By Ashleigh Davison
Publication Date: 2026-10-15 08:13:00
From early 2027, Demand Gen will be fully replacing Google’s Display Network (GDN) campaigns, and Google will migrate any remaining eligible Display campaigns automatically.
The Display Network itself isn’t going anywhere, however, the campaign type is.
What the migration actually means
On paper, Demand Gen looks like an upgrade. You get reach across YouTube, Discover, Gmail, Maps and Display, along with lookalike segments, carousel ads and generative AI creative tools. However, the trade-off is control.
Your audiences become suggestions
Demand Gen turns on optimised targeting by default at the ad group level. That means the audiences you choose act as a starting signal rather than a boundary, and Google may show ads to anyone its system predicts will convert. Google has also said it may lean on your signals less, or drop them, if it finds traffic that performs better.
For advertisers with carefully built remarketing lists, customer match segments or…
