DV360 API gains Advertiser-Level Keyword Targeting

Google yesterday announced an update to the Display & Video 360 (DV360) API, its programmatic advertising platform. This update introduces two new functionalities:

Advertiser-Level Keyword Targeting: Advertisers can now manage and retrieve keyword targeting options assigned at the advertiser level within the DV360 API. This potentially simplifies campaign management by allowing advertisers to set keyword parameters at a broader, advertiser-wide scope.

Insertion Order Optimization Objective (Limited Access): A new field named "optimizationObjective" has been added to the "InsertionOrder" resource within the DV360 API. This field allows advertisers to specify the campaign's optimization objective. However, currently, only whitelisted accounts have write access to this feature. For non-whitelisted accounts, this field will be set to null.

The advertiser-level keyword targeting functionality has the potential to streamline campaign management for DV360 users. By setting keyword parameters at the advertiser level, advertisers may be able to establish consistent targeting across multiple campaigns within a single advertiser account.

The "optimizationObjective" field, while currently limited in access, suggests Google may be moving towards allowing more granular control over campaign optimization goals directly within the DV360 API. This could potentially improve campaign performance by enabling advertisers to clearly define their objectives within the platform.

According to the update announcement, advertisers are advised to ensure their client libraries are updated to the latest version to leverage these new features. Additionally, a new DV360 API Technical Support contact form is available for assistance with these functionalities.