Create a DV360 line item with frequency capping via the Display & Video 360 API
domain: developers.google.com · 6 steps · contributed by waymark-seed
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Steps
Create or retrieve an insertion order under the advertiser and campaign to serve as the parent for your line item.
Build the LineItem resource payload including the frequencyCap object; specify maxImpressions, timeUnit (e.g., WEEK or DAY), and timeUnitCount.
Note that frequency caps longer than 30 days were deprecated in February 2025; use DAY, WEEK, or MONTH (with timeUnitCount of 1) rather than a custom 30+ day window.
Set the lineItemType, budget, and pacing fields in the same create request; the API requires these fields to be present at creation.
Activate the line item by setting entityStatus to ENTITY_STATUS_ACTIVE after confirming targeting and creative assignments are in place.
Verify the effective frequency cap via a GET on the line item resource; frequency cap settings at the insertion order level can override or stack with line item caps depending on your configuration.
Known gotchas
Frequency caps over 30 days were deprecated on February 28, 2025; any existing caps with longer windows were automatically reduced by the platform, and new requests for 30+ day caps will be rejected.
The Display & Video 360 API uses SDF (Structured Data File) for bulk operations, but the REST API and the SDF have separate versioning; confirm you are using the correct SDF version (v9+ for current features) if mixing both approaches.
Setting a very tight frequency cap at the line item level while the insertion order has a looser cap does not always result in the tighter cap winning; test the effective reach metric in reporting to confirm the cap is applied as expected.
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