Proprietary + Confidential

Google Betas
Q1 2025
 Proprietary + Confidential

Cross-product Generate Leads Grow Grow

marketing objective Drive qualified leads. Online Sales Offline Sales
Optimize towards Turn traffic into sales. Grow local sales.
more than one
marketing objective.

App Engagement Awareness & Measurement, Google

Deliver a great Consideration Analytics & Tools Marketing Platform
mobile experience. Build your Use a value-led DV360 & CM360
brand recognition. approach to measurement Betas
and insights.
 Proprietary + Confidential

Cross-product
marketing objective

Optimize towards more than one

marketing objective.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Cross-product marketing objective: Search bidding exploration
Search

What: Exploration is a new, AI-powered feature designed to identify Target audience: This is a good fit for customers using target return on ad spend (tROAS)
new sources of valuable traffic to help maximize performance for bidding with broad match keywords or Dynamic Search Ads that want to scale performance
campaigns using Smart Bidding. further by exploring new pockets of performance opportunity.
Allowlisted customers will have the option to enable exploration within campaigns settings
where tROAS is enabled. Enabling exploration will reduce the allowable ROAS target by 10%.
Exploration is only supported for campaigns that are not budget constrained.

Advertiser benefits:
● Increased volume: By expanding the allowable query relevance and auction-level bid,
exploration builds upon the existing functionality of broad match and value-based
bidding. The desired outcome is an increase in spend, clicks, and conversions for a
marginal (about 10%) reduction in ROAS.
● Increased query diversity: Exploration will opportunistically increase bids when
simulations predict incremental performance gains and expanded coverage on less
Status: ALLOWLIST BETA
common, longer-tail Search queries.

How does it work?

Markets/Region: Global
Campaigns using bidding exploration observed a ● Without exploration: In the current state, the bidder seeks to hit the ROAS target on
45% increase in traffic diversity and conversions average, favoring queries that have historically performed well against the target. But
for low-traffic queries, it can be harder to predict ROAS performance, so traffic there
(Google Internal Data, Global). Date Closing: N/A, ongoing
remains relatively low.
allowlisting prior to open beta
● With exploration: A new backend optimization system provides Smart Bidding with
more flexibility to identify new pockets of conversion volume on low-traffic queries.

Language: All languagas

Next steps:
● Review the Help Center article for more information.
Products: Search
● Reach out to your account team for allowlisting help.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Cross-product marketing objective: Generated assets in Proprietary + Confidential

Google Display Ads Display

What: Generated assets in Display campaigns vastly simplify the Target audience: This is a good fit for advertisers that have limited image assets and
campaign construction process for advertisers, allowing them to are looking to expand asset coverage, or want to enhance asset quality by using
use generative AI to create effective assets. generative AI images specifically for ad usage.

Key benefits:
We’ve upgraded our underlying AI technology to develop assets
specifically for advertising. Generated assets make the most of ● Easily create custom ad assets: Display campaigns already use AI to curate
AI to create relevant image assets using signals such as a assets available from the advertiser’s website, socials, and other campaigns.
company’s business information, landing page data, campaign But, this alpha brings the asset creation to the next level by creating net new
goals, and existing uploaded images to apply new assets into relevant assets of high quality.
existing campaigns. ● Learning in real time: Gemini's latest text-to-image model combines with real
performance data. This new model is uniquely trained for ad use cases and is
continuously learning from the performance of generated images.

How does it work?

● In this beta, we are using Gemini's latest text-to-image model, combining it Status: OPEN ALPHA
with real performance data.
● Generated assets generate images by using signals such as company’s Markets/Region: Globally
business information, landing page data, campaign goals, and existing available (not available for
uploaded assets. sensitive verticals)
● Since the product is in early stages, once images are generated the Google
Display Ads team will share assets with advertisers to approve before applying
Date Closing: N/A
to their Display campaigns.
● Advertisers can view performance in their Google Ads accounts while the
Google team closely monitors quality and performance and collects feedback.
Language: English

Next steps:
● Reach out to your Google pod if you’re interested. Products: Display
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Cross-product marketing objective: Conversational experience Proprietary + Confidential

in Google Ads Search

What: Conversational experience in Google Ads (CEGA) allows Target audience: This is recommended for advertisers that are looking to use AI to
advertisers to combine their expertise with Google’s AI improve the ad strength and performance of their Search campaigns.
to create better Search campaigns. They can converse with Google’s
Advertiser benefits:
AI for ideas to easily create effective keywords, headlines,
Adding a diverse range of assets and keeping them fresh over time helps advertisers
descriptions, images, and sitelinks. CEGA is powered by a large
improve results by maximizing their eligibility to serve on the full range of ad inventory.
language model that’s designed to drive better results for their
With this new workflow, advertisers will be able to:
businesses. It combines the expertise of advertisers with Google AI
that’s trained on ads data and specialized in Search campaign setup. ● Multiply their expertise and creativity with Google AI
Advertisers can use this tool when creating a new campaign. ● Guide Google AI to optimize based on their business needs
● Confidently make decisions with powerful AI models
Small business advertisers that use the conversational
How does it work?
experience in Google Ads are 63% more likely to publish
● Advertisers can choose to engage with the conversational experience as much as
Search campaigns with “Good” or “Excellent” Ad Strength.
they like when setting up a new Search campaign in Google Ads or when editing
responsive search ads.
Status: OPEN BETA
● Conversational experience uses landing page content and input from the
advertisers to generate keywords and other asset suggestions.
● Advertisers can continue to collaborate with the conversational experience by
Markets/Region: Global (not
providing feedback and exploring different ways to improve their campaigns.
available to sensitive verticals)
● Advertisers determine which suggestions to include and later launch their new
Search campaign or responsive search ads.

Date Closing: N/A

Next steps:
● This is globally available in the English language. It is not available to sensitive
verticals. Spanish, French, and German language support is coming in H1 2025. Language: English only (Spanish,
● The conversational experience will be automatically available in all eligible Google French, German in H1 2025)
Ads accounts with the global beta launch for net new campaign creation.
Advertisers can try it out for the next Search campaign they build or when editing
responsive search ads! Products: Search
● Reach out to your Google representative for more information.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Cross-product marketing objective: Personalized impact forecasts Proprietary + Confidential

in deep link impact calculator Search

What: Deep link impact calculator will now showcase Target audience: This is recommended for advertisers that have an app and run Display
personalized impact forecasts for priority divisions. Also, it will Search, Shopping, Performance Max, Discovery, and/or Video action campaigns
highlight missed conversion opportunities based on conversion through Google Ads. YouTube
rate improvements resulting from deep links and the number of
users who have the app installed. Advertisers can take advantage Advertiser benefits: Performance Max
of this opportunity in existing web campaigns by increasing Web
● Personalized deep link impact reporting is based on conversion rate
to App Connect depth (i.e. deep linking, tracking, and bidding on Shopping
improvements resulting from deep links and the number of users who have the
app conversions).
app installed. This shows available opportunities by increasing deep linking
Discovery
coverage, tracking, and bidding to app conversions.
● Conversion impact forecasts are available for top 10 and 20 URLs and all web
Apps
pages when used in web campaigns. These also drive consumers to
the app when they have it installed.
● Snapshots of current deep-link coverage and non-deep-linked URLs on
Android and iOS are also available. Status: CLOSED BETA

How does it work? Markets/Region: All

● Under “Tools,” click on “Planning,” and visit the App advertising hub.
● Click on the “Deep Link Impact Calculator” tab.
● Select “Android” or “iOS” in the app platform drop-down to view Date Closing: N/A
personalized forecasts.

Language: All
Next steps:
● See the Help Center Article for more details. Products: Search, Discovery,
● Reach out to your Google account team for feedback and questions. YouTube, Display, Shopping,
Apps, Performance Max
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Cross-product marketing objective: Partnership ads powered Proprietary + Confidential

by BrandConnect YouTube

What: With partnership ads powered by BrandConnect, advertisers Target audience: This is a good fit for advertisers that want to diversify their Shopping
can make the most of authentic creator videos as ads to drive assets across ad campaigns (especially on Shorts) and want to boost brand love on
performance. YouTube by using a creator’s community and influence. This is also recommended for
advertisers looking to extend the reach of their existing sponsored content/influencer
marketing campaigns.

Advertiser benefits:
● Authentic creator videos as performant ads: Creator videos tap into a relatable
voice that leads to better ad performance and stronger brand affinity.
● Unlocking ad features on organic creator content: Advertisers can use creator
videos across all campaign types, enabling product features like product feeds and
measurement on an organic creator video.
● Expanding reach by tapping into new audiences: Advertisers can extend the life
of creator-produced sponsored content and increase discoverability, brand
presence, and share of voice (SOV) on YouTube. Status: *NEW*
● Connection with creators and their community: Advertisers can use a creator’s General Availability
authentic voice and tap into their established communities.

How does it work? Markets/Region: Global

● Partnership ads powered by BrandConnect work on campaigns across the funnel,
including Shorts, to improve campaign types including Demand Gen, Video action
campaign, Video view campaign, Video reach campaign 2.0, and YouTube Select
Date Closing: N/A
Shorts. Advertisers only need to make sure that they have usage rights to the creator
assets and submit to the allowlist to use creator videos in their ad campaigns today.

Language: All

Next steps:
● See the Help Center article for more information.
Products: YouTube
● Reach out to your Google account team for feedback and questions.
 Proprietary + Confidential

Generate
Leads

Drive qualified leads.

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Generate Leads: Contextual relevance pilot
Display

What: The display engineering team is launching an experiment Target audience: This is recommended for lead generation advertisers running
behind an allowlist for lead gen advertisers that run on third-party display network inventory via Google Display Ads or Performance Max that seek Performance Max

display network inventory (either via Google Display Ads or higher quality leads.
Performance Max) where "lead form submit" is the main
conversion action. The experiment predicts strong user interest Advertiser benefits:
and may result in less volume, but higher quality. The experiment
● Advertisers can run ads alongside publishers more contextually relevant
will only serve on placements where there is also strong interest
to their landing pages.
from the user on the advertiser’s business.
● There is an expectation of lead quality improvement with the chance of
delivery decreasing 10-15%.

How does it work?

● Over the last few years, Google has invested in humans to score users' interest Status: ALLOWLIST
levels on ads landing pages. The higher the level, the more likely a user is
sales-ready.
● This experiment will determine an intent threshold. The ads will only be shown if Markets/Region: Global
the intent score is above the threshold.

