With CTVs becoming increasingly important, Google offers improved forecasting tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 5:28 PM UTC

CTV ad spending is forecast to grow 25% this year, according to eMarketer.

To respond to this growth, Google has improved the forecasting tool in its Display & Video 360 demand-side platform (DSP) with added support for programmatic deals. These features will join existing support for open auction and YouTube to help better estimate reach.

Media buyers, which use DV360, will now be able to access more ad inventory on YouTube. The update would further allow advertisers to place masthead ads that are prominent on YouTube home feed, with similar ads on TV screens – being offered in beta for now.

The update also includes the launch of Unique Reach Audience reporting tool. It would help marketers measure the reach of their CTV campaigns among the demographic target instead of a broad group of unique users.

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