Google launches TV content explorer and a series of other updates for programmatic TV

Google has launched a machine-learning powered tool that can catalogue shows and clips to better help publishers and broadcasters sell inventory.

Google launches TV content explorer and a series of other updates for programmatic TV

TV Content Explorer is capable of automatically classifying and making recommendations for how content should be organised across dimensions like show, genre, trending and so on. 

It will be available in beta on DoubleClick for publishers by the end of the year. 

Google claims explorer will also proactively surface deeper insights into audiences and monetisation opportunities. 

Inventory forecasting

Google has also launched new forecasting and pacing models, currently in beta, to better predict inventory volumes across multiple devices for TV content. 

The new models include a lookback window of 18 months, consideration for organic growth over time, audience seasonality and one-off anomaly corrections for unpredictable events like breaking news. Soon, it will also allow you to import offline traffic data and upload custom pacing curves to inform the algorithm for greater accuracy.

"Soon, it will also allow you to import offline traffic data and upload custom pacing curves to inform the algorithm for greater accuracy," Rany Ng, director of product management at Google promised. 

Audience insights

Google has started limited tests to help its publishers serve ads against demographic and interest data from Google via programmatic on DoubleClick Bid Manager. 

"This presents an opportunity for broadcasters and programmers to personalise ad experiences more effectively and package digital inventory similarly to how TV is bought and sold," Ng said.

These updates come as Google documents a surge in connected TV and smart TVs. Over the past two years, Google has seen a 400% increase in ad impressions delivered via its Dynamic Ad Insertion Product by TV channels that include CBSi, AMC and Bloomberg.