DV360 Introduces Bid Guidance, Modifies Targeting Options, and Expands Optimized Creatives

September 13, 2024 at 6:03:51 AM

TL;DR Google has announced updates to Display & Video 360 (DV360) to enhance bidding strategies, refine targeting options, and improve creative optimization. Bid suggestions for YouTube & partners line items will help advertisers set effective initial bids. Optimized targeting will be removed for certain bid strategies, requiring advertisers to adjust their approaches. Optimized creatives will be available to all advertisers, using automation to tailor assets.

DV360 Introduces Bid Guidance, Modifies Targeting Options, and Expands Optimized Creatives

Google has announced several significant updates coming to Display & Video 360 (DV360). These changes aim to enhance bidding strategies, refine targeting options, and improve creative optimization.

Bid Guidance for YouTube & Partners Line Items

DV360 will introduce bid suggestions for YouTube & partners video view and efficient reach line items. These suggestions will appear under the bid input field, offering guidance based on line item settings and estimated auction dynamics. This feature will only be available pre-flight, helping advertisers set more effective initial bids.

Changes to Optimized Targeting

Optimized targeting will no longer be available for certain bid strategies:

  • Viewable impressions
  • Viewable for at least 10 seconds
  • Completed in-view and audible

DV360 will automatically remove optimized targeting from affected line items. Advertisers using these strategies should review and adjust their targeting approaches accordingly.

Introduction of Optimized Creatives

DV360 will make optimized creatives available to all advertisers. This feature uses automation to render the best combination of assets for each customer, tailored to campaign goals.

These updates reflect Google's ongoing efforts to improve the efficiency and effectiveness of digital advertising campaigns through DV360. Advertisers are advised to familiarize themselves with these changes and prepare to adapt their strategies as needed.

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