Google Implements New Exposure Frequency Controls for CTV Campaigns

Given the fact that Connected TV viewing is the fastest-growing user segment, Google has been working on incorporating more advertising options that enable traditional TV-like ads that make use of advanced audience targeting.

As such, the tech giant has added another valuable contribution to this prospect with the capacity for Google advertisers to manage the frequency of exposure to their Connected TV campaigns per viewer, thus enabling broader exposure for less cost.

As said by Google:

“Let’s say you set a frequency goal of five ads per week for your CTV campaign. Instead of showing up to five CTV ads on YouTube and five ads on other CTV apps, Display & Video 360 will now aim to show your ad no more than five times total. Viewers won’t see your ad more than they should as they navigate across YouTube, Hulu or any of their other favorite CTV apps. This more user-centric approach lowers your risk of triggering ad fatigue.”

The new exposure frequency control enables a further distributed ad spend while increasing campaign reach, speaking to the aim of traditional TV campaigns – improving brand awareness to boost your overall marketing effort.

How Does Google Determine Ad Exposure?

Google will make use of YouTube data combined with LAB standard Identifier for Advertising in order to determine ad exposure.

To identify overlaps of people who watch both YouTube CTV and shows on other CTV apps, we use Google’s Unique Reach model. This method – which uses a combination of data sources like census data, panels and surveys – is based on over a decade of understanding deduplication across devices and environments, and is designed to work in a post-cookie world. Once we’ve modeled that duplication of viewers across YouTube and other CTV apps, we can determine the appropriate budget placement to control average ad frequency.”

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