DV360 Introduces More Granular Audience List Reporting in the EU
Google is introducing an update to DV360 reporting for EU advertisers by expanding the Audience List Type dimension. Instead of relying on justa few broad audience categories, DV360 will soon offer a much more detailed and informative set of classifications.
Greater Visibility Into Audience Performance
By the end of the year, the platform will include ten audience list type values, such as Demographics, Affinity, In market, Custom, Lookalike,Agency, and Commerce. This expanded breakdown will give advertisers a clearer view of the specific audience types used in their campaigns,making it easier to understand performance trends and engagement behaviour.
These additional categories will enhance DV360’s analytical capabilities. Advertisers will be able to see how each audience type contributes toresults with greater accuracy, helping them identify which segments deliver the strongest outcomes across different campaign goals. This level ofdetail supports more confident decisions around budget allocation, audience testing, and creative strategy.
Reflecting Evolving Audience Strategies
The update also reflects the growth of modern audience approaches, which increasingly rely on a wider mix of data sources from predictivemodelling to commerce based signals. With a reporting structure that mirrors this diversity, we can evaluate and refine targeting strategies moreeffectively.
Looking Ahead
As the update nears, we can begin considering how the new audience categories will integrate into current analysis workflows. Once live, theenhanced audience list breakdown will offer a stronger foundation for analysing performance and optimising campaigns within DV360.
What It Means to Us
The expanded audience classifications in DV360 open up a much deeper level of visibility into how our campaigns actually perform. Instead ofviewing audiences through broad, generic labels, we’ll be able to understand the unique contribution of each specific audience type. This gives usa more accurate picture of where our strongest results are coming from and which segments are truly driving value. It also allows us to spotopportunities, such as emerging audience types or segments that consistently respond well to certain messaging or creative formats.