DV360 announces major reporting changes for Q3 2025

Google has announced a comprehensive set of updates coming to Display & Video 360 (DV360) platform in Q3 2025, according to the company's official help center documentation. The changes, estimated to take effect starting July 7, 2025, will impact reporting metrics, YouTube-specific features, and cross-platform integrations across Google's advertising ecosystem.

The updates represent some of the most significant platform modifications since DV360's major infrastructure overhaul in November 2024 that introduced faster report loading times and enhanced statistical controls. These forthcoming changes focus primarily on eliminating deprecated features, streamlining reporting structures, and improving system efficiency.

Summary

Who: Google's Display & Video 360 platform users, including advertisers, agencies, and marketing professionals utilizing Campaign Manager 360 and Search Ads 360 integrations.

What: Comprehensive platform updates including removal of Nielsen-related metrics, YouTube reporting structure modifications, Cross Campaign Optimization deprecation, YouTube Audience Attribute feature elimination, cross-platform standardization, frequency reporting expansion, Data Transfer ID alignment, and Floodlight category implementation.

When: Updates begin June 1, 2025, with most changes taking effect July 7-8, 2025, and Cross Campaign Optimization deprecation completing September 1, 2025.

Where: Changes affect Display & Video 360 interface, API, Structured Data Files, reporting systems, Campaign Manager 360, and Search Ads 360 platforms across all geographic markets.

Why: Google aims to clean up deprecated features from 2021, improve system efficiency, reduce response latency, enhance cross-platform compatibility, and align reporting structures for better advertiser experience and measurement accuracy.

Nielsen-related metrics face complete removal

According to the announcement, Google will remove all Nielsen-related dimensions and metrics associated with the Nielsen auto-tagging feature that was deprecated in 2021. The July 2025 deadline gives advertisers more than four years since the original feature deprecation to adapt their reporting strategies.

"There'll be no impact to existing reports given the underlying feature was deprecated more than 2 years ago," the documentation states. This cleanup initiative aligns with DV360's broader effort to eliminate outdated features that no longer serve active functionality within the platform.

The removal follows a pattern established by previous DV360 updates, including the September 2024 announcement that eliminated certain exchange naming conventions and modified metric compatibility structures.

YouTube reporting structure undergoes modifications

YouTube-specific reporting will experience several structural changes designed to improve user experience and cross-platform compatibility. The platform will update dimension names in the instant report builder by adding "(YouTube)" after existing names, making it easier for advertisers to identify YouTube-specific metrics when building reports.

Eight dimensions will receive the YouTube designation: Category, City, DMA Code, Gender, Keyword, Region, Zip Code, and Zip Code ID. According to the documentation, these changes will only affect the instant report builder interface, while downloaded reports will maintain their current dimension names.

Additionally, YouTube reports will standardize their week dimension calculations to run from Monday to Sunday instead of the current Sunday to Saturday format. This modification aligns YouTube reporting with non-YouTube reports, enabling advertisers to combine and compare different report types more effectively.

The changes build upon YouTube advertising developments throughout 2024 and 2025, including the expansion of Demand Gen campaigns that provided multi-format advertising capabilities reaching up to 3 billion monthly users across Google properties.

Cross Campaign Optimization reaches end of life

One of the most significant changes involves the complete deprecation of Cross Campaign Optimization (CCO) functionality, scheduled for September 1, 2025. CCO, which allowed advertisers to bid on Programmatic Guaranteed deals across multiple campaigns or advertisers, will no longer be available due to low adoption rates and performance latency concerns.

According to the announcement, advertisers currently utilizing CCO features will lose the ability to add Programmatic Guaranteed deals to multiple line items. Any non-default line items targeting such deals will stop serving entirely once the deprecation takes effect.

Google recommends transitioning to Preferred Deals or creating individual Programmatic Guaranteed deals for each line item as alternative approaches. This recommendation reflects the platform's ongoing shift toward more automated and streamlined campaign management processes, consistent with the removal of bid multipliers announced for May 2025.

YouTube Audience Attribute features eliminated

The platform will remove YouTube Audience Attribute (YTAA) dimensions and metrics on July 7, 2025, completing the cleanup of features associated with the YTAA functionality deprecated in 2021. Eight specific metrics will be eliminated: Adapted Audience Frequency, Adapted Audience Lift, Audience Name, Audience Type, Benchmark Frequency, DBM YouTube Adapted Audience List ID, Original Audience Frequency, and YouTube Adapted Audience List.

These metrics were exclusively available through API and offline reporting channels, limiting their impact on standard interface users. The removal represents the final step in eliminating YTAA-related functionality from the platform entirely.

Cross-platform standardization initiatives

Beyond DV360-specific changes, Google announced several cross-platform updates affecting Campaign Manager 360 and Search Ads 360 integration. The offline conversions API will receive session_attributes parameter upgrades, with Campaign Manager 360 implementation beginning June 1, 2025, and Search Ads 360 following on August 15, 2025.

The session_attributes parameter provides additional context about user website interactions, particularly valuable when traditional conversion signals like GCLIDs or DCLIDs are unavailable. According to the documentation, this enhancement will improve conversion measurement accuracy, reporting precision, and bidding optimization across both platforms.

