AdBuyMCP vs DV360
Unmatched scale inside Google's ecosystem. The neutrality question is the whole point.
What you get if you choose DV360
The case for the alternative comes first, in the terms it is usually made in rather than in ours. A comparison that opens by restating the alternative in our own vocabulary has already lost the reader who knows it better than we do.
Enterprise omnichannel buying, deeply integrated with Google's data, inventory and measurement.
Where they are ahead, and what is actually left
Two lists at the same size, in the same card treatment, with theirs first. The left column is written without hedging and without a compensating clause on the end of each line, and the right one is often narrow — where the honest answer is three things rather than ten, it is three things long.
Genuinely ahead, today
- 01Scale and inventory access, particularly on YouTube and Google's own supply
- 02Integration with Google Analytics, Ads and the wider stack
- 03Mature audience, frequency and measurement tooling
- 04Enterprise support and agency familiarity
What is actually left
- 01Seller neutrality: we have no stake in where the budget lands
- 02UK cinema and addressable television workflows
- 03A published fidelity score on every compiled audience
- 04Accessibility below enterprise volume
4 against 4 on this page. The two columns are the same length here, which is how the material came out rather than a target: neither list is padded to match the other. Both lists are rendered from src/data/comparisons.ts unedited.
If the left column contains the thing your plan actually depends on, DV360 is the better buy and a working session will say so in the first ten minutes.
Talk it throughBring the brief, not the shortlist.
Forty-five minutes, a real audience, compiled live in the sandbox against the plan you are weighing DV360 for. Where the honest answer is that DV360 serves it better, that is the answer you get in the session rather than after a contract.
Book a working session45 minutes. Bring a real brief and we compile it live. · deterministic sandbox · no credentials and no card
Which of the two you should actually buy
Both blocks are the same size, in the same box, with the same weight of rule around them. The one on the left is the case for not buying this, it is written to be actionable rather than to be dismissed, and on a page like this it is the more useful of the two.
Choose DV360 when
Your media is predominantly digital, YouTube matters to you, and you already run inside Google's stack. The integration is genuinely valuable and duplicating it through a layer would be daft.
Choose AdBuyMCP when
You want allocation decided by someone with no stake in the answer, or your plan includes channels Google does not sell.
The verdict at the top of this page — “Unmatched scale inside Google's ecosystem. The neutrality question is the whole point.” — is the one-line version of both blocks, written before the argument rather than after it and published so it can be quoted back at us.
Neither block describes your situation exactly. A working session is where the actual version of the question gets answered, and the answer is sometimes the other one.
Talk it throughThe evidence behind both columns
Everything asserted above is checkable somewhere other than this page: in our own evidence ledger, in the published fee, or in the alternative's own words. The three are linked below rather than described.
Of 25 registered connectors, 0 have spent money and 0 have reconciled a real report. Whatever is in the right-hand column above is a capability the sandbox demonstrates end to end and the live rails have not yet proved with a controlled paid activation, which is a real difference between this and every alternative on the comparison hub. The whole matrix, graded rail by rail with the blocker on each, is on the supply status page.
Sources
The published material behind the promise and the position above. They open in a new tab, and they are the sources themselves rather than our summary of them.
Every number above is checkable before you talk to us, which is the point of publishing them. The call is for the part that is specific to your plan.
Talk it throughThe other alternatives on the same shortlist
Most buyers are weighing more than one of these at once, and the verdicts differ. Several of them recommend the alternative outright, which is worth knowing before you read them.
vs StackAdapt
They are the stronger DSP by a distance. The gap they leave is UK-specific paperwork and visible approximation.
5 ahead · 5 leftvs Universal Ads
For UK television alone, go direct. AdBuyMCP's argument only starts when a second channel is involved.
5 ahead · 4 leftvs Global AdPower
They own the inventory. If your audio and outdoor plan is a Global plan, buy it from Global.
4 ahead · 3 leftvs an agency
The fee comparison flatters us and the capability comparison does not. Both are true.
5 ahead · 5 leftvs Google and Meta
Not a replacement. An incremental layer around the budget you are already spending well.
4 ahead · 4 leftvs doing it yourself
For one or two channels, do it yourself. The case for a layer starts at three and gets stronger with each one.
4 ahead · 5 leftvs MNTN
They have the proven performance-CTV product. We publish what we charge. Decide which of those you need more.
5 ahead · 4 leftvs tvScientific
Their pricing model is better than ours for a qualifying performance buyer. That is not a concession, it is the honest answer.
4 ahead · 4 leftvs The Trade Desk
The category's most capable buying platform, priced accordingly. Not a fair fight on supply, and not the same job.
5 ahead · 4 leftvs Amazon DSP
We are built to buy through them. If Amazon audiences and CTV are the whole plan, go direct and skip the layer.
4 ahead · 4 leftvs Blis
Genuinely strong in the UK and on privacy, with a fee structure that beats ours. The gap is addressable TV, cinema and published fidelity.
4 ahead · 4 leftvs OOH specialists
Better out-of-home tooling than ours. Buy from them if out-of-home is the campaign.
4 ahead · 4 leftvs Basis
The same idea, built for agencies and for digital channels. The overlap is real and the gap is UK paperwork.
4 ahead · 4 leftvs Caasie
They proved the pattern. If you want DOOH with no minimum and no conversation, use them.
4 ahead · 4 leftQuestions about AdBuyMCP and DV360
4 questions in two mirrored pairs. The answers are the same lists this page renders above, so the question about what DV360 does better cannot be published without the answer that goes with it.
Should I choose DV360 instead of AdBuyMCP?
Your media is predominantly digital, YouTube matters to you, and you already run inside Google's stack. The integration is genuinely valuable and duplicating it through a layer would be daft.
When is AdBuyMCP the better choice than DV360?
You want allocation decided by someone with no stake in the answer, or your plan includes channels Google does not sell.
What is DV360 better at than AdBuyMCP?
4 things, stated without hedging: scale and inventory access, particularly on YouTube and Google's own supply; integration with Google Analytics, Ads and the wider stack; mature audience, frequency and measurement tooling; enterprise support and agency familiarity.
What is left for AdBuyMCP against DV360?
4 things, and the list is deliberately not padded: seller neutrality: we have no stake in where the budget lands; UK cinema and addressable television workflows; A published fidelity score on every compiled audience; accessibility below enterprise volume.