As consumer behavior on Connected TV (CTV) evolves, Google NewFront introduced updates to Display & Video 360, emphasizing the need to rethink CTV beyond just streaming. The platform now integrates AI-powered tools and new partnerships to enhance the consumer journey. Key updates include access to live inventory and collaborations with major partners like Netflix, allowing advertisers to reach audiences across various content types, including live sports and short-form videos.
Display & Video 360 now reaches 98% of CTV households, offering over 5 billion hours of US ad-supported viewing monthly. The platform has expanded its inventory partnerships, including direct integrations with Tubi and Spotify, and has seen a 50% growth in live inventory year-over-year due to partnerships with NBCUniversal and Disney.
To facilitate commerce, a new retail media solution has been launched, connecting advertisers with diverse shopping environments, including Costco and Regal Cinemas. This solution will also extend to YouTube, enabling advertisers to leverage commerce insights for ad buys.
The integration of Google AI into Display & Video 360 enhances campaign management. Advertisers can expect smarter inventory selection, streamlined campaign setup, quick assistance, and instant reporting. This AI-driven approach aims to tailor results to specific business goals, making ad buying more efficient and effective. The new features will roll out in phases, enhancing the overall user experience in Display & Video 360.
