Google adds DV360 API AI attestation field ahead of EU deadline

This technical update converts AI disclosure from a manual interface task into a scriptable data point for automated creative pipelines. For agencies, the immediate implication is the need to integrate these fields into asset management systems before the August 2 deadline to avoid regulatory exposure or campaign rejection. While the attestation field addresses compliance, the advertiser-level defaults solve a significant scaling friction for high-volume YouTube and Demand Gen campaigns. Market participants should watch for the wider release of the reach forecasting API, which could theoretically allow planning tools to automate budget allocation and audience overlap sweeps that currently require manual iteration. The key signal is whether Google eventually enforces specific high-fidelity provenance markers like C2PA through these API fields.

The August 2, 2026, deadline for Article 50 of the EU AI Act remains a critical hard date despite separate efforts to delay the broader regulation. Per DigitalApplied and Twobirds (July 2026), while the Digital Omnibus package successfully postponed high-risk AI obligations until 2027-2028, transparency duties—including machine-readable marking and deepfake labeling—were left on the original schedule. Google confirmed its commitment to these rules by signing the EU's voluntary Code of Practice on Transparency of AI-Generated Content on July 24, 2026, according to Unite.ai. This signature provides Google with a recognized compliance path across the 27 member states but does not alleviate the technical burden on its users.

Recent reporting by PPC Land (July 2024–2026) highlights a consistent pattern in Google's regulatory strategy: shifting liability downstream. While Google is providing the technical fields to facilitate disclosure, its own documentation states that use of these settings does not guarantee compliance. Per ArtificialIntelligenceAct.eu (May 2026), systems already on the market before August 2 carry a grace period until December 2, 2026, for specific marking requirements, but new assets deployed after the August date must be compliant immediately. Advertisers are now tasked with ensuring their internal metadata persists through these API uploads, as failure to disclose AI content in public-interest or high-reach contexts could trigger the Act’s significant revenue-based fines.