7 Best Alternatives to DV360 in 2026 for Programmatic Advertising

Why look beyond DV360

Display & Video 360 (DV360) is a robust demand-side platform (DSP) within the Google Marketing Platform, designed for large-scale programmatic media buying and cross-channel campaign management. It offers advanced audience targeting, brand safety controls, and integration with other Google products like Campaign Manager 360 and Google Analytics [source]. However, organizations may seek alternatives for several reasons. Some alternatives offer specialized integrations with specific ad exchanges or publisher networks, potentially leading to different inventory access or pricing structures. Other platforms may provide distinct user interfaces, reporting capabilities, or support for niche advertising formats that align more closely with specific campaign objectives. Additionally, companies looking to diversify their ad tech stack beyond a single vendor, or those with specific data privacy requirements not met by a Google-centric ecosystem, might explore other DSPs. Pricing models, which are typically custom and enterprise-focused for DV360 [source], can also be a factor in evaluating alternatives.

Top alternatives ranked

1. 1. The Trade Desk — Omnichannel media buying for global campaigns

   The Trade Desk is an independent demand-side platform known for its focus on data-driven programmatic advertising across various channels, including display, video, audio, and connected TV (CTV) [source]. It provides advertisers with access to a broad range of premium inventory and advanced targeting capabilities, emphasizing transparency and control over ad spend. The platform is designed to handle global advertising campaigns and offers tools for ad fraud prevention and measurement. Its open API allows for extensive integrations, making it suitable for enterprises seeking flexibility in their ad tech stack.

   • Best for: Global advertising campaigns, data-driven media buying, omnichannel ad serving, and ad fraud prevention.

   See our in-depth profile on The Trade Desk.

2. 2. Xandr Invest — Enterprise-grade programmatic platform with premium inventory

   Xandr Invest, part of Microsoft Advertising, is an enterprise-grade programmatic platform that offers advanced capabilities for media buying across display, video, and connected TV [source]. It provides access to premium inventory, including AT&T and WarnerMedia properties, and emphasizes brand safety and transparent reporting. Xandr Invest is designed for large advertisers and agencies requiring sophisticated targeting, optimization, and measurement tools. Its focus on curated inventory and advanced analytics makes it a strong contender for those prioritizing quality and performance in their programmatic campaigns.

   • Best for: Large advertisers and agencies, premium inventory access, brand-safe environments, and advanced analytics.

   See our in-depth profile on Xandr Invest.

3. 3. Criteo — Performance marketing with a focus on retail media

   Criteo is a commerce media platform specializing in performance advertising, particularly for e-commerce and retail businesses [source]. While DV360 offers broad programmatic capabilities, Criteo excels in driving sales and conversions through personalized retargeting and shopper data activation. Its platform connects advertisers with a network of publishers and retailers, leveraging extensive first-party commerce data to deliver relevant ads across various channels. Criteo's strength lies in its ability to target high-intent shoppers and optimize campaigns for specific performance goals like sales and return on ad spend.

   • Best for: E-commerce businesses, retail media advertising, personalized retargeting, and driving online sales.

   See our in-depth profile on Criteo.

4. 4. Google Ads — Broad advertising reach within Google's ecosystem

   Google Ads is Google's primary advertising platform, offering a wide range of ad formats across Search, Display, YouTube, and Apps [source]. While DV360 is a DSP for programmatic buying across multiple exchanges, Google Ads focuses on advertising within Google's owned and operated properties and its extensive network of partner sites. It is highly effective for driving website traffic, generating leads, and increasing online sales through keyword-targeted search ads, contextual display ads, and video campaigns. Google Ads provides robust automation and optimization features, making it accessible for businesses of all sizes.

   • Best for: Driving website traffic, generating leads, increasing online sales, and leveraging Google's search and display network.

   See our in-depth profile on Google Ads.

5. 5. Meta Ads (Facebook + Instagram) — Social media advertising with extensive audience targeting

   Meta Ads provides advertising solutions across Facebook, Instagram, Messenger, and Audience Network, offering unparalleled reach within social media environments [source]. Unlike DV360's focus on programmatic exchange buying, Meta Ads leverages its vast user data for highly granular audience targeting based on demographics, interests, behaviors, and connections. It is particularly effective for brand awareness, e-commerce promotion, and lead generation through visually rich ad formats. The platform's self-serve interface and robust analytics tools cater to businesses seeking to engage with social audiences.

   • Best for: Social media advertising, audience targeting on Facebook and Instagram, e-commerce promotion, and brand awareness campaigns.

   See our in-depth profile on Meta Ads.

