Google also unveiled a retail media solution for DV360. Launch partners include Costco, United Airlines, Intuit, and Regal Cinemas. The platform will help marketers create new audience segments and is designed to bolster ROI.
The solution “will reflect how consumers are shopping and buying across different storefronts and services,” according to Martinez.
Data from the retail media offering will also be integrated into YouTube via DV360.
“We’re excited about what this does to redefine and open up the world of commerce media,” said Martinez. “DV360 advertisers will be able to better measure the impact on sales and use all of their audience insights on the YouTube ad buys, as they do alongside all of the other third-party inventory.”
In addition to the rollout of new AI tools and a retail media solution in DV360, the platform will also support live event inventory now, Google announced.
The update will enable brands to buy ads during live programming like NFL Sunday Ticket on YouTube, with access to connected TV live inventory for broader reach.
When asked about whether Google expects to see a substantive decrease in spend commitments at this year’s NewFront amid macroeconomic pressures, Martinez said, simply, “We have a lot of experience in managing through uncertain times.”
