• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

Google Display & Video 360 adds more tools to streamline cross-screen TV buys

The tools are designed to give advertisers more functionality around privacy regulations, new linear TV placements and consolidated TV buying.

Taylor Peterson on May 15, 2019 at 3:01 pm
  • More

In an effort to scale advertising opportunities through connected TV, Google introduced Tuesday a batch of new tools available in Digital & Video 360 – the company’s programmatic buying platform.

The new tools take on a three-pronged approach with the intent of giving advertisers more functionality around privacy regulations, linear TV placements and consolidated TV buying.

Narrowing the privacy gap. Display & Video 360 is now integrated with IAB Tech Lab guidelines, designed to provide a framework for high-quality and privacy-safe connected TV advertising. The guidelines formalize the Identifier for Advertising (IFA), giving advertisers alternative means to reaching audiences and obtaining metrics – as opposed to collecting device IP addresses without user consent. Advertisers will be able to manage reach, frequency, and audience segmentation in line with privacy regulations.

Fine-tuning linear TV buys. More U.S. network affiliates can now be reached in Display & Video 360 through a beta integration with WideOrbit, a supply-side platform for broadcast ads. Soon, premium national broadcast and cable channels will be available through Google’s partnership with clypd, an audience-based ad buying platform.

Advertisers will also be able to exact more detailed targeting parameters for linear placements – such as geography, daypart, genres and networks directly – and will have control over budgets and reach through those parameters.

Consolidated TV buying on the horizon. To give advertisers more streamlined access to cross-screen management, Google will begin rolling out a new consolidation workflow this fall. The buying experience in Display & Video 360 will contain an insertion order (IO) that makes both connected and linear TV buys available in one place. The IO will provide insights and setups specifically for multi-format TV campaigns in an effort to enable more connected buying strategies.

Why we should care. The programmatic landscape is complex, and becomes even more so when an omnichannel approach is baked into the buying strategy. Google’s substantial investments in Digital & Video 360 platform is certainly a play for ad dollars – but it also signals steps towards a simpler and more streamlined programmatic buying process for advertisers.

The rapid growth of connected TV makes for an all-consuming ad ecosystem – and any tools that can help ease the friction while enabling more efficient workflows are worth exploring.

More coverage from Google Marketing Live 2019

  • What's new and crucial in SEM
  • Google Ads unveils several fine-tuning controls for bidding strategies
  • Google Display & Video 360 adds more tools to streamline cross-screen TV buys
  • The big picture: With multi-channel campaigns, Google aims to own the funnel

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Taylor Peterson
Taylor Peterson was Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

Related Topics

Channel: Display AdvertisingChannel: VideoGoogleGoogle: TVProgrammatic Advertising & Media Buying

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok