Starting on January 8, 2019, Google is making available to advertisers a new device category via the AdWords API called “Connected TV.”
Advertisers can now use this new category to target a device and generate a report for TV screens using the AdWords API.
“Starting on Jan 8, 2019, you will be able to target and generate reports for a new device category via the AdWords API – connected TV.”
The connected TV, is referred to as “TV screens” in the new Google Ads, is a new platform similar to the desktop, tablet, and mobile.
Using this new Platform type advertisers can easily target devices including gaming consoles, smart TVs, standalone connected devices such as Chromecast, Roku, and AppleTV.
Google notes, advertisers can use bid modifiers for Display and Video ads campaign to target or exclude this new category because it shares the same functionality as the other three platforms.
“The new criterion will have a platformName of “ConnectedTv” and an ID of 30004.”
Additionally, it can be isolated in reports through a new device segment “CONNECTED_TV.”
Additionally, advertisers are advised to use this new reporting segment for non-Display/Video and reports. Because, despite bidding only support Display and Video ads, still “some residual traffic may appear in other reports,” Google said.
For now, all reporting data related to connected TV platform is consolidated under the desktop platform.
Google says the newly connected TV device segment will become available where ever “device-level” or “device-segmented” reporting is available.
To learn more about the device, targeting using this new connected TV platform, refer to this Help Center article.
In other related news, Earlier this fall Google introduced two new connectors for Display & Video 360 and Search Ads 360.
Using the new connectors marketers can access Google Marketing Platform advertising data in Data Studio dashboards and reports.
Additionally, the data can be used independently or can be used with marketing data from Google Analytics, Google Sheets, Google Ads, and other first-party data sources.
Here is GIF animation of the new Google Advertising Performance dashboard: