ConsentMark
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G
AdvertisingHigh complexity

Google Display & Video 360 (DV360)

by Google

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Sets cookies
Yes
Sends PII
No
Cross-site tracking
Yes
Consent required
Advertising / Marketing
Transfer mechanism
EU-US Data Privacy Framework
Cookies
IDEidDSIDRULFPGCLDC

Overview

Google's buy-side programmatic advertising platform (formerly DoubleClick Bid Manager / DBM). Part of the Google Marketing Platform and typically deployed alongside Campaign Manager 360. Fires Floodlight activity tags for conversion measurement, performs cookie matching with RTB partners and builds remarketing audiences via the doubleclick.net cookie footprint.

Detection capabilities

Signature count
1
Detection methods
network
Property types
hostnamepathname

Consent Mode v2

Consent Mode v2

Google Consent Mode v2 signal requirements for this tag.

analytics_storagenot used
ad_storagerequired
ad_user_datarequired
ad_personalizationrequired

Performance impact

Performance Impact

Requests per page
2

Common mistakes

  • 1Deploying DV360 Floodlight tags without consent - they set third-party cookies and transmit conversion data to Google ad servers
  • 2Not integrating DV360 with Consent Mode v2, preventing cookieless conversion modelling when consent is denied
  • 3Failing to block DV360 cookie matching (cm.g.doubleclick.net) before consent, which syncs user identifiers with bid-side partners
  • 4Overlooking that DV360 is the buy-side counterpart to Campaign Manager and shares the doubleclick.net cookie footprint - both should be disclosed in the cookie notice together

Compliance considerations

DV360 sets third-party cookies on doubleclick.net (id, IDE, DSID, RUL) and first-party conversion attribution cookies on the advertiser domain (FPGCLDC). Its ad serving and conversion measurement activities constitute personal data processing under GDPR and require explicit advertising consent. DV360 cookie matching endpoints on cm.g.doubleclick.net must be blocked until consent has been granted. International transfers are covered by the EU-US Data Privacy Framework. Advertisers should ensure DV360 is disclosed alongside Campaign Manager in the cookie notice because both products share the same underlying doubleclick.net cookie footprint and are both part of the Google Marketing Platform.

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