Google Launches Monthly Marketing Platform Series, Folds LinkedIn CTV Ads Into DV360 – Net Influencer

By
Dragomir Stojkov
Google introduced “Google Marketing Platform Drops,” a new monthly series recapping updates across its advertising products, with the inaugural edition centered on a Gartner Leader ranking, Gemini-curated inventory in Display & Video 360, and the integration of LinkedIn’s CTV Ads programmatic inventory into DV360, according to a blog post.
Gartner named Google a Leader in its “Magic Quadrant for Advertising Platforms” and ranked the company first across all three use cases the firm evaluates: Full Funnel, Awareness, and Performance, according to the post.
On the inventory side, DV360’s Marketplace now offers personalized media bundles curated by Gemini models, with single-click activation for live sports and tentpole events. The same update brings LinkedIn’s CTV Ads programmatic inventory into DV360, giving advertisers a single workstream for buying, planning, and measuring that supply alongside the rest of their CTV spend.
LinkedIn built that CTV product on a curated private marketplace model, integrating with publishers through real-time bidding rather than opening inventory broadly, according to an April engineering post from LinkedIn. The company expanded its DoubleVerify integration to screen for invalid traffic and brand suitability, reporting that DoubleVerify has measured LinkedIn’s CTV supply as more than 99% free of brand-risk inventory, with under 1% of impressions flagged as invalid. LinkedIn also added support for third-party VAST tags through an integration with Innovid, letting advertisers reuse existing creative assets instead of re-uploading them for each platform. In a case study cited in that post, LinkedIn Marketing Partner iSpot found that Salesforce’s CTV campaign extended unique reach more than 70% beyond linear TV, delivered on-target impressions for B2B audiences at four times the rate of linear TV, and was 11 times more cost-effective at reaching those audiences.
Search Ads 360 also got a new Home experience in this first Drop, using Gemini models to consolidate insights, generate suggestions, and streamline execution in a customizable view, according to Google’s blog post.
The “Drops” series also points to Vertical Video Unification, a DV360 feature Google Marketing Platform Managing Director Marta Martinez introduced in late September. The tool centralizes programmatic vertical video buying across publishers into a single workstream, with Gemini powering buying, execution, and full-funnel measurement. Martinez wrote that the goal is to deliver “competitive campaign performance without overexposing users to the same ads,” a result she said siloed buying strategies can’t match. During initial testing, Unilever’s Hellmann’s brand and WPP Media saw a 24% increase in unique reach and a 25% reduction in cost per unique user using the tool, according to the post.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
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