In the next few months, significant updates to the Display & Video 360 API and Structured Data Files are on the horizon. These changes are designed to enhance API functionality and better integrate with the Display & Video 360 product, which may impact your current integrations. It’s crucial for PPC managers to stay informed to ensure a seamless transition.
The upcoming alterations could affect campaign performance and require adjustments in how you leverage the existing tools. As these updates roll out, understanding their implications will be essential for maintaining effective advertising strategies.
Key Updates and Their Implications
Several critical updates will take effect over the next months that you should be aware of. Here’s a breakdown of what to expect:
- February 28, 2025: Frequency caps over 30 days will be deprecated for campaign, insertion order, and line item resources.
- March 6, 2025:
- Optimized targeting will no longer be available for fixed bidding line items, which means a reevaluation of your bidding strategies will be necessary.
- The default page size for audience list requests will be updated, likely impacting how you segment and target audiences.
- Errors will be triggered for requests generating structured data files if partner and advertiser IDs are mismatched, emphasizing the need for meticulous data validation.
- April 1, 2025: It’s mandatory to assign floodlight activities that align with any custom bidding algorithm used for line items. This change necessitates a cohesive approach to tracking and measurement.
- May 1, 2025: The feature for bid multipliers will be deprecated, compelling you to explore alternative bidding strategies.
Steps to Adapt to These Changes
To effectively manage these upcoming adjustments, PPC managers should consider the following actions:
- Review the Announced Deprecations page thoroughly and understand how these deactivations may affect your campaigns.
- Prepare to update your integrations by adhering to the recommended actions provided with each announced change.
- Collaborate with your technical teams to examine any required adjustments to the API connections.
- Monitor your campaign performance closely after implementation to identify any anomalies immediately.
- Should issues arise or if you have inquiries, utilize the Display & Video 360 API Technical support contact form for assistance.
Why This Matters for Your Campaigns
These changes in the Display & Video 360 API could significantly affect how you manage campaigns. Awareness and proactive adjustments to your strategies are critical. Act now to ensure that you’re fully prepared to navigate these updates and continue driving successful results for your campaigns.
