Campaign and workflow updates
Optimized targeting to replace targeting expansion
Optimized targeting is available for all partners to replace targeting expansion. Fixed bidding line items using targeting expansion now only serve using manual targeting. Some fixed bidding line items using targeting expansion may pause if they target first-party audiences with seedlist exclusion.
Learn more about what makes optimized targeting different from audience expansion.
Audience expansion for over-the-top line items
Connected TV audience expansion is available 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.
Some audience-targeting features are no longer supported
New campaign activity-based audiences and frequency-based audiences can no longer be created. These audiences can no longer be shared, updated, or used in insertion orders/line items.
Installed and new mobile devices are no longer supported in Google audiences and combined audiences. These audiences can no longer be used in insertion orders/line items, or updated in existing insertion orders/line items.
Display & Video 360 is evolving how you reach more potential customers without relying on third-party cookies. You can reach more potential customers by finding new and relevant audiences beyond your selected audience segments with optimized targeting.
Similar audiences is no longer supported
Display & Video 360 is evolving its audience targeting toward more durable solutions. As of May 1, 2023, you can no longer generate similar audiences for new audience segments or add similar segments to new or existing ad groups or line items.
Any ad group or active line items already using similar audiences will continue to serve until Aug 1, 2023. You’ll continue to be able to access historical reporting for similar audiences from previous segments.
Changes to placement, keyword, and category targeting for YouTube & partners line items
We’ve made improvements for YouTube & partners line items to simplify management and optimization of contextual inclusion targeting, and provide a comprehensive and consolidated view of your contextual targeting.
Placement, keyword, and category contextual targeting have been consolidated to a single contextual targeting dimension in YouTube & partners line items. Your ads can target any context you include. For example, if you target “bikes” as a topic and “cycling” as a keyword, your ads will show on content that matches either. With this new contextual targeting setup, advertisers can combine multiple contextual dimensions without restricting reach. These updates do not impact exclusion targeting or non-YouTube & partners line items.
We’ve paused any YouTube & partners line item targeting two or more of placement, keyword, or category contextual targeting dimensions.
Negative keyword targeting at the advertiser level
This feature allows you to set and edit up to 1000 negative keywords at the advertiser level. All existing and new display, video, and YouTube & partners line items will inherit the negative keywords.
Smart expiration for Instant Reserve deals for YouTube
An Instant Reserve deal for YouTube that is not eligible to serve for four consecutive days will now expire automatically. This can happen when there is no creative assigned, the creative is not approved, or the creative is paused. Learn more about Instant Reserve deals for YouTube
Triggers are no longer supported
Triggers have been disabled and removed. Line items using them stopped serving as of May 17, 2023.
