Google Ads is expanding its Display Ads offering with new features. Sue Lai, Director of Product Management at Google, said the updates are meant to help advertisers “cut through with more compelling ad experiences across Display inventory.”

Google expands Display Ads inventory with more CTV networks

Google is expanding its Display Ads inventory to include more Connected TV (CTV) networks. Advertisers will now have access to third-party inventory from major players like TelevisaUnivision, MLB, and FOX News. This will enable them to reach audiences watching news, sports, and entertainment content on CTV.

CTV advertising has continued to grow as more consumers shift away from traditional cable TV to streaming platforms. Adding these premium placements could open brands to more audiences while they consume their favorite news, sports, and entertainment content.

However, part of the challenge with CTV advertising has always been measurement and targeting accuracy. So, it's important for advertisers to consider how these placements fit within their ad strategies.

Demand Gen campaigns now support Google Display inventory

Google is also making changes to Demand Gen campaigns. Previously, Demand Gen campaigns focused primarily on video ads through Google Video Partners (GVP). Now, Google is adding full Google Display inventory to these campaigns.

With this expansion, advertisers who have image assets in their Demand Gen campaigns will start seeing them displayed across the Google Display Network. 

Google claims the aim is to give brands more flexibility in how they run their ads and ensure they can reach customers across multiple visual-first platforms.

Google is expanding its AI creative tools

AI-powered ad creation continues to be a major focus for Google. Last year, the company integrated its AI image generation model, Imagen 3, across all campaign types, including Display Ads. Now, Google is expanding these capabilities further. For instance, advertisers can now generate ad images featuring people using simple text prompts.

Google is saying advertisers can use these AI creative features in their display ads creation.

New collaborative galleries for ad creation 

Google is also introducing a new collaborative creative gallery. This feature will allow teams to preview, review, approve, and share ad assets. 

The feature provides a dedicated gallery where advertisers can see how AI images and assets will appear across different ad formats. It also provides a sharing link to send to partners for feedback and approval. The idea is to simplify the ad creation process, especially for brands managing large-scale ad campaigns. 

The company is also rolling out new creative templates to create Display ads. Google is saying that advertisers can use these pre-designed formats or layouts to create Display ads without needing advanced graphic design skills.

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Google says it's enhancing ad placement quality

Google claims it will enhance ad placement quality to reduce exposure to low-quality traffic and invalid leads. The company says it has introduced multiple improvements, including more rigorous inventory verification procedures to ensure ads appear in high-quality environments.

It will also roll out advanced fraud detection measures to reduce invalid traffic and ad fraud, and stronger site screening algorithms to prevent ads from running on low-quality or non-compliant sites.

This could be good news for advertisers concerned about brand safety and ad fraud as it means fewer ads might appear on questionable websites or alongside misleading content. 

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