TL;DR
- Search Engine Journal reported on 13 November 2026 that Google's Target frequency help page now allows non-skippable in-stream ads alongside Shorts and in-feed ads.
- The Internet Archive capture of 14 October 2026 still said non-skippable ads could not be combined with in-feed or Shorts; Google made no announcement and the page is undated.
- Reserve buying is limited to non-mixed formats, so the five-format mix is bought at auction.
- Supported targets are 2-7 per week or 4-12 per month, and non-skippable ads are labelled up to 20 seconds.
- On 14 November 2026 the UK English and Thai-language versions of the page still showed the old no-mixing rule.
Google's "About Target frequency" help page now says a multi-format Target frequency campaign on YouTube can include non-skippable in-stream ads together with skippable in-stream, bumper, in-feed and Shorts ads. An earlier version of the page said non-skippable ads could not be combined with in-feed or Shorts. Search Engine Journal reported the difference on 13 November 2026 after comparing the page with an Internet Archive capture from 14 October 2026. Google made no announcement and the page carries no date, so there is no confirmed rollout date. The page limits reserve buying to non-mixed formats, which leaves auction as the way to buy the mix.
What the Target frequency help page says now
The Google Ads Help article About Target frequency describes two format choices. The first is "Multi-format ads". By default it includes skippable in-stream, bumper, in-feed and Shorts ads. The page then adds: "You can include non-skippable in-stream ads and mix any combination of skippable in-stream, non-skippable in-stream (up to 20s), bumper, In-feed, and Shorts ads."
The second choice is "In-stream only (legacy single ad format)". It has two options: skippable in-stream and bumper ads, or non-skippable in-stream ads. The page says in-feed and Shorts cannot be added to these campaigns, "which may result in less reach or a higher cost-per-thousand impressions (CPM)".
In the setup steps, the Ad formats drop-down on the General settings page has "Multi-format ads" selected with the four default formats enabled. To add the fifth, the page says to select the checkbox for "Non-skippable in-stream", which includes those ads "alongside your selected formats".
What changed, according to Search Engine Journal
Search Engine Journal's Matt G. Southern published the comparison on 13 November 2026. He wrote that the Internet Archive capture from 14 October 2026 still read: "Currently, non-skippable ads can't be combined with In-feed or Shorts ads in Target Frequency campaigns." In that version, selecting non-skippable ads would "automatically disable In-feed and Shorts ads". Before the edit, an advertiser buying Target frequency had to pick either non-skippable ads or the Shorts and in-feed placements.
The following table sets the two versions side by side, using the live English page and Search Engine Journal's 13 November 2026 account of the October capture.
| Item | 14 October 2026 capture (per Search Engine Journal) | Current English page |
|---|---|---|
| Non-skippable with in-feed and Shorts | Not allowed; selecting non-skippable disabled in-feed and Shorts | Allowed in multi-format campaigns through a checkbox |
| Non-skippable length label | No "up to 20s" label | "Up to 20s" |
| Target frequency range | 2-7 weekly or 4-12 monthly for multi-format; 2-4 weekly or 4-8 monthly for in-stream only | One range: 2-7 weekly, 4-12 monthly |
| Recommended non-skippable length on the Video reach campaigns page | 7 to 15 seconds | Horizontal :07-:20 |
Search Engine Journal also reported that the Video reach campaigns help page now lists in-feed and Shorts in its Target frequency table. The live version of that page recommends one horizontal 15-second video, one horizontal 6-second video and one vertical video of 6 to 60 seconds.
The mix is auction-only
The page states: "Target frequency campaigns currently support auction and reserve (only for non-mixed formats)." Read with the new mixing rule, a campaign that combines non-skippable ads with Shorts or in-feed cannot be bought on reserve. Search Engine Journal drew the same conclusion on 13 November 2026. The page adds that Target frequency is also available in YouTube Select for US Consolidated Flow bookings.
For a brand that buys YouTube on reservation to lock in price and delivery, this is the main limit. The reserve route still means a single-format, in-stream campaign.
Rules on the page that still apply
The edit did not loosen the other constraints. As the English page reads on 14 November 2026:
- The supported targets are 2-7 per week or 4-12 per month.
- Google Ads supports only one ad group per Target frequency campaign.
- The page says not to use shared budgets, and lists them as unsupported.
- Target frequency building does not work for Google Video Partners (GVP).
- Contextual targeting by topics, keywords and placements is not supported.
- The FAQ says the target is not a frequency cap. Some users may see the ad more often than the target to offset those who see it less.
- Age and gender targeting are respected. Traffic may still be served outside selected household income, parental status and geographic targeting.
- The FAQ says an existing campaign cannot be turned into a Target frequency campaign. A new one has to be created.
There is also a difference in how editable the two types are. A campaign created with "Multi-format ads" can have its formats changed later in campaign settings. A campaign created with one of the legacy in-stream-only options cannot change format type after creation. Search Engine Journal noted on 13 November 2026 that this rule was on the page before the update.
The page says sensitive categories such as alcohol or gambling can use Target frequency but may see a lower average frequency.
Creative requirements for a five-format campaign
Mixing formats means supplying assets for each. The Target frequency page recommends using several unique creatives, at least as many as the target frequency number, to avoid creative fatigue. A weekly target of 4 therefore implies four or more videos. It also recommends vertical videos for Shorts and horizontal videos on Feed.
The Video reach campaigns page gives the lengths for the Target frequency composition:
- Skippable in-stream: any length, horizontal
- Non-skippable in-stream: horizontal, :07-:20
- Bumper: horizontal, 6 seconds or less
- In-feed video: any length
- Shorts video: any length, vertical recommended
That page also says a horizontal video is served on Shorts only if the ad group has no vertical video, and that eligible horizontal videos may appear as vertical ones when video enhancements are on. Video enhancements are turned on by default for new campaigns, according to the same page.
