DV360 MCP: programmatic buying data, conversationally

Written by Uptimal, the team that builds and operates Upbuild and runs marketing analytics for multinational clients across the globe. Everything below reflects how Upbuild actually behaves in production.

Display & Video 360 hides useful answers behind one of the deepest hierarchies in adtech: partner, advertiser, campaign, insertion order, line item. An MCP server flattens the navigation, not the model: the assistant still respects the hierarchy, you just stop clicking through it. Upbuild’s DV360 tools read structure and performance across everything your login can access.

Typical questions

• “Spend and conversions by insertion order for advertiser X this month.”
• “Line items pacing under 80% against their flight.”
• “Top audiences by conversions across the prospecting IOs.”

DV360-specific texture

Partner-level logins see many advertisers, so, as with CM360, explicit advertiser selection is the difference between clean agency reporting and cross-client soup. Pacing questions need flight dates plus spend, which the tools return together so the assistant can compute pacing honestly. And because DV360 buys what CM360 serves and measures, the two families in one conversation let you trace a discrepancy end to end: bought, served, converted.

Access is via your Google login’s existing DV360 permissions; the two-minute setup covers it, and the same connection carries every other platform Upbuild supports.

Frequently asked questions