Google has announced updates to its Display Ads platform, introducing new capabilities designed to help advertisers create more compelling ad experiences across the Google Display Network.
Expanded Inventory and Greater Flexibility
Google Display Ads (GDA) has expanded its reach by adding more inventory across various platforms including news, sports, social, and gaming categories. In the coming weeks, advertisers will gain access to new third-party Connected TV (CTV) inventory from major providers including TelevisaUnivision, MLB, and FOX News.
The company is also offering more flexible buying options for Display ads. While these ads are currently available in standalone Display and Performance Max campaigns, Google has recently integrated Google Display inventory into Demand Gen campaigns. This integration allows advertisers to maintain visibility with customers browsing visual-first content across more platforms.
Testing results show that advertisers who incorporated Google Display Network into their Demand Gen campaigns experienced an average 16% increase in conversions. Previously, Demand Gen campaigns could only access video-eligible portions of the Google Display Network through Google Video Partners (GVP).
Advanced Creative Tools Powered by AI
Google has upgraded its creative capabilities by implementing Imagen 3, its most sophisticated text-to-image model, across all campaign types including Display. The model has been optimized with ads performance data from various industries to deliver stronger creative performance.
To improve team collaboration, Google introduced a dedicated preview gallery for all assets. This feature provides transparency into how AI enhances and combines imagery and demonstrates how assets will appear across different formats on desktop, video, and mobile devices. The gallery also enables easy sharing with partners for review purposes.
Responding to the need for brand consistency while accelerating creative production, Google has launched creative templates for Display ads. These templates help advertisers maintain brand standards during asset creation.
Strengthened Quality Standards
Google reported ongoing efforts to enhance the quality of inventory within its Display Network. The company regularly evaluates publishers and their inventory, implements defenses against invalid activity and fraud, and adds protections to reduce exposure to potentially invalid leads and traffic.
Recent improvements include enhanced inventory verification procedures and the incorporation of more sophisticated site quality signals into screening algorithms.
These developments reflect Google's commitment to helping advertisers expand their reach while maintaining brand standards across the more than 3 million sites and apps in the Google Display Network.
