Google is promoting new strategies for advertisers to reach audiences on streaming platforms.
During the IAB NewFronts event in New York City, Google announced its plan to centralize streaming ad purchases through its demand-side platform, Display & Video 360 (DV360), traditionally focused on web advertising.
The key point: With the increasing fragmentation of streaming audiences across various platforms, advertisers need a unified solution to reach their target demographic. Google aims to offer this through DV360, enabling advertisers to manage video campaigns more efficiently.
Google’s approach involves “rethinking programmatic TV” by centralizing streaming ad buys on DV360, a platform that can integrate various fragmented streaming sources.
According to Google, DV360 can reach 92% of connected TV households in the U.S. A case study with SAP demonstrated DV360’s capability by reaching 29 million unique viewers, with 5.6 million incremental viewers.
Google’s strategy relies heavily on YouTube’s vast audience, using it to drive ad sales across streaming TV, and partnering with third-party sources like Disney for additional streaming inventory.
DV360 is also introducing new measurement tools, such as cross-device conversion reporting for connected TV campaigns.
