Ng said Google has no plans to open up TrueView to other video DSPs beyond DBM at this time. She claimed that TrueView placements are based on proprietary algorithms within its auction system, thus spurring Google's interest to make these formats more targetable and automated for its buyers.
Google has wrestled with claims that it gives preferred access to its inventory by way of its own ad tech.
Should Google decide to democratize, the demand is certainly there, because advertisers essentially get 5 free seconds of branding should a consumer opt to skip the ad. TrueView’s attractive to brands because, when viewers actively decide to watch the ads, it seemingly signifies a greater level of intent.
One YouTube platform partner said that TrueView has gone gangbusters as more TV buyers shift dollars to programmatic video. “They’re looking at this as a programmatic premium marketplace, and we see a lot more demand coming down the pike,” the source said.
“We definitely get quite a bit of requests for [TrueView, and YouTube is] really the only publisher that can get away with forcing people to pay only when people view,” said Jim Caruso, VP of product strategy for Varick Media, in a recent interview. “We accessed it through AdWords when we ran search, but it was nowhere near the programmatic nature of a standard YouTube buy. It’s definitely something we would hear from clients about accessing programmatically.”
One YouTube ad buyer said Google had been briefing agencies for several months on DBM access to TrueView ads. Though Google didn’t disclose the number of beta testers, it says there are several with plans to expand.
“It’s a big deal because trading desks were [champing at the bit] to access that unit, and it just wasn’t available to them,” said the YouTube platform partner. “When this unfolds, it will be a very big deal, but they’re definitely packaging this as [something] you can get through DBM that you can’t get anywhere else.”
Google is also working to access TV broadcasters directly. Its acquisition of mDialog culminated in a cross-screen forecasting tool launched Monday for media companies.