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Google has introduced the beta version of Display & Video 360 API v4 along with significant updates for v3. The new API features unlock advanced capabilities for managing programmatic advertising.
Key Changes in Version 4
- Mandatory optimization objective field for new insertion orders
- Removal of targeting management via Campaign and InsertionOrder
- Renaming of FirstAndThirdPartyAudience to FirstPartyAndPartnerAudience
Additional Features in v3 and v4
- Support for asset-based creatives
- Integration with Integral Ad Science for ad quality synchronization
- Expanded geotargeting options
Why It Matters
The beta release of v4 and updates to v3 provide marketers with new tools to enhance campaign management and increase efficiency. The introduction of mandatory optimization objectives ensures that advertising campaigns are now more strategic, with clearly defined KPIs.
The removal of targeting management through Campaign and InsertionOrder signifies a shift in Google’s approach to ad management. This requires marketers to adapt their processes and explore alternative audience-targeting methods. These updates also enhance targeting accuracy and enable more efficient budget allocation.
Expanded geotargeting capabilities allow advertisers to segment audiences more precisely and tailor campaigns to different markets. The integration with Integral Ad Science helps maintain high ad quality, which is crucial for brands aiming for maximum transparency and efficiency in programmatic advertising.
What to Watch Out For
Google has warned that significant changes may occur during the beta testing of v4. All updates will be documented in the release notes.
What Advertisers Should Do
To access the new features, advertisers need to update their client libraries. If planning to migrate to v4, following Google’s migration guide is recommended.
Stay updated with the latest changes in Display & Video 360 API!
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