How Display & Video 360 Will Evolve by the End of 2025

Display & Video 360 and Campaign Manager 360 have announced a series of significant updates that will directly impact planning, optimization, and measurement of digital campaigns throughout 2025. These changes are designed to make media buying more precise, automation more intelligent, and attribution more accurate and aligned with industry standards.

For mid-size and enterprise marketing teams, these updates bring deeper audience insights, more transparent metrics, and broader opportunities for real-time optimization.

Expansion of Audience Types: From 3 to 10 for Deeper Insights

By the end of 2025, DV360 will increase the number of audience list types in reporting from three to ten. New categories will include:

• Agency
• Commerce
• Demographics
• Affinity
• In-market
• Custom
• Lookalike
• Unknown

This enhancement is critical for large advertisers. The expanded classification will allow teams to:

• better evaluate performance across diverse segments;
• distinguish impact between owned, third-party, and automatically generated audiences;
• improve reach and frequency forecasting;
• build more accurate bid-adjustment and audience-mix models.

Analytics teams will finally be able to see which audience sources truly drive ROAS—and which ones merely inflate reach.

Rebranding of Three Major Exchanges: Important for Reporting and Automation

During the week of November 17, 2025, DV360 will update the names of three programmatic exchanges:

• Magnite Streaming → Magnite SpringServe
• Xandr → Microsoft Monetize
• Criteo — Commerce Grid → Criteo Commerce Grid

For marketing teams, this means:

• updating naming conventions in dashboards;
• reviewing automated rules and workflows;
• refreshing internal SOPs that reference legacy exchange names.

In large media agencies, replacing exchange names across automated pipelines can take days—doing it proactively is recommended.

Unified Time Format in Korean Reports: From “오후” to “PM”

For businesses operating in the APAC region or collaborating with Korean teams, note that starting November 11, 2025, DV360 reports will switch the time format from “오후” to “PM.”

This affects:

• BI connectors (Looker Studio, Power BI, Tableau);
• ETL data pipelines;
• scripts used to parse downloaded reports.

If the old time format is used in filters or transformation rules, this update may temporarily break data imports.

Improved Attribution for TrueView: New gclsrc Parameter

By the end of 2025, all TrueView campaigns in DV360 will automatically append the &gclsrc parameter to click-through URLs.

Why this matters:

• more accurate detection of post-click conversions;
• improved CRM integration;
• reduced loss of attribution data due to redirects or UTM inconsistencies.

Marketing teams should:

• ensure their website accepts this parameter;
• verify it isn’t removed during redirect chains;
• update analytics and attribution systems accordingly.

Smarter Optimized Targeting: Real-Time Budget Reallocation

Starting September 22, 2025, Optimized Targeting will receive a major upgrade. The system will simultaneously analyze:

• automated targeting signals;
• manual targeting settings;
• performance of specific ad groups.

This will allow DV360 to reallocate budgets in real time toward segments performing better—even if original bids or targeting settings differ.

For large advertisers, this means:

• higher projected ROI;
• less budget loss due to manual errors;
• greater scalability during peak demand periods.

This update brings DV360 closer to the logic of Performance Max, where budget follows performance instead of fixed targeting.

New Impression Counting Standard: Transition to Begin-to-Render

In 2025, Campaign Manager 360 will update its billing methodology for display impressions, switching from the current “on-download” model to “begin-to-render.”

This aligns with Media Rating Council (MRC) guidelines and moves Google closer to industry-wide measurement standards.

Implications for advertisers:

• more realistic reach numbers;
• fewer “ghost impressions” where an ad loads but does not render on screen;
• better comparability with other major ad servers and DSPs.

CPM trends may shift slightly, as valid impression counts become more accurate.

What This Means for Mid-Size and Enterprise Marketing Teams

These updates directly influence:

• media-mix planning;
• budget allocation;
• analytics and modeling;
• ROI forecasting;
• executive reporting.

2025 will be a year in which DV360 strengthens its position as a platform offering deeper automation, unified measurement, and more accurate attribution.

For marketers, this means greater transparency, more actionable signals, and improved efficiency across large-scale campaigns.

Conclusion

The updates to Display & Video 360 and Campaign Manager 360 are more than technical improvements—they are strategic steps toward more accurate measurement, stronger automation, and compliance with global standards. Marketing teams should monitor these changes closely, adapt internal processes, update their analytics frameworks, and actively experiment with new features to maintain competitive advantage in 2025.

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