Google has announced a comprehensive set of updates coming to Display & Video 360 and other advertising platforms throughout Q3 2025, including deprecations, interface changes, and new features designed to improve system efficiency and user experience.
Display & Video 360 Updates
Nielsen-Related Features Removal
Google will remove Nielsen-related auto-tagging dimensions and metrics in July 2025 as part of an initiative to clean up reporting metrics and dimensions in Display & Video 360. The underlying Nielsen auto-tagging feature was previously deprecated in 2021, ensuring no impact to existing reports.
Third-Party Provider Name Change
Adloox, one of Google's integrated third-party prebid providers, will be renamed to Scope3 following its acquisition by Scope3. The change, estimated for July 2025, will affect all references across the Display & Video 360 interface, API, Structured Data Files (SDF), reporting, Help Center, and Developer's Guide.
The update includes specific timeline considerations for different platform components, with API and SDF updates occurring in future versions while older versions continue referencing Adloox.
YouTube Reporting Enhancements
Google will update YouTube dimension names in the instant report builder by adding (YouTube) after dimension names to improve identification. The change, scheduled for July 2025, affects eight dimensions including Category (YouTube), Gender (YouTube), and Region (YouTube).
Additionally, YouTube reports containing the Week dimension will shift from Sunday to Saturday reporting to Monday to Sunday alignment, matching non-YouTube reports and enabling better cross-report comparisons.
System Deprecations
YouTube Audience Attribute (YTAA) dimensions and metrics will be deprecated on July 7, 2025, removing fields associated with the feature that was previously deprecated in 2021. The deprecation affects eight specific metrics including Adapted Audience Frequency and Audience Name.
Cross Campaign Optimization (CCO) will be deprecated on September 1, 2025 due to low adoption rates. Google recommends advertisers use Preferred Deals or create individual Programmatic Guaranteed deals for each line item as alternatives.
Cross-Platform Updates
Offline Conversions API Enhancement
Google will introduce session_attributes parameter to offline conversions APIs, with Campaign Manager 360 receiving the update on June 1, 2025 and Search Ads 360 on August 15, 2025. The new parameter provides additional context about user interactions when click IDs are unavailable, enhancing conversion measurement accuracy.
Reach Reports Modifications
The Country dimension will be removed from Campaign Manager 360 and Display & Video 360 reach reports in July 2025, providing greater flexibility for unique reach reporting. Google will also update the data source for reach reports to increase accuracy and data availability.
Data Transfer and Frequency Updates
Data Transfer v2.0 will update criterion IDs for browser, operating system, mobile make and model, and ISP data on July 7, 2025 to align with cross-platform standards. A transitional period of 3-6 months will allow both old and new IDs to coexist.
Frequency reports will expand to include 8+ and 9+ impression reach buckets alongside existing 1+ through 7+ and 10+ buckets, with implementation scheduled for July 7, 2025.
Floodlight Activities Enhancement
Google will introduce Category setting for Floodlight activities in Campaign Manager 360 and Display & Video 360 on July 7, 2025, aligning these platforms with Search Ads 360 and Google Ads where the feature already exists.
Reach Report Pre-Filtering System
A new pre-filtering system will be applied to Cross-Media Reach reports and Unique Reach Overlap reports on July 8, 2025, affecting how overlap, duplicate, and exclusive comparisons are calculated based on filtered entities within reports.
These updates represent Google's ongoing effort to streamline its advertising platforms while improving data accuracy and user experience across its ecosystem.
