Your client developed new audio ads for their department store, and you recently launched a Programmatic Guaranteed deal to support those ads. After the campaign, your client reviewed their Brand Lift Study in Display & Video 360 and didn't see any significant results. Why could that be?

Programmatic Guaranteed deals do not support Brand Lift measurement in Display & Video 360. Brand Lift studies typically require a control group and an exposed group to measure the incremental impact of advertising. Programmatic Guaranteed deals are designed for reserved inventory at a fixed price, and their setup doesn't inherently facilitate the necessary randomization and control group creation for a standard Brand Lift study within the platform. While audio ads can be part of Brand Lift studies when run through other deal types or platforms, the limitation here is specific to the Programmatic Guaranteed deal type in DV360. The report would eventually appear if Brand Lift were supported, and Brand Lift measurement is generally supported by Display & Video 360 for eligible campaigns.