Google updates DV360 to reflect Scope3 acquisition of Adloox

Google announced comprehensive naming updates across Display & Video 360 scheduled for July 2025, affecting all references to third-party prebid provider Adloox, which was acquired by Scope3 in November 2024. The changes will impact the platform interface, API documentation, reporting systems, and Help Center materials.

The name change follows Scope3's acquisition of Adloox on November 4, 2024, according to official announcements from both companies. Scope3, which positions itself as "the collaborative sustainability platform decarbonizing media and advertising," expanded its capabilities in ad verification and brand safety through the acquisition.

Display & Video 360 users will see "Scope3" replace "Adloox" in targeting settings, partner costs, and related interface areas starting in July 2025. The transition represents a significant administrative undertaking across Google's advertising platform, touching multiple system components and documentation resources.

Summary

Who: Google is updating Display & Video 360 to reflect Scope3's acquisition of third-party prebid provider Adloox, affecting advertisers using verification services on the platform.

What: Comprehensive rebranding from "Adloox" to "Scope3" across user interface, API documentation, reporting systems, and Help Center materials, with no changes to existing functionality.

When: Changes scheduled for July 2025, with staggered implementation across different platform components and documentation resources.

Where: Updates affect Display & Video 360 platform interface, API systems, Structured Data Files, reporting features, Help Center, and Developer's Guide materials.

Why: Name change reflects Scope3's November 4, 2024 acquisition of Adloox, consolidating ad verification and sustainability measurement capabilities under unified corporate branding.

According to the official announcement, the update affects no existing functionality despite the comprehensive rebranding effort. Advertisers currently using Adloox services through Display & Video 360 will continue accessing identical features under the Scope3 designation. The company confirmed that all technical capabilities remain unchanged during the transition period.

The interface modifications will appear first in the Display & Video 360 user dashboard. Advertisers managing campaigns through the platform will observe "Scope3" in dropdown menus, configuration screens, and cost reporting sections where "Adloox" previously appeared. These visual changes aim to maintain consistency with the acquired company's new corporate identity.

API and Structured Data Files updates follow a staggered timeline. Older API versions will continue referencing "Adloox" until future updates implement the naming changes. Advertisers utilizing legacy system integrations should expect continued "Adloox" references in their data feeds during the transition period. Google emphasized that functionality remains consistent across all API versions regardless of naming conventions.

Reporting system updates present particular complexity for advertisers tracking historical performance data. According to the announcement, reporting fields will update on the July 2025 timeline, similar to API modifications. Advertisers maintaining long-term performance databases may need to adjust their data processing systems to accommodate the naming transition.

The documentation overhaul encompasses Help Center articles, API references, and Developer's Guide materials. Google plans initial updates showing "Scope3 (formerly Adloox)" before completing the full transition to the new naming convention. This intermediate step aims to reduce confusion during the changeover period.

The acquisition that triggered these updates reflects broader consolidation trends in the ad verification and brand safety sector. Scope3 built its reputation as a sustainability-focused platform before expanding into traditional ad verification through the Adloox purchase. The combined entity now offers integrated sustainability measurement alongside fraud protection and brand safety services.

Adloox's presence in Display & Video 360 dates back to 2014, when Google first integrated the company as a third-party verification service. The platform maintained Media Rating Council accreditation for comprehensive ad measurement and traffic validation throughout its operational history. These credentials transfer to Scope3 following the acquisition completion.

The timing of the name change coincides with growing emphasis on media sustainability within programmatic advertising. Scope3's technology enables carbon emission measurement and optimization across digital campaigns, complementing traditional brand safety and fraud detection capabilities inherited from Adloox.

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Industry observers note the acquisition's strategic significance beyond simple rebranding. Scope3 gains established relationships with major advertising platforms through Adloox's existing partnerships. The combined company recently announced AI-powered brand safety solutions for Meta platforms, demonstrating expanded capabilities resulting from the merger.

For Display & Video 360 advertisers, the primary consideration involves updating internal documentation and training materials. Campaign managers familiar with Adloox services will need to adjust to the new terminology when explaining platform features to stakeholders or configuring new campaigns.

The phased implementation approach aims to minimize disruption for active advertisers. Google's decision to maintain "Adloox" references in older API versions provides technical teams additional time to update their integration systems. This buffer period acknowledges the complex technical dependencies many advertisers maintain with third-party verification providers.

Data continuity represents another key consideration for advertisers tracking verification metrics over extended periods. Historical reporting data containing "Adloox" references will remain accessible through existing reporting interfaces. New reports generated after the July update will reflect "Scope3" naming while maintaining identical underlying metrics and methodologies.

The announcement forms part of a broader Google initiative focused on maintaining current third-party provider relationships within Display & Video 360. Other verification and measurement partners retain their existing integration status despite the Adloox naming changes. This consistency ensures advertisers can continue utilizing multiple verification providers without compatibility concerns.

Platform efficiency improvements also factor into the transition timeline. Google indicated that streamlined naming conventions across documentation and interface elements will reduce support complexity for both advertisers and platform administrators. Consistent terminology should decrease confusion when troubleshooting campaign issues or configuring new verification settings.

Budget management considerations remain minimal given the unchanged functionality. Advertisers allocated spending toward Adloox services will see identical cost structures under the Scope3 designation. Rate cards, pricing models, and billing procedures continue operating according to existing agreements between Google and the verification provider.

The verification industry continues evolving amid increasing privacy requirements and measurement complexity. Major platform acquisitions like the Scope3-Adloox deal reflect ongoing consolidation as companies seek comprehensive solutions combining multiple advertising technology capabilities. These trends suggest additional platform integrations and naming updates may follow in subsequent quarters.

Campaign optimization workflows also remain unchanged despite the cosmetic modifications. Advertisers currently utilizing Adloox segments for brand safety, fraud prevention, or viewability optimization will access identical targeting options under the Scope3 interface. Pre-bid filtering capabilities, post-campaign reporting, and real-time optimization features continue operating according to established protocols.

Google's detailed transition plan reflects the technical complexity of comprehensive platform rebranding. Coordinating changes across user interfaces, API systems, documentation repositories, and billing platforms requires extensive testing and validation procedures. The July 2025 timeline provides sufficient development and quality assurance windows for error-free implementation.

The sustainability angle adds strategic depth beyond typical verification provider rebranding efforts. Scope3's carbon measurement capabilities may eventually integrate with existing Adloox fraud and brand safety features within Display & Video 360. Such integration could provide advertisers unified dashboards combining performance, safety, and environmental metrics in single reporting views.

Training implications extend to agency partners and internal teams managing Display & Video 360 campaigns. Marketing teams will need updated materials reflecting the new naming conventions for client presentations and campaign documentation. The transition period allows gradual adjustment without immediate pressure for complete documentation overhauls.

Timeline

• November 4, 2024: Scope3 acquires Adloox, expanding capabilities in ad verification and brand safety
• June 18, 2025: Google announces naming updates for Display & Video 360 platform
• July 2025: "Scope3" replaces "Adloox" across Display & Video 360 interface, reporting, and documentation
• July 2025: API and Structured Data Files receive naming updates in future versions
• Ongoing: Scope3 partnerships continue expanding across advertising platforms