Google's Display & Video 360 platform has unveiled new features designed to help advertisers plan, purchase, and measure their connected TV (CTV) campaigns.
With CTV campaigns becoming a priority for more advertisers, Google's updates include TV functionality to evaluate unique and incremental reach from streaming publishers like Hulu, Roku, and YouTube.
The update to Reach Planner now features new TV functionality that enables advertisers to evaluate unique and incremental reach across streaming publishers and linear TV. The tool also allows advertisers to discover new publishers and CTV inventory for better budget allocation decisions.
Furthermore, the Deal ID forecasting feature helps advertisers to understand how a preferred or programmatic guaranteed deal may perform before running.
The Instant Reserve feature enables advertisers to reserve YouTube CTV inventory across curated packages, including YouTube TV and other YouTube Select lineups.
With Display & Video 360, advertisers can also manage ad frequency on CTV devices and identify which publishers and strategies are driving the greatest incremental reach.
The updates also include a new Unique Reach Overlap report that identifies duplicate reach across publishers, campaigns, and devices, enabling advertisers to set campaign-level frequency caps and minimize media waste.
Advertisers can also use the new CTV audience features to reach audiences wherever they stream connected TV content by expanding their reach through Google audiences.
All of these features are designed to help advertisers plan, purchase, and measure their CTV campaigns with greater accuracy and efficiency, and they show Google's active efforts to adapt its tools to meet the evolving demands of advertisers for CTV campaigns.