Google’s DV360 extends audiences to connected TV

Google has extended Google Audiences to connected television (CTV) devices in a bid to unlock more CTV inventory in its DV360 demand-side platform (DSP), the tech giant said in a blog post. Google believes the

Google has extended Google Audiences to connected television (CTV) devices in a bid to unlock more CTV inventory in its DV360 demand-side platform (DSP), the tech giant said in a blog post.

Google believes the move will help brands reach the right viewers when watching the best streaming content. CTV Inventory in DV360 will work on Hulu, Peacock, YouTube, and most other ad-supported CTV apps.

“In a few months, you’ll be able to power your CTV campaigns with the same affinity, in-market, and demographic audiences you’ve been using for your digital ads for years. Demographics and in-market segments will be available on Devices CTV by the end of this quarter. Some affinity audiences are already available and more will arrive later this summer,” DV360 Product Manager Jake Jolly said in the blog post.

According to ComScore, Display & Video 360 now reaches 93% of ad-supported connected TV households in the United States and provides access to nine of the top 10 ad-supported CTV apps in the United States. The majority of ad-supported CTV services also offer their inventory through DV360.

“We also continue to unlock the best CTV inventory in the world. Peacock, NBCUniversal’s ad-supported streaming service, is the newest addition to CTV publishers available in the United States. And now you can reach people who watch Channel 4 programming in the UK,” Joli said.

He also said that Google will provide brands with more innovative formats to reach viewers the moment they turn on their TV. Media and entertainment marketers in the United States, he said, have found success with the Google TV Masthead, which displays directly on the home screen of Google TV devices.

“Today, in a new beta, we are expanding the Google TV Masthead to allow more types of industries to sponsor entertainment content. This cinematic teaser format can be tested using a guaranteed programmatic in Display & Video 360,” Jolly said.

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