Media Buying Briefing: Google’s CTV updates show how the DSP arms race is accelerating

More advertisers and their media agencies are considering DV360, Google’s demand-side platform (DSP), for their connected TV (CTV) campaigns. It’s another sign that competition between the big DSP providers — a triumvirate including The Trade Desk, Amazon and Google — continues to heat up. And it comes despite Google’s recent challenges in court to its expanded power and influence over the marketing and media landscape.

The status quo in previous years has directed most advertisers toward The Trade Desk as their chosen DSP for CTV inventory, due in part to the company’s strong connections to publishers. By and large, DV360 has been reserved for YouTube, audio and display ads.

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