💾 Getting Connected Just Got Easier

Google’s latest updates hope to make DV360 too good for marketers to pass up

Author

Jeff Sauer
May 03, 2024

In partnership with

📢 TOP STORY

On Monday, Google unveiled updates to DV360 that should make it easier for advertisers to manage campaigns across Google and other connected TV publishers. 

The updates introduce more ways for brands to ink direct deals with publishers that aren’t Google – and to juggle those direct buys with biddable ones.

Among the updates are more options for customized deals, a budget allocation tool for guaranteed and biddable deals and plans to publish open web standards for its Publisher Advertiser Identity Reconciliation (PAIR) framework.

For marketers to maximize their streaming investment, they “need to see the whole picture of how their ads are performing” across publishers, regardless of deal type, said Kristen O’Hara, Google VP of agency, platforms and client solutions.

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📰 THREE HEADLINES

Marketers who have unified their media buying with Display & Video 360 have seen a 120% higher return on ad spend compared to third-party video bought directly and an 18% higher ROAS than linear TV.

Take a closer look at how the Google NewFront updates will help you keep pace with streaming audiences, unlock the potential of your first party data and put Google AI to work for you.

American video live-streaming platform Twitch is moving into short form video content with the launch of 'discovery feed', a scrollable feed in its mobile app that shows users a personalised mix of clips and live streams.

There will also be ads within the content in the feed as users scroll. "These ads are scrollable just like any other content in the feed, to ensure a non-intrusive experience," it said. "We may continue to experiment with exactly how ads show up in the feed over time."

Where were you on November 30, 2022? It was just an average Wednesday—until OpenAI announced the launch of ChatGPT, its game-changing chatbot that runs GPT-4, which was at that time the most advanced large language model (LLM) publicly available.

Fast forward a week, and ChatGPT was likely all you were hearing about, especially if you run in marketing circles. By early 2023, ChatGPT had 100 million monthly active users. Today, it’s one of several chatbots competing in an increasingly AI-crazed market.

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