Google yesterday announced an expansion of control over YouTube & partner video line items, allowing advertisers to separately manage eligibility for serving on Google TV and video partners.
This new feature provides marketers with more granular targeting capabilities, enabling them to tailor their campaigns to specific YouTube ad buying inventories.
Previously, eligibility of YouTube & partner video line items to serve on Google TV inventory was controlled through the "video partners" inventory source. With this update, advertisers can now manage Google TV targeting separately from video partner targeting.
The Google TV inventory source will be initially enabled by default for efficient reach and non-skippable YouTube & partner video line items, as well as Instant Reserve deals using bumper and non-skippable in-stream ads, and Masthead ads (for select advertisers only).
Eligible line items will be able to serve within in-stream inventory on Google TV channels and Google-owned inventory in video-streaming apps available within Google TV.
Giving Advertisers More Choice
By separating Google TV targeting from video partner targeting, advertisers can now choose whether or not to serve their campaigns on Google TV, allowing them to refine their reach and tailor their messaging to specific audiences.
Marketers can opt out of Google TV targeting by deselecting the "Google TV" option in their line item's Inventory Source targeting and analyze key metrics using the "Inventory Source" dimension in YouTube reports.
Existing line items that were previously opted into video partners will automatically be opted into Google TV to preserve existing serving behavior.
The new Google TV inventory source will be initially available and enabled by default for the following types of line items:
- Efficient reach
- Non-skippable
- Instant Reserve deals (bumper and non-skippable in-stream ads)
- Masthead ads (for select advertisers only)
The update is expected to roll out gradually over the coming weeks.
Google TV is a media-streaming platform that allows users to stream TV shows, movies, and other video content from their favorite streaming apps and services.