Your colleague wants to check the Brand Lift Study (BLS) on his client's new audio ad Programmatic Guaranteed deal. When he runs a BLS in Display & Video 360, he doesn't find any significant results for the deal. What could be the reason?

Analysis of Correct Answer(s)

The primary reason for the issue is that Brand Lift cannot be measured for Programmatic Guaranteed (PG) deals in Display & Video 360.

• Brand Lift studies operate on a randomized control trial methodology. This requires dividing the target audience into a test group (exposed to the ad) and a control group (held back from seeing the ad).
• Programmatic Guaranteed deals are pre-negotiated agreements that guarantee the delivery of a specific number of impressions to a publisher. This guaranteed nature conflicts with the need to create a holdback/control group, making it technically infeasible to run a valid Brand Lift study on this deal type.

Analysis of Incorrect Options

• The Brand Lift report can't show up instantly in Display & Video 360: While true that studies require time to collect sufficient data, the core issue here is the incompatibility of the study with the deal type, not the reporting delay.
• Brand Lift can't be measured for audio ads: This is incorrect. Display & Video 360 supports Brand Lift measurement for audio campaigns, along with video and display.
• Display & Video 360 can't support Brand Lift measurement: This is incorrect. Brand Lift measurement is a key feature available within Display & Video 360 for compatible campaign and deal types (like open auction or Private Marketplace deals).