DV360 App
Programmatic on Google's stack, for accounts already running on Google tools: Firebase, GA4, Ads Data Hub.
APP GROWTH · APP ADVERTISING
Programmatic,
built around your app.
For accounts spending more than $500K a month across channels. We only open programmatic once the managed platforms have run out of new audiences, and only with a documented post-install measurement plan.
6% of managed spend, from $1,999/month
Google Play
MARGIN · BOOKS AND READINGA reading habit, one page at a time.The Creative Act.
Made for your everyday.
Made for your everyday.
Free to download
9:41
Margin
Your reading corner
reading streak7 days
The Creative Act · 62% read
2A Room of One’s Own · Up next
3Your notes · 18 highlights
MarginBooks and reading · Sponsored
Install4.8 12.4K reviews100K+Downloads42 MBApp size3+Rated for 3+
Offers in-app purchases · Privacy policy available in storeCAMPAIGN TYPES
Choose the placement for the job
Independent DSP
AppLovin, Moloco, Liftoff or Vungle, chosen on category fit and post-install event data. Sales-rep relationships play no part.
CTV / OLV
Only when the installs it drives can be tracked through a clean MMP set-up. We don't run it for brand halo.
OOH / digital hybrid
Kept for launches, never run as a monthly line item.
How we run the channel
Wk 1
Signal audit. MMP set-up review, event-schema audit and a fraud baseline. If any of the three fails, we don't launch.
Wk 2
DSP shortlist. 2–3 DSPs matched to your category and the events you track, each with its own test budget.
Wk 3–8
Measure and cut. We judge on post-install metrics only. DSP-reported clicks and installs are watched but never used to decide.
Wk 9+
Next wave. Winning DSPs move to scale. Losers are cut with a written note on why, and old vendors don't quietly return.
Creative and measurement
Creative cadence
- Programmatic uses your existing paid creative library, rotated on the same schedule as your managed channels.
- We brief category-specific variants only for CTV and OLV, where the format needs them.
- We don't take the 'DSP-native' creative shortcut; every asset goes into your library for reuse.
What we measure
- The MMP is always the source of truth. DSP-reported numbers are logged but never used to steer spend.
- A monthly fraud audit covering invalid traffic, bot install patterns and geo anomalies.
- Board-ready monthly deck comparing DSP performance to your managed-channel baseline.
Account controls
- Below $500K/mo total spend, programmatic is off the table; the fixed cost of clean measurement isn't worth it there.
- Above that line, the fee is agreed case by case.
- The DSP bills you directly for media. We handle fraud disputes in your name, at no fee.
QUESTIONS
Before we get started
Why not just run programmatic from day one?
Because the fixed cost of clean measurement (MMP set-up, event schema, fraud audit) only pays off once the total ad budget clears $500K/mo. Below that, the money works harder on managed channels and creative.
Which DSPs do you prefer?
None by default. We shortlist 2–3 per account based on category, event data and current auction conditions. Rep relationships get no preference.
Do you handle fraud disputes?
Yes: invalid-traffic audits, geo-anomaly reports and dispute filing in your name, at no extra fee.
What about CTV?
Only when the installs CTV drives can be tracked through a clean MMP set-up. If it's purely for brand halo, we'll say so and suggest a different budget.
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