Eyeota Rolls Out CTV ID Support in Google Platforms to Power Omnichannel Targeting at Scale

Eyeota, a Dun & Bradstreet company, is excited to announce the expansion of our identity solution capabilities with the addition of Connected TV (CTV) IDs, now available for activation in Google DV360 and Google Ad Manager.

This enhancement enables advertisers in North America and EMEA to extend their audience targeting strategies into the rapidly growing CTV ecosystem using Eyeota, Dun & Bradstreet, and branded partner data assets.

Today, CTV viewership is booming—and so is the opportunity for advertisers. CTV ad spending projected to reach $33.35 billion in 2025, and Google platforms are a key enabler when it comes to connecting advertisers with this valuable inventory. Google DV360 now reaches 98% of U.S. CTV households and accounts for 5 billion hours of ad-supported viewing every month. As advertisers increasingly turn to CTV to drive reach, relevance, and results, Eyeota is delivering the data infrastructure to support these campaigns with precision and scale.

As a long-standing provider of global data solutions, Eyeota has always prioritized interoperability by supporting a growing array of identifiers, including cookies, mobile advertising IDs, hashed emails, universal IDs such as ID5 and UID2s, and IP addresses. CTV IDs are the latest addition to our identity framework, introduced to support the ever-growing demand for connected TV targeting.

A CTV ID is a unique device-level identifier used to deliver, target, and measure ads on CTV devices, including smart TVs, streaming devices (like Roku, Apple TV, and Fire TV), gaming consoles (such as Xbox and PlayStation), and more. By incorporating CTV IDs into our identity spine, Eyeota makes it easier for marketers to activate audiences across screens and channels, while maintaining the addressability and precision they’ve come to expect.

Eyeota audiences, including high-quality segments from Dun & Bradstreet and branded data partners, can now be activated in Google platforms using CTV IDs, unlocking:

• Greater reach in streaming environments
• Better alignment with omnichannel campaigns
• Enhanced targeting and measurement precision
• Seamless activation via Eyeota’s existing integrations

“We’re expanding what’s possible in omnichannel targeting by making CTV activation easier and more accessible,” said Kumar Rathnam, Head of Global Product. “CTV is no longer a silo—it’s a central piece of how brands connect with audiences today.”

To build your custom audience targeting strategy, including CTV activation, contact the Eyeota Data Desk today.