Google today announced that the Display & Video 360 API will begin supporting Demand Gen resources for all partners starting June 10, 2026 - a two-week phased rollout that will reach every Display & Video 360 partner by June 24, 2026. The announcement, posted to the Google Ads Developer Blog by Trevor Mulchay of the Display & Video 360 API Team, marks the general availability of a capability that entered closed beta on April 14, 2026.

The update closes a programmatic gap that has persisted since Demand Gen campaigns were first integrated into the Display & Video 360 platform. Developers who manage campaigns through automated workflows will gain the ability to retrieve, create, update, and delete Demand Gen resources entirely through the API - without touching the platform's user interface.

What the rollout covers

According to Google, Demand Gen resource support encompasses three distinct resource types that together represent the full structure of a Demand Gen campaign within Display & Video 360.

The first resource type is the LineItem. The API will recognize LineItem resources carrying a lineItemType field value of LINE_ITEM_TYPE_DEMAND_GEN. These line items form the top-level campaign execution layer, sitting below insertion orders and above ad groups in the DV360 hierarchy.

The second is the AdGroup. AdGroup resources with an adGroupFormat field value of AD_GROUP_FORMAT_DEMAND_GENwill be included in API responses once the rollout reaches a given partner. Ad groups govern targeting and bidding at a granular level within each line item, and bringing them into the API enables more precise programmatic control over how Demand Gen budgets are distributed.

The third resource type is the AdGroupAd. This is where the creative assets live. The API will support AdGroupAdresources using any of four specific fields: demandGenVideoAd, demandGenImageAd, demandGenCarouselAd, and demandGenProductAd. Notably, according to Google, AdGroupAd resources for Demand Gen are already retrievable through the Display & Video 360 API - but the specific Demand Gen fields will not appear in retrieved objects until full support is rolled out to a given partner.

Once the rollout completes for a partner, the API will support get, create, delete, and patch requests for all three resource types. Additionally, Demand Gen line items and ad groups will appear alongside existing resource types in advertisers.lineItems.list and advertisers.adGroups.list responses.

The list response problem - and why it matters now

The addition of Demand Gen resources to list responses is the single most operationally significant change for developers who have not yet prepared their integrations. Before the rollout, calling advertisers.lineItems.list returned only the line item types the API already supported. After June 10, those same calls will begin returning Demand Gen line items as well.

For integrations that process list responses without filtering by lineItemType, this means the response payloads will grow. Pipelines that assume a fixed set of line item types may encounter unexpected behavior when LINE_ITEM_TYPE_DEMAND_GEN entries begin appearing. The same applies to ad group list responses.

According to Google, developers who currently retrieve LineItem and AdGroup resources via advertisers.lineItems.list and advertisers.adGroups.list must update their integrations by June 10, 2026 to handle the Demand Gen resources that will be included once the feature rolls out to their partner. Google distinguishes this from the other changes in the rollout, which involve resources explicitly requested using new or existing methods - changes that would only have previously returned errors and therefore require no defensive preparation.

The deadline is firm. Partners for whom the feature activates on June 10 will see Demand Gen resources in their list responses from that date. Partners who receive the rollout later during the two-week window will have more time, but June 10 is the earliest possible activation date.

From closed beta to general availability

The timeline from beta to general availability is relatively compressed. According to the announcement, Demand Gen resource support for the Display & Video 360 API launched in closed beta on April 14, 2026 - less than seven weeks before today's announcement of the general availability rollout.

The closed beta covered the same management and retrieval capabilities that are now being made available broadly: programmatic handling of Demand Gen resources and their targeting configurations. The beta period allowed Google and select partners to validate the API behavior before opening it to all Display & Video 360 API users.

This pattern - closed beta followed by a phased partner rollout over two weeks - mirrors how Google has handled other significant additions to the DV360 API. The October 2025 update that added asset management for YouTube and Demand Gen ads followed a similar staged approach, introducing functionality incrementally rather than switching everything on simultaneously.

How Demand Gen reached the DV360 API

Demand Gen campaigns have been building toward full API support for well over a year. The journey from UI-only capability to programmatic parity involved multiple intermediate steps across the DV360 product stack.

Demand Gen campaigns first entered Display & Video 360 in September 2024, with a rollout scheduled for October 2024. That integration brought the campaign type into DV360 as a manageable entity within the platform interface, but API support lagged behind. The launch of SDF v8 in late October 2024 introduced comprehensive Demand Gen support for Structured Data Files - the bulk upload mechanism used by large advertisers - but the REST API itself did not yet support Demand Gen resources natively.