Date Closing: Ongoing

Next steps:
● Reach out to your sales representative to confirm participation and launch date.
● Engineers will update the selected campaign IDs to participate. Language: All
● Observe any changes over six to eight weeks.
● Feedback session with product will be scheduled!
Products: Display,
Performance Max
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Generate Leads: Lead generation cohort pilot
Display

What: The product and engineering team is committed Target audience: This is a good fit for lead generation advertisers running on the
to improving the quality of leads. These improvements are display network via Google Display Ads (priority). Performance Max

executed on the backend, and because the quality of leads is

verified by the customer, the product team has very little insight Advertiser benefits:
into whether these improvements are having an impact. We
● Quarterly syncs with product and engineering
created the Lead Gen x GDA Cohort to qualify leads based on
GCLID and send it back to us on a monthly basis to close the ● Early access into our product roadmaps
feedback loop on whether the backend improvements are ● Ad credit for participating
improving lead quality.

How does it work?

● Sharing and labeling of GCLID IDs for the advertisers’ Lead Gen and Google
Display Ads campaigns on a monthly basis through a CSV
● Analyzing if the backend improvements are improving lead quality over time Status: CLOSED BETA

Markets/Region: Global
Next steps:
● If you are interested, please have your sales representative share your interest
in the internal list. Note: This doesn’t guarantee participation, as a set of criteria Date Closing: Ongoing
will ultimately define the cohort. Google will then circle back with you to confirm
your participation.

Language: All

Products: Display
 Proprietary + Confidential

Grow
Online Sales

Turn traffic into sales.

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Purchase Consideration: Demand Gen with travel feed
YouTube

What: This beta enables Demand Gen advertisers to enrich Target audience: This is recommended for advertisers with four or more hotels Demand Gen
their ads with data from their hotel center feeds. The additional that use Google Ads and hotel center feeds. It is available to limited number of
data enables a grid of hotels to be shown in online travel agencies (OTAs).
the engagement panel below the YouTube video creative.
Advertiser benefits:
● Improves Demand Gen ad performance and increases user engagement.
● Enables rich ad experience to draw user attention and inspire users
with hotel properties.
● Improves campaign performance:
○ On average, advertisers who added hotel feeds to their video ads
Mock up improved click-through rates by over 40%.
○ On average, advertisers who added hotel feeds to their video ads
improved conversion rates by over 10%.
Status: BETA

How does it work?

● This beta requires the Hotel Center feed.
Markets/Region: Global
● In-stream video ads on YouTube iOS and Android mobile associated
with a feed will include a grid of hotels in the engagement panel.

Date Closing: N/A

Next steps:
● Let your account manager know if you want to get access to the Demand Gen Language:
with travel feed beta. All languages supported
by Demand Gen

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Grow Online Sales: Brand exclusions format-level controls
Performance Max

What: Brand exclusions block Performance Max campaigns Target audience: This is a good fit for Performance Max with Google Merchant
from serving Search and Shopping ads on traffic that mentions Center advertisers that want to serve on branded product listing ads, but not on
or is related to the selected brands. In response to feedback branded text ads.
from our retail partners, we are pleased to introduce a new
control within brand exclusions in Performance Max with Google Advertiser benefits:
Merchant Center feed. Advertisers will have greater control over
● Advertisers will have greater control over excluding Search text ad formats only
excluding Search text ad formats only from branded traffic. This
from branded traffic while keeping branded product listing ads on.
update addresses the specific need for many advertisers to
serve branded product listing ads (PLA) while preventing
How does it work?
branded text ads from appearing.
● Advertisers must be using Performance Max with Google Merchant Center
feed campaigns and currently run separate regular Shopping campaigns to
reach branded PLAs.
● Advertisers are looking to consolidate their campaigns to Performance Max Status: ALLOWLIST BETA
for ease of management and reach.
● When allowlisted, advertisers will be able to select whether they want to
exclude or include branded PLAs. (By default, all formats will be excluded.)
Markets/Region: Global

Next steps:
● Reach out to your representative for more information about using brand Date Closing: N/A
exclusions format-level controls.

Language: All

Products: Performance Max

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Grow Online Sales: Gross profit optimization in Smart Bidding
Performance Max

What: Historically, Google had not offered a turnkey profit growth solution, Target audience: This is a good fit for online sales-focused advertisers interested in optimizing Shopping
so retailers maximized profit in a variety of ways. one or more of their Google marketing campaigns to maximize profit. They should:
Now, Google wants to bring the best of AI bidding to maximize gross profit ● Have a wide range of different profit margins across their products sold
at the transaction level. New profit goals in Performance Max and standard through Google
Shopping campaigns will prioritize bidding on the baskets that deliver the ● Be willing to test on at least one campaign with an over $700 weekly spend
highest profit to advertisers’ businesses. and over 10 purchase conversions per week
● Be willing to provide conversion with cart data and cost of goods sold (COGS)
via Merchant Center feed on an ongoing basis

Advertiser benefits:
● Gross profit uplift: Advertisers that use gross profit optimization in
Smart Bidding see on average a 15% uplift in profit compared to revenue-only bidding
optimization 1 .
● Flexibility: Advertisers can seamlessly switch between profit and revenue optimization
depending on their business objectives and seasonal strategy.
AI will train on both sets of data and share reporting for both goals. Status: ALLOWLIST BETA
● Easily integrate profit data: Advertisers won’t have to pass profit values directly through
their conversion tag. Instead, we’ll use cart data from their conversion tracking and COGS
from their Merchant Center feed to derive the gross profit
of a purchase. Markets/Region: Global
● Distinct reporting: Advertisers will have distinct reporting for conversion revenue and
conversion profit.

How does it work? Date Closing: TBD

● For each transaction, Google derives a revenue value and a gross profit value using
a combination of revenue (reported as part of conversions) and COGS uploaded through
the Merchant Center feed. Google AI can then optimize directly towards gross profit.
Language: All

Next steps: Products: Shopping, Retail,

● Reach out to your Google team if you’re interested in getting allow-listed for this product. Performance Max

Source: 1. Google Data, Global, Shopping campaigns, 2023, Profit defined as: Revenue minus COGS
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Grow Online Sales: Drive relevancy through local offers for Proprietary + Confidential

Demand Gen with product feeds YouTube

What: Local offers for Demand Gen with product feed Target audience: Demand Gen
campaigns allow retailers to show local, brick-and-mortar offers ● Retailers with physical location(s) and online store (online and local
as well as online offers, turning the product feed into a true products required)
omnichannel, creative add-on for Demand Gen. ● Retailers that have a Google Merchant Center LIA feed

Advertiser benefits:
By adding product feeds to a Demand Gen campaign, advertisers can turn ads into
a visually rich and shoppable storefront, which has proven to increase conversions up
to 33%. By seamlessly integrating local and online offers, this true omnichannel
experience aims to drive significant value by:
● Expanding product availability: Giving users access to a wider range
of products
● Boosting ad effectiveness: Offering shoppers more purchase path options
to increase conversions Status: OPEN BETA
● Promoting local stores: Raising awareness of nearby
brick-and-mortar locations
Markets/Region: All regions
How does it work? with local offers
● The following setup is required:
○ Local inventory feed in Google Merchant Center
○ Merchant-hosted local storefront or Google-hosted local storefront Date Closing: N/A
○ Location assets in Google Ads account
● Build Demand Gen campaigns following best practices for conversion tracking,
bidding, budget, audience, and creative.
Language: Global
● Attach the Google Merchant Center feed to the campaign.

Next steps:
Products: YouTube
● Reach out to your Google account team if you’re interested.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Grow Online Sales: New customer acquisition with high-value Proprietary + Confidential

optimization in Performance Max Performance Max

What: New customer acquisition with high-value optimization Target audience: This is a good fit for advertisers using new customer acquisition
allows advertisers to make the most of their campaigns by for the online sales marketing objectives in Performance Max campaigns. Advertisers
acquiring new customers with high predicted lifetime value must be optimizing for purchase conversion goals with the new customer acquisition
for their businesses, as well as optimizing for regular value mode and be able to segment and upload their high-value customers using
new customers. customer match.
Advertisers share customer match lists of segmented,
high-value customers based on the value to their Advertiser benefits:
businesses over time and set new customer acquisition values ● Advertisers can optimize campaigns towards new customers predicted to
for high-value and regular new customers. The campaign deliver high lifetime value while getting more value from regular new
will optimize towards high-value new consumers, regular customers and existing customers.
new customers, and existing customers based on their
predicted value. How does it work?
● New customer acquisition with high-value optimization uses advertisers’
Status: LIMITED BETA
first-party data lists to identify existing users, analyzes their characteristics,
and then uses AI to predict and find new users and new high-value users. Also,
advertisers’ first-party data is used to bid higher for a high-value new user
versus a regular new user. Markets/Region: All

Next steps:
Date Closing: TBD
● Reach out to your representative for more information about using new
customer acquisition with high-value optimization in Performance Max.

Language: All

Products: Performance Max

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Grow Online Sales: “Things to do” feeds in Search ads
Search

What: “Things to do” feeds in Search ads showcase Target audience: This beta is available for customers that have “Things to do” feeds.
a single advertiser’s inventory in a visual-forward format on Please note that they are required to have “Things to do” feeds and to submit
Search, using rich content with titles, ratings, prices, and other Search campaign customer IDs (CIDs).
metadata from the client’s “Things to do” feed.
As a result, Search ads will become more visual. This beta will Advertiser benefits:
serve as a new asset in Search text ads for Things to do queries ● Advertisers can show rich content up-front to allow users to compare
(e.g. “Things to do in Miami”). their listings.
● Early cross-product tests have shown an uplift in click-through rate (CTR).

How does it work?

● Enroll desired Search campaign IDs to allowlist, and link to the Things to do
Center account.
● Search campaigns can automatically use this new asset extension
Status: ALLOWLIST BETA
(and the same bidding, budget, and targeting campaign settings apply).

Reporting and tracking:

Markets/Region:
● In Google Ads, view account-level performance via the travel assets click-type. Available in select countries
● Additional reporting per point of interest (POI) or destination is available via
URL tracking parameters, where source will be identified as “tfsa.”
Date Closing: N/A

Next steps:
● Reach out to your Google representative if you’re interested in participating Language: All
in this beta.

