Display & Video 360 is phasing out legacy maximum cost per view (mCPV) and single format efficient reach YouTube & partners line items. Shifting to modern responsive containers (video view line items and multi-format efficient reach line items) allows you to leverage Google AI to serve ads across in-stream, in-feed, and YouTube Shorts.
On this page
- Key dates
- Summary of differences between the legacy and modern line items
- How to migrate
- Frequently asked questions (FAQs)
Key dates
- August 2026: Account notifications sent to all affected accounts with active or paused legacy line items.
- October 26, 2026: Auto-archival enforcement. All remaining legacy mCPV and single format efficient reach line items will be automatically archived and cease serving.
Summary of differences between the legacy and modern line items
Line items upgrading to video view line items and multi-format efficient reach line items will retain many of the settings that you’re familiar with, but benefit from added features like Google AI-powered real-time optimization across inventory formats.
| Dimension | Legacy line items (mCPV & single format efficient reach) | Modern line items (video view and multi-format efficient reach ) |
| Ad formats | Limited primarily to traditional in-stream video and in-feed ads. | Serves across in-stream, in-feed, and YouTube Shorts ads. |
| Bidding strategy |
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| Creative asset requirements |
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| Optimization engine | Legacy bidding pipeline (no longer receiving model or quality updates) | Google AI-powered real-time optimization across formats and devices |
How to migrate
Existing line items cannot be directly toggled from the legacy line item type. You must create new line items and transition spend prior to October 26, 2026 to avoid disruptions to your line items.
Option A: Manual migration in Display & Video 360
For Video View Campaigns
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Go to your campaign in Display & Video 360.
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Select the Line item tab then select New line item.
- Search and select an insertion order for the line item.
- Choose YouTube & partners video.
- Select Product and brand consideration for objective and Video Views for subtype.
- Click Next.
- Fill out the rest of the required assets, and then click Create.
- Default bid strategy set to Target CPV (tCPV).
For Video Reach Campaigns
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Go to your campaign in Display & Video 360.
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Select the Line item tab then select New Line Item.
- Search and select an insertion order for the line item.
- Choose YouTube & partners video.
- Select Product and brand consideration for objective and Efficient reach for subtype.
- Click Next.
- Fill out the rest of the required assets, and then click Create.
- Default bid strategy set to Target CPM (tCPM).
Option B: Bulk migration via Structured Data Files (SDF)
Use Structured Data Files to download the settings of your existing legacy line items, and upload it as a brand new Video View or Efficient Reach line item, carrying over existing settings. When you do this, certain additional settings will be required or need to be adapted, reach out to your account manager for a detailed guide on how to complete this.
Learn more about Structured Data Files.
