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Jan092019

Googles’ New Initiatives to Bridge Digital Advertising and TV in 2019

Googles’ ad partners monetizing their video content through the Google Ad Manager across screens whether it’s connected TVs, set-top-boxes, mobile apps, or the web saw an overwhelming response.

This led to an 80% increase in ad impressions served on Connected TVs using Google Ad Manager.

To further build on this cross-screen, Google has announced a number of new initiatives planned for 2019 that aims to bridge the gap between TV and digital advertising.

“As TV and digital continue to converge in 2019, we expect to see even more options for people to watch the content they love, including direct-to-consumer apps and skinny bundles,” stated Google Ads team.

Ads During Commercial Break

Google said it will keep building new solutions for delivering ads during the commercial breaks along with more TV-like control with digital flexibility to its TV partner over this ad experience.

Google TV partners through Ad Manager’s advanced TV solutions are already leveraging capabilities such as dynamic ad insertion to serve ads during live events.

Ad impressions during live events have more than doubled over the past year, says Google.

Additionally, Google Ad Manager also has added a new feature called “Smarter Ad Breaks” which let advertisers to “optimize for yield while honoring TV business rules for a more personalized ad experience.”

Google with IAB’s Open Measurement Working Group will also introduce open viewability measurement across the ecosystem.

New Advanced TV Partnerships

In 2019, Google said it will continue to partner with industry leaders in broadcasting and entertainment globally to deliver ads on their platforms.

Google and The Walt Disney Company recently formed a strategic alliance where Google Ad Manager will be used as their core ad technology platform.

Ad Manager will serve video ads across Disney properties across multiple channels, including on the web, in mobile apps, streaming through connected TVs, and for live events.

Other TV partners include TotalPlay, Univision, CheddarTV, Major League Baseball, National Hockey League, and more.

All these TV partners can leverage Google Ad Manager to deliver video ads on live, linear, or on-demand content.

Google notes, continuing to innovate in 2019, with its TV partners it will work on next-generation TV standards including ASTC 3.0 and HbbTV.

“As the gap between digital and TV continues to close and new opportunities emerge, we’ll be working hand-in-hand with our partners to reimagine the commercial break and inspire the best ad experiences everywhere,” said Google.

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