Google's Vertical Video Unification Simplifies Cross-Platform Advertising

Google has introduced a new feature called 'Vertical Video Unification' in its Display & Video 360 (DV360) platform, which allows advertisers to buy and measure vertical video space programmatically across channels. This means that advertisers can now run and track video campaigns across multiple platforms, including social media and publishers, from one place.

The main difference between vertical video and traditional video is the aspect ratio and orientation of the frame, which changes how users interact with a brand, how much ads cost, and how it captures attention. Artificial intelligence (AI) has helped to improve performance, with Unilever reporting a 24% boost in campaign reach and a 25% decrease in cost per unique user in early tests.

Previously, advertisers had to log in to multiple platforms, set up separate budgets, and manage different target audiences for vertical video ads. DV360 now allows advertisers to upload their vertical video asset once and distribute it programmatically across multiple major inventory sources and publishers simultaneously.