DDV360 releases Structured Data Files v9.1 update

Display & Video 360 announced the general availability of Structured Data Files v9.1 on September 17, 2025. The update introduces several technical modifications to how advertisers manage insertion orders, line items, and ad groups within the platform's user interface.

According to the Ads Developer Blog, all users can now access SDF v9.1 to upload and download structured data files directly in the Display & Video 360 UI. The release focuses on refining configuration capabilities rather than introducing broad functional changes.

Technical modifications across core resources

The v9.1 update implements targeted changes to three primary file types. For Demand Gen line items specifically, the system now allows advertisers to configure whether certain targeting parameters apply at the line item level or the ad group level. This granular control addresses workflow needs when managing campaign hierarchies.

Ad group files gain a new Combined Audience Targeting column. This addition consolidates audience configuration options that previously required multiple steps or separate interfaces.

Insertion order files now require the Io Objective column as a mandatory field. The change enforces structured planning documentation at the campaign level, ensuring objective alignment across all insertion orders.

Line item files received multiple updates to bidding and format specifications. The Bid Strategy Unit column now presents different options than previous versions. Similarly, the TrueView Video Ad Formats column has updated available selections, reflecting changes to video advertising capabilities within the Display & Video 360 ecosystem.

Removed columns and deprecated functionality

The update removes several columns that no longer serve current operational needs. The Bid Multipliers column has been eliminated from line item files entirely. Insertion order files no longer include the Measure DAR and Measure DAR Channel columns.

These removals indicate shifts in how the platform handles bid optimization and measurement. PPC Land has previously documented how advertising platforms periodically deprecate features that become redundant as automation capabilities expand.

According to the Ads Developer Blog, developers can find comprehensive documentation of all changes between v9 and v9.1 in the official Structured Data Files release notes. The documentation details each modification's technical specifications and implementation requirements.

Deprecation timeline and migration requirements

The announcement establishes clear sunset dates for older SDF versions. Version 7 faces deprecation on November 4, 2025, giving users approximately six weeks from the announcement date. Versions 7.1, 8, and 8.1 have a longer runway, scheduled for sunset on March 3, 2026.

According to the Ads Developer Blog, users still operating on deprecated versions must follow instructions in the v9 migration guide to update their integrations to v9 or newer versions. The migration guide provides step-by-step procedures for transitioning existing workflows.

The staged deprecation approach mirrors platform update patterns observed across advertising technology, where multiple version support windows allow enterprises with complex integrations adequate transition time.

Support infrastructure and implementation assistance

The Display & Video 360 API Team, led by Trevor Mulchay, provides support channels for users encountering issues during implementation. According to the announcement, users experiencing problems can reference the platform's support guide or submit inquiries through the official contact form.

The availability of structured support channels reflects the technical complexity inherent in managing programmatic advertising campaigns at scale. Large advertisers often maintain custom integrations that pull structured data files for reporting, optimization, and cross-platform analysis.

Implications for programmatic advertising workflows

Structured Data Files serve as a critical interface between Display & Video 360 and external systems. Advertisers use SDFs to bulk-upload campaign configurations, extract reporting data, and synchronize settings across multiple campaigns simultaneously.

The v9.1 changes specifically targeting Demand Gen campaigns suggest continued platform investment in Google's newer campaign types. Demand Gen campaigns launched as successors to Discovery campaigns, offering expanded placement inventory and creative formats.

By enabling resource-level targeting configuration for Demand Gen line items, the update addresses a specific workflow gap. Advertisers managing campaigns with multiple ad groups can now determine which targeting parameters cascade from line items versus those configured uniquely per ad group. This flexibility supports both standardized and customized approaches within the same campaign structure.

The Combined Audience Targeting column in ad group files simplifies audience management. Previously, audience configurations might have required multiple column references or separate file imports. Consolidating these settings into a single column reduces file complexity and potential configuration errors.

File format standardization and data integrity

Making the Io Objective column required in insertion order files represents a shift toward enforced documentation standards. Campaign objectives drive bidding strategies, creative optimization, and performance measurement. Requiring explicit objective declaration at the insertion order level ensures alignment between campaign setup and business goals.

