Google unveiled significant enhancements to its Display & Video 360 (DV360) platform at its NewFront event on 5 May 2025. The comprehensive update transforms Connected TV (CTV) advertising by introducing advanced AI capabilities, expanded inventory partnerships, and innovative retail media solutions, marking a pivotal shift in digital advertising strategies.

The platform’s core enhancement centres on broadening access to live CTV inventory through strategic partnerships with industry giants. Advertisers can now access premium live programming, including NFL Sunday Ticket on YouTube, alongside content from Netflix, Disney, NBCUniversal, and Warner Bros. Discovery. This expansion reflects the evolving viewer behaviour, encompassing live events, video podcasts, and short-form content on large screens.

A groundbreaking addition to the platform is the retail media solution, connecting brands with commerce partners such as Costco and Regal Cinemas. This integration creates a seamless pathway from viewer engagement to purchase, with plans to extend these capabilities to YouTube. The solution enables advertisers to leverage commerce insights and retail media data for more precise targeting.

The integration of generative and predictive AI into DV360 represents a significant technological advancement. These AI-powered tools facilitate smarter inventory selection, streamline campaign setup, and provide real-time assistance and reporting. Marketers can now optimise their media investments with unprecedented precision, tailoring campaigns to specific business objectives.

The platform’s effectiveness is demonstrated through impressive performance metrics. Advertisers using DV360’s unified video ad buying have reported a 120% higher return on ad spend compared to third-party video purchases and an 18% improvement over traditional linear TV advertising investments.

A notable innovation is the introduction of “instant deals,” simplifying the negotiation process between advertisers and publishers within the DV360 interface. Initially focused on premium YouTube placements, this feature will expand to include non-guaranteed deals and major publishers. The new commitment optimizer, powered by Google AI, has shown remarkable results, with test clients experiencing a fivefold increase in access to premier deals.

These developments represent Google’s strategic vision to unify and modernise CTV advertising. The integration of AI technology and retail media capabilities positions DV360 at the forefront of programmatic advertising, enabling brands to engage audiences across diverse platforms and shopping behaviours effectively.

As these updates continue to roll out, advertisers can expect enhanced measurement and optimisation capabilities in real-time. This positions Google as a pioneer in reshaping CTV advertising within an increasingly fragmented media landscape, where viewer preferences and cross-platform consumption patterns continue to evolve.

News Source: Google Blog