Google Brings Vertical Video Buying and Measurement Together in DV360

On September 28, 2026, Google announced a Display & Video 360 solution for programmatically buying and measuring vertical video across channels from a single workflow. The announcement does not specify when it will actually become available to each advertiser. Google describes the announcement and the initial results of a test; these results are not a guarantee of performance for future campaigns.

What’s changing for a vertical video campaign?

The new offering is a DV360 buying and measurement solution intended to bring vertical video activity across channels together in a single workflow. For those planning social media campaigns, the key point is the potential to better coordinate a campaign that uses this format in more than one advertising environment. This does not mean that all platforms, formats, or accounts are already included: the announcement describes a DV360 solution, and the article does not specify a concrete availability date.

Media planning should also not be confused with producing or organically publishing content. The announced tool relates to programmatic buying and measurement. The content team still needs to decide what assets to produce, how to adapt them, and what objective it intends to evaluate.

What results have been reported?

Google cites an initial test by Unilever and WPP Media. According to the announcement, the figures below describe that specific case and do not predict results for another brand:

Test metric	Reported result
Unique reach	24% more
Cost per unique user	25% less

The source presents these results as data from the initial test. They should not be interpreted as a promise of automatic improvement: results may depend on the campaign, its setup, and the audience. HeyMark has not tested this solution.

When will it be available?

The announcement was published on September 28, 2026, but it does not give a separate go-live date or say that access is immediate for all customers. So, if the solution fits an upcoming campaign, the prudent next step is to check its availability directly with the media team or Google. The original announcement is the reference for confirming the details.

Until access is confirmed, you can prepare work that does not depend on the tool: inventory your vertical assets, agree on which versions are needed, and note which metrics would help evaluate the campaign. This avoids planning around availability that has not yet been specified.

What should marketers test?

Start with a focused hypothesis: for example, whether more unified planning can help compare the reach or cost per unique user for a specific campaign. Define in advance which channels are included, what period will be analyzed, and what result would justify continuing. Separate what you learn about the creative format from what you learn about media buying; they are different questions.

It is also worth tracking what content was published and when, so the team can review messaging and performance without attributing results to the tool that have not been measured. The percentages from the cited test provide context, not a target every brand should expect.

To organize the editorial side—planning posts, collaborating with the team, and reviewing messaging and performance on compatible social networks—you can consult HeyMark’s guide to Search Console and social media. The guide does not replace media buying or measurement in DV360.