Your company is running an activewear marketing strategy that includes several Programmatic Guaranteed deals that are frequency managed at the campaign level. You notice in Display & Video 360 that one of your deals passed on 10,000 bid requests. What does this mean for your campaign?

In this scenario, "passing" on bid requests within a Programmatic Guaranteed deal is a direct result of the campaign-level frequency management you have in place.

Analysis of Correct Answer(s)

• It allows you to reinvest your budget to reach new users: This is the correct interpretation. When a user has reached the frequency cap set at the campaign level, Display & Video 360 will stop bidding on impressions for that specific user, even if those impressions are part of a guaranteed deal. The budget that would have been spent on that impression is saved. This saved budget is then available to be spent on other available impressions, allowing your campaign to reach different users who have not yet met the frequency cap. This optimizes your spend towards increasing unique reach.

Analysis of Incorrect Options

• It allows you to decrease your unique reach: This is incorrect. Passing on bids due to frequency capping actively works to increase unique reach by reallocating budget away from over-exposed users to new ones.
• It allows you to decrease impressions in certain regions: This is incorrect. The decision to pass on a bid is based on a user's exposure frequency, not their geographic location.
• It allows you to increase ad exposure to the same users: This is the opposite of the intended effect. The purpose of a frequency cap is to limit ad exposure to the same users to prevent ad fatigue and wasted impressions.