DV360 Adds Support for YouTube & Partners Efficient Reach Line Items

September 25, 2024 at 6:17:57 PM

TL;DR Google will update Display & Video 360 (DV360) in October 2024 to improve efficiency, streamline workflows, and enhance brand safety. Key changes include stopping multiple waterfall calls for mobile app inventory, new support for efficient reach auction line items on YouTube, 30-second non-skippable ads for YouTube Select, enhanced Adloox pre-bid integration, phasing out digital content labels for YouTube, and removing 'Other Content Types' exclusions. Advertisers must adapt.

DV360 Adds Support for YouTube & Partners Efficient Reach Line Items

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:

  1. 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.
  2. 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.
  3. 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.
  4. Adloox Pre-Bid Integration Enhancements

    • Addition of brand suitability, fraud avoidance, and viewability segments at URL level.
    • Improved campaign optimization with refined segmentation.
  5. 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.
  6. 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.

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