Google adopts IAB’s guidelines to enhance DV360
Google’s DV360 is adopting new video classification guidelines suggested by IAB Tech Lab to bolster transparency around video ad inventory. This development aims at enabling buyers to comprehend how publishers classify their inventory within DV360. The guidelines are expected to fine-tune DV360’s purchasing and targeting abilities, and subsequently boost campaign efficacy.
From April 1st, publishers have been required to incorporate video placement options in all AdX bid requests. Google initiated these measures to bring greater clarity and uniformity to the AdX bidding process. By following these guidelines thoroughly, publishers aid in tightening the effectiveness of the system.
However, these alterations may affect the extent of inventory Google demands bids on, possibly pushing higher bids for designated video ad placements. DV360 users will benefit mainly from these changes as they can now adapt their bids according to these standardized definitions.
The guidelines simplify the difference between instream inventory and accompanying content. Publishers need to define their accompanying content and ads better to reflect user expectations and engagement levels.
Implementing IAB guidelines to improve DV360
The introduction of the guidelines is likely to ensure more accurate ad categorization and an improved user experience.
Publishers now need to explicitly label accompanying content within the video placement field. Consequently, this could stimulate better-informed bidding strategies and potentially lower costs for these ads. It may also lead some publishers to reassess their presentation of such content in the video section, owing to potential impacts on revenue.
As per anonymous sources, instream content prices may surge significantly, whereas rates for accompanying content may drop as most buyers prefer non-floating players. This development could lead to an adjustment in advertisers’ budgets, with brands possibly allocating more funds toward instream content and others favouring accompanying content despite its expected price drop.
Experts suggest that the shift offers a chance for companies to diversify their advertising strategies and heighten ROI. The predicted cost increase might be justifiable due to anticipated high engagement levels of instream content. In contrast, the decrease in rates for accompanying content could appeal to smaller brands aiming to manage costs without affecting visibility.
Finally, Google’s incorporation of these new guidelines is likely to reshape deals involving mixed inventory types. It’s anticipated to take some time before all buyers fully grasp the new video classifications and the associated targeting options, emphasizing the need for brands to adapt.
