Google has announced several significant updates to Display & Video 360 (DV360) set to roll out in October 2024. These changes aim to improve efficiency, streamline workflows, and enhance brand safety measures.
Key Updates:
Mobile App Inventory Bidding Changes
- Starting October 23, 2024, DV360 will stop bidding on multiple waterfall calls to Google Ad Manager and AdMob Network for mobile app inventory.
- Focus shifts to real-time bidding to maximize advertiser ROI.
YouTube & Partners Efficient Reach
- New support for planning efficient reach auction line items.
- Ad controls allow selection of in-stream, in-feed, or Shorts ad formats.
30-Second Non-Skippable Ads for YouTube Select
- Reservation plans targeting YouTube Select will now support 30-second non-skippable in-stream ads.
- Simplified planning experience requiring initial choice between auction and reservation plans.
Adloox Pre-Bid Integration Enhancements
- Addition of brand suitability, fraud avoidance, and viewability segments at URL level.
- Improved campaign optimization with refined segmentation.
Sunsetting Digital Content Labels for YouTube
- Digital content labels (DCLs) being phased out for YouTube campaigns, except for 'Content suitable for families'.
- Advertisers advised to review inventory mode settings and use alternative suitability controls.
Removal of 'Other Content Types' Exclusions
- "Other content types" exclusion controls being removed from YouTube & partners line item level.
- Management of these exclusions moved to advertiser level for consistency across campaigns.
Impact on Advertisers:
- Need to review and potentially adjust mobile app targeting strategies.
- More flexibility in YouTube ad planning and formats.
- Requirement to reassess and update brand safety settings, particularly for YouTube campaigns.
- Opportunity for more refined targeting with enhanced pre-bid integration.
Advertisers are advised to review their current settings and prepare for these changes to ensure smooth campaign performance through the transition.
