CTV in GMP: Explore the Latest CM360 & DV360 Innovations & Integrations

It's only March, and the year has already seen significant strides in Connected TV (CTV) advancements within the Google Marketing Platform (GMP). A host of new innovations and integrations in Campaign Manager 360 (CM360) and Display & Video 360 (DV360) are empowering marketers with sharper tools to navigate the evolving CTV space. From partnerships to features, these updates are driving more efficient, measurable, and personalized advertising across CTV and other digital channels. In this post, we’ll highlight some of the most impactful evolutions in GMP's CTV capabilities this year and explore ways to leverage these advancements to optimize media performance.

CM360 + Netflix Ads Integration

GMP has expanded its partnerships to enhance the CTV advertising experience, particularly within CM360. This includes new integrations with Netflix Ads, which streamline ad serving and reporting while giving marketers the ability to reach highly engaged audiences on one of the largest streaming platforms.

Integration Benefits:

• Reach premium audiences: With over 200 million subscribers, Netflix is a key platform for marketers. CM360 allows brands to place ads within Netflix’s ecosystem, targeting high-quality audiences who are engaged with long-form content.‍
• Increase performance through contextual ads: Leveraging AI, CM360 ensures ads are placed within highly relevant content, boosting audience engagement by matching specific genres and user preferences.‍
• Integrate multi-channel campaigns: With CM360, marketers can manage Netflix ads alongside other digital channels, ensuring a cohesive marketing and messaging strategy across channels.
• ‍Better track & optimize performance: Netflix’s analytics, combined with CM360’s reporting, offer deeper insights into campaign KPIs and performance

CM360 Launches Cross-Media Reach Report

CM360 has introduced the Cross-Media Reach report, which provides a unified view of reach. Using Comscore data, it compares the unique and incremental reach of digital video campaigns alongside linear TV campaigns. By identifying shared and exclusive audiences, marketers can optimize campaigns and plan more effectively, ensuring that they’re reaching the right viewers across platforms. The integration with Comscore further enhances insights into audience duplication and unique reach, offering a deeper understanding of how digital video and traditional TV campaigns work together. By identifying shared and exclusive audiences, users can optimize campaigns and plan more effectively.

DV360 + Disney Live Sports and Entertainment

CM360 isn’t the only GMP product providing additional value across CTV. DV360 is also unlocking new capabilities and opportunities. In January, Disney announced a certification for live sports and entertainment, along with biddable deals for live sports using Disney’s Ad Server. DV360 became one of the first DSPs to earn this first-of-its-kind distinction from Disney. This certification enables marketers to access more targeted and flexible buying options for live sports and entertainment content. Marketers can now bid on live sports inventory in real time, reaching highly engaged audiences during peak viewing moments. The benefit is a more precise and efficient media buying process, driving improved ad relevance, higher engagement rates, and better return on investment (ROI).

Building on Momentum

This momentum around CTV in GMP will not be slowing down anytime soon. We’ll continue to see exciting CTV innovations and features from Google as part of their commitment to empower marketers to engage seamlessly with audiences. By continuing to prioritize cutting-edge developments in CTV, Google is enabling brands to deliver more personalized, data-driven, and impactful campaigns.