Advertisers using Display & Video 360 now have access to new AI transparency labels, digital out-of-home campaign support, and enhanced bulk management features. Google’s SDF v10.1 update also retires all earlier versions.
Google has introduced Structured Data Files (SDF) version 10.1 for Display & Video 360, bringing a suite of new features aimed at improving campaign transparency and management. The update, now available to all users, introduces AI-generated content labeling, digital out-of-home (DOOH) campaign support, and expanded bulk workflow capabilities.
With SDF v10.1, advertisers can now indicate whether a YouTube video asset was created or modified using artificial intelligence, aligning with Google’s ongoing push for greater ad transparency. The update also adds support for DOOH Insertion Order and Line Item resources, enabling teams to manage digital billboard and signage campaigns alongside traditional digital ads within the same workflow.
Additional enhancements include new columns that clarify which Display & Video 360 creatives are linked to specific ads and ad groups, as well as updated values for the Inventory Mode column in Line Item files. These changes are designed to streamline reporting and make it easier for teams to audit and optimize large-scale campaigns.
Google has officially deprecated all SDF versions prior to v10, urging developers and advertisers to migrate to the latest version using the company’s published migration guide. This move is expected to impact organizations that rely on automated or bulk campaign management, requiring updates to existing workflows and integrations.
For teams managing campaigns at scale, the new AI labeling field brings SDF in line with Google’s broader advertising transparency initiatives. The expanded DOOH support and improved creative mapping fields further extend what can be managed and audited through bulk operations, offering more granular control and visibility.
These changes follow a series of recent updates from Google aimed at increasing transparency and accountability in digital advertising. For example, the company recently introduced stricter guidelines for review snippet structured data, prohibiting fake or undisclosed incentivized reviews-a move detailed in this report on new review snippet policies.
Google’s Display & Video 360 platform continues to evolve as advertisers demand more robust tools for managing complex, multi-channel campaigns. The SDF v10.1 release marks a significant step in supporting both transparency and operational efficiency for agencies and in-house teams alike.
Display & Video 360, part of Google Marketing Platform, serves thousands of advertisers worldwide and is a key component of Google’s programmatic advertising ecosystem. The platform was first launched in 2018 and has since expanded to support a wide range of digital formats, including video, display, audio, and DOOH. According to Google’s public disclosures, Display & Video 360 processes billions of ad impressions daily and is used by major brands and agencies to manage cross-channel campaigns at scale.
