Google Expands CTV Advertising Capabilities with Enhanced AI Integration

Google has unveiled significant updates to its Connected TV (CTV) advertising platform, introducing advanced AI-powered advertising solutions for businesses and expanded streaming partnerships to help advertisers reach broader audiences through television screens. The announcement comes as YouTube maintains its position as the leading streaming platform for watch time.

Enhanced Streaming Partnerships Drive Growth

Google's Display and Video 360 platform now reaches an impressive 98% of CTV households, marking a significant milestone in digital advertising reach. The company has expanded its partnership with Netflix into the EMEA region and introduced Google affinity Audiences for Netflix campaigns.

Strategic partnerships with major media companies have yielded substantial results. "Our live inventory grew 50% year-over-year in Q1 2025," Google reported, citing collaborations with NBCUniversal and Disney, who awarded Google their Live Certification badge.

AI Integration and Advanced Targeting

The platform's enhanced AI capabilities represent a significant leap forward in advertising technology. Building upon AI-driven customer service innovations, the system offers:

• Campaign setup assistance with automated recommendations
• Real-time reporting and analytics
• Intelligent inventory selection based on specific business requirements
• Integration with existing tools like Commitment Optimizer and Audience Persona

Google's AI system now offers personalized suggestions for inventory, including custom agency pre-negotiated deals, streamlining the ad placement process for marketers.

Expanded Commerce and Gaming Opportunities

The update introduces new commerce and retail media options through partnerships with major retailers and service providers. As businesses continue to leverage Google's extensive suite of business growth tools, they can now access:

• Costco
• Intuit
• Regal Cinemas
• Kinective Media by United Airlines

Additionally, advertisers can now place video ads within Roblox, tapping into the growing gaming audience. The platform also integrates with Tubi and Spotify for expanded video and audio ad placement options.

With 30-40% of YouTube podcast views now coming through CTV according to Mondo Metrics, advertisers have unprecedented opportunities to reach engaged audiences through television screens while maintaining the precision targeting of digital advertising.