Products:
Search, Tooling
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Grow Online Sales: Product Translator is a next-generation machine Proprietary + Confidential

translation model specially designed for shopping products Shopping

What: The next-generation Product Translator helps merchants Target audience: This is recommended for customers across all verticals and retail
translate their product feeds at scale, using our first-ever categories.
Shopping-specific machine translation models. These custom
models are proven to be more effective than standard machine Advertiser benefits:
translation tools (for example, Google Translate). ● Product feed translations are available from English to seven languages:
French, German, Spanish, Dutch, Italian, Latin American Spanish, and Japanese.
Merchants can use Product Translator to unlock new markets
● Translations are also available from German and Italian source feed
with new languages, improve translation quality for an existing
into English.
language, and reach more customers in existing markets
● Merchants using the feed translator see up to 20% uplift in clicks and
with more languages.
impressions (versus Google Translate).
● Higher-quality translations lead to a better customer experience.
● Advertisers can reach more customers with more languages.
● The service is provided at no further cost. Status: OPEN BETA

How does it work? Markets/Region: Global

● Merchants can request translations through the form using an email address,
merchant center ID (MCID), and feed name. Source feeds must be in English. Date Closing: N/A
● Any merchant center ID connected to active Shopping or Performance Max
campaigns with a total spend of at least $500 USD per month is eligible Language: From English to
to use this service. French, German, Spanish, Dutch,
Italian, Latin American Spanish,
and Japanese
Next steps: German and Italian source feeds
● Please request translations through this form, and select your required into English
output languages.
● An email will be sent within one to two working days with a CSV file Products:
containing three columns: Item ID, product title, and product description. Shopping
 Proprietary + Confidential

Grow
Offline Sales

Grow local sales.

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Grow Offline Sales: Performance Max for store goals – Engagement Proprietary + Confidential

prioritized Performance Max for store goals campaigns Performance Max

What: Performance Max for store goals campaigns optimize for Target audience: This is a good fit for advertisers using Performance Max for store
a combination of engaged views and click-through conversions goals campaigns (optimizing to store visits, store sales).
across eligible ad inventory.
This pilot helps the campaign prioritize engaged users. Advertiser benefits:
● It delivers conversions from engaged users.

How does it work?

● This pilot can shift conversions from view through to engaged view and
click-through conversions within participating campaigns. This might result in an
increase in campaign cost per conversion and a decrease in total conversions.
● Important note: While this is the expected behavior of the pilot, results might
vary in different campaigns. There is no guarantee that this will be the outcome. Status: OPEN BETA

Markets/Region: All countries

Next steps: where Performance Max
● Reach out to your Google pod if you’re interested. for store goals is supported

Date Closing: TBD

Language: All

Products: Performance Max

for store goals
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Grow Offline Sales: Omnichannel experiments
Shopping

What: A/B test the impact of various omnichannel bidding Target audience: This is a good fit for retailers with brick-and-mortar locations that Search
setups on Search and regular Shopping campaigns. are interested in opting into omnichannel bidding (store visits or store sales and online
conversions) or optimizing existing omnibidding campaigns.
● Online-only bidding versus omnichannel bidding with
store visits or store sales Advertiser benefits:
● Adjusting default store value in existing omnichannel
● Advertisers can drive sales across the full customer journey online
bidding campaigns
and in stores. Customers don’t shop in silos. Solely bidding to online sales
● Switching from store visits to store sales in existing
or substantially under-valuing store goals limits brick-and-mortar retailers’
campaigns bidding to store visits
opportunities to grow profitable omnichannel sales from Google media.
● Advertisers can also clearly evaluate testing impact with A/B framework
and guided setup flow instead of relying on pre-post tests.

How does it work?

Status: ALLOWLIST BETA
● In the Google Ads and Search Ads 360 UI, visit the “Experiments” section,
and create an “Omnichannel Experiment.”
● Monitor the test and control arm, and allow enough time to reflect accurate Markets/Region: Global -
performance results. Plan for a learning period of two conversion cycles, and store-visits eligible countries
then a minimum of two to three (or ideally four to six) conversion cycles for
testing, and one more cycle to account for store visits/sales coming in through
the conversion window. Date Closing: N/A
● Evaluate the omnichannel performance impact.
● Apply successful experiments to test campaigns.
Language: All

Next steps:
● Reach out to your Google team to get allowlisted. Products: Search, Shopping
 Proprietary + Confidential

App Engagement

Deliver a great mobile experience.

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: View-through conversions optimization
Apps

What: View-through conversions (VTC) integrates VTC signals Target audience: This is a good fit for advertisers that want to drive more reach
into the bidding model to drive conversions with expanded reach and conversions while still maintaining focus on performance goals. This is a
while still maintaining focus on performance goals. mid-funnel/consideration product.
This product is recommended for businesses that are already
using view-based attribution and measurement on networks Advertiser benefits:
where VTCs are already included in optimization. ● Advertisers can expand the reach of their existing campaigns by integrating
This is asset-independent and available on Android, AdMob, VTC signals into the bidding algorithm while optimizing to existing campaign
and YouTube inventory today. performance goals.
● Most advertising networks today already include VTCs in optimization models
by default, and VTCs are generally gaining traction in the industry with
short-form video as a preferred format.
● With internal experiments*, we found that for mApps inventories, VTC
optimization brings more conversions. By using VTC, advertisers can reach and
acquire high value and previously unreachable users effectively. Status: OPEN BETA

How does it work?

Markets/Region: All
● This is activated at the backend at the customer ID level. Once activated,
advertisers will see the “Impressions” row in the Google Ads interface start to
populate when segmenting by conversions > ad event type.
● This currently runs on a subset of Inventor: Android Only, then on AdMob and Date Closing: TBD
YouTube inventories.

Language: All
Next steps:
● Reach out to your Google pod if you’re interested.

Products: Apps
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: Max conversions (actions and value)
Apps

What: Maximize conversions (action and value) are new bidding Target audience: This is a good fit for advertisers that struggle to understand how to
strategies for ACi, which will automatically set the right bid for set an appropriate tCPA or tROAS, or want to increase campaign scale.
advertisers to provide them with the highest conversion volume
at scale for the set campaign budget for actions or ROAS. Advertiser use cases:
● Flighted campaign “bursts” or improving campaign scale when advertisers
either aim to temporarily achieve more scale for a new launch or promotion
● Ease of use for advertiser onboarding (ex: iOS, tROAS, advertisers new to
App campaigns) when advertisers don’t know which bid to set
● Faster campaign ramp up by allowing campaign to be more experimental
with its bid and allow the model to learn faster
● Competition parity with Meta and TikTok who already provide max
conversions solutions

Status: OPEN BETA

How does it work?
● Advertiser sets up a standard tCPA or tROAS campaign.
● After choosing which action to optimize for, they uncheck the “Set a target
Markets/Region: All
return on ad spend” or “Set a target CPA” box.
● Our bidding technology for tCPA/tROAS will maximize conversion volume for
the set campaign budget.
Date Closing: TBD

Next steps:
● Reach out to your Google pod if you’re interested. Language: All

Products: iOS and Android

CPA & ROAS
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
App Engagement: Granular ad group filtering and reporting Proprietary + Confidential

for App campaigns (Google Merchant Center feeds) Apps

What: Granular ad group feed filtering allows advertisers to Target audience: This is a good fit for advertisers that are looking for more customization
customize which feed items to use with each ad group in their controls with their feeds and/or greater insights into the performance of their Google
App campaigns. This update introduces more filter options for Merchant Center feeds.
greater control over feed selection. Also, granular reporting for
Advertiser benefits:
Google Merchant Center feeds provides item-level performance
insights, helping advertisers understand the impact of individual ● Drive more clicks and conversions: By attaching Feeds to their App campaigns,
products in their feeds. advertisers can display more relevant products, leading to
increased user engagement and conversions.
● Greater control and customization: Advertisers have more control over their ad
groups, as they can customize and theme them according to specific feed items. This
allows for more targeted and personalized campaigns.
● Increased transparency and insights: Granular reporting for Google Merchant
Center feeds provides item-level performance insights. This helps advertisers
understand how individual products perform, allowing them to optimize their
campaigns and strategies for better results. Status: ALLOWLIST BETA

How does it work?

● Feed filtering: After advertisers are allowlisted, they will see an expanded list of Markets/Region: Global
filtering options (e.g. category, item ID, custom label) for their GMC feeds in the
Google Ads UI.
● Feed reporting: Aggregate feed-level reporting will continue to be available in the
Date Closing: N/A
Google Ads UI via the feed performance card. For situations where advertisers need
more granular insights about individual products, they should reach out to their
account team as for item-level reporting. They can provide required information.
Language: All

Next steps:
● Review the Help Center documentation, and reach out to your Google pod if
Products: Apps
you’re interested.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: iOS tROAS for ad revenue optimization
Apps

What: Ad revenue optimization campaigns aim to achieve a set Target audience: This is a good fit for ad-funded developers that run user acquisition
target campaign return on ad spend (ROAS) by optimizing campaigns optimizing to a ROAS target and meet the minimum requirements for
towards users who are likely to deliver revenue to the advertisers participation. Participants should also be familiar with running ACi campaigns and
via interacting with ads served within their apps. measuring the ROAS of those campaigns for the selected app.

Advertiser Benefits:
● Ad revenue optimization enables ad-funded advertisers to directly optimize to
revenue earned from ads shown in their app, instead of driving high install
volume and performing manual adjustments to improve campaign performance
after evaluating revenue data internally or in their third-party dashboard.
● App categories which typically earn a high share of revenue from ads include, but
are not limited to: casual games, hyper casual games, streaming music,
and streaming entertainment/video.
Status: Closed ALPHA

How does it work?

● Advertiser sets up a standard tROAS campaign.
Markets/Region: Global
● When choosing which action to optimize for, they choose “Ad Impression”
Firebase event.
● Conversions from opted-in users (via ATT) or pre-iOS 14 users will be observed,
conversions that are unobservable will be modeled. Date Closing: N/A

Next steps:
Language: All
● Please reach out to your account manager for more information and new
allowlisting timelines.

Products: iOS ARO

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: iOS tROAS for in-app purchases
Apps

What: App campaigns can optimize up to millions of signal Target audience: This bid strategy is recommended for clients seeking a specific
combinations in order to find new users likely to complete a ROAS from App campaigns or evaluating their ad spend off of ROAS as a core metric.
selected in-app action and achieve a targeted return on ad spend
(ROAS) within the defined in-app conversion window. Advertiser Benefits:
● Optimize towards highest value, dynamic users.
● Choose how much dollar value to get back for every dollar spent.

How does it work?

