Google is making waves in the ad tech space, introducing new integrations that promise to streamline creative activation and enhance measurement capabilities. Among the most notable changes is the Google CM360 and The Trade Desk integration, allowing creative tags to be pushed seamlessly between the platforms.
This update marks a significant shift in how advertisers can manage cross-platform campaigns, reducing friction and manual work while improving campaign performance. But what does this mean for brands and agencies leveraging The Trade Desk for programmatic media? Let’s break it down.
What’s New?
Google’s latest CM360 integrations include:
- Direct Tag Integration: CM360 now enables direct tag delivery to The Trade Desk, removing the need for manual exports and simplifying creative asset management.
- Enhanced TV Measurement: A new Comscore-powered tool unifies digital and linear TV measurement, providing a more holistic view of campaign performance.
- Netflix Ad Serving: Advertisers can now deliver VAST video creatives on Netflix inventory and track impression delivery within CM360.
- AI-Powered Creative Workflow: Partnerships with Adobe and Typeface streamline creative production and activation across multiple platforms.
Why This Matters for The Trade Desk Advertisers
For brands and agencies running programmatic campaigns on The Trade Desk, this CM360 update is a major step forward. Here’s why:
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Less Manual Work, More Efficiency
The new integration removes the need to download and re-upload tags manually, significantly reducing workflow bottlenecks. For teams managing high volumes of creative assets, this means fewer errors, faster deployment, and a more agile approach to campaign execution.
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Improved Cross-Channel Activation
With the ability to push creatives directly to The Trade Desk, advertisers can better align their campaigns across search, social, and programmatic. This ensures a unified brand experience and allows for more precise optimization based on real-time performance data.
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Stronger Measurement & Insights
Google’s enhanced TV measurement and Netflix tracking provide valuable data that can inform programmatic strategy. By connecting these insights to The Trade Desk, advertisers can refine audience targeting, allocate budgets more effectively, and measure the true impact of their campaigns.
Google & The Trade Desk: A Strategic Play?
This integration also signals an interesting shift in Google’s approach to the broader ad tech ecosystem. Historically, Google and The Trade Desk have been competitors in the DSP space. However, with ongoing regulatory scrutiny, Google appears to be focusing on strengthening its ad serving and measurement capabilities rather than pushing its own buying platform.
Jeff Green, CEO of The Trade Desk, has long advocated for a more open and interoperable ad tech landscape. This move from Google could be seen as a step toward that vision, potentially allowing for greater collaboration between independent platforms.
What’s Next?
While this update is a major win for advertisers using both CM360 and The Trade Desk, there are still details to clarify, particularly around API capabilities and future enhancements. Ventura Growth will continue working closely with The Trade Desk to ensure our clients maximize the benefits of this integration.
At Ventura, we are committed to enabling independent agencies and growth brands to leverage the full power of Google CM360 and The Trade Deskintegration—without the high barriers to entry that typically come with enterprise-level investments. As the only purpose-built TTD reseller and a certified Service Partner, we provide tailored support, technology enablement, and expert guidance to help our clients maximize their programmatic potential.
Ready to take your campaigns to the next level? Schedule a demo today to see how Ventura can help you make the most of Google CM360 and The Trade Desk integration for your business.
