The tech giant has powered up its marketing platform with the latest models of Gemini giving affiliates and marketers new ways to maximise campaigns.
Google is supercharging its demand-side platform (DSP), Display and Video 360, with artificial intelligence (AI), giving marketers a tool that could maximise every campaign touchpoint.
The tech giant is looking to power its DSP with the latest Gemini models, which will enable its marketing platform to automatically curate media packages before ads even go live.
“Streaming, scrolling, searching and shopping – the way people consume media has fundamentally reshaped how audiences discover and engage with brands,” Bill Reardon, general manager, enterprise platforms at Google, wrote in a blog post on its website.
“For marketers, this new reality offers infinite opportunities to connect with customers, but the old tools can’t keep up.”
Google’s marketing platform has the inventory to connect advertisers with customers as they stream, scroll, search and shop.
Coupled with the company’s live sports biddable suite of tools, marketers can also connect with fans as they stream live sports on their connected TV (CTV) devices or scroll for game highlights on YouTube.
The Alphabet-owned firm is also introducing YouTube Creators Takeovers, YouTube creator partnership boost, and pause ads to Display and Video 360, which should make it “easier” for brands to be front and centre.
“Consumers don’t act in silos, and neither does Google Marketing Platform. By running integrated campaigns across the full customer journey, advertisers can unlock significant incremental value. In fact, advertisers who added an extra Google Marketing Platform product to their mix saw a 76% lift in ROAS,” added Reardon.
Google is also adding AI to its Commerce Media Suite to power retail signals through a partnership with Kroger Precision Marking and Display and Video 360. The collaboration will give advertisers the opportunity to to use Kroger’s shopper audience data across YouTube and third-party inventory.
This move aligns with the tech firms to scale the reach of audience segments within Display and Video 360 to 96% of ad-supported CTV households.
AI will also power Google’s new Ads Advision, which has been designed to provide marketers support at every stage of the campaign cycle from set up to optimisation and monitoring to reporting.
The aim, Reardon said, is to offer “customer insights in real time and convert them into high-value results”.