● Advertisers set up a standard tROAS campaign.
● When choosing which action to optimize for, they choose an in-app event.
● Conversions from opted-in users (via ATT) or pre-iOS 14 users will be observed.
Conversions that are unobservable will be modeled.
Status: ALLOWLIST BETA

Next steps:
● Please reach out to your account manager for more information. Markets/Region: Global

Date Closing: TBD

Language: All

Products: iOS tROAS

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: Seasonality adjustments for App campaigns
Apps

What: Advertisers have been unable to quickly scale their App Target audience:
campaigns for time-limited promotions or events. With seasonality ● Advertisers running a time-limited promo or sale (must be 14 days or less)
adjustments for App campaigns, advertisers are able to inform the ● Advertisers that know what the expected change in conversion rate will be
machine of expected changes in conversion rates for App campaigns for (e.g. by looking at historical conversion rate changes during "peak" moments)
installs and App campaigns for engagement (for example, “burst”) during ● Advertisers that are flexible and tolerant of fluctuations in campaign performance
time-limited windows.

Advertiser benefits:
● The ad group or campaign will bid more aggressively (if the adjustment is positive,
otherwise, more conservatively) for the given period.
● The ad group or campaign will return to normal quickly after the end date. (Also, the model
will not learn from the period that had the seasonality adjustment applied.)

How does it work?

Status: OPEN BETA [Campaign
● Work with campaigns that are older than 14 days with enough conversion volume to level and ad group level]
optimize (i.e. 50 installs per day or 10 conversions per day).
● If the advertiser had a seasonality adjustment for their promotion, no negative adjustment
will be needed after the promotion is over. The model will automatically return to how it was.
Markets/Region: Global
● Seasonality adjustment works the best with non-budget capped campaigns. Advertisers
should make sure that their campaigns have enough budget during the promotional period.
● Advertisers should look at their last promotion (or a similar one) and check how much their
conversion rate increased. Please see the calculation below as an example: Date Closing: N/A
○ [During promotion: August 3-6]: The average conversion rate was 1.26%.
○ [Pre-promotion: July 27-August 2]: The average conversion rate was 0.26%. Assume
a 14-day conversion window. Otherwise, go back one conversion lookback window.
○ The conversion rate modifier should be 1.26/0.26 = 385%. Language: All

Next steps:
Products: Apps
● See the Google Ads Help Center documentation.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
App Engagement: SKAN event integration
Apps

What: Integrate iOS SKAN conversion value schemas with Target audience: This is a good fit for advertisers that use a SKAdNetwork
App campaigns to use more deterministic signals on iOS conversion value schema and want to add more signals to their iOS campaigns for
for campaign optimization. This might result in an uplift in improved measurement and potential uplift.
SKAN-leaning conversions for target cost per action (tCPA)
and target return on ad spend (tROAS) campaigns. Advertiser benefits:
● Goal of uplift in SKAN-leaning conversions
● Observation of App campaign uplift when campaign models ingest SKAN
deterministic inputs
● End goal of further informing approach to iOS ACi bidding in the future
● Improved modeled in-app event reporting for App campaigns

How does it work?

● Advertisers have to create a valid conversion value schema by using a Status: ALLOWLIST BETA
supported third-party, Google Analytics 4, or Google Ads API.
● Google receives the conversion value schema with Google on the backend.
● Our bidding technology for tCPA and tROAS calibrates our models to Markets/Region: Global
SKAdNetwork conversion values.

Date Closing: TBD

Next steps:
● Please reach out to your account manager for more information.

Language: All

Products: iOS tCPA, tROAS

 Proprietary + Confidential

Awareness &
Consideration

Build your brand recognition.

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: Self-service cost-per-impression (CPM) Proprietary + Confidential

Masthead via reservation in Google Ads YouTube

What: Reservation is a feature in Google Ads that provides an Target audience:

enhanced buying experience for brand advertisers by merging ● Brand advertisers who care about prominent ad placement in a brand-safe
the predictability offered by TV-buying with must-have environment
digital features. ● Advertisers who need to drive massive reach or awareness in a specific
Customers can now get self-service access to CPM Masthead amount of time
through Google Ads. With the most prominent placement ● Advertisers that desire guaranteed prices and delivery
across the entry point of YouTube, the Masthead showcases ● Advertisers that desire self-service access to Masthead
your brand to the broad YouTube audience with the certainty of
reserve. Advertiser benefits:
● Improve operational efficiency via self-service access.
● See performance metrics in real time directly with the platform.
● End-to-end plan, buy and measure across full YouTube buy.

Status: OPEN BETA

How does it work?
● In Google Ads, advertisers can do the following: Set up their CPM Masthead
campaign, add in their flight dates, budget, and targeting, click to receive a Markets/Region: Global
quote, and reserve their campaign. (Where Masthead is available)

Date Closing: N/A

Next steps:
● Let your account manager know if you want to get access to Masthead
Language: All
in Google Ads.

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: Video reach campaign - Proprietary + Confidential

Target frequency 2.0 multi-format (Shorts, in-feed, in-stream) YouTube

What: Target audience: This is recommended for advertisers looking to optimize their
● Target frequency 2.0 multi-format (in-stream, Shorts, weekly or monthly frequency when mixing an in-stream ad (bumpers, skippables)
in-feed) will bring Target frequency capabilities to Shorts with Shorts and/or in-feed.
and in-feed inventory for Video reach campaigns and offer
the ability to mix the following formats in a single ad group. Advertiser benefits:
○ In-stream ads (bumper + skippable) ● With Shorts and in-feed format mixing, Target frequency will continue
○ In-feed ads to support fluid format mixing in a single campaign, which has shown to deliver
○ Shorts ads better frequency results and lower cost per thousand impressions (CPMs) than
● Advertisers can choose which mix of formats they want to standalone, single-format campaigns.
run by checking (or unchecking) the respective boxes.
● When running a campaign with Shorts, in-feed and/or How does it work?
in-stream, it will build up optimal frequency across those ● It will build towards advertisers’ weekly or monthly frequency by using multiple
formats. This will allow advertisers to reach users in formats while maximizing their campaigns’ unique reach and optimizing Status: PILOT
different viewing experiences (short-form video on Shorts, towards their stated Target frequency goal.
exploratory for feed, and long-form video consumption for
in-stream).
Markets/Region: Global
Next steps:
● Submit a request for your account to be added to our activation form for this
new feature! Date Closing: N/A
● Your account representative will notify you when your account has
been enabled.
● Note: This beta is only supported in Google Ads at this time. (Display & Video
Language: English
360 availability is pending.)
● Note: The same account can now also be enabled for the Target Frequency
in-stream format mixing alpha. (Please note the updated implementation
instructions for guidance.) Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Awareness & Consideration: Premier CTV network
YouTube

What: This is a brand new, premium connected TV (CTV) solution Target audience:
within the Google Ads reservation buyflow featuring:
● Existing YouTube Select, Video reach campaign, or Video view campaign buyers
● Access to premium, third-party CTV publishers ● Advertisers with Awareness & Brand Consideration objectives
● A unified buyflow across YouTube Select and third-party ● Advertisers with linear TV and/or CTV budgets
CTV inventory
● Frequency management across inventory sources Advertiser benefits:
● Google Audience use across inventory sources ● Access to premium CTV inventory
● Competitive pricing
● Unified buyflow within the Google Ads UI
● Consolidated buy and measure across the entire CTV plan

How does it work?

● Advertisers can choose a YouTube Select lineup and opt in to deliver to a Status: OPEN BETA
contextually aligned third-party CTV inventory.
● The inventory is bought via the premier reach buyflow (a.k.a. reservation) in
Google Ads.
Markets/Region: AMER, APAC
● Requirements: Advertisers must not have access to Display & Video 360 Seat.

Date Closing:
Full GA Launch in Q3’25
Next steps:
Premier CTV Network
● Please reach out to your account manager for more information.
Language: All

Products: YouTube Select, CTV

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Awareness & Consideration: Video reach campaigns - non-skips
YouTube

What: Advertisers can bring AI to the living room on YouTube with Target audience:
Video reach campaign non-skips, a brand-new, AI-powered ● Premium awareness and TV-oriented advertisers that want Google to reach
format solution comprised of the following elements: as many people as possible with their completed message, at the lowest
● Non-skips price possible
● 6s bumpers ● Advertisers that want to set up one campaign to maximize forced views
Note: This will eventually replace our current Video reach instead of splitting creatives by ad format into multiple campaigns
campaign - Efficient completions product, which is slated
for deprecation by EoQ2 ‘25. Advertiser benefits:
● Focus on delivering more efficient cost-per-thousand impressions (CPMs)
Available now in Google Ads in closed Beta, Display & Video than buying non-skips on their own
360 advertisers will also be able to maximize reach and impact ● The most connected TV (CTV)-optimized ad delivery of any AI-powered
with multiformat ad delivery – starting in mid-Q1 ‘25. format mix to take advantage of YouTube’s explosive growth on the biggest
screen in the house
Status: BETA (ALLOWLIST)
● Simple buy-flow for multi-format campaign implementation and de-duped
reach compared to manually mixing

Markets/Region: Global
How does it work?
● Advertisers must upload a non-skip creative and a bumper creative in
the same campaign.
Date Closing: N/A
● An allowlist is required for limited alpha and beta periods.

Language: All
Next steps:
● Connect with your Google account lead to solicit interest in our Beta.

Products: YouTube, Video

IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: Video reach campaign - Target frequency Proprietary + Confidential

in-stream format mixing (Previously known as Video reach campaign: Target frequency non-skippable format mixing) YouTube

What: Target audience: Advertisers looking to optimize their weekly or monthly

(Updated name, same functionality!) Video reach campaign: frequency when mixing a non-skippable ad format with a bumper ad and/or a
Target frequency campaigns now offer the ability to mix more ad skippable in-stream ad
formats in a single ad group:
Advertiser benefits:
● Non-skippable in-stream + bumper
● Non-skippable in-stream + skippable in-stream ● With non-skippable in-stream format mixing, Target frequency now supports
● Non-skippable in-stream + bumper + skippable in-stream all in-stream format mixing in a single campaign, which can deliver better
frequency results and lower cost-per-thousand impressions (CPMs) than
When a campaign with a non-skippable in-stream mix is run,
stand-alone, single-format campaigns.
the first frequency each week will always be the non-skippable
format. Advertisers can choose to show the non-skippable
format only once or optimize to rotate the non-skippable format How does it work?
to every other frequency per user. ● By guaranteeing that the non-skippable in-stream ad will be the first frequency
each week, it makes sure that mixing this format with others continues to Status: OPEN BETA
maximize the campaign’s unique reach while optimizing towards the stated
Target frequency goal.

Markets/Region: Global
Next steps:
● Submit a request for your account to be added to our allowlist for this
new feature. Date Closing: N/A
● This beta is only supported in Google Ads at this time (Display & Video 360
availability is still pending).
● Note: The same account can now also be enabled for the Target frequency Language: English
2.0 multi-format (Shorts, in-feed, in-stream) pilot. Please check out the
updated implementation instructions for guidance.

