Unlock the full potential of Connected TV (CTV) advertising with Google Ad Manager's latest features aimed at optimizing ad revenue, streamlining workflows, and enhancing viewer experiences. An estimated 86% of CTV inventory is purchased programmatically, prompting publishers to seek ways to connect with new buyers.
Connecting with Buyers
Google Ad Manager allows publishers to share contextual and audience signals, such as genre and viewer demographics, through Publisher Provided Signals (PPS). This feature helps video buyers understand CTV audiences better. Enhanced agency-publisher engagement tools, including new curation capabilities, facilitate the identification and purchase of ideal audiences. Additionally, direct payments for Open Bidding enable publishers to access demand from third-party exchanges directly, improving the supply path and attracting buyers looking for efficient inventory.
Maintaining Advertising Standards
To uphold high advertising standards, Google Ad Manager's Ad Review Center offers improved transparency into programmatic creatives. New features include custom creative labels for easier categorization and upcoming enhancements for video review based on transcript and volume levels. Publishers can also utilize manual creative review for pre-approval of ads.
Revenue Optimization and User Engagement
Optimizing commercial breaks is crucial for driving revenue and enhancing user experience. The introduction of server-side unwrapping (SSU) streamlines tag-based integrations and reduces error rates by 83%, leading to smoother ad delivery. A new fill-rate optimization tool allows prioritization of inventory, directing demand budgets towards valuable traffic segments, such as prime-time live traffic.
Harnessing Google AI, Ad Manager maximizes revenue per second (RPS) while providing controls over ad placements. Expanded frequency capping and competitive exclusion settings help manage viewer exposure to specific advertisers. A/B experiments for Ad Rules enable publishers to test and refine their strategies for balancing revenue and user engagement.
Google continues to invest in innovations for maximizing CTV revenue, with more developments, including new ad formats and performance-driven tools, expected in the New Year.
