Google: Ready-to-Buy inventory simplifies video advertising

Google offers marketers new tools in the area of ​​Display & Video 360 and Connected TV and enables ready-to-buy options for brands. In addition, some ad guidelines have been overhauled.

There is a variety of news on Google Ads. New opportunities open up for all marketers as soon as the usage behavior of the user changes – such as during the corona crisis. For example, the Connected TV inventory at Display & Video 360 grew by 75 percent in April 2020 alone. Accordingly, Google has introduced new advertising options for the Display & Video 360 area. At the same time, Google announced that updated ad policies should prohibit exclusive targeting in contexts such as credit or job advertising.

Google is upgrading in the Display & Video 360 Marketplace: Finding suitable inventories easier

Glenn Thorpe, Senior Product Manager for Display & Video 360 at Google, explains in the blog post that there are some new tools for media buyers. Google has now integrated its own TV section in the marketplace. This should enable advertisers to find inventories more quickly, which enables them to reach TV audiences – in the context of Connected TV – using various devices.
Google’s TV section in the Marketplace at Display & Video 360 (click on the picture will bring you to a larger view), © Google

Available inventory is graphically displayed there so marketers can quickly discover it and start negotiating. In addition, filters allow sorting by device type or geolocation when it comes to inventory. This makes it easier to find the right advertising partner. Deep dives to individual publishers, in turn, give advertisers the chance to see performance and audience data while viewing the volume of the inventory. If advertisers find suitable inventories, they can send so-called Requests for Proposals (RFP) to the publishers directly in the marketplace.

Google will roll out this interface in the coming weeks. The company also plans to integrate local TV stations, cable networks and linear TV channels.

Inventory bundles take advantage of publisher knowledge

In the marketplace, advertisers can now not only check inventory options, but also buy ready-to-buy packages with inventories. In cooperation of the Google Ad Manager with FreeWheel and SpotX, Google has introduced the option of being able to choose these bundles from well-known publishers as advertising spaces. All users of the Display & Video 360 Marketplace can access it.

The so-called auction packages allow inventory groups already compiled by publishers to be selected based on genres, popularity, seasonality, formats or target groups. This means that advertisers can also take advantage of the knowledge that publishers such as Hulu and Co. already have about their own audience. The new workflow “OTT line item” should also ensure that only relevant advertising options are listed for the buying experience in the context of Connected TV campaigns on different screens. Preset configurations make it easier to select inventories from suitable Connected TV apps. If the content from the apps can be viewed on different devices, the workflow integrates this inventory option as a possibility for the advertiser. For example, video ads from Disney Media Networks could be booked for Connected TV, the laptop, the smartphone or the tablet.

In the course of this expansion, Google also announced that it would also make YouTube Select’s TV offering available to media buyers in the USA in the Marketplace at Display & Video 360.

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Small changes in the ad guidelines deal with exclusion

In another update from Google’s advertising cosmos it was announced that the guidelines in the area of ​​ads for housing, jobs and loans will be adjusted – for the time being, however, only in the USA and Canada. The changes should be implemented as soon as possible, at least this year.

In order to give all users the opportunity to access advertising in the areas of housing, jobs and loans, advertisers will no longer be able to exclude target groups based on gender, age, parental status, marital status or postcode. Exclusion based on sensitive categories such as religion, ethnicity, sexual orientation, national origin or disability is also prohibited. Especially in the wake of the corona crisis, Google wants to avoid any discrimination in the advertising context and provide users with holistic advertising experiences. Advertisers from the specific areas, on the other hand, could perceive the restricted targeting options as a hindrance. However, there are many answers to the question of whether or not exclusive targeting is legitimate in contexts such as job ads. However, since Google is the operator of the Google Ads advertising network, the company is not only responsible for its users but also privileged to apply such guidelines.

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