Display & Video 360 – Technical Integration

Technical Integration and Tool Setup

Display & Video 360 (DV360) is Google's technology for programmatic advertising. Managing this platform requires a solid technical setup. This page outlines how to use DV360's integrations and automation to create efficient advertising workflows.

Technical Integration and Tool Setup

Display & Video 360 within the Google Marketing Platform

DV360 offers native integrations with other products in the Google Marketing Platform (GMP), enabling a unified and consistent data foundation across media, measurement, and activation. These native connections reduce implementation overhead, standardize data flow, and support cross-platform performance visibility – forming the backbone of technically sound campaign measurement and targeting.

Server-to-Server & Data Platform Connections

Beyond native integrations, DV360 also supports server-to-server connections that allow external data – such as CRM activity, scoring models, or offline conversions – to be ingested and activated programmatically. Predictive audience attributes generated in Customer Data Platforms (CDPs) can be pushed to DV360 for segmentation and targeting via Customer Match or linked platforms. These workflows enable full-funnel attribution and performance measurement.

APIs & Automation Workflows

Technical integrations in DV360 are often enabled and scaled through API-based automation. DV360 and Campaign Manager 360 (CM360) APIs allow for the upload of offline conversions, configuration of Floodlight activities, and management of advertiser settings. Google Tag Manager and Firebase also expose approval flows and triggers that can be automated to streamline implementation and tag governance. APIs serve as the technical foundation behind many of the native and custom integrations in DV360.

See what Display & Video 360 technical integrations are offered:

Floodlight Tracking

Floodlight enables conversion and event tracking across DV360 and other Google Marketing Platform tools. In DV360, Floodlight activities are used to measure key actions like purchases or signups, and to build audience lists for targeting. Each activity generates a lightweight tag that can be deployed directly or via Google Tag Manager. A shared Floodlight configuration ensures consistent tracking across DV360, CM360, and Search Ads 360 (SA360) – simplifying implementation and reporting. Floodlight is a core component for accurate attribution, audience creation, and performance measurement in DV360 campaigns.

CM360 Floodlight Configuration

Using a shared Floodlight Configuration between DV360 and CM360 enables unified conversion tracking and audience management across both platforms. This setup ensures that conversions are measured consistently, regardless of where the media is activated, and that audience lists can be reused across platforms and campaigns without duplication. The integration also supports centralized ad management, simplifies attribution, and enables cross-platform reporting. Shared Floodlight activities reduce implementation overhead and form the foundation for scalable, cross-channel measurement.

Native Connection with Google Tag Manager

DV360 supports native integration with Google Tag Manager (GTM). Advertisers can link GTM containers directly within DV360 or via CM360 if using a shared Floodlight configuration. Once linked, conversion tags can be pushed from DV360 into GTM containers and centrally approved via the GTM interface. After tags are pushed, triggers are configured in GTM to control when each tag fires. This ensures accurate conversion tracking across websites and apps. This integration reduces implementation effort, centralizes tag management, and ensures tracking integrity across complex DV360 setups.

Linking of DV360 & CM360 to Firebase

DV360 can be linked to Firebase to track in-app events – such as purchases or app updates – and use them as conversions for optimization and attribution. Once linked, Firebase events are treated like any other Floodlight-based conversion and are available for use in reporting, audience creation, and bid strategies within DV360. Once approved, conversions from Firebase are automatically surfaced in the advertiser’s Floodlight configuration. These can also be enabled for remarketing. This setup allows for accurate app measurement, real-time optimization, and improved attribution for YouTube and programmatic display campaigns running through DV360.

In-App Conversion Tracking with Floodlight

DV360 supports in-app conversion tracking using Floodlight activities configured for mobile environments. These activities use device identifiers – such as Identifier for Advertisers, called IDFA (iOS), and Advertising ID (Android) – to attribute user actions within mobile apps to specific ad interactions. To enable in-app tracking, mobile-specific Floodlight activities must be created and implemented either directly or via Google Tag Manager. Once deployed, they can be used to measure events such as installs, purchases, or custom user actions within the app. These Floodlight events can also be activated for remarketing, allowing advertisers to target users based on in-app behavior across other app environments.

Audiences Based on Calculated & Predictive Attributes

DV360 supports the activation of audiences built on calculated or predictive attributes when integrated with a Customer Data Platform (CDP). These audiences are generated using first-party data enriched with modeled signals – such as conversion likelihood, churn risk, or product affinity – calculated within the CDP or a connected environment. Through secure data pipelines, these segments are pushed into DV360 via Customer Match or shared via linked platforms like Google Analytics (GA). Once available, they can be used for targeting, suppression, or bid strategy refinement. The setup ensures privacy compliance and full control over audience governance.

Linking of DV360 to Google Analytics

Linking GA4 to DV360 enables the use of GA4 audiences for targeting, GA4 conversions for custom bidding, and access to attribution data within DV360. The connection can be established either directly to DV360 or via the Floodlight configuration. A direct link provides access to audiences, conversions, and a limited set of attribution models. Linking via Floodlight offers read-only access to GA4 conversions and full attribution model support. Using both methods ensures the broadest feature coverage. This integration helps connect on-site behavior with media activation to improve targeting accuracy and campaign performance.

Offline Conversion Import

DV360 supports offline conversion tracking through the Campaign Manager 360 API, allowing advertisers to import conversions that occur outside digital environments — such as in-store purchases or call center interactions. Each offline conversion is linked to a Floodlight activity and must include key identifiers like a Google Click ID (GCLID), Display Click ID (DCLID), or encrypted user ID, along with a timestamp, quantity, and value. Conversions are uploaded via the batchinsert method in CM360’s API, with optional encryption metadata required for user-matched data. Once uploaded, conversions are processed and become available in DV360 reporting, enabling full-funnel attribution, audience creation, and optimization based on both online and offline outcomes.

These companies use Display & Video 360 for programmatic advertising:

Frequently Asked Questions

What types of data can be integrated into DV360 campaigns?

DV360 supports a range of integrations, including web and app conversions via Floodlight, first-party audiences from GA or CDPs, in-app events via Firebase, and offline conversions via API. These data sources enable unified tracking, audience targeting, and attribution across channels.

What are the benefits of linking DV360 with Campaign Manager 360?

Linking DV360 to CM360 allows for shared Floodlight configurations, centralized conversion tracking, and unified attribution across campaigns and even channels when CM360 is used as the central ad server in the organization.

Do I need to use Campaign Manager 360 to enable these integrations?

Not always. Many integrations — including GA linking, GTM deployments, and Firebase — can be set up directly in DV360. However, CM360 is required for more advanced Floodlight configuration and centralized attribution.

What’s required to use Google Tag Manager with DV360?

Advertisers must link their GTM container in DV360 and push Floodlight activities into GTM for deployment. Triggers and firing rules are then managed directly within GTM to control when conversion tags are executed.