The YouTube TrueView advertising platform now integrates programmatic ad buying within DoubleClick Bid Manager (DBM).
Google announced the news Thursday at the Programmatic I/O conference in San Francisco. The move bridges two important trends: the importance of user choice in advertising, and the ability to reach the right person at the right time through programmatic ad buying.
The biggest gain for Vivaki comes with the ability to integrate third-party audience targeting data and universal frequency capping, said Roli Okoro, the company's director of AOD, Middle East and North Africa.
Aside from agencies like Vivaki, brand marketers, such as Netfix and Nestlé UK, will have an option to buy the TrueView video ad format on a cost-per-view (CPV) basis through DoubleClick Bid Manager within the next few months.
This is the first time Google made the feature available outside of AdWords, allowing DoubleClick clients to take advantage of features like cross-campaign frequency capping, unified audience insights, measurement and billing across campaigns.
Google introduced TrueView's CPV ad format, which now represents 85% of all in-stream ads on YouTube, about five years ago, giving brands the ability to pay for the view only if individuals stay with the ad for more than five seconds.
Forrester research expects video advertising on desktop devices to grow 21% each year through 2019. Tie that with programmatic ad buying in the U.S. and the spend rises 212%, reaching $2.18 billion this year, per eMarketer. In 2016, the figure will grow 76.4% to reach $3.84 billion, which means programmatic will account for 40% of U.S. digital video ad spending next year.