Google is expanding its advertising inventory across multiple platforms, including news, sports, social media, and gaming. This includes the addition of third-party Connected TV (CTV) inventory, ensuring brands reach their target audiences through popular networks. Additionally, Demand Gen campaigns, formerly limited to the Google Video Partners, will now incorporate the broader Google Display Network. This transition is expected to improve performance, as previous tests indicated that advertisers utilizing this integration experienced a 16% increase in conversions, further emphasizing the value of integrated advertising strategies.
"Over the next few weeks, you'll see a new selection of third-party Connected TV (CTV) inventory across key categories, including TelevisaUnivision, MLB, and FOX News. With this wider breadth of networks and channels, you can ensure your brand shows up across your audience's favorite media."
"Demand Gen previously only had access to a video-eligible subset of the Google Display Network via Google Video Partners. If you've previously opted into GVP and have image assets uploaded to your existing Demand Gen campaigns, your image ads will start serving on the Google Display Network as part of this transition. In testing, on average, advertisers who added Google Display Network to their Demand Gen campaigns saw a 16% lift in conversions."
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