DV360 introduces natural language search functionality

Google's latest Display & Video 360 update brings AI-powered search capabilities, allowing advertisers to find campaign entities using conversational queries instead of traditional keyword-based searches.Display & Video 360 introduces natural language search functionality that transforms how digital advertisers navigate campaign management. According to Google's September 18, 2025 announcement, the platform now supports AI-powered search capabilities, enabling users to find campaign entities through conversational queries rather than traditional name-based searches.

The new search system operates through natural language understanding technology integrated into Display & Video 360's global search bar. Advertisers can now execute queries such as "Which line items had over 1000 impressions last week?" or "Find me YouTube audio line items." This represents a significant departure from the platform's previous requirement for exact name or ID matches.

Technical implementation spans multiple organizational levels within the platform hierarchy. The AI-powered search functionality works at the advertiser, campaign, insertion order, and line item levels. Standard search functionality remains available at the partner level, where AI capabilities are not supported. Search scope differs between conventional and AI-powered methods, with natural language queries limited to the current advertiser context rather than spanning all accessible partners and advertisers.

The feature supports diverse query categories across reporting, settings, and targeting parameters. Reporting queries can identify campaigns based on performance metrics, including impressions, conversions, and cost data. Settings-based searches help locate campaigns with specific configurations, such as pacing types or expiration dates. Targeting queries specifically work at the line item level, allowing advertisers to find campaigns targeting particular audiences, devices, or browsers.

Search result presentation varies depending on query type. AI-powered searches generate results in table format with summary information, while standard searches continue appearing in dropdown menus. The system acknowledges that "Google AI is still learning and may show inaccurate or irrelevant results," with provisions for user feedback to improve accuracy.

Language limitations currently restrict the feature to English-language queries only. The system also includes specific limitations around use case support, with notifications appearing when search phrases fall outside supported parameters. Users encountering unsupported queries receive prompts to provide feedback through the platform's help system.

Integration with existing Display & Video 360 infrastructure maintains consistency with established workflow patterns. The search functionality connects with the platform's reporting systems, targeting configurations, and campaign management tools. This integration preserves data continuity while expanding access methods for campaign information.

Privacy considerations align with Google's established data handling policies. User inputs may be subject to review and processing for AI improvement purposes. The system operates under Google's Terms of Service and AI Use Policy, with data handling governed by the Google Privacy Policy.

The announcement also introduces the Ads Guide feature, which provides conversational assistance for Display & Video 360 users. This complementary tool offers personalized support accessible through a chat icon positioned next to the platform's help button. The guide serves as an additional resource for users navigating the platform's expanding feature set.

Implementation timing places the AI-powered search in general availability status as of September 18, 2025. This designation indicates the feature has completed testing phases and is accessible to all eligible Display & Video 360 advertisers. The timing coincides with broader AI integration efforts across Google's advertising platforms.

Companion features announced alongside the search functionality include targeting templates and Audience Persona capabilities. These additions form part of what Google terms "next generation workflows" for Display & Video 360. The targeting templates feature enables creation of reusable targeting criteria sets, while Audience Persona uses AI to translate marketing personas into actionable targeting parameters.

The natural language search capability addresses long-standing efficiency challenges in programmatic advertising platforms. Traditional navigation methods required users to maintain detailed knowledge of campaign naming conventions and hierarchical structures. The new system reduces dependency on exact terminology while expanding accessibility for users with varying technical expertise levels.

Campaign management implications extend beyond individual user efficiency gains. Teams managing multiple campaigns can now execute broader discovery queries without prior knowledge of specific campaign names or identification numbers. This capability particularly benefits agencies managing diverse client portfolios with varying naming conventions.

Market context for this announcement reflects growing adoption of AI-powered interfaces across digital advertising platforms. PPC Land previously covered the evolution of Display & Video 360's API capabilities, highlighting the platform's progression toward more intuitive management tools.

The search functionality complements ongoing platform developments, including recent API updates and privacy enhancements. Display & Video 360's API received significant updates in July 2025, establishing targeting parity between API versions and expanding inventory control features.

Technical infrastructure supporting the natural language search draws from Google's broader AI development efforts. The system processes conversational queries through machine learning models trained on advertising industry terminology and campaign management patterns. This approach enables recognition of varied phrasings for similar information requests.

User adoption patterns will likely determine the feature's long-term impact on platform usage. Early feedback mechanisms built into the system provide pathways for continuous improvement based on real-world query patterns. The combination of user feedback and AI learning capabilities suggests ongoing refinement of search accuracy and scope.

The announcement represents a significant step in the democratization of programmatic advertising tools. By reducing technical barriers to campaign discovery and management, the natural language search potentially expands effective platform usage beyond traditional technical specialists. This accessibility improvement aligns with broader industry trends toward user-friendly advertising technology interfaces.

Timeline

• September 18, 2025: Google announces AI-powered natural language search for Display & Video 360, bringing conversational query capabilities to the advertising platform
• July 2025: Google updates Display & Video 360 API with campaign targeting and inventory features, establishing foundation for enhanced platform capabilities
• June 2025: Google updates DV360 to reflect Scope3 acquisition of Adloox, consolidating verification and sustainability measurement
• November 2024: Display & Video 360 launches SDF v8 with Demand Gen integration and enhanced campaign management
• September 2024: YouTube auto-tagging enabled by default for DV360 advertisers to improve conversion tracking

Summary

Who: Google Marketing Platform, specifically targeting Display & Video 360 advertisers, agencies, and campaign managers who need efficient access to campaign information across organizational hierarchies.

What: AI-powered natural language search functionality that enables conversational queries for finding campaign entities, replacing traditional name-based searches with intuitive question formats like "Which line items had over 1000 impressions last week?"

When: September 18, 2025, with the feature reaching general availability status for all eligible Display & Video 360 advertisers across advertiser, campaign, insertion order, and line item organizational levels.

Where: Integrated into Display & Video 360's global search bar, operating at multiple platform levels except partner level, with functionality limited to English-language queries and current advertiser scope.

Why: To streamline campaign management workflows, reduce dependency on exact naming conventions, and democratize access to programmatic advertising tools by eliminating technical barriers that previously required detailed platform knowledge.