bidding strategy
• Derive targeting using third-party data
• Engage a media buying company
• Require high levels of reporting and built-in tools on Google Marketing Platform

Can You Use Google Ads and DV360 Together?

Absolutely, and many advanced advertisers do.

Here’s how a hybrid strategy might look:

• Use Google Ads to create conversions with intent through search and shopping.
• Use DV360 to create display, CTV, and video awareness at the top of the funnel.

Final Thoughts

Comparing DV360 vs Google Ads, neither option is better, but the most appropriate option is based on your marketing objectives, marketing volume, and marketing expertise. When you are a small brand trying to feel out the waters in the digital world, Google Ads provides you with all the tools necessary to start. 

However, when you have a scale situation and want sophisticated tools, DV360 opens a new frontier in reach and control. Both platforms are powerful; neither one is superior to the other, but deciding which is the right tool that needs to use to complete a task.

Accelerate your growth with Run Marketing. Let's make your brand unstoppable!

FAQs

What Is The Key Difference Between DV360 vs Google Ads?

DV360 offers more inventory, targeting, and control, while Google Ads is simpler and best for smaller campaigns.

When Should You Choose DV360 vs Google Ads?

Use Google Ads for quick, low-budget campaigns and DV360 for advanced, large-scale strategies.

Can You Use DV360 vs Google Ads Together?

Yes, many use Google Ads for conversions and DV360 for broad reach in a full-funnel strategy.