Google DV360 Introduces Gemini-Curated Marketplace and LinkedIn CTV Inventory

Gemini-curated Marketplace: ready-made ad inventory packages

Google expanded the capabilities of Marketplace, the DV360 section where advertisers find publishers, ad placements, Private Marketplace Deals, and ready-made inventory packages. Gemini models now help build personalized collections that combine offers from different providers by specific topics, formats, and audience characteristics.

For example, an advertiser planning placements during sports competitions can use a ready-made set of suitable inventory instead of searching for and connecting each ad offer separately. A similar approach applies to major events, seasonal campaigns, and other periods of heightened consumer attention, which Google refers to as Tentpole Events.

Gemini helps select and recommend suitable media packages, but the decision to include specific offers in a campaign remains with the advertiser.

Three types of curated Marketplace collections

In the updated Marketplace, Google provides three main types of Curated Bundles.

The main collections are placed on the Featured tab, which presents current advertising opportunities and offers for seasonal campaigns. The Discover tab is intended for more detailed inventory search using filters. In this way, Marketplace combines ready-made recommendations with independent selection of ad placements.

Bulk Assign: up to 50 packages in one Line Item

One of the practical changes is the ability to connect media packages to ad campaigns in bulk. Previously, setting up a complex Programmatic campaign could require adding individual Deal IDs one by one. Now an advertiser can open a Curated Bundle and use the Bulk Assign feature.

Three scenarios are available: Assign to New Line Item: create a new Line Item with the selected offers; Assign to Existing Line Item: add a package to an existing Line Item; View All Items: review the contents of the collection in advance and exclude unsuitable offers;

By default, the system selects all offers from the collection, but the user can change the selection before activation. A limit applies: one Line Item can include a maximum of 50 Packages. If adding a new collection to an existing Line Item exceeds this limit, some of the offers must be excluded.

This mechanism reduces the number of manual operations when working with large CTV and video campaigns, especially if an advertiser is buying inventory from several publishers at the same time. However, bulk connection does not remove the need to check cost, deal terms, geography, Brand Safety, and available impression volume.

AI search for ad inventory by audience and content

Google also expanded search within Marketplace. Instead of using only publisher names or Deal IDs, an advertiser can describe the type of inventory needed. For example: "Inventory for sports fans." Marketplace analyzes not only text matches but also additional characteristics of ad offers. The system takes into account: Names and descriptions of publishers, packages, and deals;

Google Audience Segments related to user interests; Thematic content categories; Genres of video and CTV content; Sites and apps where impressions are available; Forecasted volume of ad inventory; When searching for sports inventory, the system can take into account relevant Google Audiences, sports content categories, and packages with corresponding descriptions.

Offers are ranked not only by topical relevance but also by available placement scale. For an advertiser, this means the ability to search for inventory based on the marketing objective rather than solely on knowledge of specific providers.

However, Google does not disclose the full methodology behind Gemini's personalized collections. Therefore, advertisers should check their contents on their own and should not treat recommended packages as an objective ranking of all available placements.

Additional data on publishers and ad offers

Marketplace also provides information needed for a preliminary evaluation of inventory. For publishers and packages, the following may be displayed: Available ad formats and devices; Geographic distribution of inventory; Main content categories; Google Audiences most characteristic of the offer; Forecasted volume of advertising opportunities; Sites, apps, and ad exchanges;

Cost or minimum deal price, if such information is provided; For CTV, content genres may also be used separately. For example, an agency can compare several packages by potential reach, target audience, content topic, and cost. This is useful when preparing media plans, when several buying options need to be evaluated before a campaign launches.

At the same time, forecasted Impression Opportunities are not a guaranteed number of actual impressions. Actual delivery depends on bids, budget, targeting, competition, and inventory availability conditions.

LinkedIn CTV Ads are now available through Display & Video 360

The second update from October 22 concerns LinkedIn Connected TV Ads. Google and LinkedIn announced the connection of LinkedIn CTV programmatic inventory to Display & Video 360. Previously, advertisers could buy LinkedIn CTV advertising through LinkedIn Campaign Manager and individual DSP partners. Now DV360 has been added to the supported buying channels.

For advertisers, this means the ability to include LinkedIn CTV in the overall process of planning, buying, and measuring TV advertising. This is not about placing ads directly on the LinkedIn social network, but about showing video ads in streaming TV content using LinkedIn professional audience data. This inventory is supplied through Microsoft Monetize.

LinkedIn professional targeting for Connected TV

The main feature of LinkedIn CTV is the use of professional audience characteristics when buying TV advertising. Among the available signals, LinkedIn lists: Job Title (position); Industry (sector); Job Seniority (position level); For example, an enterprise software provider can plan a CTV campaign aimed at IT department leaders in specific industries.

A financial company can use professional characteristics to promote B2B services among middle and senior management. The ad message is shown in Connected TV inventory, not necessarily while the person is viewing LinkedIn. This expands the capabilities of B2B Awareness Campaigns beyond the standard Sponsored Content, Message Ads, and other social network formats.

