As brands scale up and increase investments in digital advertising, Google provides advertisers with 2 methods of reaching users with display & video inventory: Google Ads and Display & Video 360 (DV360).
Find out they key differences between the two platforms in terms of inventory, capabilities and even costs.
Introducing Outcome based buying, where we can move away from the standard buying model, to one that focuses on performance metrics. Before that, let’s walkthrough the traditional CPM buying model that we’re all used to. CPM has been the only transaction mode for Programmatic for the longest time. That is because OpenRTB – the technology that powers most Programmatic campaigns – only supports CPM.
So, for any platform or vendor to provide an alternative transaction mode such as CPC/CPV or outcome based buying as it’s termed, they must take on the risk of buying in CPM, optimizing to a desired outcome, and selling it at the committed rate.
Traditionally, in order to buy media based on performance: there are 2 categories within the outcome based buying model:
1. Transparent self-service end-to-end campaign management
2. Non-transparent managed service
With DV360 entering the Outcome Based Buying market, it is huge news as it signals the maturity of Programmatic buying. At the same time, it forms a 3rd category of a transparent self-service platform that doesn’t control the end-to-end process of buying & selling ads.
Read on to learn more about DV360’s outcome based buying.
Display & Video 360 aka DV360 is Google’s Demand Side Platform (DSP), which is a part of the suite of Google Marketing Platform (GMP) products. If you’re new to programmatic, you’ll find that there are a lot of acronyms in a sentence, but don’t worry about it now. Hopefully, you will get used to it as there will be more to come in this handy guide to campaign setup in DV360.
There are basically 7 levels which we will be going through:
1) Partner
2) Advertiser
3) Campaign
4) Insertion Order (IO)
5) Line Item (LI)
6) Ad Group
7) Ad/Creative
Read on to find out more on how to set up correctly on DV360!
Having the right bid strategy can often make or break a campaign’s performance and the time you will need to spend on a campaign.
Now, let us dig into the different bid types available in DV360. There are 3 main bid types:
Manual Bidding (fixed value)
Automated Bidding (Combine Manual Bidding, Google’s Dataset and Machine Learning)
Custom Bidding (optimise for whatever use cases outside automated bidding)