Google is embedding Gemini AI more deeply into Google Marketing Platform, delivering new media-buying capabilities for YouTube within DV360 to streamline programmatic advertising and enhance cross-channel reach.

The updates aim to predict consumer behavior and enable agentic technology that pairs brands with creators, expanding automated creator collaborations within GMP.

IA and creator-focused features will be showcased at IAB’s NewFronts, highlighting new YouTube and DV360 tools for advertisers and content creators.

DV360 now offers live sports bidding capabilities, enabling advertisers to engage viewers as they move between streaming and browsing.

Advertisers gain greater access to YouTube creators, including inventory on top-tier channels for pause ads and creator takeovers.

Early tests indicate adding an extra GMP product can lift ROAS by about 76% in the U.S., per Circana MMM analysis.

Gemini-powered DV360 will proactively curate media packages, enabling cross-channel reach across streaming, scrolling, searching, and shopping, including live sports CTV and YouTube Shorts.

Agentic capabilities will help brands find ideal creator matches, with a forthcoming option for advertisers to submit a brand brief to receive optimal creator pairings across industries.

Brands will be able to submit a creative brief so the platform identifies ideal content creators, potentially pairing brands with creators in new sectors.

Kroger data integration will bring first-party shopper data into YouTube and Google inventory with SKU-level reporting to measure impact on Kroger sales.

The Kroger Precision Marketing collaboration activates Kroger shopper audiences across YouTube and third-party inventory, with SKU-level reporting for sales impact.

AI-assisted search helps brands discover smaller high-quality creators, with integration for bulk messaging and placing paid media in user-generated videos.