Google final month introduced the deprecation of Structured Knowledge Information v9, v9.1, and v9.2, setting a single sundown date of January 28, 2027, for all three variations used to handle bulk marketing campaign knowledge inside Show & Video 360. The discover, posted via the Google Advertisements Developer Weblog and signed by Trevor Mulchay of the Show & Video 360 API Staff, provides advertisers and companions roughly seven months emigrate to Structured Knowledge Information v10 or a later model earlier than uploads within the retiring codecs cease being accepted.

Structured Knowledge Information, generally abbreviated as SDF, perform as the majority knowledge interface for Show & Video 360. Advertisers and companies use these comma-separated worth information to create, replace, and handle campaigns, insertion orders, line objects, and different sources at scale somewhat than modifying every merchandise individually contained in the platform’s consumer interface. As a result of massive advertisers continuously depend on customized integrations constructed round particular SDF schemas, a model change of this sort carries direct operational penalties for a way bulk uploads and downloads are processed.

What adjustments and when

In accordance with the Advertisements Developer Weblog, the deprecation discover units out two adjustments that take impact the day after the sundown date. First, any associate or advertiser account nonetheless configured to make use of v9, v9.1, or v9.2 as its default model might be routinely switched to v10. Second, any sdfdownloadtasks.create request that specifies SDF_VERSION_9, SDF_VERSION_9_1, or SDF_VERSION_9_2 in its request physique will return a 400 error somewhat than producing a file. In observe, this implies integrations that haven’t up to date their model parameter will start failing outright as soon as the sundown takes maintain, somewhat than persevering with to perform on outdated logic.

The weblog publish directs builders towards two sources for the transition: the SDF v10 Migration Information, and the enumerated schema variations between every deprecated model and v10, each hosted inside Google’s Show & Video 360 API developer documentation. Google’s v10 reference documentation for the Marketing campaign file sort – one in all a number of useful resource sorts lined underneath the SDF schema, alongside Insertion Order, Line Merchandise, Advert Group, Advert, Stock Supply, and Media Product – lists dozens of fields governing price range, concentrating on, frequency capping, and Mediaocean-specific invoicing segments, illustrating the depth of configuration {that a} model migration can contact. Fields resembling Marketing campaign Price range Segments carry list-of-lists formatting necessities, the place every price range section file specifies its personal sort, quantity, flight dates, and, the place relevant, Prisma billing codes tied to Mediaocean integrations.

Questions concerning the migration will be directed to the Google Promoting and Measurement Group Discord server, the identical channel Google expanded to cowl DV360 API, SDF, and Bid Supervisor API discussions in March 2026, as PPC Land reported at the time.

A well-recognized sample of model churn

As we speak’s announcement extends a deprecation cadence that has outlined the SDF product for a number of years. Google discontinued SDF v5.5 on October 3, 2024, redirecting affected customers towards v7. Roughly 4 months later, on July 30, 2024, Google separately announced the deprecation of SDF v6, which carried its personal sundown date of April 30, 2025, and required a shift to v7 or larger. That sundown date arrived on schedule, and the platform’s July 2025 API replace formally eliminated v6 help, alongside the sundown of Show & Video 360 API v3 on October 7, 2025.

The model historical past since then has moved shortly. SDF v7 launched in November 2023 with up to date column ID areas and new YouTube Goal Frequency settings. Model 7.1 adopted in mid-2024 alongside the SDF QA format, a read-only, human-readable file sort that reached common availability on August 12, 2024. SDF v8 arrived on October 28, 2024, bringing complete help for Demand Gen sources – a marketing campaign sort that had solely entered Show & Video 360 the earlier month. Model 8.1 adopted in March 2025 with granular stock supply controls for Demand Gen line objects, shifting sure concentrating on choices from the road merchandise degree all the way down to the advert group degree.

SDF v9 itself carries explicit regulatory weight. In accordance with prior Advertisements Developer Weblog documentation, v9 became mandatory starting September 8, 2025, when Google started requiring a “Accommodates EU Political Advertisements” column on new line merchandise entries, set to both YES or NO, as a part of compliance with the European Union’s Regulation 2024/900 on political promoting transparency. That mandate arrived simply forward of the regulation’s October 10, 2025, efficient date, and it explains why v9 adoption grew to become widespread comparatively shortly: advertisers operating any EU-facing line objects had little alternative however to maneuver onto it. Variations 7.1, 8, and eight.1 had been deprecated in parallel, with help ending March 3, 2026.

