Google has announced several important updates to its Display & Video 360 (DV360) platform, set to roll out in September and November 2024. These changes aim to improve attribution accuracy, enhance measurement capabilities, and streamline campaign pacing options.
Enhanced Attribution Enablement
Effective September 30, 2024:
- Enhanced attribution will be automatically enabled for all advertisers managing Floodlight configurations in DV360 (Third-Party Ad Servers) and Campaign Manager 360 (Hybrid).
- This feature appends a DCLID identifier to non-YouTube click events, improving accuracy and conversion volume of click-based attribution.
- Advertisers can opt-out by September 23, 2024, using a provided form.
- Settings can be updated after initial enablement.
YouTube Auto-Tagging in DV360
Estimated for September 2024:
- YouTube auto-tagging will be automatically enabled for all DV360 advertisers.
- This feature adds a GCLID identifier for improved measurement and optimization.
- Advertisers can temporarily opt-out by September 23, 2024, using a provided form.
- Settings can be updated post-enablement, with some restrictions for those using Floodlight optimization.
Insertion Order Flight ASAP Pacing Removal
Estimated for November 2024:
- Flight ASAP pacing at the insertion order level will be removed.
- Existing orders using Flight ASAP will automatically migrate to Flight Ahead pacing.
- Daily ASAP pacing will remain available at both insertion order and line item levels.
- Flight ASAP will continue at the line item level only.
These updates aim to enhance attribution accuracy, improve measurement capabilities, and streamline pacing options in DV360. Advertisers are advised to review these changes and take necessary actions before the implementation dates.
