Google's Display & Video 360 (DV360) platform is rolling out significant updates over the next few weeks, focusing on improved YouTube TV reporting and advanced Custom Bidding options for Connected TV (CTV) advertising.
1. New "Is YouTube TV" Reporting Dimension
- Feature: A new dimension added to reporting metrics
- Purpose: Easy identification and differentiation of YouTube TV traffic
- Benefit: Improved accuracy in measuring YouTube TV performance
- Scope: Applies to MRC-accredited metrics
2. Enhanced Custom Bidding for CTV
Two new multipliers are being introduced to Custom Bidding rules:
a. Content Duration Multiplier
- Range: Less than 1 minute to over 60 minutes
- Purpose: Allows advertisers to assign additional value based on content length
b. Delivery Type Multiplier
- Options: Livestream content or Video on Demand (VOD)
- Purpose: Enables advertisers to apply different values based on content delivery method
Implications for Advertisers
- More Precise YouTube TV Measurement:
- Better understanding of YouTube TV's contribution to campaign performance
- Potential for more targeted strategies for YouTube TV audiences
- Refined CTV Bidding Strategies:
- Greater control over bid adjustments for different content durations
- Ability to prioritize live or on-demand content based on campaign goals
- Enhanced CTV Campaign Optimization:
- More granular data to inform budget allocation across different CTV environments
- Potential for improved ROI by aligning bids with high-value content types
These features will be gradually introduced to DV360 users over the next few weeks.
