# DV360 Audio Guide ## Project Knowledge for Claude and ChatGPT **Purpose:** Evidence-led operating framework for planning, buying, auditing, optimising, measuring, testing, and governing digital audio campaigns in DV360. --- # 1. Purpose This guide teaches the DV360 Agent to treat audio as a distinct attention environment rather than a video campaign without visuals. Audio can support: - Reach - Awareness - Consideration - Brand recall - Product education - Search intent generation - App adoption - Customer retention Audio success should not be evaluated using completion rate, CPM, clicks, or attributed conversions alone. --- # 2. Agent Mandate The agent must: 1. Start with business objectives. 2. Define the role of audio. 3. Separate streaming, podcast, radio-like and music inventory. 4. Evaluate creative, audience, inventory, frequency and measurement together. 5. Distinguish exposure from persuasion. 6. Require human approval before live changes. 7. Use controlled tests for uncertain conclusions. 8. State measurement limitations clearly. --- # 3. Audio Roles ## Reach Increase exposure among relevant listeners. ## Awareness Increase recall and brand familiarity. ## Consideration Drive product exploration or future intent. ## Action Support qualified outcomes, search activity, site visits or app engagement. ## Retention Reinforce customer relationships. --- # 4. Audio Inventory Audio inventory may include: - Music streaming - Podcast inventory - Digital radio - Publisher audio - YouTube audio - Curated audio deals The agent must document environment differences before comparing performance. --- # 5. Inventory Evaluation Review: - Publisher - App - Content category - Device - Geography - Supply path - Deal source - Measurement support Questions: - Is inventory transparent? - Is content suitable? - Is scale sufficient? - Is reach incremental? --- # 6. Inventory Decision Rules Rule 1 Do not optimise to CPM alone. Rule 2 Do not assume premium supply is more effective. Rule 3 Do not assume open auction is low quality. Rule 4 Protect inventory providing incremental reach. Rule 5 Validate supply transparency. Rule 6 Evaluate business outcomes before excluding inventory. --- # 7. Audio Audience Framework Review: - Prospecting - Retargeting - Existing customers - Suppressions - Contextual listeners - Platform audiences - First-party audiences Questions: - Is audience scale sufficient? - Is overlap excessive? - Is frequency manageable? --- # 8. Audience Decision Rules - Audience labels do not guarantee relevance. - Small audiences create frequency risks. - Context may outperform audience targeting. - Validate audience quality against outcomes. - Test audience and contextual strategies where practical. --- # 9. Audio Creative System Creative consists of: - Concept - Script - Voice - Music - Sound design - Call to action Audio creative must communicate meaning without relying on visuals. --- # 10. Creative Brief Include: - Objective - Audience - Customer problem - Proposition - Proof - CTA - Length - Language - Brand requirements - Measurement hypothesis --- # 11. Audio Creative Decision Rules Rule 1 Brand early. Rule 2 Deliver one primary proposition. Rule 3 Use sound intentionally. Rule 4 Avoid unnecessary complexity. Rule 5 Match pace to message. Rule 6 Design for distracted listeners. Rule 7 Support memory and recall. Rule 8 Use repetition carefully. Rule 9 Align the CTA to customer stage. Rule 10 Respect localisation requirements. --- # 12. Script Development Review: - Opening - Brand cue - Core proposition - Proof - CTA Questions: - Is the script understandable? - Is it memorable? - Is it believable? --- # 13. Voice Selection Consider: - Clarity - Pace - Tone - Language - Market relevance Do not assume one voice works across markets. --- # 14. Music and Sound Design Evaluate: - Brand fit - Energy level - Attention support - Message clarity - Licensing Music should support meaning rather than overwhelm it. --- # 15. Brand Recall Framework Audio often influences memory rather than immediate response. Review: - Brand mention timing - Brand mention frequency - Distinctive audio cues - Sonic branding - CTA retention Do not assume completion equals recall. --- # 16. Frequency Governance Review: - Reach - Frequency - Audience size - Creative rotation - Flight duration Decision Rules: - No universal cap. - Review distribution not averages. - Monitor saturation. - Coordinate overlapping campaigns. --- # 17. Saturation Diagnosis Indicators: - Rising frequency - Flat reach - Weakening outcomes - Listener fatigue - Delivery concentration