DV360 introduces natural language search functionality

Google's latest Display & Video 360 update brings AI-powered search capabilities, allowing advertisers to use conversational queries to find campaign entities instead of traditional keyword-based search. Display & Video 360 introduces natural language search capabilities that change the way digital advertisers navigate campaign management. According to a September 18, 2025 announcement by Google, the platform supports AI-powered search capabilities, allowing users to find campaign entities through conversation queries rather than traditional name-based searches.

The new search system works through natural language understanding technology integrated into the global search bar of Display & Video 360. Advertisers can run queries such as “Which line item was the line item that had over 1000 impressions last week?” Or “Find me a YouTube Audio Line Item.” This represents a significant deviation from the platform's previous requirements for an exact name or ID match.

Technical implementations span multiple organizational levels within the platform hierarchy. AI-powered search capabilities work at the advertiser, campaign, insert order, and line item levels. Standard search functionality is still available at partner levels where AI functionality is not supported. Search scopes differ between traditional and AI-powered methods, with natural language queries being limited to the current advertiser context rather than all accessible partners and advertisers.

This feature supports a wide range of query categories across reports, configurations, and targeting parameters. Report queries can identify campaigns based on performance metrics, such as impressions, conversions, and cost data. A configuration-based search can help you find campaigns with specific configurations such as pacing type and expiration date. Targeting Queries Targeting works specially at the Line Item level, allowing advertisers to find campaigns targeted to a specific audience, device, or browser.

The presentation of search results depends on the query type. In AI-powered searches, results are generated in a table format with summary information, and standard searches continue to appear in the drop-down menu. The system acknowledges that “Google AI is still learning and may show inaccurate or unrelated results.”

Currently, language restrictions limit functionality to English queries only. The system also includes certain restrictions on use case support, and you will receive a notification when the search phrase is outside of a supported parameter. Users encountering unsupported queries will receive a prompt to provide feedback through the platform's help system.

Integration with existing display and video 360 infrastructure maintains consistency with established workflow patterns. The search function connects to the platform's reporting system, target configuration, and campaign management tools. This integration maintains data continuity while extending how campaign information is accessed.

Privacy considerations are consistent with Google's established data processing policies. User input may be subject to review and processing for AI improvement purposes. This system works under Google's Terms of Use and AI Usage Policy and processes data in accordance with Google Privacy Policy.

The announcement also introduces the ADS guide feature that provides conversation support to Display & Video 360 users. This complementary tool provides personalized support that can be accessed via chat icons placed next to the platform's help button. This guide serves as an additional resource for users navigating the platform's extension set.

Implementation Timing As of September 18, 2025, AI-powered searches will be placed in general availability status. This specification indicates that this feature has completed the test phase and is accessible to all eligible Display & Video 360 advertisers. This timing coincides with broader AI integration efforts across Google's ad platform.

The companion features announced along with the search feature include targeting templates and audience persona features. These additions form part of what Google calls the “next-generation workflow” for Display & Video 360. The targeting template feature allows you to create a reusable set of targeting criteria, and audience personas use AI to convert marketing personas into practical targeting parameters.

Natural language search features address the long-standing efficiency challenges of programmatic advertising platforms. Traditional navigation methods required users to maintain detailed knowledge of campaign naming conventions and hierarchical structures. The new system reduces dependency on precise terms while increasing accessibility for different users with technical expertise levels.

The implications of campaign management go beyond improving individual user efficiency. Teams managing multiple campaigns can now perform a wider range of discovery queries without prior knowledge of a specific campaign name or identification number. This feature benefits in particular for institutions that manage diverse client portfolios with different naming conventions.

The market context of this announcement reflects the growing adoption of AI-driven interfaces across digital advertising platforms. PPCland previously covered the evolution of Display & Video 360 API capabilities, highlighting the progress of the platform into more intuitive management tools.

The search feature complements ongoing platform development, including recent API updates and privacy enhancements. The Display & Video 360's API has undergone a major update in July 2025, establishing an expansion of targeting parity and inventory control capabilities between API versions.

The technology infrastructure that supports natural language search is drawn from Google's broader AI development efforts. The system processes conversational queries through machine learning models trained with advertising industry terminology and campaign management patterns. This approach allows you to recognize a variety of phrases for similar information requests.

User adoption patterns may determine the long-term impact of features on platform use. The initial feedback mechanism built into the system provides a pathway for continuous improvement based on actual query patterns. The combination of user feedback and AI learning capabilities suggests a continuous improvement in search accuracy and scope.

This announcement represents a key step in the democratization of programmatic advertising tools. By reducing technical barriers to campaign discovery and management, natural language search could expand the use of effective platforms beyond traditional technological experts. This accessibility improvement is tailored to a wider industry trend towards a user-friendly ad technology interface.

Timeline

summary

Who is: Google Marketing Platform. In particular, it targets campaign managers who need efficient access to campaign information across Display & Video 360 advertisers, agencies, and organizational hierarchies.

what: AI-driven natural language search feature that allows conversational queries to find campaign entities, and replaces traditional name-based search with intuitive question formats such as “Line items that received over 1000 impressions last week.”

when: September 18, 2025, this feature reaches the general availability status of all eligible display and video 360 advertisers, and the organization level of campaigns, insert orders, and line items.

where: Integrated into the global search bar on Display & Video 360, it works at multiple platform levels except partner level, and functionality is limited to the scope of English queries and current advertisers.

why: Democratizes access to programmatic advertising tools by streamlining campaign management workflows, reducing reliance on accurate naming conventions, and eliminating technical barriers that previously required detailed platform knowledge.