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Google used its NewFronts presentation today to tell buyers why they should be connecting to television with its DSP, Display & Video 360, a departure from previous years when the annual presentation to digital ad buyers focused on YouTube.
“If you’re not already taking a unified approach to your streaming, think about the efficient reach you’re missing out on on all of your campaigns,” said Kristen O’Hara, vp of agency, platform and client solutions at Google.
To prove its point, Google brought a bevy of executives on stage and cited numerous examples from companies, including Danone, SAP, NBCUniversal, Warner Bros. Discovery, Paramount and Albertson’s Media Collective.
Mars Petcare shared how unifying all its streaming television buys on DV360 helped the company grow its reach by 12% and only reach each viewer two times, a notable stat that elicited impressed sounds from the audience, as a challenge in streaming television has been showing the same ads to audiences too many times.
The company also announced tools to make it easier to access premium streaming inventory digitally, including expanding its instant deal tool, which allows buyers to run private auctions for publishers such as Disney. This tool was previously reserved for premium YouTube inventory only. Google said it will help buyers secure quality inventory and skip complex negotiations.
The company is also rolling out a new tool called commitment optimizer to help brands manage their deals within DV360, which uses artificial intelligence to optimize the best mix of inventory across deal types. The tool can help buyers spend less time managing spreadsheets and allows more flexibility in media planning, said Clare Ritchie, svp and global head of programmatic and media in-housing at Omnicom Media Group, who helped develop the tool with Google.
And finally, Google announced that it was open-sourcing its tech tool Publisher Advertiser Identity Reconciliation (PAIR). Industry standards body the IAB Tech Lab will help give every adtech firm access to the protocol, which helps advertisers and publishers share first-party data, particularly via clean rooms.
All these moves come as adtech firms that once specialized in populating websites with banner ads are looking to command lucrative TV budgets.
Over the past few years, major adtech firms like The Trade Desk, Magnite and PubMatic have all rolled out tools to help brands transact more streaming television spend programmatically. However, much of streaming television is still transacted via insertion orders, a manual buying process.