As a digital marketer, I’m thrilled about the new tools that will soon enhance the way I automate campaign management and targeting through existing DV360 workflows. The opportunities for advertisers and developers are about to expand significantly.
Demand Gen campaigns are now more intricately woven into Google’s advertising stack. From June 10th, I’ll have the chance to manage Demand Gen resources directly via the Display & Video 360 API, aligning campaign automation and management workflows more closely with other DV360 inventory types.
What’s happening. Google is set to roll out Demand Gen resource support to Display & Video 360 API partners beginning June 10, with the rollout expected to be fully available by June 24.
The upgrade introduces support for Demand Gen line items, ad groups, and ad formats. This expansion allows developers and advertisers like me to retrieve, create, update, and delete Demand Gen resources through the API. Once enabled, Demand Gen resources will seamlessly appear alongside standard line item and ad group list responses with existing DV360 campaign objects.
Between the lines. For those of us who depend on API integrations, a major immediate effect is that our existing list queries might start returning additional Demand Gen line items and ad groups. Google’s advice to developers is to update integrations before June 10 to ensure our systems can handle these new resource types.
Why I care. This update simplifies automating Demand Gen campaign management within my current DV360 workflows, diminishing the necessity for separate tools or manual processes as I explore YouTube and other discovery-focused inventory.
The bottom line. Demand Gen is transitioning from a beta feature to a standard component of the DV360 API, offering increased flexibility for advertisers and partners like me to programmatically manage campaigns at scale.
Inspired by this post on Search Engine Land.
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