When Google’s Display & Video 360 recently introduced new features to more easily plan, buy and measure CTV campaigns, I reached out to our Supervisor of Bidding and Inventory, Parker Wheat, to see how this might affect our work for clients.
Turns out the impact is nil thanks to our focus on Service, not tech. Let me explain.
We have always been DSP agnostic. That means we focus on the client’s business goals and use the right channels and partners to run a successful campaign. We focus on the audience and where they are online. While others are always chasing the next shiny object, we’ve never lost sight of the basics. Strategic targeting –– by time of day, day of the week, device, ad size, content, and site alignment –– will help efficiently and effectively reach the right audience, at the right time.
Because of this when looking at the updates, they don’t really impact our work:
- Reach Planner: We typically do not rely on DV360 for reach planning or forecasting as the numbers can be significantly inflated with low quality, potentially fraudulent inventory we filter prior to campaign launch.
- Deal ID forecasting: We’ve been utilizing this technology in other platforms for years now, so we see this as more of a catch up for DV360 to align with other platform capabilities.
- Ad Frequency Management tool: The ad frequency feature is just a catch-up to manage frequency cap.
- First Party Audience List Capability: This is available (and has been) in other platforms with ACR for some time.
All this to say that it’s not about the tech (often the shiny object), but rather the people (yes, real people) strategizing and running your campaign.
If you are looking for a partner who listens and works to drive campaign success based on your business goals, we’re all ears. Reach out and let’s talk about how we can help.