Google has unveiled several significant updates to its advertising platforms, with multiple features being deprecated or modified throughout early 2025.
Major Display & Video 360 Changes
Frequency Capping Update
Google will deprecate lifetime frequency capping in Display & Video 360 by February 28, 2025. The maximum duration will be reduced to 30 days across all inventory types, including YouTube. Advertisers must adjust their frequency settings at campaign, insertion order, and line item levels before the deadline.
Feature Deprecations
Several features are scheduled for removal:
- YouTube TrueView inventory availability report - March 1, 2025
- Bid multiplier for fixed bidding strategies - May 2025
- YouTube Programmatic Guaranteed report, GRP report, and Gmail reports - May 2025
- Data-driven creatives and Audio Mixer - March 26, 2025
- Manual tag wrapping - March 31, 2025
Campaign Manager 360 Updates
Reach Reporting Changes
- The default value in reach confidence filters will switch to "All" in both platforms and API reports
- Changes to unique reach overlap and N+ reach modeling infrastructure
- Site dimension names in Unique Reach Overlap reports will be updated from "DCM" to "CM360"
Additional Updates
- A new footer will be added to Floodlight report templates clarifying that Total Conversion metrics exclude modeled conversions
- Google Ads video campaign beacon support for 1x1 pixels backed by CM3 Standard Ad will be discontinued
Ads Creative Studio
The Ads Creative Studio (ACS) platform is scheduled to sunset in Q1 2025, with final deprecation estimated for March 25, 2025.
