Bitclever
seoPublished on July 31, 20265 min read

Google Launches Structured Data Files v10.1 for Display & Video 360: What Changes for Advertisers

Google has updated Display & Video 360's Structured Data Files, adding AI labels, DOOH support and new reporting fields. Find out the impact.

Google AdsDisplay & Video 360SEOMarketing DigitalPPCPublicidade ProgramáticaInteligência ArtificialDOOH
Google Launches Structured Data Files v10.1 for Display & Video 360: What Changes for Advertisers
Bitclever AI Research
Author: Bitclever AI Research ## Executive Summary Google has released version 10.1 of the Structured Data Files (SDF) for Display & Video 360, introducing AI transparency labels, support for digital out-of-home (DOOH) campaigns, and new reporting fields for creative management. At the same time, all versions prior to v10 have been deprecated, forcing marketing teams to update their bulk management workflows. ## What Happened Google announced the general availability of Structured Data Files v10.1 for all users of Display & Video 360 (DV360), Google's programmatic ad-buying platform. This update introduces several notable features: - **AI labelling**: a new option allows specifying whether a YouTube video asset was created or edited using artificial intelligence, aligning with Google's broader advertising transparency initiatives. - **DOOH support**: Insertion Order and Line Item resources now support digital out-of-home campaigns, expanding bulk management capabilities for this digital outdoor advertising format. - **New identification columns**: addition of columns identifying which DV360 creatives are associated with ads and ad groups, improving campaign auditing and traceability. - **Value updates**: the Inventory Mode column values in Line Item files have been updated. Alongside these additions, Google has formally deprecated all SDF versions prior to v10, providing a migration guide to help developers and technical teams through the transition. This information was shared via the official Google Ads developers blog ([ads-developers.googleblog.com](https://ads-developers.googleblog.com/2026/07/launching-structured-data-files-v101.html)) and reported by Search Engine Land. ## Why This Matters Structured Data Files are an essential tool for agencies and advertisers managing large-scale campaigns in Display & Video 360, enabling bulk upload and download of campaign settings, insertion orders, line items and creatives. This update reflects two important trends in the digital advertising industry: First, growing regulatory and social pressure around the transparency of AI-generated content. By introducing a specific label for videos created or edited with AI, Google is positioning itself proactively ahead of future regulatory requirements — such as those already emerging in the European Union with the AI Act — while strengthening consumer trust in digital advertising. Second, the continued expansion of digital out-of-home as a relevant advertising channel. SDF support for DOOH signals that Google recognises this format as an integral part of modern media mix strategies, putting it operationally on par with traditional digital formats already managed through bulk operations. The deprecation of versions prior to v10 is not a minor detail: it forces a technical update that, if not properly planned for, could disrupt automated campaign management workflows. ## Business Impact For companies and agencies relying on Display & Video 360, this update carries concrete practical implications: - **Need for technical updates**: teams using automated integrations, scripts, or third-party tools built on SDF versions prior to v10 will need to migrate immediately to avoid operational failures. - **New reporting and compliance capability**: labelling AI-generated content creates an opportunity for companies to demonstrate transparency to clients and regulators, but also requires internal processes to correctly classify creative assets. - **Expansion into DOOH**: organisations already investing or planning to invest in digital out-of-home can now manage these campaigns with the same bulk management efficiency applied to other digital channels, reducing operational costs and manual setup time. - **Improved creative auditing**: the new columns identifying creatives associated with ads and ad groups make internal audits and performance optimisation easier, especially relevant for teams with large campaign portfolios. Companies that fail to act quickly risk losing critical bulk management functionality, directly impacting the operational efficiency of marketing and media teams. ## Bitclever Perspective At Bitclever, we continuously monitor updates from major digital marketing and automation platforms, precisely so our clients are never caught off guard by technical changes like this one. The transition to SDF v10.1 is a clear example of how the evolution of Google Ads platforms requires not just reactive adaptation, but also a strategic review of internal campaign management processes. Our experience in business process automation (RPA) and systems integration allows us to help organisations assess the real impact of these changes on their workflows — from updating import/export scripts to restructuring processes for classifying AI-generated creatives. Additionally, our Digital Marketing and SEO consulting capabilities enable a broader analysis of how these changes fit into each client's overall digital media strategy, ensuring that the adoption of new features — such as DOOH support — is aligned with business objectives, rather than treated as a one-off technical adjustment. We recommend that companies conduct an internal audit of their SDF integrations before support for older versions is fully phased out, to avoid unexpected disruptions to campaign management. ## Conclusion The update to Structured Data Files v10.1 confirms that Google continues to expand the bulk management capabilities of Display & Video 360, addressing both AI transparency requirements and the growth of digital out-of-home as an advertising channel. For companies managing campaigns at this scale, the message is clear: technical updates are not optional, and staying ahead of these changes is essential to maintaining operational efficiency and compliance in an advertising landscape that is increasingly regulated and AI-driven.

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