Google is turning DV360 into an AI media platform.

Google recently confirmed it’s embedding Gemini directly into DV360 (its programmatic platform) not just as a feature, but as the core operating layer of the platform.

Previously, AI in DV360 was mostly used for things like audience insights or optimisation – but now Gemini is now moving into planning, setup, and execution.

Here’s what that looks like:

• Upload a media plan and Gemini translates it into a fully built campaign
• AI assists with budget allocation, audience building, and optimisation – Real-time adjustments based on signals like CTV inventory and live events
• Deeper integration with measurement and first-party data Basically, DV360 is evolving from a buying tool into an AI-powered media operator.

What this means for marketers:

• Campaign setup and execution will become increasingly automated and AI led
• The value of a media buyer shifts from the doing to one of guiding and validating the AI outputs – Media planning may become faster, but less transparent
• First-party data becomes even more critical to train the AI
• Cross-channel measurement (especially with CTV) will improve

This feels like Google’s version of “Infinite Creative” which Meta released in May of 2025 – but for media buying. Instead of just automating ads or targeting, they’re automating the entire workflow from planning to activation, optimisation to reporting.

But it raises questions, like how much control are we comfortable giving up? And how do we validate AI decisions at scale? Like most AI shifts, I don’t think this will replace marketers – but it will change what we’re valued for.

Sources: Google Blog; Adweek