Self-serve vs managed DV360: which one is right for you?
Self-serve DV360 means your own team runs campaigns inside the platform, while managed DV360 means a specialist team plans, buys and optimises for you. A co-managed model sits in between. The right choice depends on your in-house skills, monthly spend and how much day-to-day control you want.
What is the difference between self-serve and managed DV360?
In self-serve, your team logs in and runs everything. In managed, a specialist team does the setup, buying and optimisation for you. The platform is the same. What changes is who does the work.
Most providers also offer a middle path called co-managed. Here, your team and the provider share the work based on a clear split.
How do the three models compare?
The table below shows the main trade-offs. Use it as a starting point, not a rule.
| Factor | Self-serve | Co-managed | Managed service |
|---|---|---|---|
| Who runs campaigns | Your team | Shared | Provider's team |
| Control | Full, hands-on | High, with support | Strategic, not daily |
| Skills needed in-house | Strong DV360 trading | Basic to moderate | Minimal |
| Time needed from you | High | Medium | Low |
| Typical fees | Media + platform fee | Media + platform fee + support fee | Media + platform fee + management fee |
| Best for | Mature agencies and in-house teams | Teams building skills | Brands that want outcomes |
When should you choose self-serve DV360?
Choose self-serve if you already have trained traders and want full control. It works best when DV360 is part of your daily operations, not a side task.
Self-serve makes sense when:
- You have at least one person who knows DV360 well.
- You run campaigns for several brands or clients.
- You want to own every optimisation decision.
- You are happy to manage tagging, audiences and reporting yourself.
The risk is skill gaps. A wrong frequency cap or a loose targeting setting can waste budget fast. If you go this route, plan for training and a review process. Our self-serve DV360 account page explains what support comes with this setup.
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When should you choose managed DV360?
Choose managed service if you want results without building a programmatic team. You set the goals and budget. The provider handles the rest and reports back.
Managed works well when:
- Your marketing team is small or stretched.
- You are new to programmatic and do not want to learn by spending.
- You need premium deals with OTT apps or news publishers, and want someone to negotiate them.
- You care more about outcomes than about pressing buttons.
The trade-off is less hands-on control, so ask for clear reporting and regular reviews. With our DV360 Managed Service you follow every campaign in our DV360 Reports Section, which updates each morning with the previous day's delivery, rather than logging in to DV360 yourself.
What does co-managed DV360 look like?
Co-managed means you share the work. A common split is that the provider handles setup, deals and complex optimisation, while your team handles briefs, creatives and daily checks.
This model is popular with brands building an in-house team. Your people learn on live campaigns with experts beside them. Over time, you can take on more tasks and move closer to self-serve.
How do costs differ between the models?
All three models pay for media and some form of platform fee. Managed and co-managed add a service fee for the people doing the work.
Fees are usually charged in one of these ways:
- Percentage of media spend: the most common model.
- Fixed monthly retainer: useful when spend is steady.
- Hybrid: a small retainer plus a lower percentage.
Rates vary by spend level, scope and the provider. Do not compare only the fee. Compare what is included: deal access, brand safety tools, reporting, and how often someone actually optimises your campaigns.
As a simple example, a brand spending ₹10 lakh a month on media might pay a higher percentage fee than a brand spending ₹1 crore, because fixed work is spread over less spend.
Which questions should you ask before you decide?
Ask these five questions inside your team before you pick a model. Honest answers usually make the choice clear.
- Who on our team can run DV360 today, and for how many hours a week?
- How much do we plan to spend per month for the next six to twelve months?
- Do we need premium deals, such as PG with OTT apps?
- How fast do we need to launch?
- Do we want to build in-house skills, or just get results?
If you answered 'nobody' to the first question, start with managed or co-managed. If you have skilled traders and a steady spend, self-serve is likely the better fit.
Can you switch models later?
Yes. Many brands start with managed service, then move to co-managed and finally self-serve. Because the account belongs to your advertiser, your data, audiences and history can stay in place while the working model changes.
Agree on this with your provider at the start. Make sure your contract allows a smooth handover of access and reporting.
Next step
Not sure which model fits your team? Tell our programmatic experts about your setup through the form on our contact page. We will look at your spend, goals and in-house skills, and suggest a setup that makes sense for you.
