When it comes to running digital ad campaigns, Google Ads is often the first name that comes to mind. But for marketers looking to scale and diversify their media buying, DV360 (Display & Video 360)—Google’s enterprise-level Demand Side Platform (DSP)—is an equally powerful option.
In this article, we’ll break down the key differences between DV360 and Google Ads, help you understand which platform best suits your needs, and guide you toward smarter media planning.
What is Google Ads?
Google Ads is Google’s self-serve advertising platform, enabling businesses to serve ads across:
- Google Search
- YouTube
- Display Network
- Google Shopping
- App campaigns
It’s ideal for businesses of all sizes and is often the first step in a performance marketing journey due to its user-friendly interface and lower barrier to entry.
What is DV360?
Display & Video 360 (DV360) is part of Google Marketing Platform, designed for advanced media buyers and agencies. It offers access to:
- Programmatic ad inventory across multiple ad exchanges
- Premium placements and private marketplace deals (PMPs)
- Advanced targeting and brand safety features
- Cross-channel campaign management
DV360 is tailored for advertisers looking to manage large-scale, omnichannel campaigns from a single platform.
Key Differences Between DV360 and Google Ads
| Feature | Google Ads | DV360 |
| Ease of Use | Beginner-friendly | Requires training and experience |
| Ad Inventory | Google-owned properties (Search, YouTube, Display Network) | Includes Google inventory + external ad exchanges (e.g., OpenX, Magnite, Xandr) |
| Campaign Types | Search, Display, Video, Shopping, App | Display, Video, Native, CTV, Audio, DOOH |
| Audience Targeting | Google audiences + first-party | Google audiences + third-party + first-party + custom segments |
| Buying Model | Mostly auction-based | Auction + PMP + programmatic guaranteed |
| Creative Capabilities | Basic ad creation tools | Advanced creative studio + dynamic creatives |
| Brand Safety Controls | Standard | Advanced (IAS, DoubleVerify integration) |
| Reporting & Attribution | Google Ads reporting suite | Comprehensive, cross-channel insights via Google Marketing Platform |
| Minimum Spend | No minimum | No minimum spend either, but often recommended for higher budgets. |
When to Use Google Ads
Choose Google Ads if you:
- Are just starting out with digital advertising
- Want to focus on paid search or YouTube
- Have a smaller or medium-sized budget
- Need quick setup and self-managed campaigns
When to Use DV360
Opt for DV360 if you:
- Manage large-scale campaigns across multiple channels
- Need access to premium inventory and private deals
- Want to leverage third-party data and custom audience solutions
- Require greater control over frequency, brand safety, and bidding strategies
- Work with a media agency (like Bloom!) that can manage complex programmatic buys
Can You Use Both Platforms Together?
Yes! Many advanced advertisers run Google Ads and DV360 simultaneously to cover the entire customer journey:
- Google Ads for high-intent conversions via Search and Shopping
- DV360 for top-of-funnel awareness via premium Display, CTV, Audio, or Video
With proper audience segmentation and channel orchestration, the two platforms can complement each other beautifully.
Final Thoughts
The choice between DV360 and Google Ads depends on your business goals, budget, and media sophistication. If you’re looking for targeted reach, advanced controls, and cross-channel efficiency, DV360 is a powerful tool. If you’re focused on search engine marketing or running simple display or video campaigns, Google Ads might be all you need.
At Bloom, we help brands navigate both platforms strategically—whether you’re scaling from Google Ads into DV360, or running a hybrid strategy that blends performance and programmatic.
Ready to explore DV360 or enhance your Google Ads campaigns?
Let’s talk. Our team of paid media experts can help you choose the right platform and build a media strategy tailored to your goals.
Subscribe to The Shift Factor
Our newsletter keeps you in the know on marketing’s biggest shifts and real examples of brands adapting.
ABOUT THE AUTHOR
Gabrielle Bellemare
Gabrielle (AKA Gab) is Bloom's very own Paid Media Training Specialist. She is in charge of training new bloomers as well as current bloomers on all paid media platforms as well as emerging platforms.
Share this: