Google this month announced that DV360 is now limiting the frequency across Programmatic Guaranteed Deals and RTB (Open Auction and PMPs). Google also introduced a dashboard showing budget savings reinvested and impressions passed due to frequency for each Programmatic Guaranteed deal.
Frequency cap across PGs and Open Auction “will further reduce overexposure, resulting in an even better experience for users and less waste for advertisers,” wrote Zinnia Zheng, Senior Product Manager at Google.
According to Google, with a frequency goal of five at the campaign level, both the open auction and Programmatic Guaranteed deal stopped showing ads to a user that had already seen the ad five times.
Advertisers already had the option to introduce a Frequency Cap at campaign level, but the frequency would only apply to RTB. Programmatic Guaranteed deals will continue to serve ads. The main difference is that now the frequency applies to RTB and PGs.