Hostinger

Model 9.1 reached common availability on September 17, 2025, introducing configuration choices that allow Demand Gen line objects apply sure concentrating on parameters both on the line merchandise degree or the advert group degree, together with a brand new Mixed Viewers Concentrating on column for advert group information. That launch additionally eliminated the Bid Multipliers column from line objects and eradicated the Measure DAR and Measure DAR Channel columns from insertion order information – adjustments that mirrored, in line with the announcement on the time, a broader shift towards automated bid administration somewhat than guide multiplier settings. SDF v9.2 adopted inside the Show & Video 360 API’s October 2025 replace, introduced October 27, 2025, although that update’s documentation did not detail specific feature additions unique to v9.2, as a substitute pairing the model bump with broader additions resembling AdGroupAd retrieval and expanded advert coverage visibility fields.

Seen towards that backdrop, immediately’s deprecation of v9, v9.1, and v9.2 collectively, somewhat than staggered individually, suggests Google is treating the three as a single generational cohort now that v10 has outdated them. Whereas the v6 sundown carried a roughly nine-month runway and the SDF v7 deprecation gave builders roughly six weeks, this discover gives near seven months of lead time, putting it nearer to the extra beneficiant finish of Google’s latest deprecation timelines.

Why this impacts bulk operations groups particularly

Structured Knowledge Information exist as a result of Show & Video 360’s consumer interface doesn’t scale effectively for advertisers managing massive numbers of campaigns, insertion orders, and line objects concurrently. Bulk operations groups – typically centralized capabilities inside holding firms or massive in-house programmatic groups – depend upon the flexibility to obtain a present SDF, make adjustments in a spreadsheet or via automated scripts, and re-upload the file to use these adjustments throughout probably 1000’s of sources directly.

That dependency additionally makes SDF model transitions extra consequential than typical software program updates. As a result of Google explicitly warns that requests utilizing the deprecated model strings will return a 400 error after the sundown date, any pipeline that hardcodes SDF_VERSION_9, SDF_VERSION_9_1, or SDF_VERSION_9_2 into its API calls will fail outright somewhat than degrade gracefully. Google’s personal documentation states plainly that this default-version reassignment occurs routinely for accounts that haven’t migrated, which limits – however doesn’t remove – the chance of a tough failure for groups that rely solely on the platform’s default settings somewhat than specific model parameters of their integration code.

The stakes are compounded by the sheer measurement of the SDF schema. Google’s Partial Structured Knowledge File Add function, introduced on May 5, 2026, was constructed particularly to handle the truth that customary Line Merchandise SDFs require greater than 120 columns to be current in each uploaded file, no matter how few fields an advertiser really intends to vary. That current complexity means a model migration is never a matter of updating a single parameter; it sometimes requires reviewing schema variations column by column, testing up to date logic towards pattern information, and validating that automated pipelines appropriately interpret any renamed, eliminated, or newly required fields in v10.

The technical form of v10

Google’s printed reference documentation for the Marketing campaign useful resource underneath SDF v10 outlines the scope of fields advertisers should account for when migrating. Required fields embody the advertiser ID, marketing campaign identify, standing (Lively, Paused, or Archived), marketing campaign objective, marketing campaign objective KPI, and marketing campaign begin date, formatted as MM/DD/YYYY HH:mm. Frequency capping fields – Frequency Enabled, Frequency Exposures, Frequency Interval, and Frequency Quantity – change into conditionally required as soon as frequency capping is turned on, with a tough constraint that frequency cap time durations can’t exceed 30 days.

Marketing campaign Price range Segments, an non-obligatory however structurally advanced discipline, illustrates how deeply nested SDF knowledge can change into. Every section file follows a listing format specifying ID, identify, sort (Quantity or Impressions), quantity, begin date, finish date, exterior price range supply, exterior price range ID, bill grouping ID, and, for Mediaocean-sourced segments particularly, Prisma consumer code, product code, estimate code, sort, and provider. Solely Mediaocean price range segments can populate the Prisma-specific fields, and Google’s documentation notes that Google Funds Heart helps looking and filtering primarily based on these codes – a element related to finance and billing groups working alongside programmatic operations.

None of this schema element is exclusive to immediately’s announcement; it displays the present v10 construction that has been publicly documented and is now the required vacation spot for anybody nonetheless operating v9, v9.1, or v9.2. What adjustments with immediately’s discover is the deadline by which that migration turns into obligatory somewhat than non-obligatory.

