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Display & Video 360 updates from Google NewFront
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Streamline streaming ads, unlock first-party data, and make Google AI work for you.%0A%0Ahttps://blog.google/products/marketingplatform/360/newfront-2024/" target="_blank" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "email" }' data-ga4-method="email"> <svg aria-hidden="true" class="h-c-icon h-c-icon--social h-c-icon--30px" viewBox="0 0 30 30" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-mail"></use> </svg> <div class="article-share__title">Mail</div> </a> <div class="copy-link uni-copy-share uni-click-tracker" data-component="uni-copy-popup-component" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "copy" }' data-ga4-analytics-share-copy-link data-ga4-method="Copy link"> <button class="copy-link__trigger copy-link__trigger-text" data-ga4-method="Copy link" title="Copy link"> <svg class="h-c-icon h-c-icon--color-text" role="presentation" title="Copy link" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-link"></use> </svg> <div class="copy-link__title">Copy link</div> </button> <div class="copy-link__dialog copy-link__content" uni-options='{"copyTextButton": "COPIED TO CLIPBOARD"}' aria-hidden="true" tabindex="-1"> <input class="h-c-copy copy-link__url" value="https://blog.google/products/marketingplatform/360/newfront-2024/" id="copy-link" readonly="readonly" type="text"/> <div class="copy-link__copy-message" role="status"></div> </div> </div> </div> </div> </div> <p class="article-meta__abstract-text uni-body--large"> Google's NewFront reveals exciting updates to Display & Video 360. Access worlds of content, put Google AI to work to streamline your streaming strategy and prioritize privacy with new audience solutions. </p> </div> </div> <div class="article-meta__container"> <div class="article-meta__content"> <div class="article-meta__author"> <figure class="article-meta__author-photo"> <picture> <source media="(max-resolution: 1.5dppx)" sizes="122px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/TIGHT_CROP__MED_SMILE.max-122x92.format-webp.webp 122w"> <source media="(min-resolution: 1.5dppx)" sizes="244px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/TIGHT_CROP__MED_SMILE.max-244x184.format-webp.webp 244w"> <img src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/TIGHT_CROP__MED_SMILE.max-244x184.format-webp.webp" alt="TIGHT CROP_ MED SMILE" sizes=" 122px, 244px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/TIGHT_CROP__MED_SMILE.max-122x92.format-webp.webp 122w, 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srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/GoogleNF_Logo-extra_padding_copy_.width-600.format-webp.webp 600w, https://storage.googleapis.com/gweb-uniblog-publish-prod/images/GoogleNF_Logo-extra_padding_copy.width-1200.format-webp.webp 1200w, https://storage.googleapis.com/gweb-uniblog-publish-prod/images/GoogleNF_Logo-extra_padding_copy.width-1600.format-webp.webp 1600w" sizes="(max-width: 599px) 100vw, (max-width: 1023px) 600px, 1024px" src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/GoogleNF_Logo-extra_padding_copy.width-1200.format-webp.webp" fetchpriority="high" alt="Google NewFront logo" class="aspect-ratio-image__image"> </div> </div> </figure> </div> </div> <section class="uni-container article-container"> <div class="uni-wrapper article-container__wrapper"> <div class="uni-content uni-blog-article-container article-container__content " data-reading-time="true" data-component="uni-article-body"> <google-read-aloud-player data-analytics-module='{ "event": "module_impression", "module_name": "ai_audio", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }' data-date-modified="2024-05-02T13:04:16.774955+00:00" data-progress-bar-style="half-wave" data-api-key="AIzaSyBLT6VkYe-x7sWLZI2Ep26-fNkBKgND-Ac" data-article-style="style9" data-tracking-ids="G-HGNBTNCHCQ,G-6NKTLKV14N" data-voice-list="en.ioh-pngnat:Cyan,en.usb-pngnat:Lime" data-layout-style="style1" data-highlight-mode="word-over-paragraph" data-highlight-text-color="#000000" data-highlight-word-background="#8AB4F8" data-highlight-paragraph-background="#D2E3FC" data-background="linear-gradient(180deg, #F1F3F4 0%, #F8F9FA 100%)" data-foreground-color="#202124" data-font="600 16px Google Sans, sans-serif" data-box-shadow="0px 1px 3px 1px rgba(60, 64, 67, 0.15)" style=min-height:55px;display:block;max-width:726px;margin-left:auto;margin-right:auto;margin-bottom:36px; > </google-read-aloud-player> <script async src="https://www.gstatic.com/readaloud/player/web/api/js/api.js"></script> <!