Google has announced a new version of Structured Data Files (SDF) for Display and Video 360: v10.1. The new version adds support for AI transparency labels, enables bulk management of digital out of home campaigns, and includes several new reporting fields. Additionally, Google has deprecated all versions of SDF prior to v10, making this update important for any teams still using older versions.
Below are some of the key updates included in this release, an explanation of why they are important, and actions advertisers and developers should take in response.
What Has Changed in SDF v10.1?
As mentioned above, SDF v10.1 introduces several important updates. First, the new version “includes a new indicator for specifying whether a YouTube video asset was created or edited using AI.” In other words, advertisers working with video creatives can now note in their structured data files that a video asset has been created or edited with artificial intelligence.
Additionally, Google has announced that SDF v10.1 will “enable bulk operations” for “digital out of home (DOOH) Insertion Order and Line Item resources.” Thus, the new version features initial DOOH support. Finally, according to Google, version 10.1 “includes new fields to indicate which Display and Video 360 creatives are associated with a particular ad and ad group” and updates “values in the Inventory Mode column in Line Item files.”
In addition to the updates listed above, Google has deprecated all versions of SDF earlier than v10. In other words, if you are using a version of SDF before v10, you will need to migrate your data to the latest version using Google’s migration guide.
Why Are Structured Data Files Important?
If you are not familiar with them, structured data files represent the foundation of modern media buying. Instead of using the Display and Video 360 interface to create or edit single line items (which would take thousands of hours to complete for a substantial campaign), advertisers and agencies use SDFs to perform bulk operations.
Thus, they can edit multiple line items at once and apply the same changes to different elements of the campaign (for example, change the CPM for all similar insertion orders). This is why advertisers and agencies with substantial Display and Video 360 campaigns always keep track of updates to structured data files: any change at the level of SDFs impacts their entire operations and requires extensive reworking of in-house scripts and automated processes.
Why Are These Particular Updates Important?
When examining the updates to SDF v10.1, you should focus on the changes that could impact your operations. For example, adding support for DOOH and enabling the ability to “indicate which Display and Video 360 creatives are associated with a particular ad and ad group” are both substantial updates. Those changes are important because they give advertisers new capabilities, which is always the case when a company launches a new version of a product or a service.
At the same time, changes impacting the way you work with AI tools may be relevant to you as well, even if you are not using artificial intelligence to create or edit your video creatives. For example, if Google introduces new requirements for disclosing the use of AI in video production, you may need to update your procedures.
The update to the “Inventory Mode column in Line Item files” is also important for similar reasons: if you are using Display and Video 360 to manage your advertising campaigns, you will need to update your in-house scripts and processes.
Finally, remember that Google has discontinued all versions of SDF that precede v10. Thus, if you are still using an old version of structured data files, it is critical to migrate to v10.1 as soon as possible.
Why Was This Update Released?
This update was released because updates to SDFs are always impactful. When Google makes any changes to the application programming interface (API) or the interface of a product or a service, advertisers and agencies working with that product or service need to update their procedures and scripts.
Additionally, Google frequently updates its advertising products to introduce new reporting and segmentation options and provide more transparency. It is also possible that the new AI-related transparency tools will appear in other Google advertising products: if that happens, the changes will need to be reflected in SDFs as well.
Finally, Google has discontinued older versions of SDF: thus, you may want to update your scripts and files to ensure that you can keep working with Google’s advertising services in the future.
What Does This Update Say About Google’s Overall Strategy?
Google’s updates to SDF v10.1 are part of the company’s broader strategy of increasing transparency and providing more control to advertisers. Similar updates have appeared in other products and services: for example, Google has recently introduced new AI disclosure tools for advertisers. The introduction of AI-specific transparency tools has happened across multiple products and services operated by Google: this update to SDFs represents an effort to provide more control and transparency to advertisers working with Google’s advertising products.
Moreover, as mentioned above, Google has discontinued older versions of SDF: thus, the company has decided to update its advertising management tools and make its advertising services more transparent.
Getting Ready for the Update
Those using the SDF versions before v10 should migrate to the latest release soon, referring to Google’s migration guide. It may be worthwhile to audit existing scripts, tools, or reports leveraging SDF’s data to ensure they are prepared to welcome new fields and values.
If your team regularly uses ai generated or edited videos, consider enhancing your internal processes to consistently include the new ai labeling field, especially given Google’s growing emphasis on ai disclosure norms across its ecosystem. This will reduce churn down the line as more regulatory and transparency expectations emerge.
Frequently Asked Questions
Q1: What is SDF v10.1?
It is the latest version of Google’s bulk file format for Display and Video 360, introducing AI labeling, DOOH support, and new reporting fields.
Q2: What is the purpose of the new AI labeling field?
The new field allows advertisers to disclose if a YouTube video asset was created or edited using AI, supporting Google’s broader push for AI transparency and disclosure.
Q3: What changes were made to support DOOH?
SDF v10.1 contains new Insertion Order and Line Item resources for DOOH (Digital Out of Home), which will enable DOOH advertisers to take advantage of bulk operations.
Q4: What is the purpose of new creative mapping columns?
They allow advertisers to track which Display and Video 360 creatives have been mapped to which ads and ad groups, enabling easier creatives auditing at scale.
Q5: What changed about the Inventory Mode column?
The Line Item files now contain updated values within the Inventory Mode column, offering advertisers more granular control and inventory segmentation capabilities.
Q6: Are previous versions of SDF still supported?
Not anymore – Google has discontinued all versions before v10 and is now urging advertisers to use the latest SDF version and migration guide.
Q7: Who should be concerned about this update?
All advertisers, agencies, or publishers that leverage SDF to operate any Display and Video 360 campaign at scale.
Q8: Do I need to use AI to be impacted by this update?
Not necessarily – while the new AI labeling field may seem irrelevant for those that do not use AI tools to produce their creative assets, Google’s broader trends suggest that AI disclosure requirements will only grow in the near future.
Q9: Why is Google constantly updating SDF?
Because it wants to enable advertisers to operate more Display and Video 360 objects at scale and standardize reporting and transparency practices company-wide.
Q10: What should we do now?
Ensure that your existing processes referring to versions of SDF earlier than v10 are migrated and updated to embrace the latest changes.
