Programmatic — Display & Video 360 and RTB advertising

Programmatic advertising is automated ad inventory buying executed by algorithms in the RTB (Real-Time Bidding) model. Instead of negotiating placements with each publisher individually, the platform bids on a single ad impression in a fraction of a second and buys it only when it reaches the right person in the right context. That makes programmatic advertising precise, scalable and fully measurable — all at once.

Our experience running brand and reach campaigns shows that programmatic works best where what matters is reaching a specific audience on high-quality inventory — not simply getting the ad shown anywhere. The key is audience selection, inventory quality and consistent performance measurement: from reach and frequency to ad viewability and impact on brand awareness.

What is Display & Video 360 (DV360)

Display & Video 360 (DV360) is a DSP (Demand-Side Platform) that is part of Google Marketing Platform. It lets you buy ad inventory programmatically from hundreds of exchanges and thousands of publishers in one place — across display, video, audio and Connected TV (CTV) formats. It is a tool that combines reach, access to premium inventory and advanced audience management with full spend control. We run campaigns on our own DV360 account — you do not need to set up or maintain your own technology.

• Premium inventory — high-quality ad placements from leading publishers in Poland and worldwide, unavailable on the standard display network.
• Connected TV (CTV), video and audio — reaching audiences on smart TVs, VOD services and audio streaming.
• Advanced audience management — buying segments from third-party partners or uploading your own audience lists.
• Creative personalization (DCO) — dynamically tailoring the ad message to the viewer and the context.
• Viewability and brand lift measurement — monitoring the real visibility of your ads and the campaign's impact on brand awareness.
• Media plan management in one place — campaigns across multiple publishers managed from a single platform.

Programmatic vs the Google Display Network

The Google Display Network (GDN) covers inventory within the Google ecosystem. Programmatic in DV360 reaches much further — it buys inventory from multiple exchanges and third-party publishers, including premium placements as well as Connected TV and audio. It also offers more advanced audience management and more accurate ad viewability measurement. In practice, programmatic works hand in hand with your other activities: remarketing that closes sales and search advertising that captures demand in the search engine. It's a full-funnel approach — from building awareness to conversion.

How we bill programmatic campaigns

The Display & Video 360 campaign fee is an all-in total — it covers the platform technology fees, publisher payments (inventory purchase) and our campaign management fee. We prefer prepayment when starting a new engagement, and you pay the fee directly to us. We do not grant access to the DV360 account — we take on the entire technology, configuration and optimization. A programmatic campaign can be run either as a one-off activation or continuously.

What kinds of businesses programmatic works for

Programmatic in Display & Video 360 excels above all at building brand awareness and image — when launching a product, in reach campaigns, and wherever it matters to reach a precisely defined audience on high-quality inventory. It is also an effective complement to performance activities: the upper funnel built with programmatic feeds your conversion campaigns. You'll find concrete results from campaigns we've delivered in the results section below.