The quick verdict
If your media leans on YouTube and you value integration with Google Analytics, CM360, and SA360, DV360 is the natural fit. If you want a platform independent of any media owner, with strong CTV and open-web reach, The Trade Desk makes the case. Many large advertisers run both.
Pricing compared
Both charge a percentage of media spend. DV360's platform fee via a partner commonly lands in the low-to-mid teens; The Trade Desk's fee is negotiated similarly, but its high minimum monthly spend is often the deciding factor for smaller advertisers.
| DV360 | The Trade Desk | |
|---|---|---|
| Pricing model | % of media spend | % of media spend |
| Practical minimum | Lower via partner | ~$300k–$1M/mo |
| Standout inventory | YouTube, Google | CTV, open web |
| Access | Via GMP partner | Via TTD or partner |
Inventory and data
DV360's edge is exclusive YouTube access and native use of Google audiences and measurement. The Trade Desk's edge is neutrality and its identity framework for the cookieless open web. Your existing stack often decides which matters more.
Which to pick
Match the platform to your media mix and your scale. Heavy YouTube and a Google-centric stack point to DV360; open-web and CTV independence point to The Trade Desk; steep minimums may rule TTD out below enterprise budgets. For DV360 specifically, model the likely rate in the comparison tool and read the full DV360 pricing breakdown.
Common questions
Is DV360 cheaper than The Trade Desk?
Both price as a percentage of media spend at broadly comparable rates. The bigger difference is access: The Trade Desk's high monthly minimums can make DV360 the more accessible option for advertisers below enterprise scale.
What's the minimum spend for The Trade Desk?
Reported minimums often range from roughly $300,000 to $1 million per month, which puts it out of reach for many smaller advertisers. DV360 through a partner typically has a lower entry point.
Can I use both DV360 and The Trade Desk?
Yes, and many large advertisers do — for example, DV360 for YouTube-heavy campaigns and The Trade Desk for CTV and open-web inventory. It adds management overhead but maximizes reach.