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.