Google Introduces Centralized Streaming Ad Buys on DV360

Google introduced a plan to rethink programmatic TV by allowing advertisers to centralize their streaming ad buys through its web-focused demand-side platform, Display & Video 360 (DV360). This plan aims to help advertisers manage their video campaigns more efficiently by stitching together fragmented streaming inventory sources.

Display & Video 360 (DV360) helps advertisers reach connected TV households by aggregating fragmented streaming inventory sources. According to Sean Downey, Google’s president of Americas and global partners, DV360 can reach 92% of U.S. connected TV households. This is achieved by leveraging Google's direct access to YouTube's viewership and incorporating third-party inventory like Disney’s streaming ad supply.

Google is adding new measurement capabilities to connected TV campaigns, including cross-device conversion reporting. This feature will allow advertisers to track the performance and effectiveness of their connected TV ads across different devices.

In a case study cited by Google, SAP used Display & Video 360 (DV360) to reach 29 million unique viewers, with 5.6 million incremental viewers. This demonstrates the potential effectiveness of DV360 in reaching a large and incremental audience.