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Google introduces a shared buying workflow for vertical video
Display & Video 360’s announced Vertical Video Unification brings cross-channel buying and measurement into one workflow.
Google announced Vertical Video Unification for Display & Video 360 on 28 September. The company says it brings programmatic buying and measurement of vertical-video inventory across channels into a single workflow. The announcement positions the change around coordinating campaigns across publishers. [1]
Google says Gemini supports buying, execution and measurement in the offering. The short release does not list participating publishers, eligible markets or a detailed rollout timetable. It concerns advertising inventory, so it should not be read as a new organic distribution feature for creators. [1]
TCE’s view
Creator teams preparing vertical video for paid distribution should agree on usage rights and delivery specifications before filming. A shared buying workflow does not settle those production decisions. Ask the media team which placements are actually available before adapting a creator’s content for them.
Sources and context
This brief reports Google’s announcement, not an independent product test. It makes no claim about campaign results or universal availability. Consult the original release and confirm account access before planning around the feature.
- Google: Introducing Vertical Video Unification with Display & Video 360.Published 2026-09-28 · Checked 2026-09-28