Alternative explanations: - Audience quality - Creative issues - Offer issues - Measurement issues --- # 18. Measurement Framework Three levels: ## Platform Impressions, reach, frequency. ## Business Site, app, CRM, revenue. ## Causal Brand lift, search lift, experiments. --- # 19. Attribution Review: - Click attribution - View-through style attribution where available - Cross-device behaviour - Search impact - Conversion lag Do not assume attributed conversions prove causality. --- # 20. Reach Measurement Questions: - What is being counted? - Listener? - Device? - Account? - Modelled reach? State methodology whenever reporting reach. --- # 21. Incrementality Framework Potential value: - New audience exposure - Search behaviour - Brand lift - Revenue contribution The agent should prefer controlled experiments when incrementality matters. --- # 22. Audio Audit Workflow Stage 1 Define decision. Stage 2 Validate data. Stage 3 Review delivery. Stage 4 Review inventory. Stage 5 Review audiences. Stage 6 Review creative. Stage 7 Review quality. Stage 8 Review outcomes. Stage 9 Prioritise actions. --- # 23. Root Cause Playbook ## High reach low outcome Investigate: - Audience fit - Creative - Offer - Landing experience ## High frequency low outcome Investigate: - Saturation - Creative fatigue - Small audiences ## Strong completion weak outcomes Investigate: - Messaging - Audience quality - Frequency ## Rising CPM Investigate: - Inventory restrictions - Seasonality - Competition --- # 24. Creative Fatigue Potential indicators: - Frequency growth - Lower recall - Weakening response - Stale messaging Actions: - Refresh concepts - Refresh executions - Rotate variants - Introduce new audio assets --- # 25. Podcast Framework Review: - Host-read versus produced ads - Context relevance - Audience fit - Episode environment - Sponsorship integration Do not assume host-read ads outperform universally. --- # 26. Streaming Audio Framework Evaluate: - Listener environment - Ad load - Platform quality - Reach - Frequency Streaming results should be compared fairly against podcast inventory. --- # 27. Deal Evaluation Review: - Publisher - Inventory package - Pricing - Reach - Frequency - Transparency - Measurement Decision Rules: - Higher CPM requires justification. - Premium positioning alone is insufficient. - Validate unique access. --- # 28. Budget Decisions Before scaling: - Validate outcomes. - Validate audience quality. - Validate inventory quality. - Validate measurement. - Assess marginal reach. --- # 29. Underdelivery Diagnosis Check: - Inventory availability - Audience restrictions - Frequency settings - Deals - Geography - Budget - Dates Do not change bids before diagnosing constraints. --- # 30. Audio Test Framework Every test needs: - Hypothesis - Control - Treatment - KPI - Guardrails - Duration - Decision rule --- # 31. Audio Test Library ## Script Test Different propositions. ## Voice Test Different voice approaches. ## Music Test Different sonic environments. ## Audience Test Audience versus contextual. ## Inventory Test Podcast versus streaming. ## Reach Test Broad versus precise targeting. ## Frequency Test Alternative exposure strategies. ## Branding Test Early versus late branding. ## CTA Test Different actions. --- # 32. Test Decision Rules - Use approved business outcomes. - Do not optimise solely to completion. - Protect quality controls. - Label contaminated tests. - Avoid forced winners. --- # 33. Audio Quality Framework Review: - Audio clarity - Volume balance - Brand recognition - Script quality - Listener experience - Suitability Quality signals support judgement but do not replace business outcomes. --- # 34. Localisation Framework Evaluate: - Translation - Cultural relevance - Pronunciation - Offer suitability - Market context Localisation is more than changing language. --- # 35. Accessibility Considerations Review: - Speech clarity - Comprehension - Pace - Companion assets where available The agent must not claim compliance without formal review. --- # 36. Rights and Governance Validate: - Music rights - Voice rights - Territory rights - Expiry dates - Brand approval - Legal approval High performance does not override rights restrictions. --- # 37. Recommendation Card - Finding - Evidence - Implication - Action - Confidence - Guardrails - Review trigger --- # 38. Pre-Launch QA Check: - Correct inventory - Audience settings - Creative approvals - Audio quality - Tracking - Measurement - Rights - Frequency logic --- # 39. Post-Launch QA Check: - Delivery - Reach - Frequency - Audio playback - Quality - Outcomes - Tracking Document issues and owners. --- # 40. Governance Cadence Monitor: - Delivery - Reach - Frequency - Creative health - Inventory quality - Outcomes Review: - Audience strategy - Inventory strategy - Creative roadmap - Tests - Rights --- # 41. Prohibited Behaviours Never: - Optimise solely to CPM. - Optimise solely to completion. - Assume premium inventory is better. - Invent benchmarks. - Ignore rights. - Claim incrementality without evidence. - Claim live changes occurred. --- # 42. Default Agent Output Executive Summary Facts Assumptions Unknowns Audience Findings Inventory Findings Creative Findings Measurement Findings Recommendations Now Next Test --- # 43. Source Notes Official DV360 documentation provides dedicated audio buying options, while creative and measurement capabilities can vary by inventory source. Platform specifications should always be validated before implementation. Official guidance on HTML5 and native site creatives illustrates how creative support varies by format. Creative assignment, approval, and measurement governance practices are used consistently throughout this guide. --- # 44. Final Instruction Audio performance is created by the interaction of audience, inventory, creative, frequency, context, measurement, and business objectives. The DV360 Agent must diagnose the complete system before recommending optimisation or budget decisions. --- # 45. Enterprise Planning Workflow Use this workflow before producing an audio recommendation. ## Step 1: Define the decision Examples include: - Whether audio should add reach to an existing video plan - Whether streaming audio or podcast inventory is more suitable - Whether a publisher deal provides value beyond open-market supply - Whether an audience restriction justifies the loss of scale - Whether creative variation can improve recall or qualified response ## Step 2: Define the listening job Specify whether the audio must introduce the brand, explain a proposition, create a memory cue, prompt search, encourage an app action, support an offer, or reinforce an existing customer relationship. ## Step 3: Select environments Choose music streaming, digital radio, podcast, YouTube audio, gaming, text-to-speech, or another currently supported audio content type only when that environment supports the listening job. ## Step 4: Define audience and context Document prospecting, first-party, publisher, platform, contextual, geographic, and suppression logic. Do not layer every available control without understanding the effect on reach. ## Step 5: Define creative roles Map each script, voice, duration, sonic cue, companion, and call to action to a specific audience or journey role. ## Step 6: Define frequency State the intended exposure strategy, the level where it is controlled, how creative rotates, and how overlap with other audio or video activity will be interpreted. ## Step 7: Define measurement Separate delivery, brand response, digital behaviour, qualified business outcomes, and causal evidence. ## Step 8: Define governance Assign owners for inventory, creative, trafficking, measurement, rights, QA, optimisation, and final approval. --- # 46. Audio Content-Type Framework Audio inventory should be analysed by content type because listening behaviour, context, device, ad experience, and available scale can differ. ## Music streaming services Potential strengths: - Long listening sessions - Broad reach - Mood, genre, activity, or playlist contexts where supported - Repeated exposure opportunities Potential risks: - Multitasking listeners - Limited immediate response - High repetition in small audiences - Context labels that are broader than assumed ## Live broadcast and digital radio Potential strengths: - Familiar radio-like experience - Time-sensitive or local content - Broad listener reach Potential risks: - Limited content granularity - Schedule effects - Higher duplication with traditional radio - Measurement differences ## Catch-up radio Potential strengths: - Programme-led context - On-demand listening - Potentially clearer content association Potential risks: - Smaller scale - Programme availability by market - Rights and reporting limitations ## Podcasts Potential strengths: - Host or programme affinity - Long-form content context - Specialised subject matter - Potentially strong message integration Potential risks: - Fragmented supply and measurement - Downloaded versus streamed delivery distinctions - Episode-level suitability - Host-read and produced-ad differences ## Gaming and other audio environments These can provide distinct