Google announced enhancements to its advertising platform at the Interactive Advertising Bureau's NewFronts, integrating retail media data from partners such as Costco and United Airlines into its Display & Video 360 suite. This integration allows brands to leverage insights for YouTube campaigns, merging lower-funnel retail media with premium digital video tactics. Executives claim this creates a beneficial scenario for both retailers and brands, with increased understanding of consumer behaviors leading to more effective ad campaigns.
"With these changes, you now have the tools to combine your brand and shopper marketing campaigns into one seamless campaign."
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