Google is expanding its footprint in the rapidly evolving retail media landscape with a new program for Display & Video 360 (DV360), revealed at this year’s IAB NewFronts. The initiative marks a significant step in merging retail media data with premium digital video, particularly YouTube, further blurring the lines between connected TV (CTV) and commerce-driven advertising.
The new commerce media solution, launching this summer, is backed by partners such as Costco, Intuit, Regal Cinemas, and Kinective Media by United Airlines. The announcement positions DV360 as a central hub for advertisers to seamlessly blend brand campaigns with shopper marketing, enabling them to leverage retail data without sacrificing privacy or performance.
“This gives marketers the tools to unify brand and shopper strategies into one cohesive campaign,” said Andrew Hotz, Director of Programmatic Media at Google, during the company’s presentation at Pier 57 in Manhattan. Although a launch date has not been confirmed, testing is set to begin this summer.
At the heart of the update is YouTube, which has become a dominant player in CTV and now represents the top streaming platform by watch time, according to Nielsen. For the first time, living room screens have overtaken mobile as the primary way U.S. users access YouTube, reinforcing its role in both household entertainment and advertiser reach.
“YouTube is not just the leader in the living room, it’s the epicenter of culture,” said Kristen O’Hara, Google’s Vice President of Agency, Platforms, and Client Solutions. The video giant is celebrating its 20th year with broader ambitions to command more of the digital ad market traditionally reserved for linear TV.
The retail media initiative is part of a broader shift where non-traditional players, including financial institutions and airlines, are entering the retail media space. While Amazon and Walmart remain dominant, Google is building partnerships across industries to diversify its retail media offerings.
In her remarks, O’Hara emphasized DV360’s scale, boasting over 5 billion hours of ad-supported watch time per month — significantly outpacing competitors such as The Trade Desk and Amazon’s DSP. Google also highlighted new programmatic partnerships with major streaming publishers, including Disney, Netflix, Tubi, and even Roblox, all of which will benefit from DV360’s reach.
“DV360 now reaches 98% of CTV households in the United States. That’s essentially everyone,” said O’Hara. The platform’s vast network and data capabilities are appealing to retailers like Costco, whose Assistant Vice President of Retail Media, Mark Williamson, commented, “YouTube represents unmatched reach and scale.”
However, Google’s growing dominance isn’t without friction. The company is currently facing legal challenges related to antitrust concerns. A recent ruling declared Google maintained an illegal monopoly in advertising technology, adding complexity to its aggressive media expansion.
Still, as marketers seek unified, performance-driven strategies, Google’s push to connect retail media with CTV and YouTube represents a pivotal evolution. For now, the tech giant’s unmatched reach remains a compelling advantage for brands aiming to future-proof their media strategies.
