Google expands Brand Lift Studies Cross-Exchange to connected TV (CTV) devices in DV360

Display & Video 360, Google’s DSP, last month announced the expansion of its Brand Lift studies Cross-Exchange to connected TV (CTV) devices.

Google expands Brand Lift Studies Cross-Exchange to connected TV (CTV) devices in DV360

Display & Video 360, Google’s DSP, last month announced the expansion of its Brand Lift studies Cross-Exchange to connected TV (CTV) devices.

This new feature will allow marketers to measure the effectiveness of their CTV ads and align their CTV campaigns with their overall marketing objectives.

Brand Lift studies Cross-Exchange in Display & Video 360 (DV360) enables advertisers to measure the effectiveness of their ads across multiple publishers and exchanges using a single study. This can help advertisers get a more holistic view of how their campaigns are performing and align their CTV campaigns with their overall marketing objectives.

Benefits of using Brand Lift studies Cross-Exchange in DV360

  • Cross-publisher measurement: Advertisers can measure the effectiveness of their ads across multiple publishers and exchanges, including Google, YouTube, and third-party publishers.
  • Single study simplicity: Advertisers can run a single study to measure the effectiveness of their ads across multiple publishers, rather than running multiple studies.
  • Holistic view of campaign performance: Advertisers can get a holistic view of how their campaigns are performing across all screens, including CTV, desktop, and mobile.
  • Improved campaign alignment: Advertisers can use Brand Lift insights to optimize their CTV campaigns for better performance and ensure that their campaigns are aligned with their overall marketing goals.

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