Google Makes Connected TV Advertising Push Via Identifier Data Tracking

Google is investing in connected TV ad solutions to reach households at scale with messages that are relevant to users “and respectful of their privacy,” blogged Jake Jolly, product manager-Display & Video 360. A Comscore analysis commissioned by Google found marketers can reach 76 percent of all connected TV households in the U.S. and 89 percent of ad-supported connected TV households, or more than half of all Wi-Fi households. That will grow as connected TV penetration broadens, Jolly said Thursday. In addition to YouTube, Display & Video 360 provides access to nine of the top 10 most watched U.S. ad-supported connected TV apps from cable and broadcast channels. Google uses Identifier for Advertising (IFA) to manage connected TV ad frequency, and it can be disabled or reset by the user. Now, it’s working with inventory providers to support IFAs at the exchange and publisher levels, and advertisers can control frequency in a “user-first” way on apps such as Hulu, Pluto TV or Lifetime.