This work describes a new approach to automatic dose rate control (ADRC) for dynamic x-ray imaging, utilizing a spatial frequency weighted signal difference to noise ratio (SDNR(u)). Three aspects of ADRC programming using SDNR(u), which contains information on the target material, velocity and size, were examined. First, whether SDNR(u) can be held constant at the requested level over some patient thickness range for five materials relevant to interventional imaging (iron, gadolinium, platinum, bismuth, and tantalum). Second, the efficiency of the new ADRC was compared to the current settings using a figure of merit (FOM), defined as SDNR(u)²/reference air kerma rate for iron and platinum, over a range of simulated patient thicknesses. Third, the ability of the new ADRC to optimize exposure parameters for iron, iodine, gadolinium, tantalum, platinum and bismuth was examined. A phantom of 20 mm PMMA and 2 mm Al sheets was used to simulate patient equivalent thicknesses between 25 mm to 375 mm. The relevant metal foil targets were placed at the phantom centre and imaged on a Siemens Artis Q cardio-angiography system. SDNR(u) and reference air kerma were measured, along with the FOM for the relevant conditions. The optimal exposure factor study was made for patient equivalent thicknesses of 100 mm, 200 mm and 300 mm. The new ADRC regulation held SDNR(u) constant versus phantom thickness within 5%, for the five materials studied. FOM increase compared to the current regulation used on the Artis Q ranged between 18% and 296% (averaged over all thicknesses), and depended on acquisition mode and material. Material optimization via the new ADRC increased FOM by 68%, 165%, 164% and 32% for gadolinium, tantalum, platinum and bismuth respectively, corresponding to potential dose savings of 40%, 62%, 62% and 24% for the same target SDNR(u). An SDNR(u) driven approach to the ADRC logic of dynamic imaging systems is a viable alternative to current programming, with a resulting improvement in imaging efficiency and corresponding dose reduction.