In fact, YouTube is the cornerstone of Google’s NewFronts pitch this year. It’s the company’s crown jewel, expected to bag nearly 12% of all CTV ad revenues this year, per Emarketer estimates.
While YouTube isn’t getting any new ad formats, Google is aggressively pushing for wider adoption of a select number of the platform’s ad offerings. Now, the company said Monday, YouTube’s pause ads and creator takeovers—which allow a brand to buy out all of a specific creator’s ad inventory for a select period—can be bought through DV360.
Increasingly, the DSP is being designed to act as a buying environment that reinforces Google’s walled garden, encouraging buyers to transact on YouTube in particular.
Reardon only underscored the notion that Google is more tightly binding its buy-side tool with its owned inventory and measurement capabilities. “Gemini, with [DV360] and YouTube, will be core to the success of the future of advertising,” he said.
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