On Monday, Google unveiled updates to DV360 that should make it easier for advertisers to manage campaigns across Google and other connected TV publishers. Among the updates are more options for customized deals, a budget allocation tool for guaranteed and biddable deals and plans to publish open web standards for its Publisher Advertiser Identity Reconciliation (PAIR) framework.
Marketers can now set up customized deals with top CTV publishers directly within DV360, rather than just relying on auction-based bidding. Advertisers can buy and manage both guaranteed and biddable deals across publishers and measure cross-platform campaigns based on brand lift, purchase intent, and deduplicated reach.
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