NewFronts, New Signals: Google Announces AU-Powered Custom Bidding in DV360
As part of its 2025 NewFronts announcements, Google introduced several capabilities in Display & Video 360, including a new integration with Adelaide that enables AU-powered custom bidding.
What This Means for Advertisers
Advertisers globally can now use Adelaide’s AU metric within DV360's predictive AI, dynamically adjusting bids based on a placement’s likelihood to drive attention and impact.
While AU-powered custom bidding has previously been available via bespoke scripts for display and online video (OLV), this new integration makes it easier to activate attention data, including across Connected TV (CTV) inventory.
By turning attention data into a powerful programmatic lever, this launch helps advertisers optimize toward higher-quality media at scale—and ultimately improve full-funnel business outcomes.
On the Ground at Google NewFronts
Adelaide Co-founder and VP of Sales Zach Kubin attended the event to celebrate the launch and hear firsthand how Google is continuing to innovate in programmatic media buying.
A few highlights from the day:
- Live event inventory packages now available programmatically in DV360
- Full retail media offering coming soon to DV360—including YouTube
- Google AI capabilities expanding to DV360
Ready To Activate Attention Metrics in Programmatic?
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