To help you efficiently and effectively drive consideration, we’re evolving skippable in-stream and in-feed line items using a maximum cost per view (mCPV) bid strategy to YouTube video views line items using a target cost per view (target CPV) bid strategy.
- Starting in April 2025 all new YouTube & partners video views line items created within Display & Video 360 will use the target CPV bidding strategy.
- Later in 2025 the option to duplicate existing YouTube & partners video views line items using the maximum CPV bidding strategy will be removed. The option to create YouTube & partners video views line items using the maximum CPV bidding strategy through Structured Data Files will also be removed.
Differences between YouTube video views line item and skippable in-stream and in-feed line items
- Ad formats: YouTube video views line items using a target CPV bid strategy support skippable in-stream ads, in-feed video ads, and Shorts ads within one line item, while mCPV skippable in-stream and in-feed line items only support skippable in-stream ads and in-feed ads.
- Bid strategy:
- YouTube video views line items using a target CPV bid strategy With target CPV, you set the average amount that you're willing to pay for each view that your campaign receives
- mCPV skippable in-stream and in-feed line items use the maximum cost per view (mCPV) bid strategy. With mCPV, you set the highest amount that you’re willing to pay for each view that your line item receives.
- Ad assets: For YouTube video views line items using a target CPV bid strategy, you have to use long headlines and descriptions for your ad (compared to the ad assets that come with mCPV skippable in-stream ads). You will need to provide the long headlines and descriptions at line item creation.
- Viewpoint on in-feed: While skippable in-stream and in-feed line items only count clicks on in-feed ads as a “view”, YouTube video views line items also count 10 seconds of inline muted playback of in-feed ads as a “view”.