The news: YouTube is using Google’s Demand Gen to display shoppable connected TV (CTV) ads, allowing audiences to purchase products while watching on TVs in a notable expansion of YouTube’s shoppable CTV capabilities.

• The new format is available through Google’s Display & Video 360 and supported by Google Merchant Center (GMC) through Demand Gen and Performance Max campaigns.
• Images and product information are taken from advertisers’ GMC accounts and transformed into a clickable display with QR codes.
• Shoppable CTV ads generally run as 15-second, non-skippable units.

The potential: The move combines the growing potential of interactive and shoppable ads to drive measurable action.