Can you buy CTV ads through Google Ads?

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Last updated: April 8, 2026

Quick Answer: Yes, you can buy CTV ads through Google Ads, primarily via YouTube and Google Video Partners. Google introduced CTV ad buying capabilities in 2019, with significant expansion in 2021 through the integration of YouTube's CTV inventory. As of 2023, Google Ads reaches over 100 million CTV households in the U.S. alone, offering targeting options like demographics, interests, and remarketing.

Key Facts

Google introduced CTV ad buying capabilities in 2019
Expanded significantly in 2021 with YouTube CTV inventory integration
Reaches over 100 million CTV households in the U.S. as of 2023
Primary platforms: YouTube and Google Video Partners
Targeting includes demographics, interests, and remarketing

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, such as smart TVs, streaming sticks (e.g., Roku, Amazon Fire TV), and gaming consoles. Google Ads entered the CTV space in 2019, recognizing the shift from traditional linear TV to streaming services. This move capitalized on the rapid growth of CTV viewership, which increased by over 20% annually in the early 2020s. By 2022, CTV ad spending in the U.S. surpassed $20 billion, driven by platforms like YouTube, Netflix (with ad-supported tiers launching in late 2022), and Hulu. Google's integration of CTV into its ad ecosystem leverages its existing infrastructure for digital video ads, allowing advertisers to tap into a fragmented but high-engagement audience. Historically, CTV emerged in the 2010s with the rise of devices like Apple TV (first released in 2007) and smart TVs, but ad monetization accelerated post-2020 as streaming became mainstream.

How It Works

To buy CTV ads through Google Ads, advertisers use the platform's video campaign tools, specifically selecting "Connected TV" as a device type. The process involves setting up a video campaign in Google Ads, choosing objectives like brand awareness or conversions, and allocating budget—typically with a minimum daily spend of $10. Ads are served through YouTube's CTV app (available on devices like smart TVs and Roku) and Google Video Partners, which include third-party streaming services. Targeting options include demographic filters (age, gender, location), interest-based categories (e.g., sports enthusiasts), and remarketing to users who have interacted with previous ads. Measurement is done via Google's analytics, tracking metrics like completed views (with a 95% viewability threshold), reach, and frequency. Bidding can be automated through Google's AI or set manually, with costs often calculated on a cost-per-view (CPV) basis, averaging $0.10-$0.30 per view in 2023. Ad formats include skippable and non-skippable video ads, with standard lengths of 15-30 seconds.

Why It Matters

Buying CTV ads through Google Ads matters because it bridges the gap between traditional TV advertising and digital precision, offering scalable reach with targeted efficiency. For advertisers, it enables access to cord-cutters and streaming audiences, who represent over 80% of U.S. households as of 2023, with higher engagement rates than linear TV. This approach reduces ad waste by using data-driven targeting, potentially improving return on investment (ROI) by up to 30% compared to broad TV buys. In real-world applications, brands use CTV ads for product launches, seasonal campaigns, and retargeting, with examples like Coca-Cola leveraging YouTube CTV for holiday promotions. The significance lies in Google's dominance in digital advertising, providing a unified platform that simplifies cross-channel strategies, from mobile to CTV, while adapting to the decline of traditional TV viewership, which dropped by 10% annually in recent years.