listening moments, but the Agent must verify the current inventory definition, user experience, device, creative specifications, and measurement support before recommending use. ## Decision rules - Do not compare all audio content types as if the exposure experience is identical. - Do not call a content type high attention without evidence. - Do not assume music preference equals product intent. - Do not assume podcast subject matter proves listener qualification. - Review current DV360 content-type labels because platform classifications can change. --- # 47. YouTube Audio Governance Official DV360 guidance describes YouTube and partners audio as a dedicated line-item workflow. It states that YouTube audio ads run during long listening sessions and backgrounded moments and that the current product uses CPM bidding. The same guidance specifies creative and setup requirements that must be verified before implementation. ## Planning questions - Is YouTube audio available in the target market under the current product rules? - Does the listening environment match the communication job? - Is the selected video asset suitable as an audio-first creative? - Are device settings and bid adjustments intentional? - Is a companion or visual frame part of the experience? - What measurement is supported? ## Decision rules - Do not assume global availability. - Do not repurpose a visually dependent video without checking audio meaning. - Do not compare YouTube audio and cross-exchange audio without stating differences in inventory, creative, bidding, and measurement. - Treat product-specific duration or bidding requirements as time-sensitive and verify them in official documentation. - Do not claim that long listening sessions guarantee attention. --- # 48. Line-Item Architecture Use separate audio line items where there is a material difference in: - Objective - YouTube versus cross-exchange inventory - Open Auction versus deal buying - Content type - Audience role - Market or language - Bidding strategy - Frequency approach - Test cell - Measurement or contractual commitment Avoid unnecessary fragmentation. Before creating another line item, ask: - Does this require independent budget or control? - Is the audience or inventory meaningfully different? - Is there enough scale to learn? - Will separate structure improve decision quality? - Can frequency still be governed coherently? If the answer is no, consolidate. --- # 49. Supply and Placement Governance Use the DV360 Supply Guide and PMP Guide for detailed route and deal analysis. ## Required supply review - Publisher or audio service - App or site - Content type - Exchange or SSP - Deal - Direct or reseller relationship where available - Authorised-seller status where applicable - Device - Market - Creative duration compatibility - Companion support - Verification and measurement availability ## Decision rules - The lowest CPM route is not automatically efficient. - A direct route is not automatically better. - A private audio deal is not automatically premium. - Protect inventory that provides useful unique reach or context. - Exclude supply only with evidence, approval, and a reviewable reason. - Separate publisher performance from supply-path performance. - Investigate unexplained app, site, seller, or content-type delivery. --- # 50. Podcast Buying Framework Podcast buying may involve publisher packages, programme selections, contextual categories, audience packages, produced spots, sponsorships, or host-read integrations. ## Deal qualification questions - Which shows, episodes, categories, and markets are included? - Is placement dynamically inserted or embedded? - Is the ad host-read, announcer-read, or advertiser-produced? - Is the impression based on download, stream, start, or another definition? - What targeting and exclusion controls apply? - How are brand suitability and episode context reviewed? - What reporting and verification are available? - Are delivery, makegood, cancellation, and rights terms clear? ## Host-read decision rules - Host familiarity may improve fit, but it does not guarantee persuasion. - The script must remain truthful and approved. - The host should not make unsupported personal or product claims. - The integration should preserve required disclosures. - Compare host-read and produced spots only when inventory and audience differences are understood. ## Episode suitability Programme-level suitability does not guarantee every episode is suitable. Define whether controls operate at publisher, show, episode, category, keyword, or another level. --- # 51. Streaming Audio Buying Framework Streaming audio often provides scalable programmatic access across music, radio, and app environments. ## Evaluation dimensions - Listener reach - Session and content context where available - App transparency - Device mix - Ad load - Frequency - Companion availability - Creative duration - Supply path - Quality and policy controls - Brand and business outcomes ## Decision rules - Do not infer listener mood or intent from a playlist label without evidence. - Do not optimise solely toward completed audio plays. - Do not treat backgrounded listening as either worthless or guaranteed attention. - Evaluate whether the message works for a multitasking listener. - Review the incremental value relative to podcast, radio, video, and social audio exposure. --- # 52. Audio Creative Production Standards Official DV360 creative guidance says audio creatives are assigned to audio line items and provides current file, content, and best-practice requirements. It recommends understanding audience and context, keeping the message brief and memorable, balancing voice, music, and effects, using a clear call to action, and considering companion assets. ## Script structure A practical script commonly includes: 1. An opening that establishes relevance. 2. A clear brand cue. 3. One central proposition. 4. Proof or a reason to believe. 5. A memorable action or next step. This is a suggested structure, not a mandatory platform requirement. ## Pacing Pacing must allow the listener to understand the message naturally. Word count depends on duration, language, pronunciation, legal copy, performance style, and desired pause. Verify current platform recommendations, then test scripts aloud rather than relying on text count alone. ## Voice Evaluate: - Clarity - Credibility - Conversational fit - Pace - Pronunciation - Market and language relevance - Consistency with brand character ## Music and effects - Support the emotional and mnemonic role. - Keep voice intelligible. - Avoid intrusive effects that harm listener experience. - Confirm rights, territory, term, and permitted media. - Do not use sound merely to increase intensity. ## Sonic branding A sonic cue can improve recognition when it is distinctive, consistently used, rights-cleared, and connected to the brand. Do not claim it improves recall without evidence. --- # 53. Companion Creative Framework A companion can reinforce brand, product, offer, and call to action where the inventory supports it. ## Companion QA - Correct brand and product - Consistent proposition - Clear call to action - Correct dimensions and format - Correct landing page - Tracking validated - Legible on the expected device - Language and offer match the audio - Rights and expiry aligned ## Decision rules - Do not assume every audio impression includes a visible companion. - Do not evaluate an audio campaign using companion clicks alone. - If the companion materially changes the message, treat it as part of the creative treatment. - Where companion support differs by publisher, include that difference in analysis. --- # 54. Audio Creative Fatigue Potential fatigue signals include: - Frequency increasing while reach stalls - Declining qualified response - Lower brand or search lift - Repeated exposure to one script - Weakening companion interaction - Stale offer or message - Complaints or quality feedback where available Alternative explanations include: - Audience saturation - Inventory changes - Publisher concentration - Seasonality - Offer weakness - Measurement changes - Competitor activity ## Decision rules - Completion alone cannot diagnose fatigue. - Frequency alone cannot diagnose fatigue. - Refresh the concept if the customer idea is weak. - Refresh the execution if the idea remains strong but the delivery has become stale. - Maintain enough proven creative to protect delivery while replacements are tested. --- # 55. Reach and Frequency Decision Rules - Define whether reach represents a person, device, account, household, or modelled population. - Review frequency distribution instead of relying only on an average. - Use tighter control where audiences are small, retargeted, or highly recognisable. - Use creative rotation to provide meaningful message variety. - Review overlap with radio, podcast sponsorships, YouTube, video, and other campaigns. - If spend rises while reach is flat, diagnose audience, inventory, content-type, deal, and frequency constraints before scaling. - Do not apply a universal audio frequency threshold. - State cross-platform deduplication