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:
- Position
- Browser
- Connection speed
- Day and time
- Device and operating system
- Digital content label
- Sensitive categories
- Environment
- Geography, including business chains and proximity
- ISP
- Language
- Third-party verification
1,000,000
Total number of individual targeting criteria from the following targeting types:
- Channels, URLs, apps, and collections
- Demographic
- Google Audiences, including Affinity, Custom Affinity, and In-market audiences
- Inventory source
- Keyword
- Mobile app category
- User lists
- Video targeting
- Viewability
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:
- Channels, URLs, apps, and collections
- Demographic
- Google Audiences, including Affinity, Custom Affinity, and In-market audiences
- Inventory source
- Keywords
- Mobile app category
- User lists
- Video targeting, including player size and video ad position
- Viewability
19,000
20,000 for YouTube & partners line items (limited at the ad group level)
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
240 characters
YouTube ad group name
255 characters
Ad groups per line item
20,000
Ads per ad group
50
Total number of individual targeting criteria set at the ad group level from the following targeting types:
- Demographic
- Google Audiences, including Affinity, Custom Affinity, and In-market audiences
- Keywords
- Mobile app category
- User lists
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
