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Lead DevelopmentFACT · 4/5•29 Sept '26•Via AdExchanger

Google Unifies YouTube Shorts and Open Web Buying

Google Marketing Platform announced its Unified Vertical Video strategy at Programmatic IO, enabling advertisers to buy YouTube Shorts and open web inventory through DV360. Previously, Shorts could only be bought via Google Ads with Demand Gen or PMax. The new approach aims to extend walled garden budgets to the open web. Gemini AI will handle creative resizing and campaign optimization across formats. The article also discusses Meta's self-promotion of its Muse AI agent and the potential risks of AI agents, including bank runs, as theorized by Apollo's chief economist. Additionally, it notes the launch of AgenticAdvertising.org's first board and the appointment of Will Hanschell as group CTO at Brandtech.

•Google Marketing Platform announced Unified Vertical Video strategy at Programmatic IO.
•Advertisers can now buy YouTube Shorts and open web inventory via DV360.
•Gemini AI handles creative resizing and campaign optimization across formats.

Entities:Meta Brandtech Google

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