Google presented its DV360 platform to unify media buying

During its participation in the IAB NewFronts, Google introduced its advertising solutions: with Google AI and the Display Video 360 (DV360) tool, which reaches 92% of all US CTV households.

The presentation was led by Sean Downey, President for the Americas and Global Partners; Kristen O’Hara, VP of Agency, Platforms, and Client Solutions; Adam Stewart, VP of Consumer Goods, Government & Entertainment; and Bill Reardon, General Manager of Enterprise Platform.

O’Hara highlighted that they already have partnerships to use DV360 with major media conglomerates such as Disney, Paramount, MAX, and Warner Bros. Discovery, in addition to their own YouTube platform, which has a billion hours of CTV viewing per day.

O’Hara indicated that all media buying can be unified via DV360, which in some cases delivers a 120% higher return on video and ROI. “Over the past three years, content creators have reported a 300% increase,” she said.

Google also introduced its PAIR solution (Publisher Advertiser Identity Reconciliation) to prevent signal loss and build trust between brands and consumers. PAIR is Google’s new identity solution, which, using the DV360 media buying platform, allows publishers and advertisers to compare first-hand data to deliver personalized ads. During the event, Google announced that together with IAB Tech, they will offer PAIR as an open solution for the industry. “Privacy is the new normal,” they said in the presentation.