One planning consequence, as analysis: a 15-second TV-style cut and a 6-second bumper cover the in-stream formats, but a campaign without a vertical asset leaves the Shorts placement to a horizontal video or an automatic conversion. A team that wants control over how the brand looks in Shorts needs a vertical edit in the ad group before launch.
The help pages do not all agree
Search Engine Journal reported that when it checked on 12 November 2026, the English page showed the new rule but the UK English and Australian English versions still said non-skippable ads could not be mixed with in-feed or Shorts. It also reported that the Display & Video 360 Target frequency help page still described non-skippable ads as "up to 15 seconds" and in-stream only.
A check for this article on 14 November 2026 found the same split. The English (hl=en) page carries the new wording. The UK English version still says that selecting "Non-skippable in-stream" will automatically disable in-feed and Shorts ads, and still lists a separate 2-4 weekly and 4-8 monthly range for in-stream formats. The Thai-language version of the page also still carries the old rule and the old ranges. The Australian English and Display & Video 360 pages were not re-checked for this article.
Google's New features and announcements section had nothing on the change as of 12 November 2026, and its most recent entry was dated 20 May, according to Search Engine Journal.
What to check in your account
Because the documentation is inconsistent and undated, the account interface is the only reliable test. Search Engine Journal suggested the same check on 13 November 2026. The steps below follow the page's own setup flow.
- Start a new Video campaign with the Video reach subtype and choose Target frequency as the goal.
- On General settings, open the Ad formats drop-down. Confirm "Multi-format ads" is selected.
- Tick "Non-skippable in-stream" and see whether in-feed and Shorts stay selected. If they are switched off, the account is still on the old behaviour.
- Check the Target frequency drop-down for the 2-7 weekly and 4-12 monthly range.
- Review the bid suggestion. The page says to check the in-built suggestion so the bid is sufficient for the frequency goal.
Nothing needs to be published to run this check. The campaign can be abandoned at the draft stage.
What this means for Thai marketers
The help page does not mention Thailand or any other market by name, and it does not say which accounts have the option. The points below are reasoning, not statements from Google.
Target frequency is a standard Google Ads campaign subtype, and the page lists it as available for YouTube and Display & Video 360 without a country restriction. A Thai advertiser can therefore test for the new checkbox in the same way as anyone else. The Thai-language help page had not been updated as of 14 November 2026, so teams that read Google's documentation in Thai will still see the old rule. The English page and the account interface are the references to use.
For brand campaigns that already cut a 15-second film for television and online video, the change removes a planning trade-off. Previously a Target frequency campaign with non-skippable ads could not also reach Shorts and in-feed inventory. With the mix, one campaign and one frequency goal can cover both, provided it is bought at auction and has a vertical asset for Shorts.
The limits matter for agencies that plan YouTube with reserved buys around large sales periods. Reserve remains restricted to non-mixed formats, so a reserved non-skippable plan and an auction multi-format plan are still two different campaigns with separate frequency goals. The one-ad-group rule and the ban on shared budgets also mean each Target frequency campaign needs its own budget line.
Thai advertisers in alcohol or other sensitive categories should note the page's warning about lower average frequency before committing to a high weekly target.
What is not stated
- The date of the change. The evidence is a 14 October 2026 archive capture with the old rule and a 13 November 2026 report of the new one.
- Whether every Google Ads account has the checkbox behaviour described on the English page.
- What happens when non-skippable ads are added to a multi-format campaign created before the edit. Search Engine Journal noted that, as of 12 November 2026, the page gives no information on this.
- Any performance data. The page gives no reach, frequency or cost figures for mixed campaigns. The only cost statement is the warning that in-stream-only campaigns may have less reach or a higher CPM.
- When the UK English, Thai and Display & Video 360 pages will be brought in line.
Questions about Target frequency and non-skippable ads
Can a Target frequency campaign now run non-skippable ads with Shorts?
Yes, according to the English Google Ads Help page. It says multi-format Target frequency campaigns can mix any combination of skippable in-stream, non-skippable in-stream (up to 20s), bumper, in-feed and Shorts ads. Search Engine Journal reported on 13 November 2026 that the 14 October 2026 version of the page did not allow this.
Can the mixed-format campaign be bought on reserve?
No. The page says Target frequency campaigns support auction and reserve "only for non-mixed formats". A campaign that combines non-skippable ads with in-feed or Shorts is an auction buy.
How long can the non-skippable ad be?
Up to 20 seconds in a Target frequency campaign, by the label on the page. The Video reach campaigns page lists the recommended non-skippable length for Target frequency as horizontal, 7 to 20 seconds. Search Engine Journal reported that the October capture gave 7 to 15 seconds.
Is this live in Thailand?
The source does not say. The page names no countries and gives no rollout date. The Thai-language version of the help page still showed the old no-mixing rule on 14 November 2026, so the practical test is to open the Ad formats drop-down in a new Target frequency campaign and see whether in-feed and Shorts stay selected after ticking "Non-skippable in-stream".
Can I add non-skippable ads to a Target frequency campaign I already run?
It depends on how the campaign was created, and one case is not documented. The page says multi-format campaigns can change their selected formats later in campaign settings, while legacy in-stream-only campaigns cannot change format type. It does not say what happens to in-feed and Shorts when non-skippable is added to a multi-format campaign created before the edit.
Next step
If Target frequency campaigns are part of your YouTube plan, the draft-campaign check above takes a few minutes and shows whether your account has the new option. Relevant Audience's YouTube advertising team can help plan the creative set and frequency goals for a multi-format campaign, and the Google Ads team can review how it sits with the rest of the account.
