Google this month launched real-time triggers in DV360. Real-time triggers enable advertisers to instantly activate campaigns by syncing the digital campaign with real-world signals such as sports events. Triggers will cause a line item to spend for anywhere from 15 minutes to 6 hours after an event occurs in real-time.
According to Google, the signals instantly trigger the launch of the campaigns and accelerate delivery so advertisers spend when the signal is relevant.
Google says that on standard line items it can take several minutes for the line item to become active and several days for spend to ramp up fully based on bidding and pacing behavior, while line items using real-time triggers are instantly activated and begin spending at their full potential within minutes.
Right now, DV360 has 2 triggers:
- Manual triggers: Line items associated with manual triggers begin spending as soon as the advertiser turns the trigger on, and will spend for the duration the advertiser set the trigger should last.
- Sports triggers: Line items associated with sports triggers begin spending when the in-game events included in the trigger occur. The sports triggers are available for soccer (English Premier League, La Liga, and UEFA Champions League), American football (NFL), and American basketball (NBA).
Advertisers can only assign one trigger per line item.