05.21.19

Google Bolsters Display & Video 360 Capabilities with Linear TV Inventory

As advertisers grapple in the wake of Google’s update to third-party cookies, the online giant is making waves again—this time by announcing updates to Display and Video 360 (formerly Doubleclick Bid Manager) that effectively bridge the gap between Google and linear TV.

How Big is the Wave and What Does it Mean for Advertisers?

The wave is colossal considering the Google Marketing Platform footprint. From above the swell, the move brings together YouTube, Connected TV (CTV), and linear TV, making a cohesive campaign that covers the breadth of the video advertising world a real possibility.

Moving forward, advertisers using Google’s Display & Video 360 can expect a consolidated TV workflow to manage and buy CTV and linear TV together. Payam Shodjai, director, product management, Google Marketing Platform, said “you can now setup detailed campaign parameters such as geography, daypart, program genre or TV network directly. And throughout the campaign, you can quickly manage budget allocation and optimize reach by adjusting these parameters.”

The update also includes support for a standardized identifier that helps advertisers better frequency-cap online audiences where regular methods like cookies aren’t available. The updates also include a tool to better manage online audience buys across connected and offline screens from an intuitive dashboard.

Why is Google Making its Move?

I get the question. With CTV on the up and up and YouTube maintaining its dominance as the main consumption vehicle for viewers, why would Google invest anything in a fading giant that’s years past its prime?

It has everything to do with the fact that people are still inviting traditional TVs into their lives. In fact, the average time spent per day with linear TV still eclipses the three-hour mark.

However, Google’s latest foray isn’t just a move to take a bigger piece of the pie, it’s also an indication of where the market’s heading, and Google wants to be a first-mover. Not only are linear TV ads still relevant, but in a world where advertisers are struggling to allocate budgets in a way that makes sense for their business and their consumers, don’t be surprised to see more of today’s digital giants pushing to make traditional tactics fall in line with digital ones.


There’s no denying the migration away from traditional consumption mechanisms like TV, especially among younger, more digitally savvy audiences. There’s also no denying that digital advertising giants like Google will continue to invest in line with the shift. However, the shift may not be as drastic as it seems. While the next frontier of advertising is certainly going to be digital, Google’s move to merge the worlds of digital and linear TV should be a clear indication of the state of today’s market. Streamlining traditional and digital media buying is priority one for marketers, and Google is answering the call.