Google unveils significant adjustments to DV360, effective from September
In an effort to streamline its advertising technology infrastructure and address regulatory requirements, Google has announced a series of updates to its Marketing Platform, effective throughout September 2025.
The updates will affect users of Display & Video 360 and Campaign Manager 360, with notable changes in geographic targeting, impression counting, and reporting categories.
Geographic Targeting Updates
The geographic targeting updates affect campaigns using country-level filtering or reporting. A total of 46 geo locations require potential data continuity issues adjustments, with 46 geo locations changing their country codes. Advertisers are required to review their current reporting configurations and campaign setups due to these changes.
Impression Counting Methodology Changes
A significant change involves moving display impression counting from "on-download" to "begin-to-render" methodology. This shift may affect performance benchmarks and optimization strategies for campaigns heavily dependent on impression volume metrics. The impression counting change exclusively impacts display advertising formats and does not affect video, native, or other formats measured through tracking pixels.
Reporting Categories and Metrics Updates
Google is introducing new Report Builder categories, including "PG Savings" and "Savings" for Programmatic Guaranteed deals and other auction and non-guaranteed line items, respectively. The deprecated "Programmatic Guaranteed Bid Requests passed due to Frequency" metric is replaced with "PG Savings Reinvested from Frequency Cap". The replacement metric addresses real-time auction dynamics by utilizing total media cost instead of bid request calculations.
Legacy Metric Removal and Audit Procedures
Google will eliminate 41 deprecated dimensions and metrics associated with discontinued features. Legacy metric removal necessitates audit procedures to identify any reports or automated systems that reference deprecated dimensions.
Google's Commitment to Expanding Measurement Capabilities
Google's recent integration with Netflix and enhanced attribution capabilities demonstrate its commitment to expanding measurement capabilities while maintaining platform efficiency. The company also introduced improved reach measurement capabilities in August 2025, including cost per reach calculations.
Political Advertising Changes
Google is exiting political advertising in the European Union beginning September 2025, citing the EU regulation on Transparency and Targeting of Political Advertising (TTPA) that becomes effective in October 2025. Political advertising campaigns targeting EU audiences require immediate attention to comply with new self-declaration requirements.
These modifications represent Google's ongoing effort to modernize its advertising activities, carried out by Google's internal marketing and technology teams in August 2025.
