Updates to Google Marketing Platform capabilities

Be sure to review the upcoming changes and implement any recommendations to ensure a smooth transition and prevent any disruptions.

Starting in September 2025, several changes to Display & Video 360 Google Marketing Platform (GMP) capabilities will begin to take effect. These changes will affect reporting metrics, several features will be deprecated, and will modify existing workflows.

On this page

• AUG 2025 Deprecation of Programmatic Guaranteed Bids Requests passed due to Frequency Metric
• AUG 2025 Improvements to Added Reach Metrics
• SEP 2025 Deprecation of low-use Dimensions and Metrics
• SEP 2025 Display Impression Counting moved to Begin-to-Render
• SEP 2025 EU Political Ads Exit
• SEP 2025 Renaming of Carriers
• SEP 2025 Updating Geo Name and Country Code

August 2025 Deprecation of Programmatic Guaranteed Bid Requests passed due to Frequency Metric

Estimated August 2025

The Programmatic “Guaranteed Bid Requests passed due to Frequency” metric is being deprecated and replaced by more accurate metrics. This metric was calculated using bid requests but the new metrics will better account for real-time auction dynamics by using total media cost instead.

For more accurate reporting, use the following new metrics in Report Builder.

• Programmatic Guaranteed deals: Click the category Programmatic Guaranteed Savings > PG Savings Reinvested from Frequency Cap.
• All other non-guaranteed and auction line items: Click the category Savings > Savings Reinvested from Frequency Cap.

August 2025 Improvements to Added Reach Metrics

Estimated August 2025

Updates to the added reach metrics enhance the way you can measure the value of your reach and optimize your budget.

The updates include:

• Cost per reach: This metric is calculated as Total Media Cost / Impression Reach, and offers an instant understanding of your campaigns efficiency.
• Savings from Frequency Cap: This metric allows you to measure savings from managing frequency using 2 new metrics in Report Builder.
• For Programmatic Guaranteed deals, click the category Programmatic Guaranteed Savings > PG Savings Reinvested from Frequency Cap.
• For all other auction and non-guaranteed line items, click the new category Savings > Savings Reinvested from Frequency Cap.
• The new metric PG Savings Reinvested from Frequency Cap is replacing the Programmatic Guaranteed Bid Requests passed due to Frequency.

Use these new metrics to better understand your campaigns performance and optimize your ad spend more efficiently.

September 2025 Deprecation of low-use Dimensions and Metrics

Estimated September 2025

Dimensions and metrics that are associated with features that are no longer available are being removed. While these features may have been previously retired, some of the metrics have remained in the system. These no longer used metrics are being removed so that we can focus on improving the features you actively use and will have no impact on any currently active features.

The following metrics and dimensions are being removed:

• xbid_tv_bid_date
• xbid_tv_broadcast_date
• xbid_tv_broadcast_status_name
• xbid_tv_broadcast_time
• xbid_tv_day_part_name
• xbid_tv_forecasted_household_impressions
• xbid_tv_forecasted_household_impressions_cpm_nanos
• xbid_tv_forecasted_target_impressions
• xbid_tv_forecasted_target_impressions_cpm_nanos
• xbid_tv_household_impressions
• xbid_tea_trueview_remarketing_list_id
• xbid_tea_trueview_youtube_video
• xbid_tea_trueview_youtube_video_name
• xbid_petra_campaign_id_list
• xbid_petra_dfp_lineitem
• xbid_petra_dfp_lineitem_id
• xbid_petra_dfp_order
• xbid_petra_dfp_order_id
• xbid_petra_partner_id_list
• xbid_tea_trueview_country
• xbid_tv_household_impressions_cpm_nanos
• xbid_tv_network_name
• xbid_tv_rotation_id
• xbid_tv_show_name
• xbid_tv_spots_in_rotation
• xbid_tv_station
• xbid_tv_target_impressions
• xbid_tv_target_impressions_cpm_nanos
• xbid_tv_tms_id
• xbid_ooh_billboard_category_type_name
• xbid_ooh_media_owner_name
• xbid_tea_trueview_country
• xbid_tea_trueview_country_name
• xbid_tea_trueview_extended_demo_id
• xbid_tea_trueview_extended_demo_name
• xbid_tea_trueview_hour_of_day
• xbid_tea_trueview_household_income
• xbid_tea_trueview_life_event
• xbid_tea_trueview_life_event_id
• xbid_tea_trueview_parental_status
• xbid_tea_trueview_remarketing_list

September 2025 Display Impression Counting moved to Begin-to-Render

Estimated September 2025

The Impressions counting methodology for Display & Video 360 and Campaign Manager 360 billed display ad impressions are moving from “on-download” to “begin-to-render”. The previous “on-download” method counts impressions once the ad begins to download. The newer, stricter “begin-to-render” method counts impressions only when the ad’s creative assets have finished downloading. The impressions counted this way are more likely to have had an opportunity to have been seen and impacted end users.

This change only affects display ads and does not impact video, native, or other formats that are measured only by tracking pixels. This update affects both third-party hosted display ads in Display & Video 360 and display ads hosted by Campaign Manager 360 (Including Display & Video 360 display ads hosted by Campaign Manager 360). There may be a slight decrease in billed impression volume because of the stricter counting standard.

September 2025 EU Political Ads Exit

Estimated September 2025

Google announced our decision to exit political advertising in the EU due to the EU regulation on Transparency and Targeting of Political Advertising (TTPA) that takes effect in October 2025. Any ads in the scope of Eu Political Ads will be restricted from serving in the EU after the policy update.

All Advertisers globally are required to self-declare their intent to run political advertising, no matter their industry. Each Campaign requires a “Yes” or “No” declaration and self-declared “Yes” Display & Video 360 line items, Campaign Manager 360 campaigns, and Search Ads 360 campaigns will be blocked from serving in the EU. The Display & Video 360 API, Display & Video 360 SDFs, and Campaign Manager 360 API will also require self-declarations.

September 2025 Renaming of Carriers

Estimated September 2025

A few outdated carrier names are being updated in our system. Once these changes take effect, the new carrier names will be reflected in Display & Video 360 and your reporting. This is only a naming update and won’t impact functionality or your ability to access and report on carrier data. 

September 2025 Updating Geo Name and Country Code

Estimated September 2025

Our report builder utilizes the latest Ads F1 geographic names and country codes, so we are updating the generated reports to also reflect the most up to date geo-targeting dimension values to match the filter names in the report builder. This update will help maintain a consistent experience so that you can better evaluate the data reflected in your reports.

If you are using geo “Country” in the filters or dimensions, please be aware that there are 46 geo locations that are changing their country code.

The following shows the unique pairs from the selected region and their counts:

• CS - ME: 8
• CS - RS: 27
• GB - GG: 2
• GB - IM: 3
• B - JE: 2
• CG - CD: 1
• IT - MY: 1
• CS - XK: 1

Related links

• Display & Video 360 Reporting and trafficking updates