DV360 (Display & Video 360)
DV360 is Google’s programmatic buying platform for YouTube, Gmail and the Google Display Network. Primer connects directly to DV360 so you can sync CRM and compliant third‑party data, build Customer Match audiences and control frequency across Google’s owned inventory from one place.
Getting started
Connect DV360 – On the Primer Connections page, go to Integrations tab and select DV360.
Authorize – Sign in with a Google account that has access to your DV360 advertiser and grant Primer permission to read statuses and write Customer Match audiences. The integration uses native OAuth.
Select advertiser – Choose the DV360 advertiser or seat where you want to activate Primer audiences.
Sync audiences automatically – Primer will begin syncing your CRM and first‑/third‑party data into DV360. Lists refresh automatically whenever your underlying data changes.
Key capabilities
Retarget CRM accounts and opportunities across YouTube, Gmail and Display.
Build inclusion and suppression audiences from first‑ and third‑party data.
Cap frequency and manage messaging across multiple surfaces.
Measure reach and conversions with Floodlight and Google Marketing Platform attribution.
Run creative sequences across channels (e.g., brand video → explainer → case study) for multi‑touch B2B journeys.
Automatic list refresh – audiences stay up to date; no manual uploads are required.
Why use DV360 instead of Google Ads?
Both platforms reach Google’s owned and operated inventory, but DV360 provides additional programmatic controls:
Unified programmatic plan – manage YouTube, Gmail, and Display campaigns within a single DV360 insertion order.
Cross‑channel frequency management – cap impressions per account or contact across all surfaces.
Floodlight measurement – measure conversions and engagement across every impression.
Private marketplace access – extend your audiences into premium publisher deals and brand‑safe environments.
Creative sequencing – deliver tailored stories to verified decision‑makers at scale.
Note: Primer audiences can only be used within Google’s owned and operated (O&O) inventory; they cannot be activated in third‑party networks.
Quick rundown
Integration type
Native OAuth; Primer reads campaign statuses and writes audiences
Available on plan
Scale‑only
Typical match rate
15–35 % match rate with Primer audiences compared with ~2 % without Primer
Audience types supported
Customer List audiences
Available actions
Sync, Retarget, Exclude (not available in third‑party networks)
Refresh frequency
Automatic based on audience composition changes
Privacy handling
Data is hashed and processed based on user consent
Minimum audience requirements
Google’s Customer Match policy requires that lists have at least 1000 active users within the last 30 days. Primer handles hashing and consent, so you only need to ensure your CRM or third‑party data meets this threshold.
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