Google DV360's CTV gets new Live Inventory and AI-Powered Tools

At the 2025 IAB NewFronts, Google unveiled significant enhancements to its Display & Video 360 (DV360) platform, aiming to expand its reach and capabilities in the Connected TV (CTV) advertising space. DV360 now covers 98% of U.S. CTV households, offering advertisers access to over 5 billion hours of monthly ad-supported content, including live sports, video podcasts, and short-form videos.

Key updates include the integration of live inventory from partners such as Netflix, NBCUniversal, and Disney, with the latter awarding DV360 a Live Certification badge. This expansion has led to a 50% year-over-year growth in live inventory as of Q1 2025. Additionally, DV360 has incorporated new partnerships with Tubi, Spotify, and Roblox, broadening its reach across various content formats and audiences.

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Google has also introduced a retail media solution within DV360, collaborating with brands like Costco and United Airlines. This feature allows advertisers to create new audience segments and measure campaign impact across different platforms, including YouTube.

Furthermore, DV360 now leverages Google’s AI capabilities to enhance campaign performance through generative and predictive tools, streamlining the media buying process. The platform has also adopted attention-based custom bidding, integrating Adelaide’s AU metric to optimize ad placements based on viewer engagement.