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Awareness & Consideration: Pause ads on YouTube Select
YouTube

What: Pause ads are a seamless and non-disruptive way to drive Target audience:
awareness and action during a user-initiated break in a viewer’s ● Advertisers running pause ads on other streaming platforms
connected TV (CTV) streaming session. Pause ads are uniquely ● Clients interested in YouTube streaming offerings
engaging because viewers are already taking an action by
pausing the content that they’re consuming, keeping the brand
Advertiser benefits:
message or product top of mind.
● Reach viewers on connected TV in an innovative and non-intrusive way.
● Make the most of YouTube Select content.

How does it work?

● Managed service reservation booking
● YouTube Select exclusive, only serve on CTV
● Creative specs (display asset)
Status: LIMITED PILOT
○ Pixel width: [1080..1350]
(15-20 testers in Q2)
○ Pixel height: [1080..1350]
○ Image format: static png, jpg
Markets/Region:
○ Max file size: 2MB US, UK, CA, AU, JP, KR,
○ Aspect ratio (width/height): [4/5..5/4] = [0.8..1.25] IN, DE, FR

Date Closing: N/A

Next steps:
● Reach out to the account team to show interest. The pilot has limited places.
● You must meet the Brand Lift minimum spend for the pilot. Language: All

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: YouTube TV lineup targeting in Proprietary + Confidential

Google Ads and Display & Video 360 YouTube

What: YouTube TV is an ad-supported subscription TV service Target audience:

that re-imagines the cable television experience for the YouTube ● Brand advertisers
generation. The YouTube TV advertising opportunity is across ● Local TV advertisers
cable TV content (live, VOD, and DVR). Reservations via Google ● Advertisers that desire traditional TV content, fixed prices, and reserved delivery
Ads and Display & Video 360 allow brand advertisers to access ● Advertisers using cost-per-thousand impressions (CPM) formats on auction or
YouTube TV at fixed rates with guaranteed delivery, alongside reservation today
innovative digital features like advanced audiences and
measurement. Advertisers can buy run of YouTube TV and
How does it work?
YouTube TV Live Sports.
● Advertisers can review this two-sheeter for the benefits of YouTube TV buying
in Reservation in Google Ads or Display & Video 360 instant deals and
implementation guidance.

Status: OPEN BETA

Next steps:
● Let your account manager know that you want access to YouTube TV in
Google Ads or Display & Video 360. Markets/Region: Campaigns
targeting the U.S.

Date Closing: TBD

Language: English

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: YouTube Select Shorts - Verticalized Proprietary + Confidential

lineups YouTube

What: To help brands gain exposure on the shorter side Target audience: This is a good fit for advertisers looking to tap into new audiences
of YouTube, we’re excited to introduce YouTube Select Shorts and extend the reach of existing YouTube Select buys to access fresh, trending
verticalized lineups. This allows advertisers to align more closely content from a new subset of top Shorts creators from YouTube Select with
with specific types of top content in the YouTube Shorts feed. curated packaging and reservation-buying. Additionally, this is a great solution for
YouTube Select Shorts allows brands to appear exactly where advertisers who are social first and interested in reaching impactful audiences on YT.
they need to be, whether it’s the run of Shorts lineup or the new
lineups: Sport, Entertainment, Gaming, Auto, Food & Recipes, Advertiser benefits:
or Fashion, Beauty & Lifestyle. ● Advertisers can serve in a predictable environment within Shorts, knowing that
Audiences' favorite content is packaged using Google’s advanced their ad will be adjacent to content from the top, vetted creators on the platform.
technology based on popularity, relevance, and more. Buying is ● Advertisers can plan Shorts activity in Reservation with predictable reach and
available in Google Ads and Display & Video 360. cost-per-thousand impressions (CPMs).

How does it work? Status: OPEN BETA

Visual ● Buying door availability: It is now available for self-service guaranteed buying (no allowlisting needed)
through Reservation in Google Ads or Display & Video 360 instant deals.
● Key requirements: Vertical asset — CPMs vary by market. Check in with Markets/Region:
account teams for more details. US, CA, UK, KR, IN, AU

Date Closing: N/A

Next steps:
● Access YouTube Select Shorts lineups via Reservation in Google Ads and
Shorts feed Top Shorts Advertisers’ Display & Video 360 instant deals, or reach out to your account team for
content for a branded ad Language: All
managed service booking in the United States/Canada.
specific topic

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: Video reach campaigns - Efficient reach Proprietary + Confidential

mix (in-stream + in-feed + Shorts) YouTube

What: This is an evolution of Video reach campaigns (VRC) for Target audience:
efficient reach. In-feed video for reach and Shorts is integrating ● Advertisers looking to maximize their reach and ROI on YouTube
alongside efficient reach in-stream video formats (e.g. skippable ● Advertisers looking for the most efficient CPM
cost-per-thousand-impressions [CPM] ads and bumpers) to ● Advertisers that value ease of setup, real-time optimization,
maximize an advertiser’s reach potential across all of YouTube’s and AI-powered performance
● Advertisers that have tested skippable in-stream (CPM) and/or bumper ads
monetizable surfaces. Expanding beyond in-stream to a fluid mix of
and are comfortable with skippable formats
in-stream, in-feed, and Shorts ad formats delivers 54% more unique
reach and 42% more efficient CPM, while continuing to offer the
simplicity and time savings in only planning, buying, and measuring Advertiser benefits:
a single campaign. ● Based on a Nielsen MMM meta analysis, on average, Google AI-powered VRC mixes of
in-stream, in-feed and Shorts optimized for Efficient Reach deliver 40% higher return on
ad spend (ROAS) than in-stream only.
● In alpha testing, Video reach campaigns for efficient reach opted into a fluid mix
of in-stream, in-feed, and Shorts drove, on average, 54% more unique reach than Status: General Availability
NEW NEW
in-stream only. across Google Ads and Display
● In alpha testing, Video reach campaigns for efficient reach opted into a fluid mix & Video 360
of in-stream, in-feed, and Shorts achieved, on average, 42% lower CPM than
in-stream only.

Markets/Region: Global
How does it work?
● Advertisers opt in to all three surfaces: in-stream, in-feed, and Shorts. They upload one 15s
horizontal, one 6s horizontal, and one 6-20s vertical video to make the most of all available
inventory (but they only need one asset of any length and orientation to get started). Date Closing: N/A
● Advertisers should run a head-to-head test of in-stream only versus in-stream, in-feed,
and Shorts via video experiments.
In-feed video
Skippable CMP Bumpers Shorts
for reach
Language: All
Next steps:
● Create a new video campaign in Google Ads or Display & Video 360, select “Reach &
Awareness” as your goal, and then select “Efficient Reach” as your sub-goal. Products: YouTube
● Opt in to in-stream, in-feed, and Shorts.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: Self-service YouTube Select via Proprietary + Confidential

Reservation in Google Ads YouTube

What: Reservation is a feature in Google Ads that provides an Target audience:

enhanced buying experience for brand advertisers by merging ● Brand advertisers
the predictability offered by TV-buying with must-have ● Advertisers with reach-based campaign KPIs, such as reach and
digital features. cost-per-thousand impressions (CPM)
When selecting Reservation in Google Ads, customers can now ● Advertisers that desire guaranteed prices and delivery
get self-service access to YouTube Select lineups. Lineups ● Advertisers that desire self-service access to YouTube Select
connect brands with audiences that are engaged with our most
popular content, curated by technology to stay relevant when it How does it work?
matters most. ● In Google Ads, advertisers can do the following: set up any CPM campaign,
indicate their buying plan as reserve, add in their flight dates, budget, and
targeting, click to receive a quote, and reserve their campaign.
● Now, for the first time, advertisers have access to the suite of available
YouTube Select lineups directly in Google Ads.
Status: OPEN BETA

Next steps: Markets/Region: Global

(Where YouTube Select
● Let your account manager know if you want to have access to YouTube Select is available)
in Google Ads.

Date Closing: TBD

Language: All

Products: YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Awareness & Consideration: YouTube Cost-Per-Hour (CPH) Masthead Proprietary + Confidential

with 100% share of voice YouTube

What: Advertisers can support their brand’s biggest moments Target audience: Advertisers looking to:
with the YouTube Cost-Per-Hour Masthead (CPH Masthead), our ● Gain 100% share of voice for premier brand moments.
latest premier branding solution. This new way to buy YouTube’s ● “Go big” and “be splashy” for major product launches, announcements,
most prominent placement drives rapid mass reach and gives or events.
advertisers exclusive ownership of the Masthead during the ● Promote during primetime hours on key holidays or cultural moments.
hour(s) leading up to, during, or after priority moments. It ● Maximize reach of livestreams.
provides 100% share of voice (SOV) of eligible impressions of
YouTube’s coveted Masthead unit across all devices. Bought on a
Advertiser benefits:
cost-per-hour basis, advertisers can buy the most impactful
hour(s) to support their brand’s biggest moments. The CPH They can drive rapid mass reach with 100% SOV on YouTube’s most
Masthead complements the existing CPM Masthead, giving prominent placement.
advertisers even more flexibility to drive impact. ● It runs across 100% of eligible Masthead impressions across all YouTube
screens (desktop, mobile, Connected TV, and tablet) during the hour(s)
booked. Status: General availability
● Advertisers buy it on a flat cost-per-hour (CPH) reserve basis, giving them
a predictable price point to plan their buys around.
● If advertisers want to maximize impact for their brand, they can pair the CPH
Markets/Region: All
Masthead with our existing CPM Masthead offering for “always-on”
prominent support.

Date Closing: N/A

Next steps:
● Reach out to your representative for more information about using
Language: All
the CPH Masthead.