Context for the advertising business

For an business that has spent greater than two years absorbing successive SDF model adjustments, the sensible significance of immediately’s announcement lies much less in any single new function and extra within the self-discipline it imposes on bulk operations planning. As PPC Land has tracked throughout the SDF model historical past, Google has moved via variations 5.5, 6, 7, 7.1, 8, 8.1, 9, 9.1, and 9.2 in a span of roughly three years, with every model carrying its personal deprecation clock as soon as outdated. Organizations that deal with SDF migrations reactively – ready till near a sundown date – danger compressed testing home windows, notably when a single migration can contact dozens of interdependent fields throughout a number of useful resource sorts.

The compliance dimension provides an additional layer of consequence particular to this model cohort. As a result of v9 grew to become obligatory for EU political promoting declarations in September 2025, and each v9.1 and v9.2 layered extra Demand Gen and asset-management performance on prime of that compliance baseline, advertisers migrating away from these variations should confirm that no matter replaces them in v10 preserves the EU political advertisements declaration conduct with out regression. Google’s documentation frames v10 migration as a schema comparability train towards v9, v9.1, and v9.2 individually, which suggests the underlying EU compliance columns carry ahead somewhat than change, although affected groups might want to affirm that instantly towards the migration information somewhat than assume continuity.

Hostinger

Commerce publications masking the DV360 API ecosystem have additionally famous that Google’s shift towards centralizing developer help – consolidating DV360 API, SDF, and Bid Supervisor API discussions right into a single Discord server in March 2026 – has modified how deprecation notices flow into inside the developer neighborhood, shifting away from public boards and towards a chat-based channel that lacks native RSS subscription help. That shift means bulk operations groups monitoring for precisely this type of deprecation discover could must actively verify the Discord server or the Advertisements Developer Weblog instantly, somewhat than counting on automated feed readers that served the identical function underneath Google’s earlier public discussion board construction.

Timeline

  • October 3, 2024 – SDF v5.5 help ends; customers redirected to v7
  • July 30, 2024 – Google pronounces deprecation of SDF v6, setting an April 30, 2025 sundown date
  • August 12, 2024 – SDF QA format reaches common availability
  • October 28, 2024 – SDF v8 launches with Demand Gen useful resource help
  • March 2025 – SDF v8.1 introduces granular stock supply controls for Demand Gen line objects
  • April 30, 2025 – SDF v6 sunsets; default model up to date to v7 or larger
  • September 8, 2025 – SDF v9 turns into obligatory for declaring EU political advertisements on new line merchandise entries
  • September 17, 2025 – SDF v9.1 reaches common availability
  • October 27, 2025 – SDF v9.2 launched as a part of the Show & Video 360 API’s October 2025 replace
  • March 3, 2026 – SDF variations 7.1, 8, and eight.1 sundown
  • Could 5, 2026 – Google launches Partial Structured Knowledge File Add for line objects
  • June 29, 2026 – Google pronounces deprecation of SDF v9, v9.1, and v9.2, efficient January 28, 2027
  • January 28, 2027 – Scheduled sundown date for SDF v9, v9.1, and v9.2

Abstract

Who: Google’s Show & Video 360 API Staff, represented by Trevor Mulchay, issued the deprecation discover. It impacts all Show & Video 360 companions and advertisers at the moment utilizing Structured Knowledge Information v9, v9.1, or v9.2 for bulk marketing campaign administration.

What: Google is deprecating three Structured Knowledge Information variations – v9, v9.1, and v9.2 – with a single sundown date. After that date, accounts defaulting to these variations might be routinely switched to v10, and API requests specifying the deprecated model strings will return a 400 error as a substitute of processing.

When: The deprecation was introduced on June 29, 2026, with the sundown date set for January 28, 2027, giving affected customers roughly seven months emigrate.

The place: The change applies inside the Show & Video 360 platform, affecting each the consumer interface and the Show & Video 360 API’s structured knowledge file add and obtain performance.

Why: Google is retiring three SDF variations which have been outdated by v10, persevering with a multi-year sample of periodic SDF model deprecations. SDF v9 specifically carried obligatory EU political promoting declaration necessities launched in September 2025, that means immediately’s deprecation requires affected advertisers to verify that compliance conduct carries ahead appropriately as soon as they migrate to v10.


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