Country dimension removal from reach reports represents another significant cross-platform change. Both Campaign Manager 360 and DV360 will eliminate the Country dimension from reach reporting in July 2025, providing advertisers greater flexibility in generating unique reach reports without geographical constraints.

The update affects all Campaign Manager 360 templates except Cross-media Reach reports, along with various DV360 templates and the experiment center. Metrics including Unique Reach and related calculations will be impacted by this modification.

Frequency reporting expansion and pre-filtering updates

Frequency reporting will expand to include 8+ and 9+ impression reach buckets alongside existing 1+ through 7+ and 10+ buckets, scheduled for July 7, 2025. This addition provides more granular frequency analysis capabilities for advertisers seeking detailed audience exposure metrics.

However, the expansion may affect existing report formats and data structures. Advertisers should review current frequency reporting workflows to accommodate the new bucket additions and potential structural changes.

Pre-filtering systems for Cross-Media Reach reports in Campaign Manager 360 and Unique Reach Overlap reports in both Campaign Manager 360 and DV360 will receive updates on July 8, 2025. The new filtering approach will calculate overlap, duplicate, and exclusive comparisons based on filtered entities within reports, including advertisers, campaigns, sites, and placements.

This change aims to provide more detailed insights and align reach reports with advertiser expectations, though users may notice differences in report data and overlap calculations compared to current outputs.

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Data Transfer and ID space alignment

Data Transfer v2.0 will update criterion IDs for browser, operating system, mobile make and model, and ISP data to align with cross-platform standards. The July 7, 2025 implementation will affect five specific dimensions: DBM Browser/Platform ID, DBM ISP ID, DBM Mobile Make ID, DBM Mobile Model ID, and DBM Operating System ID.

During a transitional period of approximately three to six months, advertisers will observe both new and legacy IDs in Data Transfer files. After this period, only the new platform-shared IDs will remain active.

The ID space updates extend to "ISP or Carrier ID," "Device Make," and "Device Model" categories, ensuring consistency between DV360 interface, API, and reporting systems.

Floodlight activity category implementation

Category settings will be introduced to Floodlight activities in both Campaign Manager 360 and DV360, enabling better organization and management of conversion events. This update aligns these platforms with Search Ads 360 and Google Ads, where category functionality already exists.

For advertisers sharing Floodlight configurations with Search Ads 360, initial categories set in Campaign Manager 360 will synchronize to Search Ads 360. However, subsequent category modifications will not synchronize across platforms or within Search Ads 360 accounts sharing the same configuration.

Existing Floodlight activities will require category assignment before editing, as they currently lack assigned categories and require value selection for modification.

Platform significance for marketing professionals

These updates represent the latest evolution in Google's advertising infrastructure modernization efforts. The changes follow a pattern of systematic cleanup and standardization that has characterized DV360 development over the past year, including the January 2025 introduction of Publisher Advertiser Identity Reconciliation (PAIR) tools and AI-powered audience targeting capabilities.

For marketing professionals, the Q3 2025 updates signal Google's continued commitment to streamlining its advertising technology stack while maintaining cross-platform compatibility. The elimination of deprecated features reduces complexity, while the standardization of reporting structures enables more effective campaign analysis and optimization.

The YouTube-specific modifications are particularly significant given the platform's central role in video advertising strategies. With DV360 now reaching 98% of connected TV households in the United States and providing access to more than 5 billion hours of ad-supported viewing monthly, according to data presented at the 2025 IAB NewFronts, these reporting improvements enhance advertisers' ability to measure and optimize video campaign performance.

The Cross Campaign Optimization deprecation reflects broader industry trends toward automated campaign management and simplified workflow processes. This aligns with Google's strategic direction evidenced by the removal of bid multipliers and the emphasis on AI-powered optimization tools introduced throughout 2024 and 2025.

Timeline

• June 1, 2025: Campaign Manager 360 offline conversions API receives session_attributes parameter
• July 7, 2025: Nielsen-related auto-tagging dimensions and metrics removal
• July 7, 2025: YouTube Audience Attribute dimensions and metrics deprecation
• July 7, 2025: Data Transfer v2.0 criterion ID updates implementation
• July 7, 2025: Category setting introduction for Floodlight activities
• July 7, 2025: Addition of 8+ and 9+ buckets to frequency reports
• July 8, 2025: Pre-filter updates for Unique Reach Overlap and Cross-Media Reach reports
• July 2025: Reporting column name changes for YouTube dimensions
• July 2025: ID space updates for ISP, Device Make, and Device Model
• July 2025: Week dimension updates for YouTube reports
• July 2025: Country dimension removal from reach reports
• July 2025: Reach reports data source updates
• August 15, 2025: Search Ads 360 conversions API receives session_attributes parameter
• September 1, 2025: Cross Campaign Optimization complete deprecation
• October 2024: Demand Gen integration launched in DV360
• November 2024: Major infrastructure update improved report loading times
• January 2025: PAIR and AI-powered audience tools introduced
• March 2025: Display & Video 360 API v4 reached general availability
• April 2025: Google announced bid multipliers removal for May 2025