Advertisers and their media agencies are now looking at Google's DV360 for connected TV (CTV) campaigns, intensifying the competition against DSPs like The Trade Desk and Amazon. Historically, The Trade Desk has dominated CTV due to strong publisher relations. However, investment in CTV is on the rise, projected to reach $26.6 billion by 2025, compelling Google to enhance DV360's offerings. Recent updates have focused on household targeting, crucial for effective ad placements since CTV is often watched collectively. Targeting at the household level allows better engagement with viewers, a response to the evolving landscape.
More advertisers and their media agencies are considering DV360 for CTV campaigns, increasing competition among DSP providers like The Trade Desk, Amazon, and Google.
Investment in CTV has accelerated, with global ad spend projected to reach $26.6 billion in 2025, prompting Google to seek a share of programmatic CTV advertising.
In CTV, we recognize that a lot of impressions are served to a household, to multiple people viewing at once... household targeting capabilities are always an advantage.
Google's recent updates to DV360 include enhanced audience targeting and household conversion measurement, aiming to achieve parity with competitors like Amazon DSP and The Trade Desk.
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