The removal of the Bid Multipliers column from line item files indicates that bid adjustment functionality has either migrated to different configuration points or been superseded by automated bidding features. Advertising platforms increasingly handle bid adjustments through machine learning algorithms rather than manual multiplier settings.

Similarly, removing Measure DAR and Measure DAR Channel columns from insertion order files suggests changes to digital audio reach measurement methodology. These columns previously enabled specific audio campaign measurement configurations that may now operate through different technical mechanisms.

Version compatibility and system integration

The announcement's emphasis on migration from deprecated versions highlights ongoing platform maintenance requirements for programmatic advertisers. Organizations running custom integrations must allocate development resources to update SDF parsing logic, validation rules, and data transformation pipelines.

The six-week window for SDF v7 deprecation provides limited time for complex enterprise integrations. Organizations with extensive programmatic operations may need to expedite testing and deployment cycles to meet the November 4, 2025 deadline.

The longer timeline for versions 7.1, 8, and 8.1—extending to March 3, 2026—offers more breathing room. However, the presence of multiple deprecated versions in the field indicates varying adoption rates across the advertiser base.

Technical implementation considerations

The updates to Bid Strategy Unit and TrueView Video Ad Formats columns require careful attention during migration. Changed column options mean existing SDF files may contain values no longer valid under v9.1. Migration processes must include validation steps to identify and update incompatible values.

For organizations managing hundreds or thousands of campaigns through SDF automation, even small column changes can necessitate significant engineering work. Automated upload processes need updated validation logic. Reporting systems pulling from downloaded SDFs require modified parsing routines.

The staged rollout approach—moving from announcement to general availability—gave early adopters time to test integrations before widespread deployment. Organizations that participate in beta testing programs gain competitive advantages by identifying and resolving compatibility issues before forced migrations.

Platform evolution and advertising technology trends

The v9.1 release reflects broader trends in programmatic advertising management. Platforms continue balancing flexibility with standardization, automation with manual control, and backward compatibility with innovation.

The advertising technology landscape has seen consistent movement toward API-first architectures, where UI capabilities and programmatic access maintain parity. Structured Data Files represent a bulk operations interface that complements real-time API methods.

Campaign management at scale requires tools that handle both routine bulk operations and granular individual adjustments. The SDF system addresses the former, enabling advertisers to configure hundreds of line items through file uploads rather than individual UI interactions.

The specific focus on Demand Gen campaign capabilities in v9.1 aligns with Google's strategic emphasis on newer campaign types. As the platform sunset Discovery campaigns in favor of Demand Gen, supporting tools and APIs must evolve to accommodate new configurations and targeting options.

Timeline

• September 17, 2025: Display & Video 360 announces general availability of Structured Data Files v9.1
• November 4, 2025: SDF v7 scheduled for deprecation and sunset
• March 3, 2026: SDF versions 7.1, 8, and 8.1 scheduled for deprecation and sunset

Related developments

• Google Ads API v18 launches with new features and improvements
• Google Ads releases new API version with enhanced features
• Google launches Demand Gen campaigns worldwide

Summary

Who: The Display & Video 360 API Team released the update, with Trevor Mulchay signing the announcement. The update affects all Display & Video 360 users who work with Structured Data Files for campaign management.

What: Structured Data Files v9.1 introduces configuration changes for Demand Gen line items, adds a Combined Audience Targeting column to ad group files, makes the Io Objective column required in insertion order files, updates bidding and video format options, and removes several deprecated columns from line item and insertion order files.

When: The general availability announcement came on September 17, 2025. SDF v7 deprecates on November 4, 2025, while versions 7.1, 8, and 8.1 deprecate on March 3, 2026.

Where: The changes apply within the Display & Video 360 platform user interface, specifically affecting the structured data file upload and download functionality used for bulk campaign management operations.

Why: The update addresses specific workflow needs for Demand Gen campaigns, consolidates audience targeting configurations, enforces campaign objective documentation, and removes outdated measurement and bidding columns that no longer align with current platform capabilities and automation features.