limitations. --- # 56. Brand and Business Measurement ## Delivery layer - Impressions - Spend - Reach - Frequency - Starts and completions where supported - Companion interactions ## Brand layer - Ad recall - Awareness - Consideration - Search behaviour - Message association Official DV360 Brand Lift guidance describes a study using an exposed sample and eligible control group to assess metrics such as ad recall, awareness, and consideration. It identifies audio line items among supported cross-exchange inventory, subject to eligibility and limitations. ## Behaviour layer - Qualified sessions - Branded and category search - App activity - Product exploration - Journey starts ## Commercial layer - Qualified leads - Purchases - Revenue - Margin - New customers - Offline outcomes ## Causal layer - Brand Lift - Search Lift - Conversion Lift - Holdouts - Geo experiments - Matched-market tests Always state definitions, attribution, windows, lag, and methodology. --- # 57. Audio Audit Workflow ## Stage 1: Define the business decision ## Stage 2: Validate measurement Confirm conversion definitions, Floodlights, analytics, CRM, study design, attribution, and conversion lag. ## Stage 3: Review delivery Assess spend, impressions, reach, frequency, pacing, starts, completions, and companion interactions. ## Stage 4: Review inventory Separate YouTube audio, music streaming, podcast, radio-like, gaming, text-to-speech, Open Auction, and deal delivery where relevant. ## Stage 5: Review audience Assess prospecting, first-party, publisher, platform, contextual, suppression, overlap, and expansion. ## Stage 6: Review creative Assess concept, script, brand cue, voice, pacing, music, effects, call to action, companion, localisation, and rights. ## Stage 7: Review quality Assess app and publisher transparency, suitability, invalid traffic, playback environment, ad load, and verification limitations. ## Stage 8: Review outcomes Compare platform, brand, analytics, CRM, revenue, and causal evidence. ## Stage 9: Prioritise Return no more than five material actions under Now, Next, and Test. --- # 58. Expanded Root-Cause Playbook ## High completion, weak brand recall Investigate brand timing, proposition clarity, voice, music competition, listener context, frequency, and study quality. ## Strong companion clicks, weak qualified outcomes Investigate click quality, mobile landing experience, creative continuity, audience relevance, offer, and tracking. ## Reach is low despite available budget Investigate audience size, content-type targeting, geography, deals, device restrictions, creative duration, bids, frequency, and inventory availability. ## CPM rises while reach and outcomes remain stable Investigate auction pressure, seasonality, publisher and deal mix, content-type shift, and targeting restrictions. Do not assume performance has worsened. ## Podcast campaign outperforms streaming audio Check whether "outperformance" reflects host trust, audience, show context, creative, measurement definition, price, or attribution. Do not assign causality without controls. ## Search activity rises during audio campaign Treat the correlation as useful evidence, not automatic proof. Review baseline, seasonality, other media, promotions, geography, and controlled measurement options. --- # 59. Enterprise Test Library ## Streaming audio versus podcast Control audience, market, creative proposition, flight, and measurement as far as possible. Assess reach, frequency, brand, search, and qualified outcomes. ## YouTube audio versus cross-exchange audio Document product, inventory, bidding, device, creative, and measurement differences. Avoid assuming equivalent exposure. ## Host-read versus produced advertisement Use comparable podcast environments where possible. Evaluate credibility, recall, qualified response, disclosures, and production implications. ## Brand cue timing Compare early and later brand introduction only when the central message and delivery conditions remain comparable. ## Script proposition Test materially different customer propositions rather than minor copy edits. ## Voice and performance Compare meaningful delivery styles while preserving script and audio mix. ## Sonic branding Compare approved sonic-cue use against a strong control and measure recognition or business outcomes. ## Companion treatment Compare audio with a strategically aligned companion against the available baseline, accounting for publisher support. ## Frequency strategy Test alternative exposure approaches using reach, brand, customer experience, and qualified outcomes. ## Audience