Elevate CTV Campaigns & Performance with New DV360 Features

Connected TV (CTV) is one of the most powerful storytelling vehicles in the modern media mix. Combining the cinematic, high-attention impact of traditional television with the accountability and precision of digital programmatic, CTV builds meaningful brand equity at scale.

Recent updates across Google’s Display & Video 360 (DV360) are making it simpler than ever to orchestrate effective CTV campaigns at scale and capitalise on the opportunity CTV presents.

Explore the latest DV360 capabilities and how advertisers can use them to streamline campaign execution, optimise performance, and drive meaningful business results.  

1. Faster Planning & Setup

Creative Pre-Registration

What it does: Uses direct API integrations with leading supply-side platforms (SSPs), including Netflix and FreeWheel, to review and validate video creative assets against publisher-specific technical requirements before campaign launch.

Why it matters: Creative Pre-Registration helps advertisers minimise launch-day delays and last-minute creative issues by validating assets ahead of time. This allows teams to identify potential compliance issues early, reduce the risk of publisher rejections, and keep campaigns on schedule.

Netflix Instant Reserve Integration

What it does: Enables buyers to configure non-guaranteed commitments with Netflix directly in DV360. By entering flight dates, budget, targeting criteria, and creative specifications, advertisers receive instant forecasts of available impressions and estimated eCPM based on the previous seven days of sample data, helping them evaluate inventory and make more informed media planning decisions.

Why it matters: The Netflix Instant Reserve integration streamlines media planning by giving advertisers greater speed, visibility, and control over the reservation process. Planners can model available inventory and pricing in minutes, making it easier to evaluate opportunities and plan campaigns efficiently.

Key considerations: Reservations require a minimum budget of $5,000 USD and a flight of at least seven days. Campaigns must be set up at least one day before the start date. The integration is available in 12 countries, including the US, UK, Canada, Australia, Japan, and major European markets.

2. Smarter Bidding & Real-Time Optimisation

Max Reach Bidding Strategy

What it does: Uses automated bidding to maximise unique audience reach while pacing budgets efficiently. By evaluating inventory quality, audience lists, and creative signals, it balances reach, frequency, and campaign performance to help advertisers connect with more unique viewers.

Why it matters: Maximises the impact of awareness campaigns by prioritising net-new viewers over repeated impressions to the same audience. This helps advertisers expand reach, reduce ad fatigue, and minimise wasted media spend while improving the efficiency of upper-funnel campaigns.

Live-Aware Bidding

What it does: Uses automated detection of live broadcast signals to adjust bid values dynamically when major live programming begins.

Why it matters:  Advertisers can capitalise on surging viewership during marquee sports, news, and entertainment events, expanding their reach without relying on rigid manual campaign adjustments.

3. Granular Audience Targeting

Google Audiences & Household Income (HHI) Targeting

What it does: Extends Google’s demographic, affinity, in-market, and household income signals to CTV campaigns.

Why it matters: Enables more precise audience targeting in CTV campaigns, allowing advertisers to move beyond broad demographic buys and reach households aligned with specific interests, purchase intent, and income levels. This helps improve audience relevance and maximise the effectiveness of media investments.

The Takeaway

These updates highlight DV360’s continued evolution in making CTV buying more accessible, flexible, and data-driven.

From simplifying campaign setup and maximising unique reach to enabling more precise audience targeting, these capabilities help advertisers plan and execute more effective CTV campaigns and drive stronger business outcomes.