Tracking Capabilities

DV360:

• Provides more granular and detailed tracking options

• Allows integration with Campaign Manager 360 (CM360) for comprehensive cross-channel tracking

• Supports floodlight activities for conversion tracking

• Enables tracking across a wider range of inventory sources and ad formats

Google Ads:

• Offers standard tracking capabilities but with less depth than DV360

• Limited primarily to Google's own ad network inventory

 

Attribution

DV360:

• Offers more sophisticated attribution modeling options

• Allows creation of custom attribution models

• Supports data-driven attribution models when integrated with CM360

• Provides cross-channel attribution when used with CM360

Google Ads:

• Has more limited attribution options compared to DV360

• Primarily focuses on last-click attribution by default

 

Integration and Reporting

DV360:

• Integrates seamlessly with CM360 for unified reporting and attribution

• Provides more detailed and customizable reporting options

• Allows for centralized tracking and attribution across multiple channels and platforms when used with CM360

Google Ads:

• Offers standard reporting but with less granularity than DV360

• Tracking is more limited to its own ecosystem

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DV360 also generally offers more advanced capabilities for driving qualified top-of-funnel traffic compared to Google Ads:

1. Broader Reach and Inventory Access:
   DV360 provides access to a much wider range of ad inventory beyond just Google's network. It can display ads across 80 ad exchange networks, covering over 90% of the internet. This broader reach allows advertisers to target potential customers across more touchpoints.

2. Advanced Audience Targeting:
   DV360 offers more sophisticated audience targeting options compared to Google Ads. It allows access to:

• First-party and third-party data segments

• Custom audience segments

• Life events and intent audiences

• Integration with Google Analytics 360 for more precise targeting

1. Programmatic Capabilities:
   DV360 is specifically designed for programmatic advertising, allowing for real-time bidding and optimization across multiple channels and formats. This can help reach potential customers more effectively at the top of the funnel.

2. Cross-Channel Targeting:
   DV360 enables advertisers to target users across various channels and devices, including display, video, audio, and digital out-of-home. This multi-channel approach can be more effective for reaching new potential customers.

3. Advanced Reporting and Insights:
   DV360 provides more detailed reporting and analytics options compared to Google Ads. This allows advertisers to gain deeper insights into audience behavior and campaign performance, which can be crucial for optimizing top-of-funnel strategies.

4. Creative Flexibility:
   DV360 supports a wider array of ad formats and creative options, allowing advertisers to create more engaging and interactive ad experiences that can capture attention at the top of the funnel.

 

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