Google Marketing Platform

Introducing Vertical Video Unification with Display & Video 360.

Marta Martinez

Managing Director, Google Marketing Platforms

Sep 28, 2026

Audiences today discover brands and purchase products across a wide range of formats, including vertical video. As customer journeys span so many touchpoints, advertisers need a smart platform that unifies media buying and ads that deliver the best ROI.

We’re introducing Vertical Video Unification with Google Display & Video 360, making it possible to buy and measure vertical video programmatically across channels in one platform. This new solution centralizes vertical video buys from publishers across vertical video into a single workstream.

And with Gemini powering buying, execution, and full-funnel measurement, Display & Video 360 delivers competitive campaign performance without overexposing users to the same ads — benefits that siloed buying strategies can’t replicate.

During initial testing, Unilever’s Hellmann’s and WPP Media achieved a 24% increase in unique reach while reducing cost per unique user by 25%.
Text reading: "Vertical video integration" sits above the Google Display & Video 360 logo. To the right, a white smartphone-shaped card glows at the edges, standing in front of a layered stack of vertical video previews.
Quote from Melissa Sheehy, Unilever
Quote from Ronen Benatar, WPP Media U.S
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