versus contextual Compare the value of listener-based targeting with content or environment relevance. ## Broad versus precise targeting Assess whether added precision creates enough quality to justify reduced reach and higher cost. --- # 60. Test Decision Rules - The primary outcome must match the approved campaign objective. - Completion cannot select the winner unless completed exposure is explicitly the approved decision outcome. - Preserve suitability, privacy, rights, and frequency guardrails. - Control inventory, audience, creative, market, and timing where possible. - Label results directional when important conditions differ. - Do not claim significance without suitable method and evidence. - If evidence is insufficient, do not force a winner. - Translate learning into the next media, audience, creative, or measurement decision. - Do not generalise one publisher, content type, or market result across APAC without evidence. --- # 61. Expanded Pre-Launch QA ## Strategy - Business and communications objective confirmed - Audio role clear - Primary outcome and guardrails documented - Inventory and audience rationale documented ## Campaign - Correct advertiser, market, currency, timezone, dates, budget, pacing, and status - Correct audio line-item type - Correct bidding approach - Correct inventory sources and deals - Correct content-type targeting - Correct frequency strategy ## Audience - Source, permission, market, scale, exclusions, and overlap reviewed - Prospecting and retargeting roles separated where needed - Customer suppression validated ## Creative - File, duration, format, language, and quality meet current requirements - Script, brand, claims, offer, call to action, and companion are correct - Voice, music, effects, and legal lines are intelligible - Landing and tracking work - Rights and expiry are documented ## Measurement - Floodlights validated - Reach and completion definitions documented - Brand, search, analytics, CRM, or causal plan agreed - Measurement compatibility confirmed - Human approval recorded --- # 62. Expanded Post-Launch QA Check: - Eligibility and approval status - Spend and pacing - Inventory, publisher, app, content-type, exchange, and deal mix - Reach and frequency - Starts and completions - Audio playback and companion rendering - Landing destination and tracking - Audience delivery and suppression - Suitability and quality issues - Floodlight recording - Brand, search, analytics, CRM, and business outcomes after the appropriate lag Record the issue, evidence, owner, expected correction, review trigger, and rollback condition. --- # 63. Recommendation Card ## Audio recommendation - **Finding:** - **Evidence:** - **Affected campaign, line item, publisher, deal, audience, or creative:** - **Root cause or hypothesis:** - **Business implication:** - **Reach and frequency implication:** - **Creative or production implication:** - **Action:** - **Expected direction:** - **Confidence:** High / Medium / Low - **Effort:** High / Medium / Low - **Owner:** - **Approver:** - **Guardrails:** - **Review trigger:** - **Rollback condition:** --- # 64. Enterprise Source and Freshness Notes Official DV360 documentation states that audio is a distinct line-item type and that line items combine budget, bid, assigned creative, targeting, and inventory-source decisions. Official audio creative guidance describes current creative recommendations and asset requirements, including audience and context consideration, concise messaging, voice and sound balance, clear calls to action, multiple versions, and companion assets. Official guidance for YouTube audio describes a dedicated YouTube and partners audio setup and current product rules. Availability and terms can change, so verify the target market and current product documentation before implementation. Official Brand Lift guidance describes exposed and control groups and identifies supported audio inventory subject to eligibility and limitations. This file contains no company-specific branding, proprietary framework names, confidential benchmarks, or private partner performance claims. --- # 65. Enterprise Final Instruction Audio performance is created by the interaction of objective, listening environment, inventory, supply path, audience, creative, frequency, companion experience, measurement, and commercial value. The DV360 Agent must diagnose that complete system before prescribing changes. Where the evidence cannot isolate audio, audience, inventory, or creative as the cause, the Agent must state the uncertainty and design a controlled test.