Google announces deprecation of SDF files v6

On Tuesday, July 30, 2024, Google made an announcement regarding its Structured Data Files (SDF) system, which is widely used in the digital advertising industry. The tech giant declared the deprecation of SDF version 6, setting a sunset date of April 30, 2025. This decision affects partners and advertisers utilizing Google's Display & Video 360 platform, necessitating a migration to SDF v7 or higher before the specified date to ensure uninterrupted service.

The deprecation of SDF v6 comes as part of Google's ongoing efforts to enhance its advertising technologies and maintain compatibility with evolving industry standards. According to the official announcement, users have approximately nine months to complete the migration process, which is crucial for maintaining seamless operations within the Display & Video 360 ecosystem.

Understanding Structured Data Files and their importance

Structured Data Files play a pivotal role in programmatic advertising, enabling advertisers and agencies to manage large-scale campaigns efficiently. These files contain detailed information about various campaign elements, including targeting criteria, creative assets, and budget allocations. SDF allows for bulk creation, editing, and management of advertising entities across multiple platforms and campaigns.

The transition from SDF v6 to v7 brings several improvements and new features that align with the latest advancements in programmatic advertising. While specific details about the enhancements in v7 were not provided in the announcement, it is common for such updates to include improved data handling capabilities, enhanced security features, and support for new ad formats or targeting options.

Timeline and implications of the deprecation

Google has outlined a clear timeline for the deprecation process:

1. Announcement Date: July 30, 2024
2. Sunset Date: April 30, 2025
3. Migration Period: Approximately 9 months

After the sunset date, two significant changes will take effect:

1. Automatic Version Update: The default version for partners and advertisers still using SDF v6 will be automatically updated to v7.
2. API Request Changes: Any sdfdownloadtasks.create requests using SDF_VERSION_6 in the request body will result in a 400 error, indicating a bad request.

These changes underscore the importance of proactive migration to avoid potential disruptions in advertising operations.

To facilitate a smooth transition, Google has provided a migration guide detailing the steps required to move from SDF v6 to v7.

Advertisers and partners are advised to start the migration process well in advance of the sunset date to allow ample time for testing and troubleshooting.

Technical Support and Assistance

Recognizing the potential challenges associated with this transition, Google has introduced a new Display & Video 360 API Technical support contact form. This resource is available for users who encounter issues during the migration process or require additional assistance.

The availability of dedicated technical support underscores the significance of this change and Google's commitment to ensuring a smooth transition for its advertising partners.

The deprecation of Structured Data Files v6 represents a significant milestone in Google's advertising technology roadmap. With a clear timeline and support resources in place, advertisers and partners have the opportunity to prepare for this transition and potentially benefit from the improvements offered by SDF v7.

As the April 30, 2025 sunset date approaches, it will be crucial for affected parties to prioritize the migration process, test thoroughly, and stay informed about any additional updates or guidance from Google.

Key Facts

Google announced the deprecation of Structured Data Files (SDF) v6 on July 30, 2024.

The sunset date for SDF v6 is set for April 30, 2025.

Users must migrate to SDF v7 or higher before the sunset date to avoid service interruptions.

After April 30, 2025, the default version for partners and advertisers will be updated to v7.

API requests using SDF_VERSION_6 will return a 400 error after the sunset date.

Google has provided a migration guide and a new technical support contact form for assistance.

The deprecation affects users of Google's Display & Video 360 platform.

The transition period allows approximately 9 months for migration and testing.