In this article, we’ll walk through the account hierarchy in Display & Video 360, because this is one of the most confusing topics for beginners. DV360’s structure is slightly more extensive than other ad platforms, and understanding it early will make everything else like campaign creation, targeting, reporting much easier.
Before diving into the interface, it’s important to first understand how DV360 is organized and why this hierarchy exists.
Why Ad Platforms Use Hierarchies
Most advertising platforms use a hierarchical structure to make account management scalable and efficient.
For example, in Google Ads:
- You have a Manager (MCC) account
- Under that, multiple ad accounts
- Inside ad accounts: campaigns
- Then ad groups
- And finally ads
This structure allows you to control shared settings at higher levels.
For instance:
- You add a payment method once at the account level
- You define geo targeting at the campaign level instead of repeating it for every ad
Similarly, Meta Ads uses:
- Business Manager
- Ad Accounts
- Campaigns
- Ad Sets
- Ads
DV360 follows the same logic but with one extra layer, because it’s designed for larger advertisers and agencies that need more granular control.
The DV360 Account Hierarchy: Big Picture
When you log into DV360, the first things you’ll notice are:
- Partner
- Advertisers
As you move between these levels, the navigation panel changes, showing different options like reports, resources, and settings.
The DV360 hierarchy looks like this:
- Partner
- Advertiser
- Campaign
- Insertion Order
- Line Item
Let’s break down each level and relate it to platforms you may already know.
1. Partner Account (Top Level)
Think of the Partner account as:
- A Google Ads MCC
- Or a Meta Business Manager
This is the master DV360 account, usually managed by:
- An agency
- Or a large global advertiser
What’s Controlled at the Partner Level?
- Billing
- User access and permissions
- Brand safety settings
- Integrations (e.g. Looker Studio, analytics tools)
Real-World Example
- Nike Global might have one partner account worldwide
- A large agency like Omnicom may operate under a single partner account
- Agencies can also manage partner accounts for clients
2. Advertiser Account
Under each partner, you can have one or multiple advertiser accounts.
Think of an Advertiser as:
- A Google Ads ad account
- Or a Meta ad account
Each advertiser usually represents:
- A single brand
- A business unit
- Or a specific market or region
Example
- Nike Global (Partner)
- Nike India (Advertiser)
- Nike USA (Advertiser)
- Nike Australia (Advertiser)
How Agencies Structure Advertiser Accounts
This part is often confusing, so here’s a clear explanation:
- In DV360, a partner account is usually the master account owned by a large advertiser or an agency.
- Under the partner account, you create advertiser accounts, which usually represent different clients or brands.
For example:
- The agency’s partner account acts as the “umbrella” account to manage everything.
- Under that partner account, they might have separate advertiser accounts for each client, such as:
- TechWorld
- HealthPlus
- EcoMart
The key point is that an agency doesn’t put all clients or markets under one advertiser account and they create separate advertiser accounts so campaigns, pixels, and budgets don’t mix.
Controls at the Advertiser Level
- Pixels
- Creative library
- Inventory deals
- Brand exclusions
3. Campaign Level
Each Advertiser can have multiple Campaigns.
A campaign usually represents:
- A major marketing initiative
- Or a seasonal or thematic push
What’s Controlled at the Campaign Level?
- Total budget
- Start and end dates
- Frequency caps
Examples
- Summer Campaign
- Brand Launch Campaign
- Autumn Sale Campaign
All campaigns under an advertiser belong to the same brand or client.
4. Insertion Orders (IOs)
This is where DV360 adds an extra layer compared to Google Ads and Meta.
An Insertion Order typically represents:
- A buying strategy
- A campaign phase
- A market, audience, or deal type split
What’s Controlled at the Insertion Order Level?
- Targeting
- Pacing
- Budgets
- Programmatic Guaranteed (PG) deals
Common Ways Insertion Orders Are Used
- Prospecting vs Remarketing
- Pre-launch, launch, and post-launch phases
- Country-based budgets (e.g. Australia, India, United States)
- PG deals vs Open Auction
Example
One Brand Launch Campaign might include:
- IO 1: PG Deals
- IO 2: Open Exchange
- IO 3: Remarketing
- IO 4: Country-specific budgets
Insertion Orders give excellent control over strategy without overcomplicating campaigns.
5. Line Items (Actual Buying Level)
Line Items are equivalent to:
- Ad Groups in Google Ads
- Ad Sets in Meta Ads
This is where the actual media buying happens.
What’s Controlled at the Line Item Level?
- Inventory targeting
- Bidding and bid strategy
- Performance goals
- Creatives
- Audience targeting
Important Rule to Remember
One line item can have only one ad format. Each line item supports only one ad format, meaning creatives, placements, and targeting are configured specifically for that format.
For example:
- YouTube Video Line Item
- Display Banner Line Item
- Custom Audience Line Item
A single campaign can contain multiple line items, each focused on a different format or strategy.
Final Thoughts
The DV360 hierarchy may look complex at first, but it follows the same logic as other ad platforms just with one additional layer for advanced control.
Once you understand:
- What each level represents
- What settings belong where
- And how real companies structure their accounts
…it becomes much easier to navigate DV360 and manage campaigns effectively.