Google has unveiled significant updates to its Connected TV (CTV) advertising options, enhancing the ability for brands to effectively reach audiences on home television sets.

This initiative is bolstered by a remarkable 50% year-over-year growth in live inventory, driven by strategic partnerships with major players like NBCUniversal and Disney, which have also awarded Google a Live Certification badge.

New integrations with platforms such as Tubi and Spotify now enable advertisers to place video and audio ads, while also allowing ad placements within popular gaming environments like Roblox.

Notably, 30% to 40% of YouTube podcast views are now sourced from CTV, presenting another valuable avenue for advertisers to explore.

Google's advanced AI tools are designed to assist advertisers in identifying specific inventory needs, streamlining the ad purchasing process to align more closely with business objectives.

In addition to CTV enhancements, Google is launching new commerce and retail media options within Display & Video 360, collaborating with brands like Costco and Intuit to improve audience targeting.

The company is also expanding its CTV partnerships, including a recent collaboration with Netflix in the EMEA region, which will facilitate more ad placements during high-profile events such as live shows and sports.

As CTV viewing continues to rise, brands are encouraged to leverage Google's sophisticated targeting features to optimize their promotional strategies.

YouTube remains a leader in streaming watch time, allowing Google's CTV promotions to potentially reach an impressive 98% of CTV households.

The updates also introduce advanced AI capabilities for better ad targeting, featuring tools for campaign setup assistance, instant reporting, and tailored inventory suggestions.