Seriously, though. It’s a lot. Google Marketing Platform’s Marta Martinez, Managing Director, Americas, dropped a blog today unveiling a big batch of DSP updates at the Google NewFront.
Here’s what they announced:
Live CTV Inventory: Advertisers can now buy live ad slots around major events, including NFL Sunday Ticket on YouTube, through DV360’s expanded live CTV inventory.
New Platform Integrations: DV360 now supports video and audio ads on Tubi, Spotify, and Roblox, giving brands access to more media environments.
Curated CTV Auction Inventory: A new one-click feature to make access to high-demand biddable CTV inventory easier from top publishers in each region.
Commerce & Retail Media Solution: Audience segments for targeting and sales attribution, powered by integrations with Costco, Intuit, Regal Cinemas, and United Airlines via Kinective Media.
YouTube Commerce Targeting: Advertisers can apply commerce audience insights to YouTube buys and track the sales impact across online and offline retail.
AI-Powered Buying Tools: Meta isn’t the only company trying to deliver a more agentic AI experience. Google AI is now built into DV360 for smarter inventory selection, auto-campaign setup, performance help, and conversational reporting.
Why This Matters:
The volume may be the message. The blog ends with: “CTV has evolved. Has your DSP?” Google is signaling that DV360 is evolving faster—and more comprehensively—than rivals like The Trade Desk and Amazon (which, to be fair, has been soaking up plenty of attention lately).
One more thing: Google’s DSP wasn’t flagged in the DOJ’s antitrust case. So, if a spinout of Ad Manager and AdX is on the table, as many expect, then doubling down on DV360 makes strategic sense. This isn’t just a product update – it’s Google making clear to the market that it’s not retreating. It’s investing aggressively in CTV, retail media, and AI to stay competitive, avoid appearing vulnerable, and future-proof an adtech asset not under legal fire.
Experts React:
RTB Guy puts it best: “DV360 seems to be stepping up its game in CTV this year.” And it has to, candidly. CTV is one of the most competitive corners of programmatic right now—and with The Trade Desk and Amazon both doubling down, Google has no choice but to do more.
Our Take:
Google could have spread these announcements out but it didn’t. Instead, it went for shock and awe at NewFronts, and it’s getting exactly that with this flurry of (overwhelming… jp, Googs!) updates. The live CTV inventory stands out in particular, as we expect live programming to dominate not just NewFronts chatter, but also the conversation heading into Cannes next month.
According to a new IAB report, U.S. CTV ad spending is projected to grow 13% this year to $26.6 billion, making it the top-ranked “must buy” channel for advertisers, driven in part by demand for live inventory and the growing ability to buy it programmatically. This is also why we’re seeing more tech and tools to support live inventory ad-buying.
