In an effort to provide advertisers with more precise and granular ad targeting options in Display & Video 360, Google will be launching a revamped experience for surroundings and position targeting preferences on August 26, 2019.
The changes will include updated targeting settings when editing or creating objects individually or in bulk, upgraded measurements in Reporting and a new variant of Structured Data Files (SDF) to encourage the targeting overhaul.
While the exact same targeting choices will continue to exist, they will appear with all the new targeting controllers come August.
From August 26, advertisers conducting campaigns in DV360 can expect to see the following:
Upgraded environment targeting will be focused on internet – or app-serving environments. The apparatus – and – position-related options will be emptied from surroundings targeting to another targeting control panel.
A new position targeting setting will group together all controls linked to an ad’s position on a display or in content at a new position targeting management. The position-related settings which are transferred to place targeting include Viewability, Video, and Audio targeting. In spite of the new group, all the targeting choices will still function the same as before.
Reporting changes to values in the Environment measurement will reveal the new environment targeting setting. All present values will be re-routed into the new values, such as historic data. For advertisers conducting scheduled reports, the reports won’t change concerning delivery and will also reflect the new values for the Environment dimension. But, scheduled reports will no longer incorporate the new Position in Content dimension.
A new version (v5) of Structured Data Files will launch in tandem with the August 26 upgrade and will consist of fields to allow advertisers to retrieve and set the new targeting options. When the new SDF goes live, old versions won’t work if upgrading fields for environment- or position-related targeting options, but will still be normal for the rest of the fields.
Why we should care. Google reported that the present options were built to fit the needs of advertisers running display ads on mobile and desktop web. With the modifications, advertisers will have the ability to”target their advertisements explicitly based on environment (program or web) and position (on screen or in content).”
After the changes are executed, advertisers will have the ability to serve advertisements with a higher degree of confidence across these newer contexts.
For now, if you are currently running advertisements in DV360, Google strongly urges you familiarize yourself using the newest targeting preferences and data structures so as to adapt to the new workflows come August.