At the Google NewFront, the company is reimagining Connected TV (CTV) advertising beyond traditional streaming with significant enhancements to Display & Video 360. This update enables brands to connect with audiences wherever they are—across blockbuster releases, live sports, short-form videos, podcasts, and more—amassing over 5 billion hours of U.S. ad-supported viewing monthly. This extensive reach places Display & Video 360 at the forefront of demand-side platforms (DSPs). Google has been expanding its inventory partnerships to make it easier and more efficient for advertisers to reach viewers consuming high-quality content. For instance, the partnership with Netflix has recently extended into Europe, the Middle East, and Africa (EMEA), and Google’s affinity audiences are now available for Netflix campaigns. Additionally, Display & Video 360 now offers live inventory, allowing advertisers to capitalize on pivotal moments such as live shows and sports events, including the NFL Sunday Ticket on YouTube. Collaborations with major providers like NBCUniversal and Disney, who have bestowed their Live Certification badge on Display & Video 360, have contributed to a 50% year-over-year growth in live inventory during Q1 2025. To further diversify advertising opportunities, Display & Video 360 has integrated with platforms like Tubi and Spotify for video and audio ads, respectively. Advertisers can now also access Roblox to engage with its highly active gaming community through video ads. These new integrations reflect the evolving landscape of content consumption and the increasing demand for versatile advertising solutions. Traditionally, premium content was acquired through guaranteed deals. However, the rise of programmatic bidding has changed the game, offering scalability, flexibility, and real-time optimization. Biddable CTV campaigns in Display & Video 360 have grown more than twice as fast compared to guaranteed buys. To simplify this process, Google has introduced a new one-click feature in Display & Video 360 that curates CTV auction inventory from the most sought-after publishers in the region. This feature ensures advertisers can effortlessly connect with a broad range of biddable inventory, enhancing their ability to reach target audiences effectively and efficiently. With these advancements, Google aims to provide advertisers with a comprehensive and flexible toolkit to navigate the complex and dynamic world of CTV advertising. The expanded partnerships and innovative features in Display & Video 360 underscore Google’s commitment to staying ahead of industry trends and meeting the evolving needs of advertisers and content creators alike.