Google Unifies Vertical Video Buying with New Feature
Google has introduced a new feature called Vertical Video Unification, which allows advertisers to buy and measure vertical video programmatically across channels in one platform.
The new product, announced on September 28, 2026, is designed to centralize vertical video buys from publishers into a single workstream inside Display & Video 360.
In an early test of the feature, Unilever's Hellmann's mayonnaise brand and its agency WPP Media achieved a 24% increase in unique reach while reducing cost per unique user by 25%, according to Google.
This is because Vertical Video Unification enables advertisers to pool vertical buys from multiple sellers into one workstream, allowing for more efficient frequency capping and reduced overexposure of users to the same ads.