If you’re checking your client’s Brand Lift Study (BLS) in Display & Video 360 for a recently launched Programmatic Guaranteed deal and find no significant results, it’s because Brand Lift cannot be measured for Programmatic Guaranteed deals.
- Display & Video 360 can’t support Brand Lift measurement.
- It takes several days for a report to show up in Display and Video 360.
- Brand Lift can’t be measured for audio ads.
- Brand Lift can’t be measured for Programmatic Guaranteed deals.
The correct answer is: Brand Lift can’t be measured for Programmatic Guaranteed deals
Explanation: Brand Lift Studies are designed to gauge consumer sentiment about a brand or product through metrics like ad recall, brand awareness, and consideration, going beyond traditional metrics like clicks or impressions. However, this type of measurement is not applicable to Programmatic Guaranteed deals. Such inventory is exempt from Brand Lift measurement, which is a notable limitation of the Programmatic Guaranteed deal structure within Display & Video 360. Therefore, the absence of significant results in the Brand Lift Study for this type of deal is expected.
Read more here: https://support.google.com/displayvideo/answer/9570506