Google ad buyers will soon see more information about how their ads will be displayed. Google has confirmed that its DV360 product already supports the new video.plcmt field in OpenRTB bid requests.

Starting April 1, Google will require publishers to fill in this field. However, some publishers fear that Google will stop buying unclassified inventory altogether.

The new standards change the classification of video ads, dividing them into categories such as in-stream and accompanying content, which will inevitably lead to changes in pricing and ad buying strategies. According to the IAB Tech Lab, publishers must label their outstream as "No content/standalone." This refers to players that do not play content and are intended only for ads.

Mediavine has already tried to work with the new rules. It is reported that Google treats such a category of video ads as display ads, which have a much lower CPM. For this reason, Mediavine is not yet selling its video inventory through Google.

At the same time, Google notes that publishers should label their content, even as "No content," as they will receive more money than for displaying completely unclassified inventory.

Several publishers told AdExchanger that when testing the new video recommendations in AdX, they noticed a decrease in video ad revenue by 20-60%, depending on how much autoplay video inventory they had. However, the overall revenue decreased by only 15% due to other sources of advertising that have long been working with the new standards. This may be because not all advertisers in Google DV360 are using video.plcmt yet.