In an effort to increase advertising opportunities via connected TV, Google introduced a series of new tools available on Tuesday in Digital & Video 360 – the programmatic of the company's buying platform.
The new tools take a three-pronged approach to give advertisers more functionality with respect to privacy rules, linear TV placements, and group TV purchases.
Privacy space. Display & Video 360 is now integrated with the IAB Tech Lab guidelines, designed to provide a framework for high quality, privacy-conscious connected television advertising. The guidelines formalize the advertising identifier (IFA), offering advertisers an alternative way to reach audiences and obtain metrics, as opposed to collecting device IP addresses without the user's consent. Advertisers will be able to manage the segmentation, frequency and audience in accordance with privacy regulations.
Adjust your purchases of linear televisions. It is now possible to reach a larger number of US network affiliates in Display & Video 360 through beta integration with WideOrbit, a vendor-side platform for broadcast ads. Soon, premium national television channels and cable channels will be available via Google 's partnership with clypd, an audience – based advertising buying platform.
Advertisers will also be able to define more detailed targeting settings for linear placements – such as geography, daypart, genres and networks directly – and will have control over budgets and will reach through these settings.
The consolidated purchase of television on the horizon. To give advertisers more streamlined access to multi-screen management, Google will begin deploying a new consolidation workflow this fall. The shopping experience in Display & Video 360 will include an insertion order (IO) that makes connected and linear TV purchases available in one place. The IO will provide information and configurations specific to multi-format TV campaigns to enable more connected shopping strategies.
Why we should care. The programmatic landscape is complex and becomes even more so when an omni-channel approach is integrated with the purchasing strategy. Google's substantial investments in the Digital & Video 360 platform are certainly a money game, but they are also a step towards a simpler and more streamlined programmatic buying process for advertisers.
The rapid growth of connected TV The use of an advertising ecosystem – as well as any tool to reduce friction while enabling more efficient workflows deserves to be explored.
About the Author
Taylor Peterson is Assistant Editor of Third Door Media. Based in New York, Taylor brings creative marketing and agency advertising expertise to global brands. Taylor's editorial focus combines digital marketing and creative strategy with themes such as campaign management, emerging formats and display advertising.