In March 2025, DV360 introduced granular inventory source controls for Demand Gen line items, moving inventory targeting from the line item level down to the ad group level and adding expanded reporting dimensions. That change was delivered via Structured Data Files v8.1, not the API. The SDF v9.1 update in September 2025 continued refining Demand Gen line item configuration at the SDF layer.

The API itself received incremental Demand Gen-adjacent improvements over the same period. The October 2025 API update added asset creation and retrieval for Demand Gen ads, enabling developers to programmatically upload creative elements. That was a meaningful step, but it stopped short of full campaign management support. Full get, create, delete, and patch operations for Demand Gen line items and ad groups were not yet available.

Today's announcement fills that remaining gap.

What developers can do from June 24

Once the rollout completes for all partners after June 24, 2026, developers will be able to build fully automated Demand Gen campaign management workflows using the Display & Video 360 API. This means creating Demand Gen line items programmatically, building ad groups with the AD_GROUP_FORMAT_DEMAND_GEN format, uploading ads using the four supported Demand Gen ad fields, and managing targeting configurations - all without manual intervention in the DV360 interface.

For programmatic advertising teams managing large portfolios of campaigns, this changes the operational calculus for Demand Gen. Previously, any Demand Gen campaign adjustments that required creating or modifying line items or ad groups had to go through either the DV360 interface or the SDF upload mechanism. After June 24, those same operations become available through the same API endpoints already used for other campaign types.

The four ad format fields - demandGenVideoAd, demandGenImageAd, demandGenCarouselAd, and demandGenProductAd - map to the format variety that Demand Gen campaigns support across YouTube, Discover, and Gmail inventory. Bringing all four into the API means that creative rotation, format-level testing, and automated creative management become fully scriptable for Demand Gen. The product feed-driven demandGenProductAd field is particularly notable given that Google expanded Demand Gen product feeds to the automotive category at Google Marketing Live 2026.

Developer communication channels

According to Google, a separate announcement will be made once the rollout actually begins on June 10. Developers with questions or implementation concerns can reach the Display & Video 360 API Team through the Google Advertising and Measurement Community Discord server. Google added dedicated DV360 API and SDF channels to that server in March 2026, consolidating developer support across the DV360 API, Structured Data Files, and the Bid Manager API into a single community.

Google also maintains a guide with step-by-step instructions for serving Demand Gen ads using the Display & Video 360 API. That guide is referenced in the announcement as the authoritative starting point for developers who want to begin building once full support is available after June 24.

The phased rollout model means that not all developers will gain access simultaneously. Developers who want to confirm when their specific partner configuration receives the feature will need to monitor their list responses or watch for the follow-up announcement Google has committed to publishing at rollout start.

Why this matters for programmatic teams

Demand Gen has become a central campaign type in Display & Video 360 following Google's phase-out of YouTube Video Action campaigns. For agencies and trading desks that operate large DV360 accounts, managing Demand Gen at scale through the user interface alone - or through periodic SDF uploads - creates operational friction that full API support removes.

The ability to run create and patch operations on Demand Gen line items and ad groups through the API enables integration with external bid management systems, automated campaign cloning workflows, and real-time response to performance data. These are the same automation patterns that programmatic teams already apply to other DV360 campaign types. Demand Gen's absence from the API has been an architectural inconsistency - one that June 10 begins to resolve.

The announcement also has implications for the Google Advertising and Measurement Developers Hub launched in April 2026, which consolidated developer resources across Google's advertising APIs. Full Demand Gen API support strengthens the programmatic surface area that hub documents and supports.

Timeline

Summary

Who: Google's Display & Video 360 API Team, represented by Trevor Mulchay, issued the announcement. The rollout affects all Display & Video 360 API developers and partners.

What: The Display & Video 360 API will begin supporting Demand Gen resources - including LineItem, AdGroup, and AdGroupAd types - with full get, create, delete, and patch operations. Developers using list endpoints must update integrations by June 10 to handle Demand Gen entries that will appear in responses.

When: The phased rollout starts June 10, 2026 and reaches all partners by June 24, 2026. The closed beta ran from April 14, 2026. The pre-rollout announcement was published today, May 27, 2026.

Where: The Display & Video 360 API, accessible to authorized Display & Video 360 partners. The announcement was published on the Google Ads Developer Blog.

Why: Demand Gen has become a primary visual campaign type in Display & Video 360 following the sunset of YouTube Video Action campaigns. Bringing full Demand Gen management into the API enables programmatic teams to automate creation, modification, and targeting of Demand Gen campaigns at scale - removing a gap that previously required manual UI work or SDF uploads for certain operations.

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