Google Ads is extending the deadline when advertisers are required to switch to parallel tracking.
The deadline extension applies specifically to mobile display and video campaigns.
This past summer, Google announced parallel tracking will be required for all Search and Shopping advertisers.
The deadline was originally set for October 30, 2018.
It has now been extended to March 2019 for mobile display and video campaigns only.
For advertisers, that means there will be no disruption to their click measurement program if they do not switch to parallel tracking in time for the holiday season.
However, there is still an incentive for advertisers to make the switch if they’re able to do so.
Since launching parallel tracking earlier this year, Google says advertisers have been able to reduce page load time by up to 5 seconds.
Parallel tracking improves mobile speed by processing click measurement in the background while a page loads.
Advertisers can opt-in to parallel tracking from the account-level settings page in the “Tracking” section.
Note that advertisers are still required to opt-in to parallel tracking for desktop search and shopping campaigns by October 30, 2018.