Connect DV360 with Primer

Run precision B2B advertising across Google’s entire display and video ecosystem. Primer connects your CRM and compliant third-party data directly to DV360 so you can build Customer Match audiences, control frequency, and measure performance across YouTube, Gmail, and the Google Display Network — all in one unified programmatic plan.

How Primer works with DV360

DV360 is the programmatic gateway into Google’s owned inventory — YouTube, Gmail, and the Display Network — and the foundation of the Google Marketing Platform. But while most marketers use it for brand reach, Primer turns it into a performance-driven, account-based channel.

By syncing your CRM, website, and proprietary B2B contact and company data into DV360 via Customer Match, Primer makes it possible to target verified business buyers across YouTube, Gmail, and Display with unmatched precision. You can run inclusion and suppression audiences, retarget pipeline accounts, or prospect into new companies that match your ICP — all while managing frequency and spend across channels from one place.

Unlike Google Ads, where each channel runs separately, DV360 lets you orchestrate your full funnel in a single insertion order. You can cap frequency across surfaces, run creative sequences (brand video → explainer → case study), and attribute conversions through Floodlight measurement. And because Primer syncs audiences daily, your targeting always reflects live CRM data — who’s in pipeline, who’s converted, and who should be excluded.

For B2B advertisers, this means less waste, more consistency, and full-funnel visibility across the most premium inventory Google offers.

What You Can Do with YouTube + Primer

Retarget CRM accounts and opportunities across YouTube, Gmail, and Display

Build inclusion and suppression audiences from first- and third-party data

Cap frequency and manage messaging across multiple surfaces

Measure reach and conversions with Floodlight and GMP attribution

Run creative sequences across channels for multi-touch B2B journeys

Refresh and sync audiences automatically — no manual uploads required

Why Use DV360 Instead of Google Ads for Customer Match

Programmatic control — Manage YouTube, Gmail, and Display as one coordinated plan instead of disconnected campaigns.

Cross-channel frequency management — Cap impressions per account or contact across all surfaces.

Floodlight measurement — Attribute conversions and engagement across every impression.

Private marketplace access — Extend your B2B audiences into premium publisher deals and brand-safe environments.

Creative sequencing — Deliver tailored stories to verified decision-makers at scale.

Both DV360 and Google Ads reach Google’s O&O inventory — but DV360 adds the orchestration, control, and measurement B2B teams need to run true full-funnel programs. Note: Primer audiences (i.e. customer match) audiences cannot be used outside Google’s O&O inventory.