Starting July 2025, Google will begin phasing out the MaxCPV (Maximum Cost-Per-View) bidding strategy for new Video Ad Sequencing (VAS) campaigns. This change marks a push toward more modern, impression-based buying methods — and it comes with a few other notable updates.
What’s changing?
If you’re launching new VAS campaigns, MaxCPV will no longer be an option. Instead, Target CPM (tCPM) becomes the default bidding method. Existing campaigns that are already using MaxCPV can continue running for now, but Google plans to fully deprecate MaxCPV by the end of 2025.
In addition:
The Start Condition setting is also being removed.
VAS campaigns will only be eligible for auction-based inventory going forward.
Google is encouraging advertisers to start transitioning to Target CPM sooner rather than later.
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