6. 6. LinkedIn Ads — B2B advertising for professional audiences

   LinkedIn Ads is a specialized advertising platform tailored for reaching professional audiences and businesses [source]. While DV360 offers broad programmatic reach, LinkedIn Ads excels in B2B lead generation, account-based marketing, and thought leadership promotion by targeting users based on job title, industry, company size, and professional skills. It provides various ad formats, including Sponsored Content, Message Ads, and Dynamic Ads, making it suitable for companies looking to connect with decision-makers and professionals. Its unique professional graph offers targeting capabilities not found on other platforms.

   • Best for: B2B lead generation, professional networking, talent acquisition marketing, and account-based marketing.

   See our in-depth profile on LinkedIn Ads.

7. 7. AdRoll — E-commerce-focused retargeting and prospecting platform

   AdRoll is an e-commerce marketing platform that combines retargeting, prospecting, and email marketing features [source]. While DV360 is a broad programmatic DSP, AdRoll specializes in helping e-commerce businesses drive sales through personalized customer journeys. It offers a unified platform to manage display ads, social media ads, and email campaigns, leveraging AI to optimize performance. AdRoll's focus on small to medium-sized e-commerce businesses and its integration with popular e-commerce platforms make it a distinct alternative for those prioritizing direct sales and customer retention.

   • Best for: E-commerce businesses, personalized retargeting, prospecting campaigns, and unified marketing efforts.

   See our in-depth profile on AdRoll.

Side-by-side

How to pick

Selecting an alternative to DV360 involves evaluating your specific advertising objectives, target audience, budget, and existing technology stack. Consider these factors:

1. Identify your core advertising goals:

• For broad programmatic reach and omnichannel campaigns: If your primary need is to manage large-scale programmatic campaigns across diverse channels (display, video, audio, CTV) with an emphasis on data-driven optimization, The Trade Desk or Xandr Invest are strong contenders. Both offer robust DSP functionalities similar to DV360, with The Trade Desk often highlighted for its transparency and Xandr Invest for its access to premium inventory.
• For e-commerce performance and retail media: If driving direct sales, retargeting high-intent shoppers, and leveraging commerce data are paramount, Criteo and AdRoll specialize in these areas. Criteo focuses on broader retail media, while AdRoll provides a unified platform for smaller to medium-sized e-commerce businesses.
• For search engine marketing and Google's ecosystem: If your campaigns heavily rely on search intent, YouTube video ads, or Google's extensive display network, Google Ads is the direct alternative for managing these within a more integrated Google environment, although it is not a DSP in the same way DV360 is.
• For social media advertising and audience engagement: To reach vast consumer audiences on social platforms with rich media ads, Meta Ads (Facebook + Instagram) offers unparalleled targeting capabilities based on user interests and behaviors.
• For B2B lead generation and professional audiences: If your target audience consists of professionals and businesses, LinkedIn Ads provides unique targeting options based on job title, industry, and company, making it ideal for B2B marketing and account-based strategies.

2. Evaluate inventory access and ad formats:

• Consider the types of ad inventory (display, video, CTV, audio, native) and ad formats (standard banners, rich media, interactive) that are critical for your campaigns. While DV360 offers broad access, some alternatives might have stronger partnerships with specific publishers or specialized inventory sources. For example, Xandr Invest is known for its premium video and CTV inventory.

3. Assess data integration and targeting capabilities:

• Examine how each platform integrates with your existing data sources (CRMs, DMPs, analytics platforms) and its ability to activate first-party data. Look at the granularity of audience targeting options, including demographic, psychographic, behavioral, and contextual targeting. Platforms like The Trade Desk and Xandr Invest offer sophisticated data capabilities comparable to DV360, while Meta Ads and LinkedIn Ads excel in leveraging their proprietary user data.

4. Consider brand safety and fraud prevention:

• Investigate the brand safety measures and ad fraud prevention technologies offered by each alternative. Most enterprise-grade DSPs, including The Trade Desk and Xandr Invest, integrate with third-party verification tools to ensure ads appear in appropriate environments and reach real users.

5. Review pricing models and budget:

• DV360 typically operates on a custom enterprise pricing model. Alternatives may offer different structures, including percentage of media spend, fixed fees, or auction-based models (common for Google Ads, Meta Ads, LinkedIn Ads). Understand the total cost of ownership, including platform fees, data costs, and managed service fees if applicable.

6. User interface and ease of use:

• While DV360 is powerful, its complexity can be a factor. Evaluate the user interface and overall user experience of alternatives. Some platforms may offer a more intuitive workflow for specific campaign types, or a less steep learning curve for your team.

7. Support and API access:

• Consider the level of customer support and the availability and robustness of API access for automation and integration with your internal systems. All listed alternatives offer APIs for programmatic management and reporting, which is crucial for technical buyers and developers.