DV360 to add GDN inventory support for Demand Gen line items

Display & Video 360 has announced a significant expansion to its Demand Gen capabilities scheduled for implementation in late April 2025. The update will introduce access to image inventory on the GDN (Google Display Network), marking a substantial enhancement to the platform's advertising options.

According to the official announcement released on March 3, 2025, this update builds upon the existing functionality of Demand Gen line items, which currently facilitate engagement and action across YouTube, Discover, Gmail, and video inventory within the Google Display Network.

The current implementation of Demand Gen line items supports various formats across Google properties. For YouTube, this includes in-stream video, in-feed placements, and Shorts. The platform also provides placement options on Discover and Gmail, as well as video inventory within the GDN through Google Video Partners.

Starting in late April 2025, Display & Video 360 will extend these capabilities by adding support for image inventory on the GDN. This expansion aims to increase both reach potential and performance metrics for advertisers utilizing the platform.

The technical implementation of this update will be straightforward for advertisers already using Demand Gen line items. According to the announcement, line items that have image ads and are opted into serving on the GDN via Inventory Source targeting controls will automatically become eligible to serve image ads across the GDN once the feature launches.

This expansion represents a strategic enhancement that provides advertisers with increased avenues to achieve lead generation and online sales objectives. By leveraging the GDN's extensive network of websites, applications, and video publishers, advertisers gain access to a broader audience reach without requiring significant workflow changes.

The timing of this announcement coincides with Display & Video 360's broader transition from Video Action Campaigns to Demand Gen line items, scheduled throughout early 2025. This transition reflects the platform's evolution toward multi-format advertising capabilities that combine video and image assets within unified campaign structures.

For advertisers currently using the platform, no immediate action is required ahead of the late April implementation. The automatic eligibility for image inventory will apply to relevant Demand Gen line items that meet the specified criteria regarding image assets and GDN targeting options.

This update aligns with industry trends toward integrated advertising approaches that maximize reach across multiple formats and platforms while streamlining campaign management processes. By expanding the inventory options available through Demand Gen line items, Display & Video 360 aims to enhance advertising effectiveness while maintaining operational efficiency.

Timeline for Implementation

• March 3, 2025: Initial announcement of GDN image inventory support
• Late April 2025: Scheduled implementation of image inventory access for eligible Demand Gen line items