Syed Imran Haider 
Google has unveiled new exciting features for its Display & Video 360 platform, aiming to aid advertisers with Plan, Buy & Measure CTV campaigns. The new features with more advertisers prioritizing CTV campaigns comprise a television functionality to gauge streaming publishers’ exclusive and incremental reach, including Hulu, Roku, and YouTube.
Moreover, it has the new Deal ID that forecasts support for advertisers to understand how a Programmatic Guaranteed deal can perform before execution. The company also offers a simple booking facility to place premiums through Instant Reserve, allowing marketers to book YouTube CTV inventory through curated packages, such as YouTube Select lineups.
The Google Display & Video 360 comes in handy in managing ad frequency on CTV gadgets to diminish media waste and recognize the publishers and strategies driving the most significant incremental reach.
Updated Reach Planner
Google Display & Video 360 has a tool known as Reach Planner that aims to help marketers estimate their reach and predictable campaigns’ performance. It also allows them to find new CTV inventory and publishers to make a more efficient and budget-allocating decisions.
The Reach Planner has received a new TV functionality that will let advertisers evaluate linear television, in addition to the exclusive and increasing reach of streaming publishers, including Roku, YouTube, and Hulu. Advertisers in Germany, France, Japan, Vietnam, and the United States can access the updated Reach Planners.
The US-based advertisers can narrow their target audience further using television consumption information from the top 150 local Com-score markets in Reach Planner. Deal ID forecasting allows advertisers to anticipate how their campaigns might do before investing money. The new feature is handy for CTV inventory, wherein they sell most of the valuable inventories through deals during significant events, such as the Super Bowl and the World Cup.
Update to MarketÂ
Advertisers can use Google Display & Video 360’s market to find CTV inventory to fulfill their campaign objectives. Google added an audience filter to discover inventory packages and view predictions against third-party viewers. Advertisers create deals or activate inventory packages in the television section of the market to secure premiums. Display & Video 360 unveiled CTV audience features, allowing advertisers to reach their target audience where they stream connected TV content.
The first-party audience lists let advertisers connect with individuals they share a relationship and subsequently increase the reach of CTV campaigns to get to groups via Google audiences.
Identify Overlap Report
Unique Reach Overlap – a Google Display & Video 360 report, allows marketers to find identical reach throughout campaigns, devices, and publishers. They can use the information to regulate campaign-level frequency caps to decrease overlap and media waste. Also, advertisers can use the data to discover publishers and tactics with the potential to initiate the most incremental reach. All Campaign Manager 360 and Display & Video 360 accounts can view it online. The new features demonstrate the tech giant Google actively adapts its tools to meet the increasing demands of marketers for CTV campaigns.
