Google is enhancing its Display & Video 360 platform for connected TV (CTV) advertising, introducing key upgrades to audience targeting, measurement, and insights.
Enhanced Audience Targeting – Marketers can now target households based on demographics, shared interests, and purchase intent.
Improved Measurement – New conversion tracking in Display & Video 360 and Campaign Manager 360 links CTV ads to household purchasing behavior.
Household-Level Insights – Reach metrics will now include household-level data, improving comparisons between CTV and traditional TV.
Google is also introducing:Custom Bidding Experiments for A/B testing bidding strategies
.Multi-Goal Bidding to optimize for multiple objectives (e.g., conversions, viewability) within a single campaign.
Google leverages IP addresses and privacy-aligned signals to enhance CTV ad performance while maintaining user privacy. The updates will roll out over the coming months, benefiting advertisers on YouTube and top streaming platforms.
