Connected TV (CTV) has undergone a major transformation. It’s no longer just a platform for binge-watching shows or streaming series. Today’s CTV hosts live sports events, video podcasts, and short-form entertainment, often consumed while users multitask. At Google NewFront 2025, Google unveiled a new wave of Display & Video 360 (DV360) capabilities designed to help brands adapt to this shift and connect with audiences across all these moments.
Display & Video 360: Reaching Viewers Wherever They Watch
According to Comscore, DV360 now reaches 98% of U.S. households with Connected TVs, enabling advertisers to connect with audiences watching premium content, YouTube Shorts, podcasts, live events, and more. Google is continuously expanding inventory partnerships with major players like Netflix, NBCUniversal, Disney, and Spotify.
A key new feature? The ability to buy live ad inventory during high-profile broadcasts, including NFL Sunday Ticket on YouTube — a significant step forward in ad placement opportunities.
Blending Brand and Shopper Marketing Through Retail Media
Google also introduced a comprehensive commerce and retail media solution, allowing advertisers to reach audiences with purchase intent more effectively. This solution unifies brand marketing with retail targeting across multiple touchpoints — both online and in-store.
And now, this commerce targeting is coming to YouTube via DV360, allowing brands to use audience insights to optimize campaigns and measure their real-world impact on sales and store visits.
Smart Buying Meets Smarter Technology
Display & Video 360 goes beyond automation — it’s about decision intelligence at every stage. Google’s integration of its AI tools into campaign setup, targeting, and optimization brings several game-changing features:
- Smarter inventory suggestions based on business goals, like “live sports placements.”
- Automated campaign configurations, including audiences, categories, and safety filters.
- Real-time answers to questions like “Which line items are under-delivering?”
- Instant reporting — just ask for performance metrics, and DV360 provides actionable data.
This shift means that media buying becomes more strategic, more efficient, and more aligned with business outcomes.
Closing Thoughts: Is Your DSP Keeping Up with CTV?
CTV is no longer a passive channel — it’s a dynamic marketing engine. With DV360, Google is offering a future-ready ecosystem where relevance, reach, and results come together across platforms and devices.
At New School Digital, we help clients stay ahead of these shifts. Whether it’s integrating YouTube and CTV into performance marketing or leveraging retail media for real results, we bridge strategy, creativity, and technology.
Ready to take your video campaigns to the next level? Let’s talk.
Source: blog.google
May 2025