Following big Google Cloud announcements at the National Association of Broadcasters (NAB) Show earlier this week, the company is announcing a new ad platform to monetize and personalize video content, as well as that live TV listings are coming to Search results.
Last year, search results began listing what third-party app or content store you could watch/buy video from. Google will soon show live TV listings when you search for a movie or TV show. The results will show up as a card and users will be able to add their specific TV provider.
The second announcement involves a new ad platform to help monetize content and give consumers a more personalized experience.
With DoubleClick Dynamic Ad Insertion, TV broadcasters and distributors will be able to deliver more personalized video ads in a similar fashion to internet ads. Usually channels stream the exact same feed of a sporting event or show to all viewers. While this is technologically easier, it means that all consumers will be seeing the same ad.
By creating individual streams for every viewer, Dynamic Ad Insertion allows channels to deliver personalized ads based on various factors. The new ad will work for both live and on-demand TV with Google’s cloud back end doing the bulk of the work. Google already tested the technology last year with the Rugby World Cup Finals on French network TF1 and during the Republican Presidential Debates on Fox News.
MCN, Roku, and Cablevision have already signed on to use DoubleClick for Publishers to serve ads and monetize cross-screen TV and video content.