Google’s decision to make traditional TV advertising inventory available to buy in its DoubleClick Bid Manager (DBM) platform should, theoretically help move things further along on the programmatic TV front.
Google on Monday said it’s working with WideOrbit, clypd, and Google Fiber, Google’s broadband Internet and IPTV business unit, to offer access to national, local, and addressable TV inventory in DBM.
“'Programmatic TV’ has become a bit of a loaded word in the industry,” Sara Bitetti, global programmatic Video Lead, Google, told Real-Time Daily via email. “Our goal with DBM is to allow advertisers to take a data-driven approach to plan, buy, and measure their audiences on TV content, on any device, with a single platform,” she said.
Bitetti added that Google already offers brands the ability to reach their audiences whenever they watch, whether live or on-demand, and across all digital screens including connected TV, mobile apps, and desktop. She positioned the latest announcement as moving beyond digital video to enable agencies and advertisers to buy traditional TV in DBM with the addition of measurement functions.
As audience buying is key for advertisers, Bitetti said Google's providing access to traditional TV inventor offers audiences complementary to those advertisers are already reaching with digital video.