How DV360 pricing works
Display & Video 360 is Google's enterprise demand-side platform, and in most markets Google does not sell it to you directly. You buy access through a certified sales partner, and the partner sets the fee. That fee is almost always a percentage of the media you run through the platform, charged on top of the media itself.
Two numbers get conflated here. Google charges the partner a platform fee — historically around 15% of spend at the largest scale, less as volume grows. The partner then sets your rate, which includes their margin and any service. What you actually pay is that second number, and it is negotiable in a way the first one is not.
The three layers of what you pay
- Media, at cost. The impressions themselves. This passes through and isn't where partners make money.
- Platform fee. A percentage of media spend for access to DV360. This is the number that varies partner to partner and the one this site estimates.
- Service. Onboarding and support, or full campaign management, usually priced separately — either as an uplift on the platform fee or as its own retainer with a monthly floor.
What a rate actually depends on
Four things move a DV360 quote more than anything else: your annual spend (higher volume earns a lower percentage), your contract term and commitment, the service tier you buy, and whether you're bundling DV360 with SA360 or CM360. A partner will quote a very different rate to a company committing to $8M a year than to one testing at $400k, and the minimum monthly fee often decides the outcome at the low end.
Estimated ranges by spend
These are independent estimates for the platform fee alone, expressed as ranges. Service is extra. Your real quote depends on the factors above.
| Annual DV360 spend | Estimated platform fee | Note |
|---|---|---|
| Under $1M | 11%–17% | Monthly minimums often bind here |
| $1M–$5M | 9%–14% | The common mid-market band |
| $5M+ | 7%–11% | Volume leverage kicks in |
Below roughly $1M in annual spend, a partner's minimum monthly fee frequently matters more than their headline percentage. A low rate with a high floor can cost more than a high rate without one. The comparison tool models this, which is why the cheapest partner at $5M isn't always the cheapest at $400k.
Self-serve, supported, or managed
Partners typically sell three shapes of relationship. License-only means you run everything in-house and pay for platform access alone. Supported adds onboarding, training, and escalation for a small uplift. Fully managed means the partner runs the media, priced as its own fee with a floor that usually rules it out below a few million in spend. Deciding which you need before you get quotes keeps you from paying for a service tier you won't use.
How to get a rate that isn't the first one offered
The single most effective move is to get two or three quotes and put them next to each other. Partners quote differently when they know you're comparing, and the overlap between their ranges tells you exactly how much room there is to push. That's the whole reason this tool exists: it gives you the shape of the market before the first conversation, so the opening number isn't the only number you know.
Common questions
Can I buy DV360 directly from Google?
In most markets, no. Google routes access through certified sales partners who handle provisioning, support, and billing. Direct enterprise contracts exist but typically carry six-figure annual commitments, which is why most buyers start with a partner.
What's the minimum spend for DV360?
There's no single platform minimum, but the practical floor is set by the partner's minimum monthly fee. Direct Google contracts often start around $50k/month in media; partners lower that entry point considerably, which is how most brands begin.
Is the platform fee negotiable?
Yes. The percentage a partner quotes reflects their margin and your leverage. Higher committed spend, longer terms, and bundling multiple platforms all pull it down. Comparing two or three quotes is the most reliable way to find the real floor.
Does the fee include managing my campaigns?
Usually not. License-only pricing covers platform access. Hands-on management is a separate service, priced either as an uplift or its own retainer with a monthly minimum.