Google NewFront dives into how Display & Video 360 is tailored to support reimagined CTV campaigns with more control, value, and audience precision.
Customers’ behaviour on Connected TV (CTV) is changing as they search, scroll, shop, and stream content across their devices with ease. They now watch captivating short-form videos that they scroll through for quick amusement, listen to video podcasts while multitasking, and watch live events that they can’t miss on that large screen. Beyond streaming, it’s time to reconsider CTV.
Introduced new Display & Video 360 features at Google NewFront to enable you to engage with your audience at all times. Google announced improved integrations with leading inventory partners like Netflix and access to live inventory as part of ongoing efforts to become a one-stop shop for content. To help you convert viewers into customers wherever they shop, the revealed Display & Video 360’s retail media and commerce solution. Lastly, demonstrated the brand-new Google AI powered purchasing process, which incorporates both predictive and generative AI into campaigns.
Be where people are watching now with Display & Video 360’s enhanced and new partnerships
Over 5 billion hours of US ad-supported viewing occur each month, making Display & Video 360 the most watch time inventory of any demand side platform (DSP). It can help you reach audiences where they watch the most, including blockbusters, live sports, short-form video, podcasts, and more. Display & Video 360 currently reaches 98% of CTV households.
Google inventory partnerships continue to grow, making it simpler and more effective for you to connect with viewers of top-notch content in one location. For instance, Google collaboration with Netflix has grown into EMEA in recent months, and Netflix advertising can now reach Google affinity audiences.
Now that Display & Video 360 has live inventory, you may get tickets for more major events, such as live performances and sporting events, like the NFL Sunday Ticket on YouTube, using CTV live inventory. They live portfolio rose 50% year over year in Q1 2025, with important agreements with suppliers like Disney and NBCUniversal, who granted us their Live Certification label.
Display & Video 360 now directly integrates with Tubi and Spotify for audio and video advertisements, and gives you access to Roblox for video ads that target their very active gaming community, giving you even more opportunities to engage your audience.
Top content used to be mostly purchased through guaranteed arrangements, but these days, more is offered through auction, and biddable CTV campaigns in Display & Video 360 are expanding more than twice as quickly. This is due to the scalability, flexibility, and dynamic real-time optimisation that programmatic bidding provides. They going one step further today with Display & Video 360’s curated CTV auction inventory, a new one-click feature that easily connects you with a wide range of biddable content from the most in-demand publishers in your area.
Turn viewers into buyers, wherever they shop
Google introducing a full retail media and commerce solution in Display & Video 360 to assist advertisers in connecting commercial intent to purchase. The varied locations where customers actually purchase are reflected in this broad ecosystem, which includes Costco, Intuit, Regal Cinemas, Kinective Media by United Airlines, and more. It solution combines consumer and brand marketing into a single campaign to engage customers at any time, giving companies access to robust audience segmentation to increase ROI and end-to-end sales data.
With the help of Display & Video 360, it also integrating retail media and commerce into YouTube, enabling marketers to analyse the impact on sales in commerce partners’ physical stores or online stores and use commerce audience analytics for YouTube ad buys. This solution will be accessible to brands directly in Display & Video 360 and through retailers later in the summer.
Generate tailored business results with Google AI-powered campaign
Combining programmatic ad buying with artificial intelligence (AI) to forecast what will work best and to generate new alternatives is the actual game-changer for advertisers. It integrating Google AI into the foundation of Display & Video 360’s ad buying process, building on current AI capabilities such as Commitment Optimizer and Audience Persona. This will go well beyond simply automating processes to provide outcomes that are precisely suited to your company’s objectives, helping you with everything from identifying the best advertising bargains to gaining more insightful information. This is what’s going to happen:
Smarter inventory selection:
Simply specify the type of inventory you require, such as “premium CTV deals for live sports fans,” and Display & Video 360’s AI will generate tailored recommendations for you, including exclusive agency pre-negotiated offers. Not merely lists the focus on your company’s needs.
Easy campaign setup:
The Provide a brief synopsis of your objectives to Display & Video 360, and Google AI will automatically determine the optimal settings for audiences, categories, brand safety, genres, and other factors. Using your knowledge, you can revise that suggestion.
Quick help & improvements:
You can now ask questions like “Show me under-pacing line items” from anywhere in the Display & Video 360 interface. It will provide you with quick responses so you can enhance your marketing more quickly.
Instant reports:
Simply ask Google AI for the precise information you require, such as “How many sales did my sports ads bring?” and it will promptly produce a report that is ready for use.
This new Google AI-powered purchasing experience isn’t an add-on; rather, it’s the Display & Video 360 you know, enhanced for unmatched efficiency and simplicity without the need for complicated transitions. In the upcoming months, it will be implemented gradually.
Display & Video 360 Pricing
Google’s premium demand-side product, Display & Video 360 (DV360), is intended for major marketers. In addition to a platform fee of 10–15% and possible third-party data or verification fees, pricing usually includes a media spend that is under your control. For instance, you should invest between $1,000 and $1,500 per month for platform fees if your media budget is $10,000.
It can cost $0.50 to $3.00 CPM to use third-party data. DV360 offers programmatic guaranteed discounts, sophisticated targeting, and access to premium content like YouTube and Connected TV. A $10K monthly budget is frequently advised for successful campaign performance and access to the full platform’s possibilities, while there is no set minimum spend.
