DV360 advertising for E-commerce

E-commerce brands need both new shoppers and repeat buyers. DV360 helps with both in one place.

At the top, use CTV, OTT and YouTube to reach new shoppers at scale. In the middle, use display and native on content sites to show categories and offers. At the bottom, use retargeting to bring back cart abandoners and past buyers.

With first-party data (your own customer and visitor data, with consent), you can exclude recent buyers, find lookalike audiences and focus spend on people most likely to buy.

Big sale events like festive sales bring high demand and high media costs. Plan early:

• Book premium OTT and CTV inventory ahead with Preferred Deals or Programmatic Guaranteed.
• Build audiences in the weeks before the sale with teaser video.
• Run retargeting and app re-engagement during the sale.
• Use DOOH in malls and metro stations for big launches.
• Use regional OTT and regional-language creatives to reach shoppers in Tier 2 and 3 cities.

Set clear frequency caps, as sale periods can tire audiences quickly.

E-commerce has clear digital signals, so measurement can be precise:

• Purchases and revenue tracked with Floodlight or linked Google Analytics 4.
• Return on ad spend (ROAS), revenue divided by ad cost.
• App installs and in-app purchases through app measurement partners.
• New vs returning buyers, to check you are growing, not just re-buying.

Look at both click and view-through conversions, but treat view-through numbers with care. Incrementality tests show what the ads truly added. Run them before and after big sale events.