Display & Video 360, also known as DV360/DoubleClick Bid Manager/DBM is Google’s Programmatic Advertising Platform that brings together planning, creative, buying, and measurement features into a single tool. In this article, we will read more about the Display & Video 360 Account Hierarchy.
Display & Video 360 Account Hierarchy
Below is the Display & Video 360 Account hierarchy
Partner > Advertiser > Campaign > Insertion order > Line item > Creative
Let us get to know more about each entity.
In Display & Video 360, a partner comes top in the hierarchy. It represents agencies, trading desks, or individual advertisers with significantly higher media spends. Generally, multiple Display & Video 360 advertisers exist under a single agency partner account.
Under Partner, there can be a single or multiple advertisers. Advertisers are real-life businesses that want to run advertising campaigns. A partner account of an agency tends to have multiple advertisers.
Example: Say, a travel brand CreateMyTrip wants to run an advertising campaign on Display & Video 360, then the agency will create an advertiser under which all the campaigns of the brand will be executed.
A group of insertion order represent a campaign in Display & Video 360. A campaign has a common business goal and corresponding KPI to track the performance.
Example: After the 2nd wave of COVID-19, the brand wants to spread the word of resilience and motivate the consumer to travel again. To achieve this, the brand wants to launch a campaign that will talk about #LetsTravelAgain which will run across Display and YouTube properties. For this, the agency will create a campaign named Lets Travel Again.
Click here to know more about the #WeWillTakeOffAgain Campaign by Goibibo featuring Anupam Kher applauds the efforts of the youth in fighting the pandemic
Insertion Order is created under a campaign that lets you select the duration of the campaign and the budget that the advertiser wishes to spend. In addition to this, there are a couple of other settings that are available at the Insertion Order such as Pacing, Goal, Frequency Cap and various targeting options.
Example: As mentioned in the previous example, the brand wants to run a campaign across Display and YouTube. In this case, the agency would create two insertion orders, one for Display and the other for YouTube.
The line item is created under an insertion order to bid on impressions and serve creatives. You can set the budget, bid price, frequency cap and targeting to the line item. In Display & Video 360, the line items are generally created for different media buys such as Display, Video, Audio, YouTube, Gmail, Over-the-top, TV.
Creatives are at the end of the hierarchy. Display & Video 360 lets you run various creatives such as Static image (PNG/JPG), GIF, Native, HTML5, Rich Media etc.
Click here to know more about Creative formats that are available on Display & Video 360