--article text--> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="t54zq">When people say they “watch TV,” it means so much more than it did in the past. Today’s viewers seamlessly jump from hit shows to creator content, including watching YouTube Shorts on the big screen. Audiences are fluid, and to reach them when it matters most means showing up where they love to watch.</p><p data-block-key="58qvc">As an industry, it’s time to come together and forge a new path forward. At Google NewFront, we unveiled how Google’s Display & Video 360 has evolved to help marketers and media agencies win as streaming continues to transform. That means unifying their video ad buys to better scale and understand their audiences across streaming content.</p><p data-block-key="cv9h4">Marketers who have unified their media buying with Display & Video 360 have seen a 120% higher return on ad spend compared to third-party video bought directly and an 18% higher ROAS than linear TV.<a class="superscript" data-ga4-analytics-superscript-click data-target="inline text" href="#footnote-1" id="footnote-source-1"><sup>1</sup></a></p><p data-block-key="3iip9">Let’s take a closer look at how the Google NewFront updates will help you keep pace with streaming audiences, unlock the potential of your first-party data and put Google AI to work for you.</p><h2 data-block-key="6ft9t">Access worlds of content and creators</h2><p data-block-key="cis1j">First, we're strengthening strategic relationships with streaming partners like Disney, Paramount, NBCUniversal and Warner Bros. Discovery. For example, our integration with <a href="https://blog.google/products/marketingplatform/360/maximize-ctv-performance-with-display-video-360-and-disney/">Disney's Real-time Ad Exchange (DRAX)</a> lets you tap into their vast inventory and reach at scale.</p></div> </div> </div> <section class=" uni-pull-quote uni-pull-quote--pull-style " data-analytics-module='{ "module_name": "Pull Quote", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-pull-quote__wrapper"> <q class="uni-pull-quote__text uni-pull-quote__text--long"> “Paramount specializes in creating content fans love on the platforms they can’t live without. Partnering with Google ensures that our clients can access Paramount Advertising’s premium inventory seamlessly through Display & Video 360.” </q> <cite class="uni-pull-quote__author"> <div class="author-byline"> <a class="author-byline__link author-byline__link--disabled" data-ga4-analytics-perspective-author-click='{ "link_text": "Pete Chelala, Vice President", "link_url": "None" }' > <div class="author-byline__no-image" aria-hidden="true" data-component="uni-monogram" data-author="Pete Chelala, Vice President"> </div> <div class="author-byline__info"> <p class="author-byline__info-name uni-author-name">Pete Chelala, Vice President</p> <div class="author-byline__info-title uni-author-info"> Programmatic Advertising Sales, Paramount </div> </div> </a> </div> </cite> </div> </section> <section class=" uni-pull-quote uni-pull-quote--pull-style " data-analytics-module='{ "module_name": "Pull Quote", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-pull-quote__wrapper"> <q class="uni-pull-quote__text uni-pull-quote__text--long"> “We're thrilled to bring MAX's diverse content to Display & Video 360. This allows advertisers to programmatically reach audiences at scale, unifying their media in one place.” </q> <cite class="uni-pull-quote__author"> <div class="author-byline"> <a class="author-byline__link author-byline__link--disabled" data-ga4-analytics-perspective-author-click='{ "link_text": "Jill Steinhauser, SVP, Ad Sales Revenue Operations", "link_url": "None" }' > <div class="author-byline__no-image" aria-hidden="true" data-component="uni-monogram" data-author="Jill Steinhauser, SVP, Ad Sales Revenue Operations"> </div> <div class="author-byline__info"> <p class="author-byline__info-name uni-author-name">Jill Steinhauser, SVP, Ad Sales Revenue Operations</p> <div class="author-byline__info-title uni-author-info"> Warner Bros. Discovery </div> </div> </a> </div> </cite> </div> </section> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="7qoy6">To move as quickly as streaming audiences, agencies need flexibility in addition to inventory quality. That's why we're introducing instant deals — a new tool for marketers to configure customized deals with top publishers right from the Display & Video 360 interface, skipping the complex negotiation process. This buying method is already available today for high-impact reservation YouTube placements like YouTube Select and Masthead. And soon, agencies will be able to access those same placements with non-guaranteed deals for even greater budget flexibility. Plus, instant deals are expanding beyond YouTube to major publishers like Disney.