You want to check your client's Brand Lift Study (BLS) in Display & Video 360 after recently launching a Programmatic Guaranteed deal for their new audio ads. You review the report and learn that the deal didn't receive any significant results. What could be causing this issue?

Brand Lift Studies (BLS) are not supported for Programmatic Guaranteed (PG) deals in Display & Video 360. BLS relies on a randomized control group to measure the incremental impact of advertising, which is not feasible with PG deals that involve pre-negotiated inventory and pricing. Therefore, even if the campaign ran, no BLS results would be generated. Display & Video 360 does support Brand Lift measurement in general, just not for this specific deal type. While it does take some time for BLS reports to populate, the fundamental issue here is the incompatibility of BLS with PG deals, not a reporting delay. Brand Lift can be measured for audio ads, provided they are run through compatible campaign types.