Products: YouTube
 Proprietary + Confidential

Measurement,
Analytics, & Tools

Use a value-led approach to

measurement and insights.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Measurement, Analytics, & Tools: Video Ads Dubbing
YouTube

What: Video Ads Dubbing is our premier video localization AI Target audience: Performance Max
solution. The solution, powered by a generative AI model from ● Performance Advertisers who are running Video, Demand Gen, Performance
Google Research and Google Deepmind, translates and Max or App campaigns with video creative.
generates hyper real AI voices for voice-overs and dubbing of ● Advertisers with video assets who want to expand to new markets or reach
actors voices. bilingual users in existing markets.
● Advertisers looking to improve the performance of their video assets in
international markets. Status: OPEN BETA

Advertiser benefits:
● Advertisers can dub video ads for free: Traditional dubbing can be extremely Markets/Region: Global
expensive and time-consuming.
● They can also quickly multiply existing video assets for use in other languages
and markets to reach potential customers in their preferred local language. Date Closing: N/A
● Localized ads save 12-25% in terms of cost-per-action (CPA) versus
non-localized ads based on our experiment with clients and associated
case studies. Language: Spanish (es-419),
German (de-DE), French (fr-FR),
● There is no campaign spend threshold.
English Original Spanish Dub French Canadian (fr-CA), Italian
(it-IT), Brazilian Portuguese
(pt-BR), Japanese (ja-JP), Hindi
(hi-IN), Indonesian (id-ID), Chinese
Next Steps: (zh-CN), Bengali (bn-IN), Tamil
● Reach out to your Google contact to request access to Video Ads Dubbing. (ta-IN), Malayalam (ml-IN),
Gujarati (gu-IN), Kannada (kn-IN),
Marathi (mr-IN)

Products: Search, Discovery,

YouTube, Display, Shopping, Apps
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Measurement, Analytics, & Tools: [Performance Max upgrade experiments] Proprietary + Confidential

Test multiple control campaigns versus one Performance Max campaign Performance Max

What: This beta allows advertisers to A/B test multiple control Target audience: Advertisers interested in measuring the uplift from consolidating
campaigns of the same type versus one Performance Max campaign. channel-specific campaigns (rSC, GDA, or DSA) into a single Performance Max campaign
Use cases: Advertiser benefits:
● Advertisers have brand and non-brand shopping campaigns ● Previously, upgrade experiments could only be used to compare one control and
for the same set of products, and today, can only test one one treatment campaign. With this beta, advertisers can more accurately compare
versus one with Performance Max. They would instead want to their existing setup versus a comparable Performance Max campaign.
test brand + non-brand versus Performance Max.
● Advertisers have multiple rSC campaigns with different How does it work?
priorities (high, medium, or low). ● Campaign selection: Advertisers select up to five control campaigns of the same
● Advertisers have multiple, similar Dynamic Search Ads (DSA) or type (i.e., rSC, DSA, or GDA). Then, they select one existing Performance Max
Google Display Ads (GDA) campaigns that they want to campaign that should be compared to the control campaigns. Comparable
combine into a single Performance Max campaign. campaigns can be included in the experiment but will be excluded by default in the
reporting.
● Traffic split: A 50% traffic split is only allowed if multiple control campaigns are
Status: OPEN BETA
selected. So each control campaign will serve on 50% of its slice, and Performance
Max will serve on the remaining 50% slice. It's a 50/50 split between Performance
Max and each existing control campaign versus a summation of all control
campaigns. For example: Markets/Region: Global
○ Control: rSC category one campaign A and rSC category two campaign B
○ Treatment: Performance Max campaign C targeting both categories
○ Traffic split:
Date Closing: N/A
■ For brand traffic: Campaign A will serve for 50% of the traffic and
campaign C will serve for the remaining 50%.
■ For non-brand traffic: Campaign B will serve for 50% of the traffic and
campaign C will serve for the remaining 50%. Language: All

Next steps:
Products: Performance Max
● Reach out to your Google pod if you’re interested.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: YouTube BrandConnect platform
YouTube

What: The YouTube BrandConnect platform helps advertisers Target audience:

discover and partner with creators to produce influencer marketing ● Advertisers with dedicated in-house teams or third-party social agencies that are
campaigns on YouTube that support their business goals. looking to discover and reach out to new creators for their influencer campaigns
Advertisers can use the BrandConnect platform for creator ● Advertisers with dedicated influencer marketing/social budgets
discovery and outreach, campaign and brief creation, video review,
measurement, and reporting — all in one centralized platform via Advertiser benefits:
Google Ads. ● Connecting brands and creators for easy content creation: Advertisers can now
access Google’s data-driven insights, audience-based matchmaking, and tools to
connect with YouTube creators and their audiences.
● Unlocking measurement across organic and paid for proven business impact:
They can easily measure, monitor, and drive results across sponsored content
campaigns, all from Google Ads.

How does it work? Status: OPEN ALPHA

● BrandConnect matches advertisers with eligible YouTube Partner Program creators
in all of our launched markets. Detailed creator insights help identify the perfect fit
for influencer campaigns, and streamlined outreach tools integrated with YouTube Markets/Region:
Studio allow for direct communication and collaboration. US, UK, BR, ID, IN
● Advertisers unlock powerful Google measurement tools like Brand Lift and Search
Lift to assess the impact of organic creator videos. These measurement capabilities
support both videos that are created through or outside of BrandConnect, so Date Closing: N/A
advertisers can track influencer campaign performance within a single tool in
Google Ads.
● Sponsored creator content can be used as tool to drive ad performance via
partnership ads powered by BrandConnect. Language: All

Next steps:
Products: YouTube
● Reach out to your Google account team for eligibility and allowlisting for access.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Conversion Lift based on geography
Display

What: Geo experiments allow advertisers to measure the true, causal Target audience: YouTube
impact of their media buy via a geo-based testing framework. Conversion ● Advertisers looking to understand the efficiency of their ads
Lift based on geography is the next iteration of geo experiments at Google, ● Advertisers that have online, app, or offline objectives Performance Max
which has the following goals: making it easier to conduct geo ● Advertisers looking for future-proof experimentation solutions
experiments, making more use cases eligible for geo experiments, and
making incrementality measurement future-proof. Discovery
Advertiser benefits:
● Transparent: GeoX offers 100% open-sourced methodology and transparent data analysis. Apps
● Easy to use: Turnkey implementation reduces experiment runtime from seven hours to
one hour. Holdback is applied automatically on the backend with automatic experiment
designs and results.
● Privacy safe: It does not rely on cookies or unique user identifiers to conduct experiments.
Instead, it uses broad geographic-based targeting and conversion reporting to measure lift.
● Precise: It uses our most advanced testing methodology, Trimmed Match, which is the
most robust methodology against outliers.
● Cross-product testing: Advertisers can run studies across multiple channels. Status: ALLOWLIST ALPHA
They’ll be able to combine Display, YouTube, and Discovery campaigns in a single study.

Markets/Region:
How does it work?
AU, BR, CA, DE, ES, FR, GB, ID, IN,
● Advertisers can request access to the alpha through their Google sales team IT, JP, MX, NL, PL, TR, US
or agency partner.
● Advertisers can then create a study in the “Lift Measurement” tab, and wait to get
a recommended design. Implementation will be done automatically. Date Closing: TBC
● If they want to use conversion tracking, they must use Google Ads conversion tag
or Firebase conversion.
● Account must have been active for at least 90 days in the country where the study
will run. Language: All

Next steps:
● Please review this video for more information, and reach out to your account manager Products: Performance Max,
to talk about Conversion Lift and to get allowlisted. YouTube, Display, Shopping, Apps
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Cross-account experiments
Performance Max

What: This feature allows advertisers to run Performance Max Target audience: Advertisers that have their Search, Display, Performance Max, etc.
experiments that include campaigns from multiple accounts. campaigns in different accounts within the same manager account
The types of experiments supported today are:
● Uplift experiments: These are currently supported for Advertiser benefits:
Performance Max campaigns without a Google Merchant ● Comparable campaigns are those that share common conversion goals, geo
Center product feed, and they can be used to measure the targeting, and domain targeting as a Performance Max campaign. In the
incremental conversion uplift from adding Performance Max current experiment workflow, advertisers can select comparable campaigns
campaigns to advertisers’ existing campaign mix. from the same account as their Performance Max campaign.
● Upgrade experiments: These allow advertisers to compare ● This beta allows advertisers to select comparable campaigns from different
a Performance Max and a comparable standard shopping, accounts from the same manager account, allowing them to run a true A/B test.
Dynamic Search Ads or GDA campaign. ● Please note: For shopping experiments, the Performance Max and the standard
Shopping campaigns will need to be in the same account. Other campaigns can
be in different accounts.
Status: OPEN BETA

How does it work?

● Once allowlisted for the beta, when advertisers create an experiment, the
Markets/Region: Global
feature auto-selects comparable campaigns from across the manager
account. They have the option of editing the campaign selection for up to
seven days after the experiment’s start date.
● The rest of the experiment workflow remains unchanged (advertisers can find Date Closing: N/A
more information in this Help Center article or this video tutorial).

Language: All

Next steps:
● Reach out to your account manager for more information on cross-account
Products: Performance Max
Performance Max experiments and to get allowlisted.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Insights Finder
Search

What: Insights Finder helps marketers turn Google data into Target audience: Primarily available for media agencies but accepting nominations YouTube
meaningful and actionable marketing insights in a single, for creative agencies, performance agencies, and clients.
easy-to-use frontend with a privacy-first approach. ● Any Australia, Brasil, Canada, Germany, Spain, France, Hong Kong, Japan,
Indonesia, India, Italy, South Korea, Mexico, Netherlands, Singapore, Thailand,
Türkiye, Taiwan, Vietnam, United Arab Emirates, United Kingdom, United States
operating company within the big five holding companies.

Advertiser benefits:
● Insights Finder helps marketers gain a better understanding of audiences
and search trends. Planners turn to Insights Finder to inform media plans
with data-driven insights and to build more effective audience strategies
and creative. Status: LIMITED BETA
● Advertisers can also:
○ Learn more about a pre-defined audience.
Markets/Region:
○ Develop an audience profile based on topic or interest. AU, BR, CA, DE, ES, FR, HK, JP, ID,
○ Segment their audience. IN, IT, KR, MX, NL, SG, TH, TR, TW,
○ Identify untapped opportunities with competitive analysis. VN, UAE, UK, US
○ Build a tailored YouTube content strategy.

