Display & Video 360 (hereinafter, “DV 360”) is part of the Google Marketing Platform, renamed in 2018 from DoubleClick Bid Manager, and is an integrated service that provides comprehensive creative, data, and media integration for campaign execution. The service can be quite complicated and can be used in various ways.
This article focuses on the various targeting capabilities of DV 360 and introduces features to consider and serves as a guide to help you better understand the platform.
1. What is Display & Video 360?
Display＆ 360 is a DSP (Demand Side Platform)*1 provided by Google as one of its marketing platforms. It is commonly referred to as DV 360 and allows for everything from campaign planning, creative design management, audience data utilization, ad space search and purchasing, and campaign measurement optimization.
For an overview of DV 360, refer to our previous article, “It’s Never Too Late! All You Need to Know About Google’s DSP, Display & Video 360.” In this article, we will take an in-depth look at the ad spaces that DV 360 supports.
*1: A DSP is a platform that places ads on multiple ad exchanges and ad networks.
2. 3 Key Points for Display & Video 360 Targeting
DV 360 targeting covers a wide range of areas, but the following three features are unique to DV 360.
- Using Google data beyond Google ads
- Linking DMP data within Google ads
- Targeting via display designation
Using these targeting methods effectively makes it possible to efficiently approach the right users for all objectives from recognition to acquisition.
(1) Using Google data beyond Google ads
Targeting that can be used within Google ads can be utilized for various SSP (Supply Side Platform)*2 and OTT (Over-the-top)*3 areas other than Google ads. Using DV 360 for targeting that can’t be configured in the default specifications of each media makes it possible to approach more appropriate audiences.
*2: SSP refers to platforms on the media side that provide ad spaces.
*3: OTT refers to services that distribute video content via the Internet, such as TVer.
For example, remarketing lists used for Google ads can be used for targeting in another SSP. This expands the remarketing distribution surface and contributes to the accumulation of acquisitions.
You can also use segments similar to targeting options offered by YouTube, such as custom audiences*4 and in-market segments*5, to deliver your ads to audio and OTT ads.
Furthermore, a subscription to the paid version of Google Analytics 360 makes it possible for remarketing with detailed conditions based on criteria such as time spent on page, category of pages viewed, and other user behavior on the website.
*4: Targeting that specifies how to display ads to the most appropriate audience by entering keywords, URLs, or app names
*5: Refers to audiences with a strong intent to purchase. Targeting that is designed to lead users who are highly likely to make a purchase to conversion.
(2) Linking DMP data within Google ads
Third-party data integration and targeting are not available for Google ads for the time being. However, accessing Google ads via DV 360 makes it possible to deliver ads using DMP data that is already linked to DV 360.*6
The available DMP data is diverse and includes AudienceOne ®, one of the largest DMPs in Japan owned by Digital Advertising Consortium, Inc., allowing users to select the appropriate data based on given conditions for optimal ad delivery.
*6: Targeting using 3rd party data is not available on YouTube.
For example, in the case of travel-related products, users can use credit card purchase data to segment users who frequently purchase and use airline tickets and travel-related products, and deliver Google Ads to them.
(3) Targeting via display designation
DV 360 allows users to package ads from our extensive inventory according to product needs and the target audience.
It is said that targeting based on a user’s browsing history will become less effective in the future as restrictions on the acquisition of cookie information are strengthened due to ITP. The ability to designate the display surface itself and target visiting users is an effective delivery method that captures the trend toward cookie-less advertising in the future.
In addition to providing distribution surface packages for specific categories, users can also create original packages in which distribution surfaces are selected based on the features of the product.
DV 360 allows users to utilize a variety of targeting options to maximize the results of advertisements by approaching the right audience for the right product. In the next issue, we’ll introduce the creative formats available on DV 360.
For more information about Display & Video 360,
Contact us, a GMP Certified Partner, to discuss how we can work together.
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