Google today updated its "Coming soon: Display & Video 360 updates in Q4 2026" help page, which lists three changes scheduled for November 2026: Floodlight conversion tracking is to start using Google signed-in data signals, the advertiser-level Brand Control Center page in Display & Video 360 is to be deprecated, and an audience data provider called Amerilink is to be renamed "Open Audiences" in reporting. Google gives each item the month only, with no day, and states that none of the three requires action from advertisers.

In Short

Google is changing three things in its big-advertiser ad tools in November 2026. The most important one lets Google use what it knows about people signed in to Google accounts to connect an ad seen on one device or app with a purchase made somewhere else, which is meant to make some conversions show up in reports that were missing before. The other two are tidying jobs: one page for brand safety settings goes away because the same settings live elsewhere, and one data provider gets a new name in reports.

What the page says and when

The page carries a "Last updated: October 16, 2026" line. It does not say when individual entries were added, so it is not possible to tell from the page alone whether the November items appeared for the first time today or in an earlier revision.

Four entries sit on the page, grouped under four headings: campaign workflow updates, reporting updates, other updates and cross-platform updates. Three of them carry the date "November 2026." The fourth, dated October 12, 2026, made business name and logo assets mandatory for YouTube line items and is outside the scope of this article. No December entries appear on the page as of today.

That leaves a short list. Each November entry runs between one and three paragraphs, and none includes a figure, a country list or a specific day.

Floodlight and Google signed-in data

The cross-platform entry is the shortest on the page and the one with the widest reach. Its full text reads: "Floodlight will use Google signed-in data signals to help recover previously unattributed cross-device and cross-environment web conversions across Display & Video 360, Search Ads 360, and Campaign Manager 360 reporting. No action is required."

Floodlight is the conversion tag system that sits underneath Google Marketing Platform's buying and ad serving tools. PPC Land described it in June as the centre of conversion tracking in Campaign Manager 360, passing attribution signals to Display & Video 360 and Search Ads 360, in coverage of the Data Manager API version 1.7 release. That release added a FLOODLIGHT_CONFIG destination type and opened offline conversion ingestion to Campaign Manager 360, Display & Video 360 and Search Ads 360. The November change works on a different input. Instead of conversions uploaded by advertisers, it draws on Google's own knowledge of users who are signed in to Google accounts.

Two categories of conversion are named. A cross-device conversion is one where the ad interaction happens on one device and the conversion on another, for instance an ad viewed on a phone and a purchase completed on a laptop. A cross-environment conversion, in Google's terminology, crosses between an app and a web browser. The entry limits the change to "web conversions," so the conversion itself has to happen on a website, even if the ad exposure took place in an app.

What Google does not say

The page leaves several questions open. It gives no estimate of how many conversions are currently unattributed or how many the signed-in signals might recover. It does not say whether recovered conversions will be reported as observed or modelled, whether they will appear in a separate column, or whether they will flow into automated bidding strategies that optimise against Floodlight activities. It does not mention regions, consent requirements or whether the change applies to conversions in the European Economic Area, where consent rules govern the use of personal data for advertising measurement.

It also does not say whether historical data will be restated. If recovered conversions appear only from the November switch onward, reports comparing periods before and after the change would show an increase that reflects measurement rather than any change in campaign performance. That is an inference from the wording; Google has not addressed it on the page.

How it fits earlier Floodlight changes

The November item extends a run of Floodlight changes listed on Google's roadmap pages through 2026. Google's Q3 page, which PPC Land analysed on September 5, included three cross-platform measurement items: app-to-web and web-to-app conversion measurement expanding across Campaign Manager 360, Display & Video 360 and Search Ads 360; support for CHIPS in Floodlight attribution; and the use of first-party browser local storage alongside cookies for click-through attribution. The same page scheduled the migration of Floodlight reports from offline to instant reporting for September 2026, a change Google's Q2 roadmap had first estimated for June 2026, starting with 10% of users.

The pattern is consistent. Each change reduces the dependence of Floodlight attribution on third-party cookies by substituting a different identifier or storage mechanism. CHIPS relies on partitioned cookies, local storage on first-party browser storage, and the November change on Google's account sign-ins. Of the three, the last rests on a signal that independent measurement vendors cannot access: the sign-ins of Google account holders.

Signed-in data as a cross-device bridge is not new to Google. In April 2021, PPC Land reported that Google said cross-device conversions could still be measured without third-party cookies only if people converting were signed into their browser across their devices. Google Ads had already added cross-device activity to all of its attribution reports from May 1, 2019. The November entry brings a version of that capability to the Floodlight-based reporting used by agencies and large advertisers across the Google Marketing Platform stack.

Why it matters for measurement

For buyers who run campaigns in Display & Video 360 and measure them through Campaign Manager 360, Floodlight counts are often the reference figures used in client reporting, in bid strategies and in comparisons with other platforms. An increase in attributed conversions driven by a new Google-only signal changes the basis of those comparisons. A buyer comparing Display & Video 360 with another demand-side platform measured through a neutral ad server would see Google's numbers move for reasons unrelated to media quality.

The change also arrives at a point when Floodlight data reaches Google Analytics. Since June 2024, Google Analytics 4 properties, including subproperties and roll-up properties, can be linked to Campaign Manager 360 Floodlight configurations, sharing conversions in both directions. How recovered conversions travel across that link is not addressed on the help page.