</p><p data-block-key="3sg6c">We also know managing yearly commitments across multiple publishers and deal types can be a tangled mess of spreadsheets. This is why we’ve built a tool called commitment optimizer in collaboration with our agency partners to streamline the process of managing commitments. Input your deal terms and goals, then Google AI intelligently optimizes the mix of guaranteed and non-guaranteed inventory for flexibility as well as reach. Agencies who have been testing commitment optimizer are already driving results, expanding access to premier deals to 5x more clients.<a class="superscript" data-ga4-analytics-superscript-click data-target="inline text" href="#footnote-2" id="footnote-source-2"><sup>2</sup></a></p></div> </div> </div> <section class=" uni-pull-quote uni-pull-quote--pull-style " data-analytics-module='{ "module_name": "Pull Quote", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-pull-quote__wrapper"> <q class="uni-pull-quote__text uni-pull-quote__text--long"> “Our co-development initiatives with Display & Video 360 enable OMG to deliver custom technology solutions that help our clients achieve better results.” </q> <cite class="uni-pull-quote__author"> <div class="author-byline"> <a class="author-byline__link author-byline__link--disabled" data-ga4-analytics-perspective-author-click='{ "link_text": "Clare Ritchie", "link_url": "None" }' > <div class="author-byline__no-image" aria-hidden="true" data-component="uni-monogram" data-author="Clare Ritchie"> </div> <div class="author-byline__info"> <p class="author-byline__info-name uni-author-name">Clare Ritchie</p> <div class="author-byline__info-title uni-author-info"> SVP Global Head of Programmatic & Inhousing, OMG </div> </div> </a> </div> </cite> </div> </section> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="7qoy6">Enrich the performance of your streaming ads with first-party data</h2><p data-block-key="3n5pj">The advertising industry as a whole continues to look for ways to more accurately reach audiences while respecting people’s privacy. Many CTV publishers have been investing in first-party data for years, making Publisher Advertiser Identity Reconciliation (PAIR) a valuable and durable solution in the streaming space. PAIR provides a privacy-focused way for advertisers and publishers to securely reconcile their first-party data, which enables marketers to show relevant ads to high-intent audiences, like past purchasers. So far, <a href="https://marketingplatform.google.com/about/resources/omni-hotels-boosts-conversions-4x-by-ditching-cookies-for-display-and-video-360s-pair/">PAIR has delivered strong results</a> for advertisers, and according to LiveRamp, PAIR audiences enable 11% incremental reach compared to cookie-based lists.<a class="superscript" data-ga4-analytics-superscript-click data-target="inline text" href="#footnote-3" id="footnote-source-3"><sup>3</sup></a> Publishers like NBCUniversal and Disney, alongside clean room providers like LiveRamp and Infosum, are embracing PAIR, signaling a strong appetite among the industry.</p><p data-block-key="921ou">To further scale this privacy-forward solution, we're collaborating to build open standards and contributing the PAIR protocol to the IAB Tech Lab. This will enable ad tech companies — and the industry as a whole — to adopt privacy-forward audience solutions that benefit everyone.</p><p data-block-key="d0jn6">"We're eagerly looking forward to ushering the PAIR protocol into an open industry standard," says Shailley Singh, EVP, Product, and COO, IAB Tech Lab. “It's a big step towards making privacy-enhancing technologies mainstream in the programmatic supply chain."</p><h2 data-block-key="ckmcd">Streamline your streaming with Google AI</h2><p data-block-key="3o9ta">The rise of programmatic advertising brought efficiency to media buying but it's time to evolve even further. We’ve heard from marketers and their media agencies that they expect a simpler, more intuitive DSP experience. So we’re continuing to make Google AI an essential part of Display & Video 360, seamlessly integrating it into your workflows and bringing generative AI capabilities.