Sean Downey notes a transformative moment in marketing due to the explosion of streaming, which has redefined the traditional concept of watching TV. People are now consuming a diverse mix of content, including series, films, sports, and increasingly, creator-produced content. This shift is highlighted by the fact that YouTube reached a record high in watch time in March 2024, becoming the most watched streaming platform as reported by Nielsen’s total TV and streaming report for the U.S.

Consumers have high expectations for the CTV ad experience, demanding that ads be relevant but not at the cost of their privacy. Research indicates that 85% of consumers globally want brands to invest in privacy-safe technologies, reflecting a strong desire for a balance between personalization and privacy.

Display & Video 360 (DV360), which is Google’s demand-side platform, allows advertisers to access a vast array of creator-driven content on YouTube as well as content from top publishers like Disney, NBCUniversal, Paramount, and Warner Bros. Discovery. DV360 provides a unified media approach that can reach 92% of all CTV-viewing households in the U.S., enabling advertisers to connect with audiences across a wide range of content.

Publisher Advertiser Identity Reconciliation (PAIR) is a protocol within Display & Video 360 that allows advertisers to connect their first-party data with a publisher’s first-party data. This enables engagement with high-value customers while they stream content, ensuring that advertising is both relevant and privacy-preserving. Publishers like Disney and NBCUniversal are integrating PAIR, and brands like Albertsons are beginning to use it in collaboration with Google. Google is also partnering with the IAB Tech Lab to open-source PAIR, encouraging industry-wide adoption of privacy-forward solutions.

By unifying streaming media with Google's advertising solutions, businesses can stay ahead of viewer habits and technological shifts, preparing for future developments. For example, Danone consolidated its streaming media with Google and achieved 20% cost savings in 2022, which it reinvested to increase unique reach. This approach also led to up to 50% increases in effectiveness for the brand. Advertisers can expect improved ad personalization, campaign transparency, and the ability to meet audience expectations for relevance and privacy.