DV360 Expands Audience Reporting to Ten Categories
Display & Video 360 will increase its Audience List Type dimension from three to ten categories by the end of 2025, adding Commerce, Lookalike audiences, and more.
Expanded Audience Categories
Currently, the Audience List Type includes only three values: First party, Third party, and Bid manager. This will expand to ten distinct categories:
- Agency
- Commerce
- Demographics
- Affinity
- In-market
- Custom
- Lookalike
- Unknown
Purpose of the Expansion
"Greater detail, improved accuracy, and future compatibility for new audience types such as Lookalikes and Commerce audiences."
This enhancement aims to provide advertisers with more precise insights and improved tools for optimizing campaign performance.
Context and Additional Updates
The expansion aligns with Display & Video 360's modernization efforts throughout 2025. Notably, on September 18, 2025, Google introduced AI-powered Audience Personas platform-wide, allowing natural language creation of audiences.
In the same week, targeting templates were launched to help marketing teams create reusable targeting criteria across campaigns.
Author's summary: DV360's audience reporting will broaden from three to ten categories, improving campaign granularity and integrating AI tools for better audience targeting.