Google is turning its demand-side platform for advertisers, Display & Video 360 (DV360), into an AI-powered media buyer backed by Gemini, the tech company’s flagship family of AI models.
While Gemini tools have been baked into DV360 since at least last spring, they were primarily used to aid marketers in audience discovery, surface reporting insights, and offer tweaks to help optimize campaigns here and there. Now, Gemini will become the true operating layer of the DSP, moving upstream and taking on a larger role in media planning, the company explained at its NewFronts presentation in Manhattan on Monday.
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