Written by FiveStones – a certified Google Marketing Platform Sales partner helping global brands grow through digital strategy and ad tech.

As programmatic marketing evolves, so does media buying in Display & Video 360 (DV360). The platform has come a long way since the days of DoubleClick, with its most notable progress being how strategic input now powers AI-driven features.

This blog post provides a streamlined overview of DV360’s media buying capabilities, focused on practical use cases, technical updates, and actionable insights to improve buying strategies in a privacy-first, AI-powered environment.

Deal Type Pricing Model Inventory Commitment Key Use Case
Open Auction Dynamic RTB None Maximizing reach, performance campaigns, audience discovery.
Private Auction (PMP) Dynamic RTB (with floor price) None Priority access to premium inventory with auction-based pricing.
Preferred Deal (PMP) Fixed CPM None (First Look) Predictable pricing on valuable inventory without a volume commitment.
Programmatic Guaranteed Fixed CPM Guaranteed High-impact brand campaigns, sponsorships, and product launches.
Instant Deal Fixed CPM (Quoted) Guaranteed Fast-track access to premium inventory like YouTube Pause Ads.

How does AI power media buying in DV360?

All media buying in DV360 is now powered by machine learning. The buyer’s role is to define the strategy, while the platform optimizes impression-level decisions using real-time data. A critical update is the deprecation of manual CPM with bid multipliers in May 2025, making AI-driven bidding the default approach.

Bidding Options in DV360 (as of 2025)

  • Automated Bidding: Select a campaign goal—such as Target CPA or Maximize Conversions—and let Google's AI optimize bids to achieve it.
  • Custom Bidding: Build your own bidding logic around engagement signals or conversion intent using a user-friendly, rule-based interface.
Check out our blog post to learn more on Custom Bidding in DV360

What kind of direct deals are available in DV360?

With the deprecation of third-party cookies and increased scrutiny on data privacy, direct deals are more critical than ever. In fact, spending on Private Marketplaces (PMPs) is expected to grow by nearly 13% in 2025 as advertisers prioritize quality, transparency, and access to publisher first-party data.

PMP Deals

  • Private Auction: Compete in limited-access auctions for premium supply. Ideal for gaining priority access to inventory from a trusted publisher while still benefiting from auction dynamics.
  • Preferred Deal: Lock in fixed rates with first-look access to impressions. Perfect for securing predictable pricing on high-value placements without a large volume commitment.
 

Programmatic Guaranteed

  • Reserved inventory with guaranteed delivery and automated negotiation.
  • Best suited for high-impact campaigns requiring fixed delivery schedules.
  • The official successor to legacy Tag Guaranteed deals.
 

Practical Application: A CPG brand launching a new snack can use a PG deal to secure a homepage takeover on a major food blog for the launch week. This guarantees visibility to a relevant audience. The automated workflow saves agencies 29% more time compared to traditional, manual reservation buys.

Instant Deals

  • Quote-based, rapid-access deals for placements like YouTube Pause Ads.
  • Ideal for time-sensitive launches and always-on brand placements where speed is essential, as they bypass formal negotiations.
 

What kind of media Inventory can I buy in DV360?

DV360 gives buyers access to the following media/channel types:

  • Display & Video inventory across more than 80 exchanges.
  • CTV platforms, including Netflix and Tubi.
  • YouTube Reserved formats (like Masthead) and new formats (like Pause Ads) via PG and Instant Deals.

What should I consider when buying media in DV360?

The strength of your buying outcomes depends directly on your inputs. To maximize performance, provide DV360’s AI with quality data signals.

  • Data Signals: Activate high-quality first-party data or leverage publisher-provided audience segments to improve targeting precision in a privacy-safe manner.
  • Creative Assets: Supply a diverse portfolio of creative assets—including multiple formats (video, image), aspect ratios (horizontal, vertical), and messaging variations—to help the AI test, learn, and optimize.
  • Measurement Infrastructure: Ensure robust and accurate conversion tracking is in place. Feeding performance signals back into the bidding models is essential for ongoing optimization.

FAQs

Do I need a minimum spend to use DV360?
 There’s no hard minimum, but DV360 is typically accessed via a certified sales partner who can help you scale appropriately.

Is Programmatic Guaranteed the same as YouTube Reserved?
 Programmatic Guaranteed is a deal type that supports YouTube Reserved formats but also applies to display and video across other platforms.

How do Instant Deals differ from PG?
 Instant Deals skip the negotiation process and are based on pre-set rates from publishers. PG allows for direct negotiation on terms like price and volume.

Can I run a brand campaign and a performance campaign at the same time?
 Yes. This is a core strength of DV360. Use PG or Preferred Deals for brand reach and Open Auction with automated bidding for conversion-based goals—all managed within one platform.

Conclusion

Media buying in DV360 today is about mastering the available deal types and aligning them with your campaign’s goals, formats, and timelines. Whether buying via auction or negotiation, success in 2025 depends on structured inputs, consistent measurement, and leveraging AI to optimize at scale.