Google launches Outcome Based Buying in DV360 enabling advertisers to pay per click

Google last week launched the support for Outcome Based Buying in DV360. Advertisers can now pay for clicks while optimizing for CPA. Before, DV360 only supported buying on a cost per thousand impressions (CPM) basis.

Outcome based buying is available for all display campaigns with a post-click conversion goal in Display & Video 360, but there are limitations: DV360 Outcome Based Buying IOs don’t support impression based budgets, non-invoiceable CPM fees or % of media fees, attribution models for impressions, average CPM constrains, and creatives hosted outside of Display & Video 360 or Campaign Manager.

Video, TrueView, and native inventory Deal inventory is not supported on Outcome Based Buying. Third party viewability targeting is also not supported on Outcome Based Buying.