Google upgrades Display & Video 360 for CTV advertisers

Google is rolling out performance upgrades for Display & Video 360’s connected TV (CTV) ad solutions, enhancing audience targeting, measurement, and campaign insights.

Key upgrades:

• Enhanced audience targeting. Marketers can now reach households based on demographics, shared interests, or purchase intent.
• Improved measurement. New conversion tracking capabilities in Display & Video 360 and Campaign Manager 360 will help advertisers connect CTV ads to household purchasing behavior.
• Household-level insights. Reach metrics will now include household-level data alongside existing people-based reach, improving comparisons between CTV and traditional TV.

Why we care. As CTV viewership grows, advertisers need better tools to reach the right households and measure ad performance across devices. The update introduces custom bidding experiments, enabling A/B testing of bidding strategies to determine the best-performing approach.

Additionally, the new multi-goal bidding capability lets advertisers optimize for multiple objectives (e.g., conversions, viewability) within a single campaign, which could lead to better performance and ROI.

The big picture. By leveraging IP addresses and other privacy-aligned signals, Google aims to help advertisers optimize CTV campaigns while respecting user privacy.

What’s next. These updates will roll out over the coming months, with automatic benefits for advertisers using Display & Video 360 across YouTube and top streaming platforms.