In our previous blog about DV360 you have learned what it actually is and how it can elevate your marketing efforts. In this article we dive in a bit more about the different buying types of DV360.  After reading this blog you will know exactly which deals are out there and how the deals work in practice.

From real-time bidding to inventory to programmatic

There are many places where you can buy ad space — also known as inventory. This can be done, for example, via the Google Display Network (GDN), a network to which almost all websites of the internet are connected. You determine how you want to advertise, what budget you have available, and what bids and inventory are automatically arranged for you. This way of automating is called real-time bidding. In that sense, the GDN is quite limited: you have little insight into your bids and how the algorithms work.

As you could read in the first blog, DV360 is so powerful because the tool offers access to inventory outside the GDN. But this does mean that you must first access that inventory. You have to first agree on a programmatic deal with publishers. Programmatic buying offers you flexibility because you can choose which publisher you want to work with and on what basis.

The four forms of programmatic buying

1. Open auction: similar to the GDN, since this inventory can be accessed directly from DV360 for all advertisers who want to bid. Bids are weighed in real-time by DV360;
2. Private Marketplace (PMP): the inventory is only accessible to advertisers who have been given access by the publisher;
3. Preferred deal: a specific deal for the advertiser; inventory is released when pre-agreed conditions — between publisher and advertiser — are met. The inventory is not guaranteed;
4. Programmatic Guaranteed: agreements about budgets, duration, etc. are made in advance. The inventory is guaranteed and mutual agreements must be met. Making appointments used to be an intensive job, but programmatic allows this to be handled faster and automatically.

Important: the deals you enter into with a publisher are based on the number of impressions you want to generate; a so-called CPM (cost-per-mille) floor price determines what amount your minimum bids must be to have a chance of winning impressions. If you agree, you will gain access to the inventory.

What we can do for you

Making a deal alone is not enough; in addition to managing and planning campaigns, there are often special requirements for the content that you have to deliver, and it is important that you know how to interpret the results of campaigns. In addition, you do not just get access to DV360, and contact with publishers is often intensive. All in all, this is quite a task package that you probably don’t want to be involved in.

Of course we can support you with all these tasks. We can advise you on the inventory that best suits your brand; explain results clearly and understandable; and make sure your creatives are spot-on. This way you can focus on tasks that are important to you, but also be present on the most wanted places on the internet.

What you need to know

While this blog is technical in nature, it’s good to know what’s going on behind the scenes. This way you can also weigh the final results better. The following points are the most important to remember:

• Real-time bidding provides automatic bidding on inventory;
• The Google Display Network offers limited insight into bids and how the algorithms win inventory for you;
• DV360 also offers options for real-time open auction bidding;
• The added value of DV360 mainly lies in making agreements in advance — programmatic deals — with publishers about inventory. This gives you more control over targeting and pricing;
• Deals are made based on a bid for CPM. Many publishers have a certain CPM floor price; this is the minimum bid you have to enter to have a chance at the inventory.You should now know what programmatic deals are and why they are used. You also know what the added value is of DV360 compared to the GDN.

If you have any questions about this topic, you can always contact us — we’d love to tell you more! If so, please fill out the below contact form!

The end of the year is approaching. Many companies are working on annual plans for 2022, and are wondering what the most logical budget choices are in the field of digital marketing. In the past period, we have been busy introducing DV360, a tool from Google, to some of our customers, because we strongly believe in this application. In this blog, we would also like to introduce DV360 to you. So keep on reading to find out about the added value of DV360.

What is DV360?

DV360 is a tool from Google that allows you to buy real-time advertising space. You can do this on the well-known Google Display Network, which also includes YouTube, for example. This network covers about 90% of the total internet, according to Google. However, the remaining 10% is where our main interest is. These are the so-called premium placements, which only a select group of agencies and companies have access to, and where your advertisements can make an extra impact.

Premium placements

With DV360 you can be present on premium placements. Think, for example, of Talpa Network, RTL XL, De Ster or FD Mediagroep (Premium Dutch network examples) — relevant places where people experience the advertisements differently than on YouTube, for example. In addition, your ad will be shown in a series with other well-known brands. Your target audience will therefore indirectly associate your brand with well-known brands. In practice, this means that the brand awareness is of a higher quality and that your brand will stick better with your target group.

Advertising Budgets

“This all sounds fantastic”, we often hear. “But how expensive is DV360 compared to Google Ads?” The answer is simple: it depends. Basically, the CPMs you pay for these placements are often higher in nature. This in turn means that for the same budget you would receive fewer impressions than on Google Ads. There is not a minimum budget threshold to start advertising. It is perfectly possible to keep the same budgets as for a YouTube campaign on Google Ads, only the number of impressions is usually lower. Even though the average price is a bit higher, it actually can pay off knowing you are spending the extra money on premium quality placements.

What you need to know

The DV360 application has so many unique possibilities. In the next blog you learn mow about the available buying types of DV360. In future blogs, we’ll delve deeper into targeting options, content, and more. For now you at least know what the added value of DV360 is:

• DV360 offers access to the 10% premium placements;
• These placements are available for a select group of agencies and large companies;
• Your target group will therefore indirectly associate your brand with these well-known brands;
• DV360 is generally a bit more expensive because the CPMs are higher; nevertheless you are not bound to a certain budget.

For more information you can always contact us, via the below contact form. We are happy to tell you more about the opportunities and possibilities of DV360 and what this could possibly mean for your company.