In the programmatic advertising world, inventory quality and placement control make the difference between average and exceptional campaign performance. While open auction display and video inventory is widely available, brands looking for premium, brand-safe, and high-impact ad placements turn to DV360’s Marketplace.
If you’ve worked with programmatic platforms before but haven’t fully tapped into the DV360 Marketplace, this guide will explain what it is, how it works, and how you can strategically access premium inventory through the platform in 2025.
As a display and programmatic specialist with 15 years of campaign management experience and a decade of SEO-driven audience strategy work, let’s break it down.
What is DV360’s Marketplace?
The Marketplace inside Display & Video 360 (DV360) is a curated environment where advertisers can browse, negotiate, and secure direct deals with premium publishers and inventory providers. It’s essentially a programmatic storefront offering access to high-quality, exclusive ad inventory not typically available in open auctions.
Key benefits:
The Marketplace allows advertisers to build direct programmatic relationships — similar to traditional media buying, but powered by programmatic technology.
How Does the DV360 Marketplace Work?
Think of the Marketplace as a digital catalog of publishers and inventory packages. Here’s how it operates:
1. Browse Available Inventory
Advertisers can search and filter the Marketplace by:
Publishers list their inventory availability, targeting options, and pricing structures within the Marketplace.
2. Choose Your Deal Type
DV360 Marketplace supports several premium programmatic deal types:
| Deal Type | Description | Best For |
| Programmatic Guaranteed (PG) | Guaranteed impressions at a fixed CPM, pre-negotiated | High-impact brand campaigns, CTV |
| Preferred Deal | Non-guaranteed, fixed-price inventory, first look access | Exclusive placements without commitment |
| Private Auction (PMP) | Auction-based access with floor pricing, limited buyer access | Mid-tier reach, brand-safe placements |
| Open Auction | Open bidding, general inventory | Cost-efficient, broad campaigns |
3. Negotiate or Request Access
For Preferred Deals and Programmatic Guaranteed placements, you may need to:
Many deals are pre-priced, while some require direct negotiation with the publisher’s sales team through the platform.
4. Activate the Deal in Your Campaign
Once the deal is accepted:
Why Use DV360’s Marketplace for Premium Inventory?
§ Access to exclusive publishers (CNN, Disney, Hulu, ESPN, Spotify, premium YouTube inventory)
§ Increased brand safety through private environments
§ Guaranteed impression delivery with Programmatic Guaranteed deals
§ Better viewability rates and engagement metrics
§ Avoid high-risk open auction placements
§ Align with publishers’ direct sales inventory without manual media buying paperwork
Key Tips for Buying Premium Inventory on DV360 Marketplace
1. Know your audience placement goals first.
Decide if you need premium video placements, CTV inventory, or mobile app visibility — it’ll help narrow your Marketplace search efficiently.
2. Compare deal types carefully.
Programmatic Guaranteed ensures delivery but requires budget commitment. Preferred Deals offer exclusivity with flexibility.
3. Don’t overlook private auctions.
High-performing, brand-safe, niche inventory is often available here with fewer buyers and negotiable pricing.
4. Factor in creative specs early.
Premium publishers often have stricter creative guidelines. Ensure your display, video, and audio assets meet specs before finalizing deals.
5. Track performance per deal.
DV360 reporting allows you to monitor delivery and KPIs per deal — use this data to optimize future deal negotiations.
Final Thoughts
The DV360 Marketplace is one of the most underutilized advantages in programmatic advertising. It gives advertisers control, transparency, and access to premium inventory at scale — without the complexities of manual media buying.
For brands serious about brand safety, high viewability, and aligning with premium publishers, programmatic deals via DV360’s Marketplace are essential in 2025.
If you haven’t explored it yet, this is the time to rethink your programmatic media plan and start integrating Marketplace deals into your strategy.
Want to unlock premium inventory deals through DV360’s Marketplace? Let the experts at DVAdLab manage your programmatic strategy and secure exclusive placements for your next big campaign. Contact us today.
