Google has unveiled new AI-driven advertising technologies designed to cater to four consumer behaviors: streaming, scrolling, searching, and shopping. During the NewFronts event, executives, led by VP Kristen O'Hara, demonstrated how these behaviors contribute to media fragmentation and a shift in the marketing funnel. Global consumer journeys are now seen as unique signatures of individual interactions. In response, Google is enriching its Display & Video 360 platform with generative AI tools and retail media solutions, including partnerships with major companies, aiming to provide deeper insights into consumer engagement on platforms like YouTube.
Google has introduced AI-driven advertising solutions based on consumer behaviors—streaming, scrolling, searching, and shopping—to enhance marketing effectiveness amidst media fragmentation.
Kristen O'Hara pointed out that each consumer journey is distinct, likening it to a unique signature shaped by modern behaviors in an infinitely curious digital landscape.
Google's new ad tools include generative AI for its Display & Video 360 platform, enhancing understanding of diverse consumer interactions in the evolving digital marketplace.
With retail media on YouTube and live TV inventory in the DV360 platform, Google aims to adapt to changing consumer behaviors and improve advertisers' reach.
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