Google changes the bidding on Bumper Ads from maximum CPM to Target CPM

Google this week announced that starting this month, new TrueView line items for bumper ads in DV360 will use a target CPM (cost-per-thousand impressions) bidding strategy.  Until now the bid strategy available was maximum CPM.

Google says Target CPM bidding enables advertisers to set how much on average they are willing to pay every thousand times the ad is shown, and that Display & Video 360 will optimize the bids to help advertisers to get as many impressions as possible using the target CPM amount.

According to Google, previous line items are not affected and will continue to serve using the maximum CPM bidding strategy.