What's the definition of Display & Video 360 as a product?
A product that allows advertisers to store and deliver their ads to a publisher's webpage.
A product that allows website owners to track, manage, and report data on their website traffic.
A product that allows publishers and media owners to manage the inventory they offer.
A product that allows advertisers to buy digital inventory and manage campaigns.
Explanation
Analysis of Correct Answer(s)
Display & Video 360 (DV360) is Google's Demand-Side Platform (DSP). Its core purpose is to serve the needs of advertisers and agencies (the "demand" or "buy-side" of the digital advertising ecosystem). This option accurately summarizes its primary functions:
- Buying digital inventory: DV360 provides access to a vast range of ad inventory across display, video, audio, and more from numerous ad exchanges and publishers.
- Managing campaigns: It is an end-to-end platform for the entire campaign lifecycle, including planning, creative management, audience targeting, bidding, optimization, and measurement from a single interface.
Analysis of Incorrect Options
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The option describing a product for publishers to manage their inventory defines a Supply-Side Platform (SSP) or a publisher ad server, such as Google Ad Manager. This is the opposite of a DSP.
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The option describing a tool to track and report on website traffic defines a web analytics platform, such as Google Analytics. Its focus is on-site user behavior, not media buying.
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The option describing a product to store and deliver ads defines a third-party ad server, such as Campaign Manager 360. While DV360 has creative hosting capabilities and integrates with ad servers, its primary definition is broader, encompassing the entire media buying and campaign management process, not just ad serving.