Campaign Manager 360 adds Netflix ads integration and TV measurement tools
New cross-media capabilities enable advertisers to measure Netflix campaigns alongside linear TV and streaming video inventory.
Campaign Manager 360, Google's ad serving platform, announced on February 7, 2025 significant expansions to its measurement capabilities for connected TV (CTV) and streaming platforms. The new integrations focus on cross-media measurement between streaming and traditional TV channels.
According to Marta Martinez, Managing Director of Data, Measurement and Google Marketing Platform, a key development is the integration with Netflix Ads. The partnership enables advertisers to serve VAST video creatives on Netflix's ad-supported tier while tracking impression delivery directly within Campaign Manager 360.
The technical implementation allows marketers to activate and measure Netflix inventory alongside other video campaigns within a unified platform. This marks the first time advertisers can monitor Netflix campaign performance in conjunction with broader video strategies.
Campaign Manager 360 has also introduced Cross-Media Reach reporting, incorporating data from Comscore to provide comparative analysis between streaming and linear television campaigns. The system measures incremental and deduplicated reach across both channels.
The measurement methodology utilizes trusted third-party TV data combined with digital delivery metrics, including CTV impressions. According to technical documentation, the reporting template requires selecting one linear TV campaign and one Campaign Manager 360 campaign to generate cross-media insights.
Available metrics in the cross-media reporting suite include exclusive cross-media impression reach, duplicate cross-media impression reach, TV campaign reach, TV campaign exclusive cross-media reach, and impression reach with co-viewing data. The dimensional analysis can be broken down by campaign, TV campaign, and site-level data.
For campaign activation, Campaign Manager 360 has established direct integrations with demand-side platforms. The platform now enables automated tag sharing with The Trade Desk for creative serving. Additionally, measurement tags can be applied directly to campaigns bought through Google Ads, with plans to expand these capabilities to other buying platforms later in 2025.
Kimberly-Clark has implemented these measurement solutions across their digital campaigns. According to Mairi Fogle, Global Media Tech Product Owner at Kimberly-Clark, "Campaign Manager 360 helps us measure all our paid media and provides creative insights, giving us a complete view of our digital performance."
On the creative workflow front, Campaign Manager 360 announced partnerships with Adobe and Typeface to address asset management challenges. The Adobe GenStudio for Performance Marketing integration enables automatic transfer of creative assets from Adobe to Campaign Manager 360. This aims to bridge workflow gaps between creative and marketing teams, particularly for social media and mobile campaign variations.
The Typeface partnership focuses on generative AI applications for content production. The integration is designed to help brands produce personalized content for automated multi-channel campaigns while maintaining brand consistency.
Cross-media reach reporting represents a significant technical advancement in measurement methodology. The system allows advertisers to view, organize, and analyze reach data across platforms. By identifying shared and exclusive audiences between linear TV and digital video, the tool provides data for campaign optimization and planning.
The reporting interface includes filters for Comscore linear TV campaign names, date selection tools, and campaign duration parameters. Optional dimensional analysis allows for breakdown by Campaign Manager 360 sites as a proxy for individual digital publishers.
These developments come as streaming platforms continue gaining prominence in media consumption patterns. The integration of Netflix measurement capabilities and cross-platform reach analysis tools indicates growing sophistication in connected TV advertising technology.
The announcement demonstrates increasing technical complexity in digital advertising measurement, particularly as campaigns span traditional TV, streaming platforms, and digital video channels. These tools aim to provide unified measurement across previously siloed media channels.