Google unveils new CTV strategies at IAB NewFronts

Google has introduced significant updates to its Display & Video 360 (DV360) platform during the 17th annual Interactive Advertising Bureau (IAB) NewFronts held on May 5, 2025. The announcement, which comes precisely six days ago, showcases how Google is adapting to changing consumer behaviors by expanding beyond traditional streaming services.

Industry data reveals that DV360 now reaches 98% of CTV households in the United States, providing access to more than 5 billion hours of ad-supported viewing monthly. This figure represents 40% more watch time than The Trade Desk and 90% more than Amazon DSP, according to Kristen O'Hara, who presented at the event.

"Modern media behavior has changed forever," stated O'Hara during the presentation. "Consumers can now live in an infinite sphere of human curiosity, where they can seamlessly and simultaneously search, stream, scroll and shop."

The company framed these behaviors as "the four S's" – a framework for understanding the collapse of the traditional marketing funnel as consumer journeys become increasingly fragmented and personalized.

One of the most significant announcements was the immediate availability of live inventory on DV360. According to Marta Martinez, Managing Director for Americas at Google Marketing Platform, this development grants advertisers access to live championships across basketball, tennis, baseball, football, hockey, and soccer.

Ryan McConville from NBCUniversal, who joined Martinez on stage, emphasized the growing importance of live content. "Seventy percent of all NBCUniversal content this year will be live content," McConville stated. "On Peacock alone, there will be 7,500 hours of live sports in 2025."

McConville further noted that over the next two years, 40% of all big event live viewership will happen on an NBCU property. He cited the Kentucky Derby from the previous weekend, which became the most-streamed racing event in history with over 20 million concurrent viewers.

The effectiveness of advertising in these environments was highlighted by metrics showing approximately 20% higher engagement with ads in live environments compared to non-live content. Additionally, McConville mentioned that ads seen in live events generated 43% larger average transaction values versus those in non-live events.

Retail media integration marks strategic shift

Another major announcement concerned the introduction of a comprehensive commerce and retail media solution within DV360. This integration will allow retailers and brands to leverage shopper data across platforms, including YouTube.

Andrew Hotz, Director of Programmatic Media at Google, revealed partnerships with Costco, Intuit, Regal Cinemas, and United Airlines to facilitate this integration. "Google's Commerce Media Suite helps businesses like yours – retailers, marketplaces, and brands – grow profits and find new customers securely," Hotz explained.

Mark Williamson, AVP of Retail Media at Costco, shared insights on the partnership's significance: "Retail media in the same way that we think about our entire business. Our core purpose is to grow the member base and drive sales by delivering value to our members every single day."

Williamson highlighted the importance of reaching younger audiences where they consume content. "Last year, about half of our new sign-ups were under 40, which means younger millennials and Gen Z are our new members. If we're not reaching them on YouTube, where they're consuming content, then we may not be reaching them at all."

Mark Carpenter, Executive Director of Investment at OMD USA representing Clorox, explained how this integration benefits brands: "Leveraging DV360's capabilities really allows us to tap into premium partners and content across all channels, inclusive of CTV."

Google AI integration enhances programmatic buying

The third major component of Google's announcement was the integration of Google AI throughout the DV360 platform. Bill Reardon, who leads the team that builds DV360, demonstrated how generative AI will simplify complex workflows while providing more actionable insights.

"I'm excited to announce that Google's generative AI is now fully integrated, end-to-end, across your entire DV360 experience, working hand-in-hand with our predictive AI for optimal results," Reardon stated.

The enhanced platform includes features such as AI-powered inventory recommendations, campaign setup templates, instant query-based reporting, and optimization suggestions. According to data presented by Reardon, Enhanced Automation, one of the AI-powered features in DV360, is driving a 60% reduction in median CPA.

A real-world example from OMG Australia showed a 32% jump in impressions on negotiated deals and a 70% reduction in deal management time through these AI-powered tools.

Changing market trends favor biddable inventory

An important market shift highlighted during the presentation was the growth of biddable inventory compared to programmatic reserved buys. According to Martinez, biddable inventory is growing twice as fast as programmatic reserved within DV360.

McConville confirmed this trend, noting that NBCUniversal has seen over 100% year-over-year growth in the number of advertisers bidding into live events. "Over 90% of the buyers that were bidding into the Olympics were new to the Olympics for the first time," he said, highlighting how the shift to biddable environments is democratizing access for advertisers with smaller budgets.

Industry implications and future outlook

The announcements at Google NewFront reflect a significant shift in the digital advertising landscape, particularly in how advertisers approach CTV. The integration of live programming, retail media data, and advanced AI tools indicates a move toward more unified, insight-driven approaches to reaching consumers.

O'Hara summarized the company's vision by stating, "Don't just come to Google to run a better ad. Come to us to run a better business."

For marketers, these developments provide new opportunities to adapt to the changing consumer journey while potentially improving efficiency and effectiveness of advertising spend. The data connections within DV360 aim to give advertisers a clearer view into consumers' unique journeys from discovery to action.

Timeline

• May 5, 2025: Google announces Live inventory availability on DV360
• May 5, 2025: New partnership with Netflix expands to EMEA markets including UK, Germany, France, and Spain
• May 5, 2025: Retail media integration announced for DV360, including YouTube
• May 5, 2025: Full Google AI integration across DV360 platform unveiled
• Summer 2025: Retail media solution to be available via retailers and directly in DV360