Google to Consolidate Display Campaigns into Demand Gen by 2027

Google announced plans Tuesday to gradually retire standalone Display Network campaigns by 2027, integrating their inventory and management into existing Demand Gen campaigns globally.

This consolidation marks a significant shift toward a unified, AI-driven advertising approach, merging the reach of the Google Display Network with YouTube, Discover, Gmail and Google Maps under a single campaign type.

Advertisers will gain access to new features within Demand Gen, including carousel ads, expanded video formats and lookalike audience segments, according to Google.

The updated Demand Gen platform will also incorporate generative artificial intelligence tools for image creation and introduce new bidding options to optimize campaign performance.

The migration process is scheduled to commence in June 2026, when Google Ads will introduce a dedicated migration tool enabling advertisers to transition their existing Display campaigns to Demand Gen.

Existing Display campaigns will remain fully editable until they are manually migrated by advertisers, Google stated in its announcement.

The company confirmed that it will eventually automatically migrate eligible Display campaigns if advertisers do not complete the process themselves.

Google advised advertisers to proactively review and test their campaign configurations within Demand Gen, paying particular attention to placement exclusions and brand safety controls, before the mandatory migration takes effect.

This move is expected to streamline campaign management for advertisers, allowing for more cohesive strategy across Google’s diverse visual ad placements.

The full transition to Demand Gen campaigns for all Display Network inventory is anticipated to be completed by 2027.

Source: Search Engine Journal