Some audience targeting features will be deprecated starting May 20, 2023
Starting May 20, 2023, the following audience-targeting features will be deprecated:
- Activity-based audiences: You won’t be able to create new campaign activity-based audiences and frequency-based audiences. You won't be able to share these audiences, update existing audiences, use them in insertion orders/line items, or update these audiences in existing insertion orders/line items.
- Installed apps and new mobile devices: Installed apps and new mobile devices will be deprecated in Google audiences and combined audiences. You won't be able to share these audiences, use them in insertion orders/line items, or update these audiences in existing insertion orders/line items.
- Audience composition reports: Will no longer be supported after June 8, 2023.
Review and update your line item targeting before June 8, 2023. Line items using deprecated audience targeting features may pause causing your ads to stop serving.
Display & Video 360 is evolving how you reach more potential customers without relying on third-party cookies. To prepare for the upcoming deprecation, you can learn more about how you can reach more potential customers by finding new and relevant audiences beyond your selected audience segments with optimized targeting.
Optimized targeting is replacing targeting expansion in April 2023
Display & Video 360 is replacing targeting expansion with optimized targeting for display, video and audio line items.
The following are key dates for this migration:
- Starting March 2023: You can prepare for the migration to optimized targeting by reviewing your fixed bidding line items and turning on automated bidding to be eligible for optimized targeting.
- By April 2023: Optimized targeting will be available for all partners and will be replacing targeting expansion. Fixed bidding line items using targeting expansion will only serve using manual targeting. Some fixed bidding line items using targeting expansion may pause if they targeting first-party audiences with seed list exclusion.
Learn more about how to prepare for optimized targeting if you’re using targeting expansion.
Google Brand Lift measurement for YouTube Masthead reservations
Agencies and marketers can now leverage Google’s survey-based Brand Lift to understand the impact of their YouTube Masthead campaigns in driving a positive shift in user perception or behavior.
Consolidation of YouTube Search and YouTube Video networks to a unified YouTube network
For YouTube & partners line items, you will soon see YouTube Search and YouTube Videos combined under one network, “YouTube”, allowing advertisers to tap into the entire inventory of YouTube.
Audience expansion for over-the-top line items
Connected TV audience expansion will be launching in Display & Video 360 to replace targeting expansion for over-the-top (OTT) line items. Audience expansion helps you reach a wider audience who share similar context to your selected first-party audience list.
New Audibility metrics across audio and video ads
To provide coverage of Active View for audio ads, new metrics will be added to instant and offline reporting allowing users to measure Audibility across both audio and video ads. These new metrics will help customers better understand audio and video ad performance for YouTube inventory. Audio ads will also be included in Active View plus metrics. The new metrics will include:
- Audio:
- Active View: Audible Measurable Impressions
- Active View: Audible (Unmuted) for 2 sec Impressions
- Audio and video
- Active View: First Quartile Audible Impressions
- Active View: Midpoint Audible Impressions
- Active View: Third Quartile Audible Impressions
- Active View: Complete Audible Impressions
- Active View: Ever Muted Count
- Active View: Audible and Background Impressions
- Active View: Audible (Unmuted) for 30 sec Impressions
Upcoming changes to Added Reach measurement
We will be launching updates to the Added Reach measurement methodology to simplify added reach activation and better reflect the benefits of frequency management. Previously, customers had to consolidate specific combinations of mixed media or transaction types under a single frequency managed campaign to activate Added Reach measurement. Customers will soon be able to activate Added Reach measurement by simply applying a campaign-level frequency cap across any media and transaction type mix.
The campaign-level Added Reach widget will be updated to show the aggregate number of additional unique users reached, campaign-to-date (up to 93 days max), rather than the rolling last two weeks of data.
Updates to frequency management for YouTube reservation line items
Reach measurement provides the ability to balance campaign-level frequency goals and deal delivery across consolidated media buying. YouTube reservation line items will soon have the ability to pass on impression opportunities once the campaign-level frequency cap has been met and the reservation contract fulfillment is not at risk. Advertisers will see the updated added reach widget at the YouTube reservation insertion order to understand the incremental reach gained through a unified frequency cap.
Custom Bidding Script validation
If users enter an invalid Google Analytics 4 or Floodlight ID into a script function they will be notified and prevented from saving the script. Display & Video 360 will check that the ID is associated to the advertiser that the script is linked to.
Google Analytics 4 conversions available in goal builder
Custom Bidding Goal builder will be the default selection when creating an algorithm. This update will offer support for Google Analytics 4 conversions in the goals, and apply validation rules to prevent conflicting goals from being set up. Once goals have been created users will be able to test the Goals and see how a sample set of impressions were scored.
New Seller ID dimension
A new dimension “Seller ID” will be added that can be used to pull reports at the Insertion order level and above and break out gross media cost by publisher.
