Google is strengthening its Display & Video 360 connected TV (CTV) advertising capabilities to address the growing streaming audience and advertiser demand for effective reaching tools.
The updates aim to help advertisers better target CTV audiences and measure outcomes at the household level by incorporating IP addresses and other signals in alignment with Google's privacy principles. Recognizing that CTV is typically watched in groups, these improvements will enable advertisers to better understand their audience, resulting in more relevant ads and performant CTV campaigns.
Enhanced Household Audience Targeting
Google is improving Display & Video 360's audience capabilities for CTV ads. Soon, marketers will be able to reach households with relevant CTV ads based on demographics, shared interests, or purchase intent signals from across the entire household.
The company is also simplifying the process for advertisers to use their Display & Video 360 first-party audiences on CTV, enabling broader household reach without additional steps to optimize audience segments for CTV.
Improved Cross-Device Conversion Measurement
Today's consumers seamlessly move between searching, scrolling, shopping, and streaming across multiple devices, making it challenging for advertisers to measure CTV ad impact on purchases. To address this, Google will enhance conversion measurement in Display & Video 360 and Campaign Manager 360 in the coming months.
These improvements will provide marketers with a more complete view of how CTV campaigns influence purchasing behavior within a household, offering better insights into which ads perform best on YouTube and other popular CTV services.
New Household-Level Reach Metrics
Later this year, household reach metrics will be integrated into Google's standard reach reports, displayed alongside existing people reach metrics. This new measurement will give brands a clearer view of campaign impact and enable direct comparisons between CTV and traditional TV advertising.
As a result of these updates, all Display & Video 360 advertisers will automatically benefit from more effective household connections, deeper campaign insights, and higher CTV ROI. This includes coverage across YouTube and top streaming content on Display & Video 360.
