Google is integrating its Gemini AI models into Google Marketing Platform, adding predictive audience tools, live sports inventory and an AI campaign management assistant.
Google is bringing its Gemini AI models into Google Marketing Platform, the company announced, adding predictive capabilities, expanded inventory and an AI-powered campaign management tool designed to help advertisers act on consumer behavior in real time across streaming, social and shopping channels.
The integration centers on Display and Video 360, Google’s programmatic advertising platform, which will now use Gemini models to proactively curate media packages before campaigns go live — shifting the platform’s role from reactive buying tool to predictive recommendation engine. Google said advertisers who added an additional Google Marketing Platform product to their media mix saw a 76% increase in return on ad spend.
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Reaching Consumers Across Every Screen
A new live sports bidding suite allows advertisers to reach viewers as they stream games on connected television and re-engage them as they search for highlights on YouTube Shorts — a cross-screen capability Google is positioning as a direct response to how sports audiences now consume content across multiple devices simultaneously.
Google is also introducing YouTube Creator Takeovers, a creator partnership boost feature and Pause Ads to Display and Video 360, giving brands additional formats to work with as creator-driven content continues to capture audience attention that traditional advertising placements struggle to reach.
Privacy-First Identity and Retail Media
A new capability called Confidential Publisher Match operates within Trusted Execution Environments — a hardware-level security architecture — to connect advertisers’ first-party data with streaming signals from publishers, including Roku. The approach is designed to allow precise audience targeting and cross-screen measurement from a connected television impression through to a final purchase, without requiring additional data handling by the advertiser.
Google said it is also scaling its proprietary audience segments within Display and Video 360 to reach 96% of advertising-supported connected television households in the United States.
On the retail media side, a new collaboration between Kroger Precision Marketing and Display and Video 360 allows brands to activate Kroger’s shopper audiences across YouTube and third-party inventory. New stock-keeping unit-level reporting closes the measurement loop by showing the precise impact of advertising spend on Kroger sales — a capability that has become increasingly important to consumer packaged goods advertisers seeking to connect media investment directly to in-store outcomes.
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AI-Assisted Campaign Management
The announcement also includes Ads Advisor, an AI assistant designed to reduce the manual workload of campaign management. Advertisers can upload a media plan and have it automatically translated into a campaign setup, track creative rejections and surface optimization insights, and generate performance reports across line items with a single prompt. Dashboard creation with customizable metrics is described as coming soon.
