For advertisers looking to maximise the impact of their video ad campaigns, Google’s latest AI-powered enhancements to its DV360 platform will do just that. The recent Newfronts 2024 event unveiled some innovations that promise to make the process of buying programmatic ads more efficient than ever before.
AI Streamlines Audience Targeting and Custom Bidding
The number one update is Google’s integration of AI to streamline audience targeting and bidding. This feature will allow buyers to input their desired audience characteristics. Then the platform will generate a list of relevant AI-generated audience segments. This is guaranteed to not only save you time but also ensure that your video ads will reach the most valuable consumers to you.
It doesn’t stop there, Google is also enabling advertisers to set their engagement goals, with custom bidding strategies that are guided by AI. DV360 will then create smart signals that identify the ideal impressions to meet your target objectives. It could be website traffic, leads, conversions, or brand awareness.
Embracing AI is Key for Advertisers’ Success
It’s clear that AI will play a vital role in the digital future. ChatGPT, Gemini and other digital personal assistants aren’t going anywhere. Forward-thinking advertisers can stay ahead, by embracing Google’s new tools or get left behind by shying away from them.
For those focused on Connected TV (CTV) advertising, there’s more to come in that segment too. This includes more ways to reach viewers across multiple streaming platforms, with Programmatic Ads but we’ll have to stay tuned.
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