Google expands Gemini’s role in DV360 to automate media buying and measurement

Google is deepening the integration of its Gemini AI models into Display & Video 360 (DV360), positioning the demand-side platform as a more automated system for media planning, execution, and performance analysis.

Announced during the company’s NewFronts presentation, the update shifts Gemini from a supporting role—previously focused on recommendations and insights—to a central layer within DV360. The platform will now be able to translate uploaded media plans directly into campaign setups, reducing manual input and accelerating execution.

The expanded AI functionality also extends to real-time optimization. Google is introducing tools designed to manage fluctuating inventory, particularly in live sports environments across connected TV (CTV), while aligning ad placements with user behavior across formats such as streaming and short-form video.

A new AI assistant, Ads Advisor, will be embedded within the Google Ads interface to support campaign creation, monitoring, and reporting. The tool is expected to generate performance insights and build custom dashboards based on advertiser inputs, further automating workflow processes.

Alongside automation, Google is increasing its focus on cross-channel measurement. The company introduced Confidential Publisher Match, an identity solution that connects advertisers’ first-party data with publisher signals—including platforms like Roku—within a privacy-controlled environment. The aim is to improve attribution by linking ad exposure on CTV directly to downstream actions such as purchases.

Retail media data is also being incorporated into DV360. Through a partnership with Kroger, advertisers will be able to activate shopper data across YouTube and other inventory, with SKU-level reporting designed to measure the impact of campaigns on product sales.

YouTube remains a central component of Google’s strategy. The company is enabling new buying options within DV360, including creator takeovers and pause ads, while reinforcing tighter integration between its ad tech stack and owned media properties.

The updates reflect a broader shift toward automation and unified campaign management, as platforms seek to consolidate planning, buying, and measurement within a single system.