</p><p data-block-key="fn5na">One of the first places you'll see generative AI show up as a helpful collaborator in Display & Video 360 is in setting up your audience strategy with a feature called audience persona. Describe your ideal audience and audience persona instantly generates a combination of audience segments that matches your goals. This tool helps agencies easily select the right audience lists from thousands of options, while also uncovering new, high-potential audiences to improve reach and deliver better results for clients. Google AI offers suggestions, but advertisers always have the final say — they can readily edit the generated selection for full control over their campaigns. Audience persona launches this summer, starting with Google audience and demographic segments.</p></div> </div> </div> <div class="article-image" data-analytics-module='{ "module_name": "Inline Images", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="article-image__is-caption "> <img alt="Animated view of the Display & Video 360’s user interface showing the new audience persona tool being used." src=" https://storage.googleapis.com/gweb-uniblog-publish-prod/original_images/persona_blog_image.gif " class="article-image--full" > </div> <figcaption class="article-image__caption article-image__is-caption-image "><div class="rich-text"><p data-block-key="17rqo">Overview of the Display & Video 360 interface showing how audience persona works.</p></div></figcaption> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="kniou">Of course, not all customers within an audience segment bring the same value to your business. That's where custom bidding comes in. This intuitive solution lets you indicate your highest priorities within Display & Video 360. Google AI then uses these custom signals to focus on the impressions that deliver the results you want, without requiring any new code. Custom bidding now includes brand awareness and engagement objectives, so you can optimize for behaviors like “time on screen.” We soon plan to add CTV-specific signals like genre as well.</p><p data-block-key="7u3fl">Transparency is a key responsibility for Display & Video 360 as marketers harness the helpfulness of AI. This is why we’ve launched experiment center, a tool that lets you take control, test strategies and optimize the way you use Google AI for maximum impact. Its streamlined dashboard offers immediate top-line insights, enabling swift, data-driven decisions. Experiment center goes beyond just conversions, providing a comprehensive view across the entire funnel — from reach and brand lift, to engagement. It’s a great way to see how your new AI-powered strategies compare to previous methods, and understand the impact of consolidating your streaming buys within a single platform.</p><p data-block-key="do92b">Step into the future of ad buying. Experiment, ask questions and let Display & Video 360 fuel your growth. This opportunity is unprecedented — make it yours.</p></div> </div> </div> <div class="uni-blog-article-tags article-tags" data-analytics-module='{ "module_name": "Article Tags", "section_header": "Display \u0026 Video 360 updates from Google NewFront" }'> <div class="uni-blog-article-tags__wrapper"> <span class="uni-blog-article-tags__label uni-eyebrow">POSTED IN:</span> </div> <nav class="uni-blog-article-tags__container uni-click-tracker" data-analytics='{ "category": "landing page lead", "action": "article tag" }' > <ul class="uni-blog-article-tags__tags-list"> <li> <a class="uni-blog-article-tags-value uni-body--small uni-link-active" href=" https://blog.google/products/marketingplatform/360/ " data-ga4-analytics-landing-lead='{ "event": "landing_page_lead", "link_text": "Google Marketing Platform" }' data-analytics='{"label": "product: Google Marketing Platform"}' > Google Marketing Platform </a> </li> </ul> </nav> </div> </div> </div> </section> </article> <div class="uni-window 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glue-icon--arrow-forward" role="presentation" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#expand-more"></use> </svg> </button> </div> <hr> <div class="uni-footnotes__content"> <div class="uni-footnotes__references"> <div id="footnote-1" class="uni-footnotes__text"> <a class="uni-footnotes__index" aria-label="Jump up to link reference 1" title="Jump up" href="#footnote-source-1" data-analytics-onclick='{ "event": "page interaction", "category": "interaction", "action": "footnotes - accordion link click", "label": "1" }' data-ga4-analytics-superscript-click data-target="footer"> <span>1</span> </a> <div><div class="rich-text"><p data-block-key="gs27i">Nielsen MMM meta-analysis including 15 US CPG brands commissioned by Google in 2023 that reported Linear TV, Google, Non Google Video including OLV and CTV</p></div></div> </div> <div id="footnote-2" class="uni-footnotes__text"> <a class="uni-footnotes__index" 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