Date Closing: N/A

Next steps:
● Please reach out to your Google account manager for more information Language:
on how to be nominated for Insights Finder access. Google Ads languages

Products:
Search, GDA, YouTube
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Google Ads Reach Planner
YouTube

What: Reach Planner is a Google Ads campaign planning tool Target audience: It is most relevant to agencies and clients that are planning
designed to help agencies accurately plan for reach, views, new video media campaigns and care about reach as well as frequency, views,
and conversions based video campaigns using AI-powered and conversions.
ad formats across YouTube and Google video partner sites
and devices in more than 60 markets globally. Advertiser benefits:
● This powerful tool offers advertisers the flexibility to choose audiences,
Learn more: Advertiserrs can learn how to effectively plan video
ad formats, budget, and other settings.
campaigns with Reach Planner by taking the self-guided
● It eases planification by helping them to:
Skillshop training courses! ○ Determine the budget they need.
○ Estimate their campaign’s reach.
○ Find the right mix of YouTube ad formats.
○ Apply it to cost-per-thousand impressions (CPM), cost-per-view
(CPV), and cost per action (CPA) campaigns and ad format types.
○ New! Reach Planner now supports all Google AI-powered video ad formats like
Status: OPEN BETA
Video reach, Video view, and Demand Gen campaigns! We also recently launched
support for Reservation formats like YouTube Select Shorts Lineups and Target
Frequency Monthly.
Markets/Region: Global
How does it work?
● Reach Planner is our external media plan offering within Google Ads that
uses our Unique Reach methodology to forecast estimates of unique reach, Date Closing: N/A
views, and conversions for a given campaign. We will add new features to the
tool on an ongoing basis.
Language:
Google Ads languages
Next steps:
● Please reach out to your Google account manager for more information, or look
for Reach Planner in your Google Ads account under “Tools” on the left sidebar Products: YouTube
(you can reach it by going to Tools > Planning > Reach Planner).
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Conversion Lift based on users
YouTube

What: Conversion Lift allows advertisers to rigorously measure Target audience: Demand-Gen
the true, causal impact of their campaigns and answer the ● Advertisers with a good understanding of incrementality
question of how many conversions occurred because the users and performance expectations
saw the ads. Conversion Lift in Google Ads allows advertisers ● Advertisers requiring proof of incrementality performance
self-service access to create Conversion Lift studies, get
feasibility guidance and recommendations to improve experiment
Advertiser benefits:
precision, and view experiment results in Google Ads Lift
measurement. They can also measure Brand, Search, and ● Cheap: There is no extra cost or fee. Advertisers only pay for ads that users
Conversion Lift metrics together on the same study if allowlisted see (there is no need to pay for PSA ads).
for all three. ● Fast: Results are available after three days (assuming minimum thresholds).
Tests run for seven to fifty-six days.
● More sensitive: Impression-tracking of control group users allows
advertisers to solely compare the behavior of those users who received the
ad impression versus those users who would have received the impression. Status: OPEN BETA
This eliminates noise in the data to provide the most sensitive and accurate OPEN ALPHA
measurement possible.
● Cross-device enabled: This measures the impact of campaigns even when
the impressions and conversions or page views occur on different devices. Markets/Region: Global

How does it work?

● Advertisers must have at least 150 conversions (recommend over 15,000) using Date Closing: Indef.

Google Ads conversion tracking and implementing enhanced conversions.

Language: All

Next steps:
● Please reach out to your account manager for more information on Products:
Conversion Lift and to get allowlisted. Video, Demand Gen
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Campaign Translator
Search

What: Campaign Translator provides professional-quality Target audience: Campaign Translator is a good fit for any advertisers committed to Display
translations of existing Google Ads campaigns at scale. expanding their global footprint or presence in international markets and anyone
Translations are done via a combination of Google’s that needs help securing high-quality translations to local languages. Apps
state-of-the-art translation technology and quality reviews
performed by independent, professional translators. Advertiser benefits:
Performance Max, responsive search ads (RSAs), dynamic
● It is available to advertisers via their Google teams.
search ads (DSAs), and responsive dynamic ads (RDAs) support
● There is no cost to advertisers (Google covers the cost).
is now available.
● Requests are completed in seven business days. Large requests may take
longer.
● It supports Performance Max, Search campaigns (incl. responsive search ads
[RSAs] and Dynamic Search Ads [DSAs]), Display campaigns (RDAs), and
Universal App Campaigns (UACs), including those with ad groups. Status: OPEN BETA
● It now also supports text assets for Performance Max campaigns.
● Many popular language pairs are available (about 230 pairs).

How does it work? Markets/Region: Global

● Since Google covers the translation cost, advertisers can only request
translations for campaigns that they plan to run soon and for which they have a
committed budget. Date Closing: TBD

Next steps: Language: Over 40 source

● Reach out to your account manager for more information about using languages supported
Campaign Translator.
Products: Search, Google
Display Ads, Universal App
Campaigns, Performance Max
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Measurement, Analytics, & Tools: Multi-campaign experiments
Search

What: Campaign experiments provide an easy way for Target audience: This is ideal for advertisers that wish to understand the impact of Display
advertisers to A/B test all kinds of changes to their Google Ads changes to a group of Google Ads campaigns in aggregate, such as auto-bidding
campaigns (Search and Display only). Multi-campaign strategies, new formats or extensions, adding audience lists, and more.
experiments allow them to consolidate reporting for multiple
campaign-level experiments. Advertiser benefits:
● Consistent cookie splits: For experiments in a group, users who trigger
multiple experiments will only be exposed to either the control scenario
or the test scenario, making cleaner tests.
● Aggregated reporting: Advertisers can get aggregated reporting for
experiment performance, including statistical significance, in a single
report card.

How does it work?

Status: ALLOWLIST BETA
● The multi-campaign experiment creation process is the same as the one for
single-campaign experiments. To achieve the benefits of the beta, advertisers
should just be sure that their individual experiments share the same:
Markets/Region: Global
○ Start and end date (or all have no end date)
○ Traffic split type (query or cookie-based)
○ Split percentage
Date Closing: TBC

Next steps:
● Reach out to your account manager for more information about using Language: All
multi-campaign experiments.

Products: Search,
Google Display Ads
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Measurement, Analytics, & Tools: Cross-Media Reach in Google Ads, Proprietary + Confidential

YouTube, and YouTube+ TV reach and frequency measurement YouTube

What: This tool is now below “Lift Measurement.” It measures the Target audience:
performance of brand campaigns on the basis of reach and frequency ● Digital planners and buyers that work with brand advertisers to execute campaigns on
as indicators of awareness campaign goals. YouTube (including Google Video Partners) and are primarily focused on driving efficient
reach, target frequency, and awareness goals
● Digital planners and buyers looking for post-campaign reporting to understand reach and Status: OPEN BETA
frequency metrics, whether they’ve delivered against campaign goals, and how they (via shared allowlist -
compare to corresponding linear TV brand campaigns Reach Planner)

Advertiser benefits:
● Mid-flight and post-campaign reach and frequency reporting Markets/Region: Available
● Deduplicated reach across campaign IDs in total and on-target for specific demographics globally in over 80 countries
● Digital-video campaigns comparable to corresponding brand campaigns on linear TV with with further TV data available
licensed, third-party TV data from Nielsen, Kantar, and other country-specific partners in these selected countries
● Metrics reported: on-target reach, average frequency, gross and target rating points, cost ● US, JP, DE, FR, VN, IN, UK
per on-target reach, cost per rating point, incremental reach over linear TV, overlap reach where TV data access
with linear TV, and Cross-Media Reach across digital and linear TV is broadly available
● AR, CO, CL, BR, KR, PH, VN,
How does it work? TH, ID, MX, MY where TV data
● Advertisers can find Cross-Media Reach under “Goals: Measurement.” access restrictions may apply
● Users select “Digital video campaigns” from their Google Ads account.
● Optional: Select corresponding linear TV campaigns from licensed, third-party data
(TV data availability permitting, see to the right).
Date Closing: TBC

Next steps:
● Watch the new nine-minute training video. Language: English
● Check goals: Go to “Measurement” in Google Ads to find Cross-Media Reach
listed there. If you can access “Reach Planner (Tools: Planning),” Cross-Media Reach
should also be accessible. Recommended products:
● Contact your Google representative to enable your Google Ads account. YouTube Video reach
campaigns in Google Ads

* Beyond the scope of Google Ads accounts (customer IDs) in this Closed Beta, additional access restrictions may apply in these specific countries due to third-party TV data licensing rights.
 Proprietary + Confidential

Google
Marketing Platform

Display & Video 360, Search Ads 360,

and Campaign Manager 360
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Display & Video 360: Non-guaranteed deals for YouTube in Display Proprietary + Confidential

& Video 360 instant deals YouTube

What: While traditional guaranteed deals provide reliable quality and Target audience:
impact, today's market requires greater agility and responsiveness. That's ● Advertisers that currently activate campaigns targeting YouTube reservation placements and
why we're introducing instant deals—a tool for marketers to configure want to use newly available targeting for more precise reach
customized deals with top publishers right from the Display & Video 360 ● Advertisers that have traditionally avoided YouTube reservation placements because they
interface, skipping the negotiation process. This workflow is already were unwilling to commit to guaranteed impression volumes
available today for high-impact reservation YouTube placements like ● Advertisers interested in implementing a more holistic audience-centric approach to media
YouTube Select (including YouTube TV and YouTube Shorts) and activation strategies powered by first-party data
cost-per-thousand impression (CPM) Masthead. Starting later this quarter,
advertisers and agencies will soon be able to access those same Advertiser benefits:
placements via non-guaranteed deals for even greater flexibility.
They can:
● Secure premium placements while maintaining budget flexibility across tactics, and
maximize impact through the unique adaptability of non-guaranteed placements.
● Expand reach with enhanced targeting, like custom affinity, detailed demo, life events, and
in-market audiences, along with new features like customer match, proximity targeting, and
advanced pacing controls, available only through this workflow.
Status: ALLOWLIST BETA
● Capitalize on peak audience engagement during major live events, and secure coveted
ad inventory that's difficult to forecast, such as NFL Sunday Ticket games.
● Optimize their inventory strategy by combining guaranteed and non-guaranteed
placements to meet their commitments and boost overall performance. Markets/Region: All Markets
● Strategically balance reach and frequency goals, maximizing incremental reach and
overall impact through the flexibility not offered in guaranteed placements.

How does it work? Date Closing: Ongoing

● Minimum floor CPM will align with either expected market rates or negotiated rates for
guaranteed deals, including associated upcharges.
● For more information on creating non-guaranteed instant deals for YouTube, advertisers
should reach out to their Google teams. Language: All

Next steps: Products: YouTube, Instant Deals,

● Reach out to your Google team to express interest in this product. Display & Video 360
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

Proprietary + Confidential
Display & Video 360: Commitment optimizer
Display

What: Commitment optimizer uses Google AI to automatically Target audience: Video

distribute negotiated deals across Central Partner linked ● Agency clients that historically negotiated multiple CTV and programmatic
Display & Video 360 partners to fulfill publisher commitments guaranteed deals for individual advertisers with commitments to meet
and maximize cross-advertiser performance. It helps agencies ● Agency clients that have adopted and actively use Central Partner
and advertisers to create a publisher commitment, track spend ● Agency clients that are looking to use programmatic decisioning to their
and gain insights, and set targets for Display & Video 360 to help CTV/guaranteed inventory buys enabling audience targeting, use of first-party
meet target spend. data, and optimization powered by Google AI for the first time
By bringing formats like Connected TV (CTV) into biddable
environments, more advertisers gain access to premium Advertiser benefits:
inventory with enhanced decisioning via first-party data and
● Advertisers can scale the distribution and activation of premier inventory
Google AI-powered optimizations without compromising
across more agency clients through auto-deal sharing and auto-targeting.
publisher sales.
● They can prioritize delivery toward commitments with added controls for
monitoring pacing and meeting spend targets, simplifying workflows for spend
Status: CLOSED BETA
commitment tracking.
● They can also optimize inventory commitments using Google AI and
auction-style decisioning to dynamically match impressions across all clients to
maximize their performance. Markets/Region: Global

How does it work?

