About DV360
Google Display & Video 360 (DV360) is Google's enterprise demand-side platform for programmatic advertising. It gives brands and agencies centralized control over display, video, connected TV, audio, and native campaigns across more than 80 ad exchanges, reaching over 90% of internet users worldwide.
How Prescient AI measures DV360
Prescient AI connects directly to your DV360 account to pull spend, impressions, clicks, and conversion data across all programmatic campaign types. This data flows into the Marketing Mix Model alongside your other paid channels, allowing the model to measure DV360's incremental contribution to revenue at the channel, tactic, and campaign level. Daily model updates mean you can track how programmatic performance shifts across different inventory sources, creative strategies, and audience segments in near real-time.
Why measure DV360 with a Marketing Mix Model
Programmatic campaigns touch users across thousands of sites and apps, making it difficult to isolate their true impact using platform reporting alone. DV360's own attribution captures direct-response conversions but misses the halo effects that programmatic display and video generate — lifts in branded search, higher conversion rates on other channels, and downstream retail sales. A Marketing Mix Model quantifies these cross-channel contributions and maps out the saturation curve for your programmatic spend, so you can forecast returns at different budget levels and optimize the balance between DV360 and your other media investments with confidence.
