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?

The primary reason your colleague cannot find results is that Brand Lift surveys cannot be measured for Programmatic Guaranteed (PG) deals within Display & Video 360, as the nature of these fixed-inventory agreements prevents the system from creating a clean "control" group. For a Brand Lift Study to function accurately, the platform must be able to randomly withhold ads from a portion of the eligible audience to compare their brand awareness against the "exposed" group; however, in a PG deal, the advertiser has committed to buying all specified impressions, leaving no room for the system to serve a baseline survey to an unexposed group. While DV360 supports Brand Lift for many formats, including audio, it requires the flexibility of open auction or private marketplace (PMP) bidding to properly partition the audience and generate statistically significant lift data.