● To be eligible for commitment optimizer, customers are required to have a Date Closing: Ongoing

Display & Video 360 Central Partner instance. Advertisers can check with
their Google representatives to find out if they are eligible.
Language: All

Next steps:
Products: Display & Video 360
● Reach out to your Google team to express interest in this product.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Proprietary + Confidential
Search Ads 360: Predictive conversion values
Search

What: For many businesses, especially those with longer sales Target audience: This feature is suitable for a customer with an online conversion Campaign Manager 360 API
cycles, a true conversion value may not be known at the event that wants to feed the bidder with offline conversion value signals.
conversion time. For example, today an advertiser may take over Specifically, this is a good fit for customers that want to optimize to those offline
28 days to convert an online inquiry to a purchase. Predictive values but may not have the offline values readily available. For example, it could be a
conversion values use a customer’s historic conversion data to customer with an online conversion event and a longer offline sales cycle (for example,
build a unique artificial intelligence model that helps the bidder over 28 days) that wants to feed the bidder with an earlier signal so that auto-bidding
predict (and optimize to) high-value conversions in real time. can react faster and more accurately.

Advertiser benefits:
● It allows customers to bid to a Search Ads 360-provided “predicted conversion
value” on day one when the offline value is not immediately available to share
with the bidder.
Status: ALLOWLIST BETA
● Customers with longer sales cycles can benefit by feeding the bidder with more
conversion signals earlier to maximize accuracy and targeting.

Markets/Region: Global
How does it work?
● The customer shares a historic conversion data set containing custom Floodlight
variables. Then Google builds a predictive conversion model to calculate
the true offline value using online signals. Date Closing: Q4 2024
● As new conversions come in, Search Ads 360 continues to replace the
conversion value with the predicted conversion value.
Language: All

Next steps: Products:

Search Ads 360, Campaign
● Reach out to your representative for more information about participating in
Manager 360 API, MatchID
this beta.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Display & Video 360: YouTube reservation buying in Display & Video 360 Proprietary + Confidential

instant deals YouTube

What: Display & Video 360 instant deals allow advertisers to book and Target audience:
activate YouTube reservations targeting YouTube’s most popular content ● Advertisers and agencies that currently book YouTube Select reservations via
(YouTube Select, YouTube TV, YouTube Shorts) and premium placements Programmatic Guaranteed and would benefit from the time savings gained from
(YouTube Masthead). It is perfect for driving Awareness & Consideration. self-service booking
Using instant deals’ automated forecasting, deal negotiation and creation ● Advertisers and agencies that would be interested in booking previously unavailable
workflows, advertisers can quickly create custom ad packages that reach YouTube reservation products (for example, YouTube Select) on instant deals
the audiences who matter most to their business. ● Advertisers and agencies not currently consolidating YouTube Select reservations
in Display & Video 360 (for example, standard reservations via direct IO only)

Advertiser benefits:
They can:
● Forecast maximum impression availability for YouTube’s most prominent placements and
flexibly activate guaranteed or non-guaranteed buys (NEW! for 2024/2025) from the UI.
● Holistically manage frequency across all YouTube formats, bid strategies, and device types
alongside all programmatic buys and measure the added reach gains.
Status: OPEN BETA
● Benefit from simplified ad operations with self-service tools for tagging, tracking, and
trafficking for third-party ad served (VAST) in-stream ads.
● Expand their reach with enhanced targeting capabilities (custom affinity, detailed demo,
life events and in-market audiences), including Customer Match and proximity targeting Markets/Region: Global
for non-guaranteed deals.
● NEW! Make the most of richer storytelling and engagement with existing 30 and
60-second creative assets in front of YouTube Select’s most-streamed content with
QR code overlays. Date Closing: Ongoing

How does it work?

● For more information on direct targeting of YouTube Select lineups when creating
guaranteed instant deals, advertisers should reach out to their Google teams. Language: All

Next steps: Products: YouTube, Instant Deals,

● Reach out to your Google team to express interest in this product. Display & Video 360
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Display & Video 360: Floodlight optimization for Video action Proprietary + Confidential

and Demand Gen campaigns in Display & Video 360 YouTube

What: Floodlight optimization allows Display & Video 360 buyers Target audience: Advertisers that are looking to run Video action or Demand Gen
to use the Floodlight attribution methodology to power the campaigns on Display & Video 360 optimizing towards deduplicated conversions,
bidding of YouTube video action and Demand Gen campaign based on the Floodlight attribution methodology
bidding. When enabled, advertisers can fuel enhanced bid
strategies and optimize campaign performance with unified Advertiser benefits:
attribution data from all paid media tracked by Floodlight. This
● This feature allows for more seamless cross-media measurement and
drives better results across all your display and video campaigns
optimization in Display & Video 360.
with consistent measurement and improved performance,
● It supports image tags, mobile app conversions, and offline conversions to power
regardless of the channel or supply partner.
YouTube and Demand Gen optimization, as well as existing website conversion
tracking capabilities.
● NEW! Gain a more accurate view of performance with the ability to select the
attribution model aligned with preferred measurement framework.
● NEW! Maximize campaign impact with the ability to inform bids with view Status:
through conversions as measured by Floodlight. GENERAL AVAILABILITY

How does it work?

Markets/Region: Global
● Advertisers can decide at the advertiser ID level if they want to use
YouTube-enabled Floodlights or Floodlights for YouTube Video action campaign
optimization. With Floodlight optimization turned on, all YouTube Video action
campaigns within the advertiser will optimize to the Floodlight attribution Date Closing: N/A
methodology, using an engaged view attribution model.
● Floodlight optimization opt-in is required for Demand Gen campaigns.
Language: All

Next steps:
● Review this Help Center article for more details and to learn how to enable it Products:
in your advertiser. YouTube, Video action
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Display & Video 360: Value-based bidding for YouTube Video action Proprietary + Confidential

and Demand Gen campaigns in Display & Video 360 YouTube

What: Value-based bidding allows the Display & Video 360 YouTube Target audience: Display & Video 360 YouTube buyers that are looking to run performance
optimization engine to consider the conversion values that different campaigns (e.g YouTube Video action, Demand Gen) optimizing towards conversion value
Floodlight activities may have.
Advertiser benefits:
Display & Video 360 YouTube buyers with Floodlight optimization
enabled can have access to two new bid strategies: maximize ● This feature allows for direct optimization for sales Floodlight conversion events.
conversion value and target return on ad spend (tROAS) for YouTube ● It also allows advertisers to optimize towards conversion value, rather than only
Video action and Demand Gen campaigns: conversion count, bringing support for a popular custom bidding use case to
YouTube.
● Maximize conversion value uses artificial intelligence to
automatically set bids that are based on a predicted conversion
How does it work?
value versus only a predicted conversion rate.
● To get started with value-based bidding, the advertiser ID must be enabled for
● tROAS enables customers to hit a specific return on ad spend Floodlight optimization for YouTube first. To unlock these new bid strategies, the
based on specified conversion values. Floodlight activities that they will use must collect conversion values. These values
may be dynamic (passing in a different value each time the Floodlight is triggered to
Status:
represent the value of each individual transaction) or static (passing in the same
GENERALLY AVAILABLE
value every time a Floodlight is triggered).
○ Dynamic values allow advertisers to optimize towards true conversion
value and ROAS.
Markets/Region: Global
○ Static values allow advertisers to manually assign either approximate value
or different weights to different conversions.
● Advertisers will need to start their Video action campaign with a target cost per action
(tCPA) or maximize conversions bidding strategy and then upgrade the campaign to Date Closing: N/A
tROAS or maximize conversion value. To be eligible for value-based bidding strategies,
the Video action campaign itself must have driven at least 30 conversions with a sales
value within the last 30 days.
Language: All

Next steps:
Products: YouTube Video
● Review this Help Center article for more details and to learn how to enable it
action, Demand Gen
in your advertiser.
IMPORTANT: Betas are highly confidential and for agencies and clients under Non-Disclosure Agreement. Contact your Google Account Manager to apply.

New Beta
Display & Video 360: YouTube (CPM) Masthead Targeting Proprietary + Confidential

in Display & Video 360 instant deals YouTube

What: Previously only available for direct buys, the YouTube Target audience:
cost-per-impression (CPM) Masthead format allows advertisers to ● Advertisers and agencies that currently book YouTube (CPM) Masthead
own the top slot of the YouTube homepage and showcase their brand reservations via Programmatic Guaranteed and would benefit from the time savings
through mass reach and awareness across screens. Advertisers can gained from self-service booking
elevate brand visibility and command attention across all devices, with ● Advertisers and agencies that would be interested in booking previously unavailable
campaign configuration in a matter of minutes from YouTube reservation products (e.g., YouTube [CPM] Masthead)
the Display & Video 360 UI. in instant deals
● Advertisers and agencies not currently consolidating YouTube (CPM) Masthead
reservations in Display & Video 360 (i.e., standard reservations via direct IO only)

Advertiser benefits:
● Forecast maximum impression availability for YouTube’s most prominent placements
and flexibly activate guaranteed or non-guaranteed buys
(NEW! for 2024/2025) from the UI.
● Holistically manage frequency across all YouTube formats, bid strategies and, device
Status: OPEN BETA
types alongside all programmatic buys and measure the added reach gains.
● Expand their reach with with enhanced targeting capabilities (custom affinity,
detailed demo, life events, and in-market audiences), including Customer Match and
proximity targeting for non-guaranteed deals. Markets/Region: Global
● NEW! Make a lasting first impression on potential customers by reserving bundled
Google TV Masthead ads along with CPM Masthead ads on YouTube, capturing
their attention the moment they turn on their Google TV device or open
Date Closing: Ongoing
the YouTube app.

How does it work?

● For more information on targeting the YouTube (CPM) Masthead when creating Language: All
guaranteed instant deals, advertisers should reach out to their Google teams.

Next steps: Products: YouTube, Instant Deals,

● Reach out to your Google team to express interest in this product. Display & Video 360