What is DV360 for CTV advertising?

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Last updated: April 8, 2026

Quick Answer: DV360 (Display & Video 360) is Google's demand-side platform (DSP) launched in 2018 that enables programmatic advertising across digital channels, including Connected TV (CTV). For CTV advertising, it allows advertisers to buy ad inventory from streaming services like Hulu, Roku, and YouTube TV through automated auctions, targeting specific audiences based on demographics, interests, and viewing behaviors. Key features include access to over 90 CTV publishers, integration with Google's Audience Solutions for data-driven targeting, and measurement tools like brand lift studies and reach/frequency reporting. As of 2023, CTV ad spending in the U.S. was projected to reach $25.9 billion, with DV360 being a major platform for these campaigns due to its scale and Google's ad tech ecosystem.

Key Facts

DV360 was launched by Google in 2018 as part of its marketing platform suite
It provides access to over 90 CTV publishers, including major streaming services
U.S. CTV ad spending was projected to hit $25.9 billion in 2023
The platform uses programmatic auctions for real-time ad buying on CTV
Integrates with Google's Audience Solutions for data-driven targeting and measurement

Overview

DV360 (Display & Video 360) is Google's comprehensive demand-side platform (DSP) designed for programmatic advertising across digital channels, including Connected TV (CTV). Launched in 2018 as part of Google Marketing Platform, it consolidates tools for ad buying, targeting, and measurement. CTV refers to internet-connected television devices like smart TVs, streaming sticks (e.g., Roku, Amazon Fire TV), and gaming consoles that deliver streaming content from services such as Netflix, Hulu, and YouTube TV. The rise of CTV has transformed advertising, with viewers shifting from traditional linear TV to on-demand streaming, creating new opportunities for targeted ads. DV360 addresses this by enabling advertisers to reach CTV audiences programmatically, leveraging Google's vast data and technology infrastructure. As of 2023, CTV adoption in the U.S. exceeded 80% of households, driving significant ad investment, with DV360 being a key player due to its integration with Google's ecosystem and access to premium inventory.

How It Works

DV360 for CTV advertising operates through programmatic buying, where advertisers use the platform to purchase ad inventory from CTV publishers in real-time auctions. The process starts with setting up campaigns: advertisers define goals (e.g., brand awareness, conversions), budgets, and targeting criteria such as demographics, interests, or custom audiences from Google's data. DV360 then accesses inventory from over 90 CTV publishers via supply-side platforms (SSPs) or direct deals, including ad-supported streaming services. When a viewer watches CTV content, an ad request is sent to DV360, which evaluates it against campaign parameters and bids in milliseconds; if the bid wins, the ad is served seamlessly during breaks. Key mechanisms include audience targeting using Google's Audience Solutions (e.g., affinity audiences, in-market segments), frequency capping to avoid overexposure, and measurement tools like Google Analytics integration for tracking impressions, reach, and engagement. The platform also supports creative management, allowing dynamic ad insertion and A/B testing to optimize performance.

Why It Matters

DV360 for CTV advertising matters because it enables precise, scalable ad campaigns in a rapidly growing medium. With CTV viewership surging—over 200 million U.S. users in 2023—advertisers can reach cord-cutters and streamers who are elusive on traditional TV. DV360's data-driven targeting improves relevance, potentially boosting ad recall and ROI compared to broad linear TV buys. Real-world applications include brands using it for targeted product launches, such as automotive companies reaching in-market car buyers on streaming platforms, or retailers driving sales with shoppable CTV ads. Its significance lies in bridging the gap between digital and TV advertising, offering measurable outcomes like brand lift studies and attribution modeling, which are often lacking in traditional TV. As CTV ad spending grows, DV360 helps advertisers navigate fragmentation and optimize budgets, making it a critical tool in modern marketing strategies.