Google has announced upcoming changes to view-through conversion (VTC) optimization in Demand Gen campaigns.
VTC optimization will now apply exclusively to video assets, while image VTCs will remain available in reporting but will no longer be biddable or appear in the main conversions column.
For new Demand Gen campaigns, VTC optimization will be enabled by default.
Additionally, VTC inventory has been expanded beyond YouTube and the Discover Feed to include Display. Billing for video assets on Display will transition from cost-per-click (CPC) to cost-per-thousand impressions (CPM), regardless of the VTC opt-in status. Existing campaigns will retain current settings unless advertisers choose to opt in.
This update was surfaced by Arpan Banerjee.