Google has strong intentions to revolutionize the ad tech space through the integration of Artificial Intelligence (AI) into its solutions. This blog post will specifically delve into embedded AI within the programmatic platform Display & Video 360 (DV360), delving into its features and the benefits it brings to marketers.

What is embedded AI?

Embedded AI refers to the integration of artificial intelligence directly into applications and systems, streamlining processes and enhancing functionality. It involves incorporating AI models, such as machine learning algorithms, into software to enable intelligent decision-making and automation.

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Jason Spero, VP, global business at Google, speaks from the IAB Annual Leadership Meeting 2024 main stage about reimagining marketing at the inflection point of AI. Image taken from

Embedded AI differs from applied AI, which more often requires Cloud-based solutions and using first party data to acquire insights specific to a company’s business goals, which are then optimized into campaigns.

Understanding Embedded AI in DV360

Embedded AI has long been integrated into the DV360 platform; its core functionalities include machine learning, (a subset of AI) enabling DV360 to enhance campaign performance through data-driven improvements. Marketers can therefore efficiently harness the power of AI in programmatic marketing, as such embedded AI features are user-friendly and scalable.

DV360 Features with Embedded AI

The following features within DV360 incorporate embedded AI. Please note that the list is more comprehensive; if you wish to learn more, you can contact FiveStones at [email protected].

1. Automated Bidding

In DV360, automated bidding utilizes advanced AI algorithms to analyze extensive datasets, encompassing user behavior, historical performance, and contextual signals.

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DV360’s automated bid strategies determine bids based on performance metrics (view, click, conversion) or optimal prices in comparison to the market.

2. Custom Bidding with script or goal builder
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In DV360, custom bidding empowers advertisers to customize bid strategies with, utilizing AI algorithms for precision. Employ custom bidding with the goal builder to craft algorithms prioritizing inventory based on valuable actions, like Floodlight activities or Google Analytics 4 conversions. For a more advanced approach, utilize custom bidding with a script to articulate bidding intentions more granularly; this involves working with code languages such as Python.

3. Drafts & Experiment: A/B Testing and Brand Lift

Embedded AI empowers marketers to experiment with diverse strategies within DV360. Utilize A/B testing in DV360 to compare various targeting and creative combinations, identifying top performers that inform mid-flight and future campaigns. For assessing branding campaigns, employ brand lift to gauge ad recall, brand awareness, and consideration, facilitating alignment with marketing goals and comprehension of ad perception.

Benefits to Marketers Using Embedded AI

Marketers embracing Embedded AI within Google’s solutions can realize tangible improvements in performance, coupled with enhanced scalability. Specifically, leveraging the features mentioned above allows marketers to streamline campaign management, customize bidding based on their tailored strategies, and conduct in-platform campaign testing.

Case Study: Charlotte Tilbury Beauty's 29% CPA Reduction with Custom Bidding


In conclusion, the exploration of AI in marketing may encompass a dual approach: Embedded AI for in-platform enhancements and “Applied AI” for leveraging external data sources. However, embedded AI stands out as more accessible, as it’s already baked into DV360’s features. As Google advances its utilization of AI in ad tech solutions, it becomes imperative for marketers to realize how AI plays a pivotal role in shaping their company’s foothold in digital marketing.