It is important to keep in mind that this is audience targeting, not guaranteed ad delivery to a specific person or to all members of a Buying Committee. Available reach depends on the quality of audience matching, the signals used, the composition of CTV inventory, and campaign settings.

How LinkedIn CTV buying works within DV360

LinkedIn positions the new connection as an additional way to buy its existing CTV Ads product. An advertiser gets the ability to use LinkedIn professional audiences while working in the familiar DV360 infrastructure. This includes: Planning. Planning CTV placements together with other video channels and Programmatic campaigns.

Activation. Buying ad impressions through the Display & Video 360 infrastructure. Optimization. Using available DV360 tools to manage campaigns and improve placement performance. Measurement. Analyzing results within the overall reporting process for CTV and other digital channels.

LinkedIn also points to the ability to use Gemini AI tools within DV360 to support planning, optimization, and report preparation. However, the integration does not mean that all LinkedIn Campaign Manager metrics automatically become available in DV360 in identical form.

Measurement methodology needs to be checked separately: reach, frequency, views, Brand Lift, and commercial conversion metrics may use different data sources.

Availability of LinkedIn CTV through DV360

As of the October 22, 2026 announcement, the integration is available only for targeting US audiences. To connect, you need to contact a LinkedIn or Google representative. Therefore, the launch cannot be considered a fully self-serve feature available to all DV360 users without additional conditions.

LinkedIn's public materials do not disclose universal minimum budgets, inventory costs, or commercial terms of connection. Before planning a campaign, an advertiser needs to confirm product availability for their account and the buying terms.

It is also important to distinguish between the two October updates: Gemini-curated Marketplace is a new way to find and connect ad inventory, while LinkedIn CTV is a separate expansion of available sources of ad impressions. You should not assume that LinkedIn CTV is automatically included in any Gemini-curated Bundles.

Applying the updates for E-commerce, Customer Services, and B2B

E-commerce. Gemini-curated Marketplace can simplify the preparation of video campaigns timed to major sporting events, holiday sales, and launches of new product categories. For example, a retailer can use thematic CTV packages to expand brand awareness ahead of Black Friday and then evaluate the results together with other advertising channels.

The performance of such campaigns needs to be analyzed not only by views but also by reach, frequency, Brand Lift, and changes in commercial metrics. Customer Services. Service companies can use the expanded Marketplace to buy local or thematic video ad inventory, if the corresponding options are available in the selected region.

For example, a company can search for suitable placements by content category, geography, and audience, and then compare them by expected reach and cost. B2B. For corporate advertisers, the most significant change is the arrival of LinkedIn CTV in DV360.

This makes it possible to extend brand campaigns to TV screens while keeping professional targeting by job title, industry, and level of responsibility. For example, a B2B SaaS company can use LinkedIn CTV to increase awareness among leaders in target industries, and Sponsored Content, Search Ads, and Direct Marketing for further work with the audience.

However, CTV does not replace Account-Based Marketing and does not guarantee the generation of qualified leads. To evaluate results, you need to analyze changes in branded search queries, direct traffic, reach among target accounts, and commercial metrics. Where needed, Brand Lift, Conversion Lift, and other additional measurement methods are used.

Google Display & Video 360 combines Programmatic Advertising buying and video campaign management

Google Display & Video 360 (DV360) is an enterprise Demand-Side Platform within Google Marketing Platform. It is designed for centralized buying of digital advertising through the Programmatic ecosystem and is used by advertising agencies, large brands, and media buying management teams.

The platform supports placements in Display, Online Video, Connected TV, Digital Audio, and other formats available through integrated ad exchanges and inventory providers. DV360 allows you to manage audience and contextual targeting, impression frequency, budgets, bids, ad creatives, and placement conditions.

A separate area involves connecting the advertiser's own data and external audience signals for more precise campaign planning. To control placement quality, Brand Safety tools, inventory suitability checks, and ad delivery reporting are available.

The DV360 infrastructure is connected to other Google Marketing Platform products, including Campaign Manager 360 and Search Ads 360, which helps unify measurement and management across different channels.

From a Performance Marketing perspective, the platform is especially useful for companies that work with several display advertising formats and want to centralize inventory buying from different providers.

However, DV360 is not a full replacement for Google Ads. The platforms have overlapping but not identical capabilities, and the availability of individual inventory sources, formats, and measurement methods differs. The October updates expand two sides of DV360.

Gemini-curated Marketplace reduces the amount of manual work when selecting ad placements and connecting thematic media packages. LinkedIn CTV Ads increases B2B targeting capabilities on connected TVs and allows these placements to be included in centralized programmatic buying.

For advertisers, the main value lies in more convenient management of a complex media mix: from selecting suitable inventory and audiences to launching campaigns and analyzing their results.

At the same time, automated placement selection and expanded audience capabilities do not guarantee ROAS growth. Results still depend on creative quality, cost per contact, impression frequency, target audience selection, and the accuracy of marketing measurement.