Advertiser-level Brand Control Center deprecation

The campaign workflow entry concerns a page inside the Display & Video 360 interface. According to Google, "Display & Video 360 is deprecating the advertiser-level Brand Control Center (Resources > Brand controls)." The reason given is that the page duplicates settings managed elsewhere. "Brand safety and suitability settings are managed at the advertiser level and apply to all line items within an advertiser," the entry says, and those settings sit under Advertiser settings > Targeting rules. "The standalone overview page is no longer needed."

Google is explicit about what does not change. "This change won't affect existing brand suitability protections, campaign delivery, or reporting," according to the page. The partner-level Brand Control Center remains. Partners "can continue to use the partner-level Brand Control Center (Resources > Brand controls) to view settings across accounts," the entry says. The only visible difference at partner level is cosmetic: "In the partner-level Brand Control Center summary table, advertiser names will appear as plain text instead of links to the deprecated advertiser-level page."

Agencies and holding companies operating several advertisers under one partner therefore keep their cross-account view. A user who works within a single advertiser loses a summary page but not the settings it summarised.

The October 1 consolidation behind it

The deprecation follows directly from a larger change that took effect on October 1, 2026. On that date, Google stopped offering sensitive categories and digital content labels as brand suitability controls for programmatic inventory and moved programmatic display, video, Connected TV and audio line items onto the inventory modes and content theme exclusions already used for YouTube. PPC Land's October 11 analysis of that switch found that one advertiser-level choice now governs YouTube, open-web display, CTV and audio together, and that new line items inherit the advertiser-level setting.

Once a single advertiser-level setting covers every line item, a separate overview of that one setting carries little information. The August 27 developer notice had already removed the targeting types for digital content label and sensitive category exclusions from the API and from Structured Data Files on October 1. The November removal of the advertiser-level overview page is the interface catching up with that earlier change.

The reporting entry is a renaming. "The audience provider dimension 'Amerilink' will be renamed to 'Open Audiences' in Display & Video 360 reporting for Data Onboarder dimensions," according to Google. The stated reason is consistency: the change "aligns the reporting terminology with the Google Ads and Display & Video 360 partner linking interfaces." Google adds that "campaign delivery and audience functionality won't be affected."

Data Onboarder dimensions identify the external provider behind third-party data segments used in a campaign. The entry does not explain who or what Open Audiences is, whether the change reflects a corporate rebranding or an acquisition, or whether the Amerilink name already differs in the Google Ads and partner linking interfaces today. It also does not say whether report rows from before November will show the old value, the new one, or both. A report filtered or aggregated on the provider name could therefore show two labels for the same provider across a period that spans the switch, an inference the page neither confirms nor rules out.

It is the second provider rename in this dimension in 2026. Google's Q2 roadmap set the renaming of "AdAdvisor by Neustar" to "AdAdvisor by TransUnion" for an estimated June 2026, also a display-name change only. The Q3 page added two more relabels outside audience data: Connatix becoming JWX and Seedtag becoming Seedtag NeuroX in reporting from September 21, 2026, with exchange IDs unchanged, according to PPC Land's September 5 coverage.

What the November list does not include

Measured against Google's earlier quarterly pages, the November section is short. The Q2 roadmap carried 12 changes and the Q3 page 14. The Q4 page, as of today, carries four, one of them already in effect. None of the November entries deprecates a line item type, sets a migration deadline or changes billing.

Several dates already set elsewhere fall outside the Q4 page. Structured Data File versions 9, 9.1 and 9.2 sunset on January 28, 2027, according to PPC Land's August 29 report. Billed display impression counting in Campaign Manager 360 and Display & Video 360 moves from on-download to begin-to-render in February 2027. A page titled for the whole quarter with no December entries leaves room for further additions; Google has not said whether any are planned.

Of the three November items, two are presented as housekeeping: a summary page and a provider label. The third changes how many conversions Google's own measurement attributes to Google's own media, on the basis of data only Google holds, and the help page describes it in two sentences.

Timeline

Summary

Who: Google, for advertisers, agencies and partners using Display & Video 360, Search Ads 360 and Campaign Manager 360, and the audience data provider currently labelled Amerilink in Display & Video 360 reporting.

What: Three changes scheduled for November 2026. Floodlight will use Google signed-in data signals to help recover previously unattributed cross-device and cross-environment web conversions in reporting across the three platforms. The advertiser-level Brand Control Center page in Display & Video 360 will be deprecated, with settings remaining under Advertiser settings > Targeting rules and the partner-level page retained. Amerilink will be renamed Open Audiences in Data Onboarder reporting dimensions. Google says none requires action.

When: All three are dated "November 2026" without a specific day on Google's "Coming soon: Display & Video 360 updates in Q4 2026" help page, which was last updated today, October 16, 2026.

Where: In the Display & Video 360 interface and reporting, and in Floodlight-based reporting in Display & Video 360, Search Ads 360 and Campaign Manager 360. The help page names no countries or regions.

Why: Google gives three reasons. The advertiser-level page is no longer needed because brand safety and suitability settings now apply at the advertiser level to all line items following the October 1 consolidation. The provider rename aligns reporting terms with the Google Ads and Display & Video 360 partner linking interfaces. The Floodlight change aims to attribute conversions that current reporting misses, without saying how many or how they will be labelled.