You can set a frequency cap for your programmatic guaranteed (PG) deals to limit the number of times an ad is seen by the same user. This can improve your reach to new, unique users.
Programmatic Guaranteed (PG) deals have the ability to pass on bid requests once the campaign frequency cap has been met. Display & Video 360 prioritizes meeting the spend amount set in the deal terms, then optimizes to the frequency cap (set on the campaign-level) based on the publisher inventory that’s available.
Reporting on Added Reach Measurement
The Added Reach widget
You can use the Added Reach widget to measure how many bid requests were passed on the default line item due to the frequency cap you've set at the campaign level, including the additional reach you've gained as a result.
To view the widget:
- Go to Inventory > My Inventory.
- Under the Orders & Deals tab, select an inventory from the list.
The Added Reach widget only reports on frequency caps set at the campaign level. The widget doesn't display metrics for frequency caps set at the line item or insertion order level. Learn how to set a campaign-level frequency cap.
The Added Reach widget shows the following metrics:
- Programmatic Guaranteed bid requests passed due to frequency: The total number of bid requests passed for the Programmatic Guaranteed deal due to campaign frequency capping.
- Programmatic Guaranteed added impression reach due to frequency: The estimated added impressions reach for the Programmatic Guaranteed deal due to campaign frequency capping.
Programmatic Guaranteed Savings Re-invested Due To Frequency is available in offline reports.
Offline reporting
To create and run a report with frequency management and added reach metrics:
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Navigate to Insights > Reports > Instant & offline in the left menu.
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Click the Offline reporting tab.
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Click New Offline Report and select Reach.
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Name your report to identify it in a list of other saved reports.
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Choose a filename (your report name will be entered by default) and filetype for the downloaded report.
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Set a date range.
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Select a language.
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Select Programmatic Guaranteed Reach as the report template. The following metrics will be automatically selected:
- Programmatic Guaranteed Added Unique Reach: Impressions due to Frequency
- Unique Reach: Impression Reach
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Programmatic Guaranteed Bid Requests passed due to Frequency
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Select any of the following filters and Dimensions:
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Campaign > [Campaign]
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Insertion Order > [Insertion Order]
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Line Item > [Line Item] (Required)
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Inventory Source > [Inventory Source] (Required)
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Advertiser > [Advertiser]
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Partner > [Partner] (Required)
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Country Dimension (Required for Unique Reach metrics)
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- Click Save and Run.
Limitations
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Available for Programmatic Guaranteed deals on Google Ad Manager, Magnite DV+, Magnite CTV, SpotX, and Xandr only. Not available for Programmatic non-guaranteed inventory.
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For YouTube Programmatic Guaranteed deals, the offline reporting metric Programmatic Guaranteed Added Impression Reach due to Frequency is available. Programmatic Guaranteed Bid Requests passed due to Frequency does not include YouTube Programmatic Guaranteed deals.
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Data is only calculated for the deal's default line item.
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Frequency management only shows data collected from the last 6 months.
- Reach data is available for the last 93 days, beginning July 5, 2021 for deals on Google Ad Manager and beginning March 31, 2022 for supported third-party exchanges. On September 1, 2023, Display & Video 360 changed the way it calculates added reach. Reports with the Programmatic Guaranteed Reach metrics can't be created with a time range that includes September 1, 2023.
- Report output includes all line items and inventory sources, though PG metrics are only populated for eligible line items and inventory sources. To reduce report output size, filter for specific Deals / Inventory Sources.
Frequently asked questions (FAQs)
Is frequency management available for Audio PG deals?
Is frequency management available for Connected TV (CTV) deals?
Can I disable frequency management for PG deals?
What does it mean when the Added Reach widget does not show any information?
There are several possible reasons why the widget is not populating:
- The frequency cap was not set on the campaign-level.
- There were not enough impressions to pass. Try adding more publishers or consolidating other buys under a single campaign.
- Reach metrics take up to 3 days to populate
- A “-” in the Unique Reach report means that the reach model couldn't be calculated because there wasn’t enough data, or it didn’t meet our privacy requirements. Try running your report over more data or segmenting your data over fewer dimensions. Learn more about Unique Reach reporting and limitations.
Why do I see added reach at the PG deal level but not at the Campaign level that the PG deal sits within? Is this possible?
Yes, this is expected behavior. The reason this is possible is because PG Added Reach and Campaign Level Added Reach use different baselines to compute added reach at each level.
- PG Added Reach compares the added reach from the default line item the deal is targeted to vs the reach that would have been if the deal didn't have frequency caps in place.
- Campaign Level Added Reach compares the added reach across all LIs under the campaign vs the reach that would have been if all the LIs had been run as separate campaigns, each with their own frequency cap.
As the baselines for comparison are different, you can see instances of added reach at the PG level but not at the campaign level (and vice-versa).
Why am I seeing a low amount of bid requests passed?
There may be several reasons why you are seeing a low amount of bid requests:
- Your user pool may be too large or small. With a large user pool, there may not be enough repeat users to result in skipping a bid request. On the other hand, a small user pool may not include enough new users to reach, thus we continue to buy impressions to keep the deal on pace.
- Your deal may not be pacing on track. Since PG deals are guaranteed, DV360 will prioritize meeting the spend amount set in the deal terms first, then optimizing to the frequency cap based on publisher inventory that’s available. If a PG deal is underpacing, we will not pass on bid requests until delivery has improved.
Why am I seeing a high amount of bid requests passed?
There may be several reasons why there are a large amount of bid requests sent:
- Bid requests are going to the same user repeatedly, which is common with audio and CTV streaming inventory.
- Bid requests do not include IDs/IFAs, so Google is unable to tell if the same user is reached and therefore takes cautious approach by skipping request which can be common with audio or CTV