Did you know that in DV360 you can use “deals” to access premium inventory?

Deals in DV360 are direct agreements between advertisers and publishers that allow access to premium inventory within the programmatic ecosystem. Unlike the open auction, these agreements offer greater control, quality, and predictability over where your brand appears.

Why invest in premium deals within DV360?

The benefits of using premium deals are numerous for advertisers seeking to combine branding and performance — the approach known as brandformance:

High-quality inventory: Being featured on premium sites or sections (for example, the homepage of a leading news outlet) improves visibility and contextual relevance for your brand.

Greater brand control: By negotiating directly, you can ensure where, in what formats, and under what conditions your ads will appear — reducing the risk of unsafe or unsuitable environments.

Budget predictability: Agreeing on a CPM or price floor allows for better planning and helps avoid unpredictable fluctuations in auction prices.

Better performance and metrics: Ads placed in more relevant environments tend to generate higher engagement, retention, and conversion — all key components of brandformance.

How to integrate deals into your brandformance strategy

Integrating deals into your brandformance strategy means combining visibility with measurable results. To do so, define objectives that balance branding and action, choose premium inventory aligned with your brand, and select the type of deal that best fits your needs.
Then, measure both brand and performance metrics, and optimize in real time based on data. In this way, deals become a bridge between brand impact and advertising efficiency.

Conclusion

In an increasingly fragmented and competitive advertising landscape, DV360 deals offer a solid path to position your brand in premium contexts while also driving measurable results.
Adopting a brandformance approach — where creativity and efficiency go hand in hand — makes the difference between being just another ad or building a campaign that strengthens your brand and delivers real outcomes.

‍