Unpacking DV360 & CM360 Innovations to Maximize Your 2026 Performance

The end of 2025 brought a fresh wave of innovation from Google Marketing Platform (GMP), particularly within Display & Video 360 (DV360) and Campaign Manager 360 (CM360). And they aren't just incremental tweaks - they're strategic product advancements designed to deliver smarter, more impactful campaigns in 2026.  

But knowing what's new isn't enough; you need to know how to act. As a GMP Certified Sales Partner, Choreograph doesn't just inform; we empower. In this post we’ll translate these cutting-edge innovations into tangible ways to advance and enhance your Google advertising, ensuring you don't just keep pace, but lead.

The Smarter Marketplace: Precision & Discovery in DV360

There’s been a significant revamp of the DV360 marketplace interface, creating a more streamlined, intelligent process for finding the best inventory. This change is a strategic redesign for efficiency and insight, and includes two new important tabs:  

• Featured Tab: A curated showcase of top-tier publishers, offering instant insights into their capabilities, scale, and audience compatibility.  

• Discover Tab: With new advanced search functionality, finding the exact audience and environment for your message has never been easier. This tab now includes capabilities for quick keyword searches and more advanced filtering across inventory type, device, ad format, audience data and more.  

Next Steps for Marketers:

Ultimately, this redesign means marketers can spend less time sifting and more time strategizing.  

Leverage the Featured Tab for immediate access to high-impact, curated premium inventory and one-click deal activation, drastically streamlining your top-tier placements. Concurrently, utilize the Discover Tab's advanced filtering and AI-powered search to pinpoint niche audiences and efficient "Packages," optimizing precise targeting for every campaign. This dual approach, especially when integrated with AI tools, ensures maximum efficiency and superior campaign performance.

The Attention Economy: Driving Real Engagement in DV360 with Adelaide AU

In an era of endless scrolling, user attention is the holy grail. Google's integration with Adelaide, a measurement company specializing in omnichannel attention metrics, brings their innovative Attention Unit (AU) metric into DV360. This a huge leap forward in quantifying and optimizing for sometimes elusive attention signals. AU is sophisticated predictor of human engagement, factoring in hundreds of signals from creative elements to placement and user behavior.  

While applicable across all digital channels, AU’s impact on Connected TV (CTV) is particularly profound. CTV, often a branding powerhouse, can now be optimized with an unprecedented level of precision for attention. This transforms CTV from a broad reach play into a finely tuned instrument for genuine engagement.

Next Steps for Marketers:

‍This integration means marketers can finally quantify and optimize for real human attention, ensuring ad spend drives genuine engagement rather than just impressions. Marketers should explore this feature and use it to maximize campaign effectiveness, particularly for CTV, turning branding efforts into measurable, attention-driven outcomes.  

Want to take it even further? Our team help you amplify impact of the AU integration by designing and implementing bespoke bidding algorithms for DV360 that dynamically prioritize higher-quality placements (and those most likely to command attention!) while intelligently reducing bids on less impactful inventory.

CTV's New Horizons in DV360 & CM360: Expanded Audiences & Holistic Measurement

Google's continued focus on CTV is evident in recent product rollouts, expanding support for 1P audiences and enhancing compatibility with Google audiences globally (with specific regional exceptions).  

By incorporating household-level data, the latest enhancements dramatically expand the coverage of demographic, in-market, and affinity audiences. Furthermore, Floodlight conversions in both DV360 and CM360 are now enriched with these household signals, offering marketers a truly holistic, cross-device view of how CTV campaigns drive conversions.

Next Steps for Marketers:

‍By leaning into these expanded CTV audience capabilities and enhanced Floodlight conversions, marketers can craft hyper-targeted campaigns that reach specific households and measure true, cross-device impact. Marketers should also approach these new features as an opportunity to enhance their CTV ROI by moving beyond traditional branding metrics.

To maximize value, our team can help you take things to the next level by integrating your 1PD data with household-level data. This empowers you to build even more precise CTV strategies, and when combined with enhanced Floodlight conversions, you get a crystal-clear, holistic view of your CTV campaigns' business impact and ROI.

Translating Product Advancements into Your Success

You've seen the updates, the innovations, and the potential. But how do you maximize the value of these advancements for your business?  

As GMP Certified Sales Partner, Choreograph’s robust GMP expertise, support, and solutions can help translate Google’s technology innovations into performance gains and business growth.  

Here’s how:

• Deep Expertise & Certification: Our teams aren't just familiar with GMP; they are certified experts, constantly trained on the latest features and best practices directly from Google. We’re also a Google Cloud Platform (GCP) Premiere Partner. Our GCP knowledge and capabilities means we can help you tap into the combined power of GMP and GCP for even greater impact.  

• Strategic Support & Advanced Solutions: We don't just turn on new Google features. We understand how each piece fits into the larger puzzle of your media ecosystem, and empower your team with the knowledge and skills to strategically adopt critical Google features to achieve your unique business and marketing goals.  

Connect with Choreograph today to discover how we can elevate your Google technology adoption, maximize campaign performance, and help you unlock measurable results for your business.