DV360 vs Amazon DSP: Which Programmatic Platform Is Right for Your Brand?

Most marketing teams agonize over this decision for months. Should they go with Google Display & Video 360, the massive beast of a platform that reaches basically everyone, everywhere? Or bet on Amazon DSP, which has access to shopping data that makes other platforms look like they're working blind?

Here the thing: there no universal answer. DV360 and Amazon DSP are built for fundamentally different jobs and picking the wrong one can waste serious budget before anyone notices.

Let cut through the sales pitches and look at what actually matters when you're comparing DV360 vs Amazon DSP.

What You're Really Choosing Between

DV360 is Google enterprise demand side platform. It plugs into practically every ad exchange out there, giving access to millions of websites, apps, streaming services and connected TV inventory. Think of it as the Swiss Army knife of programmatic advertising. Complicated, powerful and capable of handling just about any digital campaign you throw at it.

Amazon DSP plays a different game entirely.

Yes, it reaches audiences across the web. But its real strength is sitting on top of Amazon shopping data. When someone searches for wireless headphones at 2am, adds three different pairs to their cart over the next week, then abandons everything, Amazon knows. That behavioral data is what makes Amazon DSP dangerous for brands trying to drive actual sales.

The debate around DV360 vs Amazon DSP really comes down to this: do you need reach and scale across the entire internet, or precision targeting based on shopping behavior? Most brands eventually realize they need both, but that a different conversation.

How Targeting Actually Works

DV360 gives you Google entire data universe. Demographics, interests, affinity audiences, in market segments, custom intent audiences built from search behavior. You can layer in first party data, build lookalikes and get pretty sophisticated with your audience strategies. The targeting options are honestly overwhelming at first.

But here where Amazon DSP gets interesting.

Instead of targeting people who Googled "best coffee makers," you're targeting people who actually bought a coffee maker last month. Or viewed five different models. Or have a subscription for coffee pods. This isn't inferred interest. These are observed shopping behaviors that translate directly to purchase intent.

For retail brands and e commerce businesses, that difference is huge. Being able to conquest customers who bought from a competitor, or win back customers who haven't purchased in 90 days, creates opportunities that demographic targeting can't touch. The precision is just better when you're working with actual transaction data instead of behavioral signals.

That said, if you're not selling a physical product or don't care about Amazon ecosystem, this advantage mostly disappears.

Where Your Ads Actually Run

DV360 inventory access is hard to beat. Premium publishers, mobile apps, YouTube (obviously), connected TV, audio streaming, pretty much every major ad exchange. If there programmatic inventory available somewhere on the internet, DV360 can probably reach it.

Amazon DSP has three main buckets: Amazon owned properties like Amazon.com and IMDb, third party publisher inventory through Amazon Publisher Services and programmatic inventory from major exchanges. The reach is substantial but narrower than DV360.

What Amazon lacks in breadth, it makes up for in data quality. When your ad runs on Amazon.com, the platform knows exactly who saw it and can track what they do next with scary accuracy. No cookie matching. No probabilistic attribution. Just clean, deterministic data.

As third party cookies disappear and privacy regulations get stricter, that deterministic measurement advantage keeps looking more valuable.

The Learning Curve Is Real

Neither platform is easy. Let just get that out of the way.

DV360 interface is built for enterprise media buyers who live and breathe programmatic. There granular control over everything, which is great if you know what you're doing and frustrating if you don't. The first time someone logs in, they usually spend 20 minutes just trying to figure out where to create a campaign. The learning curve is steep and the platform doesn't hold your hand.

Amazon DSP is more streamlined but still requires programmatic knowledge. The interface guides you toward best practices for retail campaigns, which helps. But don't mistake simpler for simple. You still need to understand auction dynamics, frequency management and how to structure campaigns properly.

Most brands end up working with agencies or managed service partners rather than trying to DIY these platforms, especially when first evaluating DV360 vs Amazon DSP. The cost of learning through expensive mistakes usually exceeds the cost of hiring someone who already knows what they're doing.

Measuring What Actually Happened

DV360 integrates with Google Analytics and supports various attribution models, including Google data driven attribution. You can track view through conversions, analyze cross device behavior and map out customer journeys. The reporting is comprehensive, assuming you've set everything up correctly.

Amazon DSP measurement is where things get interesting.

The platform doesn't just track clicks and conversions. It tracks product detail page views, add to cart events and actual purchases. For brands selling on Amazon, you get true closed loop measurement. Someone sees your ad, searches for your product three days later, buys it a week after that? Amazon connects those dots with high confidence.

This matters more than most marketers initially realize. DV360 relies on conversion pixels and cookie based tracking, which works but has limitations. Amazon can attribute real purchases to ad exposure with certainty that cookie based systems can't match.

The gap widens as privacy regulations tighten and browsers kill third party cookies. Amazon first party data advantage just keeps growing.

What It Actually Costs

Both platforms charge platform fees on top of your media costs. DV360 typically charges 10 20% depending on your deal with Google or your agency. Amazon DSP fees vary based on whether you're running managed or self service campaigns, but they're generally competitive.

The real cost isn't just the fees though.

You need skilled people to run these platforms effectively. Whether that in house talent or agency support, the operational cost of campaign management adds up fast. A junior media buyer making mistakes on a six figure campaign budget can burn through more money in a week than you'd pay a senior specialist for a month.

When calculating total cost, factor in media spend, platform fees and the human expertise required to not waste your budget. That third number is often the biggest.

When DV360 Makes Sense

Choose DV360 when reach matters more than precision. If you're launching a new brand, building awareness, or need to reach audiences across every corner of the internet, DV360 inventory access is tough to match.

The platform also wins for video heavy campaigns. YouTube integration, connected TV inventory and premium video publishers make DV360 the better choice for brands focused on video advertising. Amazon DSP has video inventory, but Google is deeper and more diverse.

DV360 also makes sense for sophisticated media buyers who want maximum control. If your team knows programmatic inside and out and needs access to advanced features and customization options, DV360 delivers.

When Amazon DSP Is the Better Bet

If driving product sales is your primary goal, especially on Amazon, this isn't even close. Amazon DSP wins. The shopping behavior targeting and closed loop measurement create advantages that DV360 simply can't replicate.

Retail brands, e commerce businesses and CPG companies get the most value here. Being able to target customers who bought from competitors or lapsed buyers who haven't purchased in months creates powerful remarketing and conquest opportunities. This kind of precision targeting based on actual transactions is Amazon DSP killer feature.

Amazon DSP also makes sense if you're building a full funnel strategy within Amazon ecosystem. You can guide customers from awareness through consideration to purchase while maintaining visibility into each stage. For brands heavily invested in Amazon, that integrated approach is hard to beat.

Making the Call

The choice between DV360 vs Amazon DSP isn't about which platform has better features. Both are powerful. Both can drive results. The question is which one aligns with what you're actually trying to accomplish.

Need massive reach across the open web? DV360. Need precision targeting based on shopping behavior? Amazon DSP. Want both? That where strategy gets interesting.

Many successful brands use both platforms in complementary ways. DV360 builds awareness and consideration at the top of the funnel while Amazon DSP captures demand and drives conversions at the bottom. This multi platform approach requires more sophistication but can deliver results neither platform achieves alone.

Whatever you choose, focus on outcomes over features. What are you trying to achieve? Who needs to see your ads? How will you know if it working? Answer those questions honestly and the platform decision gets a lot clearer.