Google has set a hard cutoff for one of programmatic video’s oldest formats. Under a Q3 2026 update to Display & Video 360, published in the platform’s official Help Center, every remaining legacy maximum cost-per-view (mCPV) and Video reach 1.0 line item will be automatically archived and stop serving on October 26, 2026. Moving to the newer Video reach 2.0 and Video view line items is not automatic: advertisers have to migrate campaigns themselves before the deadline. The same roadmap also retires several legacy reporting dimensions and realigns DV360’s audio inventory categories to IAB standards.
For a format this old, a hard archive date is a bigger deal than it sounds. mCPV line items have been a default building block of video buys for years, which means agencies running always-on programmatic video campaigns now have a concrete window to audit every line item still sitting on the legacy setup, not just the obviously stale ones. Miss the cutover and a campaign does not throttle or send a warning. It stops delivering entirely, mid-flight, with no manual switch to flip back on.
The deadline fits a pattern DSPs have been building toward all year: standardizing formats and reporting dimensions ahead of tighter measurement scrutiny, instead of leaving legacy options running indefinitely for backward compatibility. That is the same underlying move behind CTV home screen ads getting their own IAB-aligned standard and behind every major DSP shipping its own AI copilot this year: platforms consolidating the plumbing of video and CTV buying so newer AI-driven optimization layers have one clean data model to sit on, instead of years of format sprawl to reconcile against first.
Source: Google Display & Video 360 Help
