Ginny Marvin says, “To allow advertisers to buy and compare video ad performance across linear TV and digital, Google is bringing programmatic access to linear TV inventory to DoubleClick Bid Manager (DBM).

The new offering, announced at the National Association for Broadcasters (NAB) conference in Las Vegas on Monday, taps inventory sources from WideOrbit, clypd and Google Fiber, the company’s own high-speed internet service. Google Fiber offers access to addressable local inventory on cable networks; WideOrbit from local affiliates; and clypd from national broadcast and cable networks.

“By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way,” wrote Rany Ng, director, project management at Google in the blog post announcing the test.

What’s unclear is what kinds of inventory and audiences broadcasters will make available to Google.

On measurement, DBM will offer impact metrics for attribution across channels. “For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.”

At last year’s NAB conference, Google offered publishers and TV broadcasters using DoubleClick for Publishers”.

Google trying TV ad buying again with DoubleClick Bid Manager

Marketing Land

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