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DV360 renames three exchanges in November update

Google's programmatic platform updates exchange naming to reflect industry partnerships and acquisitions, affecting advertiser reporting systems starting the week of November 17.

Luis Rijo

• 6 min read
DV360 renames three exchanges in November update

Google announced on its Display & Video 360 help center that three exchanges will undergo name changes in the platform's reporting systems during the week of November 17, 2025. The modifications reflect updated branding and partnership arrangements across the programmatic advertising ecosystem, according to the announcement.

The changes affect Magnite Streaming, which will become Magnite SpringServe, while Xandr transitions to Microsoft Monetize. Criteo—Commerce Grid will appear as Criteo Commerce Grid, removing the em dash from its current designation. Exchange Name reporting values will automatically reflect these new names for the affected exchanges once the changes take effect.

Advertisers utilizing Display & Video 360 must adjust any saved reports, custom dashboards, or automated workflows that rely on the previous exchange names, according to the documentation. The timing coincides with ongoing consolidation and rebranding across programmatic advertising infrastructure, as platforms continue adapting to shifting market conditions and ownership changes.

Exchange naming reflects platform consolidation

The Magnite Streaming to Magnite SpringServe change acknowledges the company's April 23, 2025 announcement combining its streaming ad server with supply-side platform capabilities. The unified platform streamlines buyers' connection to 99% of US streaming supply according to Jounce Media's March 2025 Supply Path Benchmarking Report, with initial clients including Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.

SpringServe has emerged as a significant differentiator for Magnite in the connected television marketplace. The platform recently added machine learning capabilities on October 24, 2025, to optimize ad pod construction for CTV publishers, reducing redundant bid requests while maintaining yield and competitive separation between brands.

The Xandr to Microsoft Monetize transformation follows Microsoft's June 2022 acquisition of Xandr from AT&T and subsequent evolution of the platform. Microsoft Monetize, originally built as AppNexus SSP before AT&T rebranded it as Xandr Monetize in 2019, provides access to open internet ad inventory across more than 100 countries where Microsoft maintains video and native supply.

Microsoft announced on May 14, 2025, that it would discontinue Microsoft Invest DSP by February 28, 2026, opting to focus on AI-driven advertising solutions rather than continuing the demand-side platform operations. Microsoft Monetize continues operations on the supply side, recently joining Amazon's Certified Supply Exchange program in October 2025.

The Criteo Commerce Grid naming adjustment removes the em dash from its current designation. Criteo's Commerce Grid Supply-side Platform packages commerce-enhanced audiences for distribution to demand-side platforms, drawing from the company's ecosystem spanning 17,000 e-commerce sites, 200 global retail partners, and thousands of open web publishers representing over $1 trillion in annual ecommerce sales.

Criteo operates retail media programs for approximately 225 retailers globally and announced expanded programmatic CTV capabilities with WPP Media on July 30, 2025. The company achieved Media Rating Council accreditation for its retail media measurement in March 2024, covering both Commerce Max and Commerce Yield platforms for onsite sponsored products and display ads.

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Reporting system updates require advertiser preparation

Exchange naming conventions serve as critical identifiers within programmatic advertising infrastructure. Changes to these designations necessitate corresponding updates across reporting systems, automated bidding rules, and performance analytics dashboards that advertisers have configured within Display & Video 360.

The modifications arrive during Q4 2025, when many advertisers operate peak-season campaigns and rely on historical data comparisons for optimization decisions. Reporting discrepancies could emerge if systems continue referencing outdated exchange names while new data flows under revised designations.

Display & Video 360 has implemented several naming updates throughout 2025 to reflect industry changes. In June, Google announced comprehensive naming updates scheduled for July 2025 affecting all references to third-party prebid provider Adloox, which Scope3 acquired on November 4, 2024. The changes impacted the platform interface, API documentation, reporting systems, and Help Center materials.

Earlier in September 2024, Google announced updates including the renaming of EMX Digital sub-exchange to Cadent Aperture MX, demonstrating the platform's ongoing adaptation to industry consolidation and partnership modifications.

Google regularly updates Display & Video 360 to maintain alignment with industry standards and technological developments. The company announced major reporting changes for Q3 2025 on June 18, which included removal of Nielsen-related metrics, YouTube reporting structure modifications, and cross-platform standardization beginning July 7, 2025.

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Marketing community implications

For marketing professionals managing campaigns across Display & Video 360, the exchange naming changes require immediate attention to maintain reporting continuity. Advertisers who have built custom reporting templates, automated alerts based on exchange performance, or integrated Display & Video 360 data with external analytics platforms must update these systems to accommodate the new naming conventions.

The modifications highlight ongoing fragmentation challenges within programmatic advertising infrastructure, where platform consolidation, acquisitions, and rebrandings create persistent operational overhead for advertisers seeking to maintain consistent measurement frameworks.

Exchange-level performance analysis provides advertisers with granular visibility into supply path optimization decisions. Accurate exchange identification enables buyers to evaluate which supply sources deliver the strongest performance for specific campaign objectives, informing inventory filtering decisions and deal ID strategies.

Display & Video 360 users who have implemented exchange-level blocking or inclusion rules must verify these configurations continue functioning correctly under the updated naming scheme. Any automation built around the previous exchange designations may require corresponding adjustments to ensure campaigns continue executing as intended.

The changes reflect broader industry patterns toward supply chain consolidation, as independent advertising technology companies merge platforms, unified demand and supply-side capabilities, and streamline operational infrastructure. These dynamics continue reshaping programmatic advertising's technical architecture, requiring ongoing adaptation from advertisers managing campaigns across multiple platforms.

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Summary

Who: Google's Display & Video 360 platform users, including advertisers, agencies, and marketing professionals who manage programmatic campaigns and rely on exchange-level reporting data for optimization decisions and supply path analysis.

What: Three exchanges will receive updated names in Display & Video 360 reporting systems: Magnite Streaming becomes Magnite SpringServe, Xandr changes to Microsoft Monetize, and Criteo—Commerce Grid updates to Criteo Commerce Grid, requiring advertisers to adjust saved reports, custom dashboards, and automated workflows.

When: The changes take effect during the week of November 17, 2025, with Exchange Name reporting values automatically reflecting new names once implemented across the Display & Video 360 platform.

Where: The modifications affect Display & Video 360's reporting interface, impacting advertisers globally who use these exchanges for programmatic inventory access across connected television, display, and video advertising campaigns.

Why: The naming changes reflect updated branding and partnerships across the programmatic advertising ecosystem, including Magnite's platform unification, Microsoft's acquisition and evolution of Xandr properties, and Criteo's commerce media positioning, requiring Display & Video 360 to maintain accurate exchange identification for advertisers.