Google announced several new features coming to Display & Video 360.
Key updates:
Report files download list:
New page in instant reporting for Display & Video 360 and Campaign Manager 360.
Allows customers to view status and access downloaded reports.
User ID redaction:
Affects Data Transfer files for users in Florida, Texas, Oregon and Montana.
Driven by new privacy legislation, similar to California’s CCPA in 2020.
First position targeting for YouTube Instant Reserve:
Available for in-stream and shorts campaigns.
Aims to increase brand awareness and engagement.
Expanded third-party measurement:
Audience Project now supports on-by-default enablement for third-party reach measurement.
Why we care. Advertisers may be especially eager to test out first-position targeting on YouTube, to secure prime position for better visibility and increased traffic. However, they should watch out how data analysis will be impacted by ID redactions. There haven’t been positive reactions whenever updates are made for the sake of privacy.
Timeline. These features are expected to roll out over the next few weeks.
The big picture. These updates reflect Google’s ongoing efforts to enhance its advertising platforms while addressing privacy concerns and expanding measurement capabilities.
