Google implements major updates in Display & Video 360

Google is rolling out significant updates across Display & Video 360 (DV360) in Q3 2025, including name changes, reporting enhancements, and removal of deprecated features. These changes aim to improve transparency, data consistency, and simplify reporting for advertisers.

Renaming Adloox to Scope3

As part of these updates, the partner solution Adloox—formerly providing pre-bid ad verification tools—was acquired by Scope3. Consequently, all references to “Adloox” within DV360 (interface, API, reporting, and documentation) will be updated to “Scope3.” It’s purely a branding change and does not impact functionality.

However, teams using custom scripts, report templates, or automation tools should update their internal documentation and configurations to avoid confusion during reporting or campaign setup. This also underscores Scope3’s growing role in media transparency and sustainability in digital advertising.

YouTube Reporting Updates

• Column Label Changes: Some YouTube report columns will now include “(YouTube)” for easier identification, with no changes to export structure.
• Weekly Reporting Alignment: Reporting weeks will shift from Sunday–Saturday to Monday–Sunday to align with other report types.
• YTAA Metrics Removal: YouTube Audience Attribute (YTAA) dimensions and metrics will be removed by July 7, 2025 (e.g. audience names and audience types).

Discontinuation of Cross Campaign Optimization (CCO)

Effective September 1, 2025, Cross Campaign Optimization (CCO) will be phased out due to low adoption and to reduce latency. Advertisers will no longer be able to use Programmatic Guaranteed deals across multiple line items. Recommended alternatives are Preferred Deals or creating separate deals for each line item.

Reach Reports & Attribute Updates

• Country Dimension Removal: The country-level dimension will no longer be included in reach reporting, allowing greater flexibility.
• Data Source Updates: Reach report data sources will be updated in July 2025, which may impact historical data from April 1, 2024 onward.
• Floodlight Activity Categories: Users can now assign and edit categories for Floodlight activities, which sync initially to Search Ads 360, but subsequent edits do not sync.

New Reporting Features

• Expanded Frequency Buckets: Reach frequency reports will now include 8+ and 9+ impression segments.
• New Pre-filtering Logic: Starting July 8, 2025, Unique Reach Overlap and Cross-Media Reach reports will only compare filtered entities. Full overlap views require top-level account access.

API Updates

• Session_Attributes Parameter: The Offline Conversions API will support session_attributes—available in Campaign Manager 360 (June 1, 2025) and Search Ads 360 (August 15, 2025)—to improve attribution when click IDs are missing.
• Criterion ID Update: By July 7, 2025, IDs for browser, OS, device model, and ISP will be updated. A transition period (3–6 months) will support both old and new IDs; advertisers must update their systems accordingly.

Summary

The upcoming DV360, Campaign Manager 360, and Search Ads 360 updates introduce critical changes to reporting, API, interface, and functionality. They streamline platform usability, improve data precision, and enhance alignment across tools.

Such changes—report column name updates, new attributes, ID transitions, week alignment, and deprecated features—reduce technical debt but pose new requirements for analysts, media planners, and programmatic teams.

For advertisers, this means:

• Reviewing and updating reporting templates
• Updating API-powered integrations and scripts
• Adjusting internal dashboards and BI tools relying on DV360/CM360 data
• Revisiting campaign structures that used CCO or legacy audience attributes
• Ensuring consistency in applying new Floodlight activity categories
• Monitoring transition timelines and updating systems to prevent data disruption

These updates are more than cosmetic—they reflect Google’s strategic emphasis on deeper automation, measurement improvements, and platform-wide coherence. Successful adaptation will preserve competitive advantage and maximize media investment impact.

This article available in Ukrainian.