What's New in DV360 Summer 2023

July 11, 2023 Last month, Google introduced three new updates to Display and Video 360 (DV360).  These enhancements are set to elevate the platform's capabilities and enrich user experiences.

What is DV360? 

Google's Display & Video 360 (DV360) is a comprehensive marketing platform that streamlines digital media campaign management. Packed with powerful features like campaign management, precise audience targeting, seamless data integration, and advanced analytics, DV360 simplifies the intricate process of creating and fine-tuning highly personalized campaigns to perfection.

With DV360 you can also:

• Promote collaboration across teams by sharing campaign data and insights. By working across disciplines, teams can leverage collective expertise to drive better results.
• Achieve transparency and take charge: Gain insights into your budget allocation and ensure precise ad placement.
• Unlock valuable insights: Streamline tasks such as automated bidding and optimization, while gaining access to astute recommendations. This empowers you to effortlessly achieve your goals with precision and efficiency.

Campaign and workflow updates

Tag Guaranteed Deals is no longer supported

Starting from June 1, 2023, Display & Video 360 will gradually phase out the use of Tag Guaranteed as a transaction method for new inventory sources. Tag Guaranteed (TG) deals, which allow you to consolidate guaranteed buys within Display & Video 360 using tags that are compatible with any publisher, will be affected. Users who currently rely on Tag Guaranteed transactions should take note of this upcoming change and prepare for a transition to other transaction types.

• Starting from June 1, 2023, the inclusion of new Tag Guaranteed inventory sources will not be allowed. When creating new inventory sources, Tag Guaranteed as a transaction method will no longer be an available option. However, existing Tag Guaranteed inventory sources will still remain active and spend for a limited duration.
• Starting from June 30, 2023, any current Tag Guaranteed inventory sources that are still active will cease and no longer incur expenses. It is important to make sure that any Line Items targeting Tag Guaranteed inventory sources have alternative transaction methods set in place prior to this deadline.

Customers who currently have live Tag Guaranteed deals are advised to establish a replacement deal, such as a Programmatic Guaranteed deal. Programmatic Guaranteed deals provide an automated buying solution with tagless trafficking, advanced targeting, and consolidated reporting and billing. Alternatively, customers can directly collaborate with the publisher to explore alternatives for continued spending on this inventory if a programmatic deal is not feasible.

Create 30 and 60-second non-skippable ads for YouTube TV & YouTube Select CTV

Introducing a new feature: With Instant Reserve, you can now create non-skippable ads of either 30 or 60 seconds when targeting YouTube TV and YouTube Select lineups. Experience the power of richer storytelling and seamlessly utilize your existing video assets with the most streamed content on YouTube and YouTube TV.

Booking through Instant Reserve lets you use additional targeting features such as:

• Custom Affinity targeting
• Detailed demographics
• Life events
• In-market audiences

This feature is currently available in select countries:

• 30-second and 60-second non-skippable ads for YouTube TV: United States
• 30-second non-skippable ads for YouTube Select on CTV devices: United States, Canada, United Kingdom, Japan, and South Korea.

Insights updates

Discover the latest Cost Transparency reports, designed to effortlessly dissect media expenses and validate revenue accuracy. Gain valuable insights and ensure a harmonious match between gross revenue and costs.

Cost transparency reports allow you to analyze media costs for individual sellers and compare their gross revenue, all while safeguarding contractual details. This invaluable tool helps ensure transparency and prevents any hidden fees during the media buying process.

To learn more about how buyers and sellers generate a cost transparency report and compare reports, see Cost Transparency reporting.

Utilize & Optimize DV360

 If you need assistance with DV360, please reach out to the experts at Napkyn. We understand this platform’s capabilities and can tailor your DV360 campaigns to align with your brand’s marketing needs.