How DV360 is Powering the Connected TV Advertising Boom

Video consumption is on the rise across various formats, platforms, and screens, with the most noticeable shift occurring in Connected TV (CTV). As traditional cable viewership declines, streaming continues to dominate viewing habits.

YouTube is rapidly establishing itself as the “new television”. According to eMarketer, more consumers are cutting the cord, positioning YouTube as the go-to platform for major viewing events like the Super Bowl and the Olympics. The number of CTV users is projected to increase from 233 million in 2024 to 250 million by 2028.

With Google’s Display & Video 360 (DV360), advertisers can access premium CTV inventory across YouTube and top third-party publishers—all from a single, powerful platform.

DV360 provides privacy-centric access to vast CTV audiences, enabling advertisers to scale their campaigns efficiently through centralized workflows. This approach minimizes media waste while maximizing incremental reach.

Gain access to the best of both worlds: YouTube’s unique video content and premium third-party CTV apps and video-on-demand (VOD) platforms. All inventory adheres to high standards for brand safety and viewer engagement.

DV360 offers robust measurement tools that help advertisers understand how their CTV investments impact performance across the funnel:

3.1. Unique Reach:
Discover how many individuals you reached and how often, across formats and devices.  

3.2. Audience Reach:
Evaluate Target Rating Points (TRPs) by measuring unique users within your target demographic. 

3.3. Overlap Analysis:
Identify reach duplication across publishers and campaigns to improve media efficiency. 

3.4.Cross-Media Reach Reporting*:
It provides a unified view across linear TV and digital channels:  

• Measure incremental, deduplicated reach using third-party TV data and first-party digital signals.
• Access post-campaign insights for future investment refinement.  
• Utilize Reach Planner to forecast impact before launch.  

Access scalable, real-time inventory on YouTube via open auction with complete control over targeting, creatives and budget.

Quickly reserve premium YouTube and Google TV inventory—no negotiation necessary. This method combines the scale of auctions with the certainty of guaranteed buys, along with advanced targeting capabilities.

Automate direct buys through Programmatic Guaranteed deals, which offer:  

• Tagless trafficking
• Consolidated billing and reporting  
• Google or 1P audience targeting

Bonus: Access to Netflix Inventory
DV360 users can submit a form to negotiate Netflix inventory offline, and then activate the deal in DV360.

As Connected TV reshapes audience viewing habits, DV360 offers advertisers a unified, powerful solution to be ahead. With extensive premium inventory, advanced targeting, and cross-platform measurement, DV360 simplifies the complex world of CTV buying.