The following is a description of the maximum number of certain items and properties partners, advertisers, insertion orders, and line items may have in Display & Video 360.
Archived line items won't count towards these limits, but all other active, paused, and draft entities do count. Additionally, all deleted entities and archived line items will still show up in Display & Video 360's reports.
To free up space, Display & Video 360 will automatically archive line items that ended more than 6 months ago.
If advertisers cause an overload on our ads systems or processes, a notification will be issued to them with specific details to remediate the issue. In the meantime, Google may take actions necessary to maintain the stability of our system, such as throttling.
Partner limits
| Attribute | Limit |
|---|---|
| Channels | 1,000 |
| Blocked channels | 10 |
Advertiser limits
| Attribute | Limit |
|---|---|
| Campaigns | 9,999 |
| Line items | 9,999 |
| Insertion orders | 9,999 |
| Channels | 1,000 |
| Blocked channels | 5 |
| Negative keyword lists | 20 |
| Unique fourth-party impression trackers | 400 |
|
Total number of individual targeting criteria from the following targeting types:
|
1,000,000 |
|
Total number of individual targeting criteria from the following targeting types:
|
5,000,000 |
Insertion order limits
| Attribute | Limit |
|---|---|
| Line items | 9,999 |
| Budget segments | 400 |
| Unique fourth-party impression trackers | 400 |
Line item limits
| Attribute | Limit |
|---|---|
| Combined locations targeted (all levels of geotargeting, from countries to individual locations of targeted business chains) | 10,000 |
| Combined total excluded apps and URLs | 10,000 |
|
Total targeting criteria, including positive and negative targeting, from the following targeting types:
|
19,000 |
| Excluded keywords | 5,000 |
| Negative keyword lists targeted | 4 |
| Creatives | 300 |
| Native creatives | 300 |
| Line item name | 240 UTF-8 bytes (This is 240 Latin characters, but fewer characters in multibyte character sets, such as Simplified or Traditional Chinese, Japanese, or Korean) |
Negative keyword list limits
| Attribute | Limit |
|---|---|
| Keywords in a negative keyword list | 5,000 |
Channel limits
| Attribute | Limit |
|---|---|
| Sites or apps in a channel | 65,000 |
| Total number of items you can add or remove at once. Changes must be made in batches of 17,995 items or less. | 17,995 |
Please note that an individual channel is only counted as a single item when calculating the total number of things targeted by a line item. In other words, if a given channel has 30,000 sites in it, it won't break the 20,000 targeted items limit for an individual line item, since the channel is only counted as 1 targeted item.
Bids and budgets
| Attribute | Limit |
|---|---|
| Maximum CPA bid | $4,000 USD (converted to local currencies) |
| Maximum CPC bid | $1,000 USD (converted to local currencies) |
| Maximum CPM bid | $1,000 USD (converted to local currencies) |
| Minimum CPM bid | The lowest denomination of a billable unit (this would be $.01 for USD) |
| Maximum budget | $10,000,000 USD per budget segment (converted to local currencies) |
Bid multiplier limits (per line item)
| Attribute | Limit |
|---|---|
| Apps or URLs | 100 |
| Daypart-based multipliers | 6 |
| First- or third-party audience lists | 100 |
| Interest or in-market audience lists | 100 |
| Custom affinity lists | 100 |
| Geography targeting locations | 100 |
YouTube limits
| Attribute | Limit |
|---|---|
| YouTube & partners line item name | 120 characters |
| YouTube ad group name | 255 characters |
| Ad groups per line item | 20,000 |
|
Total number of individual targeting criteria set at the ad group level from the following targeting types:
|
20,000 |
| Excluded keywords per ad group | 5,000 |
| YouTube placement exclusions per ad group | 20,000 |
| YouTube placement exclusions per account | 65,000 |
| Total number of items you can add, remove, or copy at once for YouTube-related entities. Changes must be made in batches of 10,000 items or less. This includes, for example, updating advertiser-level YouTube placement exclusions or adding keywords to an ad group. | 10,000 |
| Total number of allowable ZIP code additions or removals | 2500 |