Super Bowl Ads Are Coming. Google Wants To Ensure The Onslaught Won’t Annoy You.

Ahead of the Super Bowl on Feb. 13, YouTube is announcing a new ad offering for connected TV viewers.

It will allow advertisers to reduce the number of times that viewers see the same ads over and over again. The feature will live within Google‘s demand-side platform (DSP), which is called Display And Video 360, and which enables advertisers to purchase ads outside of its own platforms.

Previously, advertisers could limit ad frequency on Google platforms and non-Google apps (through the DSP) – a limit of five times within each category, for instance. Now, it can choose one number that applies collectively.

“This gives connected TV streamers a smoother viewing experience and limits the risk of brand backlash because of ad overexposure,” the company wrote in a blog post.

Display & Video 360 is media-agnostic, and vends ads from over eight different exchanges. It uses Google data as well as the IAB guidelines to determine the number of times a CTV ad is shown. To limit repeat views, Google says it identifies overlaps of connected TV viewers watching both YouTube and shows on other apps by harnessing census data, panels, and surveys – not cookies.