Google DV360 joins VOZ Streaming in programmatic TV boost

OzTAM has added Google Display & Video 360 to its VOZ Streaming platform, broadening programmatic access to broadcaster video-on-demand inventory across Australia’s Total TV ecosystem.

DV360 becomes the fourth demand-side platform (DSP) to integrate with VOZ Streaming, joining The Trade Desk, Microsoft Xandr and Nexxen. The move further connects Australia’s premium TV inventory with major digital buying platforms, improving campaign efficiency and reach across commercial broadcaster environments.

OzTAM CEO Karen Halligan said the integration would drive greater accessibility for agencies and advertisers using DV360 as a core planning and buying tool.

“This latest integration marks another important chapter in the growth of VOZ Streaming, as we continue to deliver a more connected, efficient and future-ready programmatic BVOD ecosystem,” she said.

“With Google DV360 being a key DSP for many agencies, we’re accelerating the accessibility and impact of VOZ Streaming. It’s a clear signal that our roadmap is translating into real-world efficiencies for agencies and advertisers alike.”

VOZ Streaming enables programmatic trading using a unified OzTAM dataset and includes ad frequency capping across participating broadcasters, aiming to improve both campaign outcomes and viewer experience.

Commercial BVOD consumption in Australia has climbed more than 25% year-on-year, with marketers seeking more scalable solutions across connected TV and digital channels.

Christopher Eden, Google's head of programmatic media, said the VOZ Streaming integration aligned with growing demand for cross-media capabilities.

“As consumers increasingly turn to streaming to watch their favourite content, the video and TV landscape is undergoing significant change with a multitude of exciting opportunities for marketers,” he said.

“We continue to expand and deepen our industry partnerships in Google Display & Video 360 and we are excited to partner with OzTAM on the launch of this VOZ Streaming integration, supporting the industry on progressing cross media buying and measurement solutions.”

OMG’s chief media implementation officer Adam Coulter said the expansion supports cross-screen planning and unified audience targeting.

“DV360’s addition to the VOZ Streaming ecosystem, alongside our existing partner The Trade Desk, expands the potential for our brands to leverage VOZ audiences across connected TV,” he said.

“With OMG’s interoperable audience partnerships and continued investment in custom engineering, this integration unlocks the full potential of the BVOD ID – enabling seamless cross-screen planning, buying and measurement, and empowering clients to deliver more effective Total TV strategies that drive real business outcomes.”

The integration comes as OzTAM prepares to add SBS On Demand inventory to the VOZ Streaming platform, signalling further market expansion.