Google Simplifies Vertical Video Buying with Unification Product

Google's Display & Video 360 platform has been updated to include a new feature called Vertical Video Unification. This allows advertisers to buy and measure vertical video programmatically across multiple channels through a single workstream.

The move is significant because vertical video is now ubiquitous, but the buying process was previously fragmented across publishers, formats, and measurement systems. Google's solution centralizes vertical-video buys from publishers while Gemini supports buying, execution, and full-funnel measurement.

Initial testing with Unilever's Hellmann's and WPP Media produced a 24% increase in unique reach and a 25% reduction in cost per unique user, according to Google. This demonstrates the performance benefits of consolidating vertical video buys through one system.