Google Updates Demand Gen View-Through Conversions: Video-Only Bidding, CPM Billing, and Default Opt-In

Search Engine Land reports that Google is rolling out three major changes to view-through conversion (VTC) optimization for Demand Gen campaigns over the coming months. VTC bidding will now focus exclusively on video assets, image-based VTC conversions will no longer be eligible for bidding, and the feature will be enabled by default for all new Demand Gen campaigns. Additionally, Google is expanding VTC optimization beyond YouTube and Discover Feed to include the Google Display Network, while shifting video ads on Display from cost-per-click to cost-per-thousand impressions billing.