A modern display advertising agency no longer just places banners — it works with data, audiences, and performance measurement. In this landscape, Display & Video 360 (DV360) has become the core platform of Google Marketing Platform, enabling brands and agencies to manage all their display and video advertising services from a single, unified interface.
In 2025, DV360 remains the leading solution for digital marketing teams seeking maximum efficiency and precision in their media buying.
What is Display & Video 360
Display & Video 360 (DV360) is a powerful platform for display and video advertising that unites every stage of a programmatic campaign — from media planning to reporting.
It enables marketers to work within a single environment, maintaining full control over budgets, creatives, and data.
Key capabilities of DV360 include:
- Access to global display and video inventory, including YouTube;
- Flexible management of audiences and first-party data;
- Automated media planning and bid strategy optimization;
- Detailed analytics and conversion tracking via Floodlight and Data Transfer;
- Integration with Campaign Manager 360 and Analytics 360 for comprehensive cross-channel measurement.
What’s New in Display & Video 360 in 2025
In 2025, Google continues to enhance Display & Video 360 (DV360), focusing on more accurate performance measurement, budget optimization, and simplified inventory management. Below are the key official updates introduced this year.
1. New Incremental Reach Metrics
In August 2025, Google updated the incremental reach metrics in DV360, enabling advertisers to more accurately measure campaign performance.
- A new metric — Cost per Reach — was introduced, calculated as Total Media Cost / Reach Impressions, allowing teams to assess reach efficiency in monetary terms.
- Additionally, new indicators — Savings and Savings Reinvested from Frequency Cap — show how much budget was saved through frequency capping.
- For Programmatic Guaranteed deals, the metrics Programmatic Guaranteed Savings and PG Savings Reinvested from Frequency Cap are now available.
These updates are designed to help marketing teams measure performance more precisely and optimize budget allocation across campaigns.
2. Deprecation of Legacy Programmatic Guaranteed Metrics
In the same month, Google officially removed the outdated metric “Programmatic Guaranteed Bid Requests passed due to Frequency”, which previously showed bid requests passed due to frequency limits. It has now been replaced with new financial performance metrics — Savings and PG Savings Reinvested — that provide a more accurate reflection of how frequency caps impact overall spending efficiency.
3. Discontinuation of Cross Campaign Optimization (CCO)
Starting September 1, 2025, Google will fully sunset the Cross Campaign Optimization (CCO) feature due to low adoption rates and the need to improve system performance and processing speed.
- As a result, it will no longer be possible to link Programmatic Guaranteed (PG) deals across multiple line items or campaigns.
- All non-default line items containing PG deals have already stopped serving ads.
Recommended alternatives:
- Use Preferred Deals for similar use cases;
- Or create separate PG deals for each line item.
These changes mark DV360’s move toward a more transparent and efficient measurement system, where budget decisions are based not on technical bid requests, but on real financial performance and actual audience reach.
Why newage. is the Right Partner for Display & Video 360
newage. agency is a team that helps brands scale through digital display marketing. We combine analytics, creativity, and automation to ensure that every impression drives measurable results.
With us, you’ll get:
- End-to-end setup and management of your Display & Video 360 workflows;
- Seamless integration with Campaign Manager 360 and Analytics 360;
- Transparent attribution and automated reporting;
- Expert support in building your own display advertising infrastructure.
We are an agency that speaks the language of data and knows how to turn campaigns into measurable business outcomes. Here are several case studies from newage.’s experience:
- Q5 — The Best Time for Post-Holiday Advertising
We analyzed user behavior after the high season and discovered that the Q5 period holds unique potential for highly effective video and display advertising. Using DV360, our clients achieved lower impression costs and higher conversion rates during this timeframe. Case study: “The Time After the Holidays — Why Q5 Is the Golden Hour for Advertising”
- NG Phaselis — Effective Hotel Advertising Between Seasons
We leveraged Display & Video 360 to manage media campaigns for NG Phaselis Hotel, focusing on off-season demand. By optimizing frequency, targeting, and YouTube Reach formats, the campaign maintained a high booking rate even during the low season. Case study: “How to Advertise a Hotel Between Seasons”
- Prom.ua — How Media Campaigns Impact Performance Metrics
For Prom.ua, we conducted an in-depth analysis of the interaction between brand awareness impressions and performance activities. Using DV360 and Campaign Manager 360, we identified a clear correlation between increased brand visibility and higher conversions in search channels. Case study: “How Media Campaigns Influence Performance Results”
In 2025, Display & Video 360 remains the core platform for programmatic advertising, evolving toward greater analytical precision, stronger data security, and smarter automation.
All the latest updates make the platform more stable, accurate, and aligned with modern advertising technology standards.
With newage. agency, you gain not just a tool, but a complete display advertising ecosystem — one that works seamlessly to grow your brand.