Line Item Details (UAS)

Document created by catherine.racette on Feb 23, 2017Last modified by catherine.racette on Jul 24, 2017
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Introduction

A Line Item contains information about the ad unit/inventory along with targeting details, exclusions, priority and delivery requirements. Orders can contain multiple line items, each representing a different targeting segments and other details.

Prior to creating a Line Item, you must create the associated Order.

              

Create a Line Item

  1. Complete Line Item Information
  2. Set Priority and Pricing
  3. Specify Targeting Parameters
  4. Set Line Item Duration and Scheduling
  5. Add Creative (not required for Open Exchange)

Line Item Information

  1. Select Transactions | Ad Server from the main navigation and click the Line Items tab.
  2. Click Create Line Item.

     

  3. Select a Line Item Type from the list.

    Line Item Type determines the delivery priority and pricing options of the line item. Once you select a line item type, you will be able to select from within a range of priority levels available to that type.

    Select a Line Item Type:

  • Sponsorship: This represents the highest priority for a line item and will be delivered before any other lower-priority line item. Sponsorship line items are sold as a percentage of impressions - at a rate of either CPM orCPC.
  • Standard: This is the default selection and next highest in priority, ranging from 5-14. A Standard line item is sold at a fixed price by impressions or clicks (CPM or CPC), with the ability to set pacing (i.e., Even, ASAP, Front Loaded).
  • Open Exchange: allows many buyers to bid on the inventory in an auction environment. Priority can range between levels 8 - 16, and pricing is always set at the CPM/RTB Open Market rate.
  • House: This type is used for ads that are non-revenue generating and typically belong to the site that hosts the ad. House ads are a way to fill unsold inventory.
  1. Enter a Line item Name. Use a descriptive name to help differentiate each line item in a list.

  2. Select the Order that will contain the Line Item. (Order must already be created.)

  3. If required, enter an I/O number, which is an insertion order added by the publisher.

  4. Type a Description of the line item in the text box. The description should help distinguish it from other line items.

  5. Select whether or not this line item is COPPA-Compliant.

Priority and Pricing

Priority

Priority dictates the level of importance over another line item and represents the order in which a line item is served relative to competing line items. The lower the number, the higher the priority. For example, a line item with priority 1 will serve before all other lower priority line items.

 

Select a priority for the line item.

The selected Line Item Type will determine which priority level ranges are available in the list.

          
Line Item TypePriority Range
Sponsorship1-4
Standard5-8
House13-16
Open Exchange5-16

Pricing Model and Rate

  1. Select one of the pricing models (availability depends on selected Line Item Type):
  • CPM: (Cost per Mille) the advertising cost per thousand impressions
  • CPC: (Cost Per Click)
  1. Enter the Rate to be paid.

 

Pacing

Select one of the following pacing models:

  • Even: Line item will receive 100% of the daily impression goal (total impression goal / flight date) throughout the flight of the line item.
  • ASAP: Line item will receive as many impressions as possible without impairing line items of the same priority. For example, line item 1 and line item 2 have the same priority. Line item 1 has pacing ASAP and line item 2 has pacing Even. Line item 1 will get 'more' impressions ONLY when line item 2 has met its daily goal.
  • Front Loaded: Line item will receive as much as 40% more of the daily impression goal (total impression goal / flight date) throughout the flight of the line item.

Frequency Caps

Frequency Caps define how often ads will display for a specific period of time for a specific user. You can specify limits for minutes, weeks, hours, and months or a lifetime cap. If there is a conflict between Frequency Cap settings, the one with the highest frequency will be applied.

Example: Set a frequency cap limiting the same user to three impression per day and 200 impressions per week.

  • Click Add Frequency Cap to add limits.

Targeting Inventory

Targeting inventory allows advertisers to appeal to specific audience segments. Inventory refers to the available ad slots on a publisher’s site. You can target ads to appropriate consumers by specifying audience criteria and key-values, such as the geographic locations where the ad impressions are displayed or which devices display your ad.

 

You can target ad units and ad unit groups from the line item. To apply targeting to a specific creative, you must create a separate line item with its own targeting rules.

 

Use Targeting to include or exclude parameters for ad inventory. You may also create custom parameters with specific values attached. Select your targeting criteria using the options presented or apply a saved preset group of targeting parameters from the Apply Saved Presets dropdown menu.

 

Select one or more of the following target types to select targeting criteria:

  • Inventory
  • Geography
  • Location
  • Devices
  • Connections
  • IP Ranges
  • Custom

Targeting Summary

Targeting Summary displays selected targets as Included or Excluded.

 

When you include a target item subcategory, the other target items in the list are automatically excluded. For example, if you include Chrome in Target/Devices, all other devices are excluded. You can select additional devices to be included; any items you do not select are excluded.

Presets

Use Save as Preset for combinations of targets that use frequently.

 

To save selected targeting as a preset for future use, enter a name for the preset in the Save as Preset box in the Targeting Summary and click Save.

Targeting Options

Inventory

  1. Use the Inventory target components to include or exclude parameters to or from ad units and ad unit groups.
  2. Select Ad Unit or Ad Unit Groups.
  3. Search for the inventory components to apply to the ad unit or ad unit group.
    1. Type at least the first three letters of the inventory components name.
    2. Expand folders as needed.
    3. Click Include or Exclude for the item(s) you want to select
    4. If all inventory components are applicable, Select All.
  4. As you select inventory targets, the selections are saved in the Target Summary panel.

When Run of Network (RON) is included in the Targeting summary, Ad Units cannot be excluded. (RON by definition means including all ad units.)

Geography

Geographic targets let you specify locations to include or exclude from your ad campaign.

To select a geography target:

  1. Click Geography.
  2. Use Browse to view all of the countries in the geographic inventory.
  3. Click Enter/Upload Zip Codes: Select the country and then enter or upload zip codes.
  4. Click Include or Exclude.
  5. Repeat for each geographic target that you want to include or exclude.
  6. The selected geographic targets are displayed in the Targeting Summary panel.

Location

Location targets let you select geographic areas and select a radius of miles or kilometers from their center.

 

You can specify by address, Decimal Degrees, or Degrees, Minutes, Seconds.

  1. Click the checkbox if you want to Apply only when GPS coordinates are being sent along with an ad request.
  2. Use Location to specify a geographic area for your line item.
  3. You can specify a location by its address, longitude and latitude with Decimal Degrees (DD), or Degrees, Minutes, and Seconds (DMS).
  4. Enter the miles or kilometers for the radius outside the location.
  5. Click Include.

 

Devices

Select devices to target:

  1. Select the type of Device from the drop-down list.
  • Browsers
  • Languages
  • Capabilities
  • Categories
  • Operating Systems
  • Manufacturers

Each type has sub-types you can select; for example: Browsers support Chrome and Safari.

        
  1. Select the Device sub-type options to include to Include or Exclude.

 

Connections

  1. Use Connections to select the connection method.
  2. Click the Connections types to Include or Exclude.

 

IP Ranges

Select either a single IP range, multiple IP ranges, or upload a file with IP address ranges.

Add a Single IP Range
  1. Enter the first IP address in the range in the first text box.
  2. Enter the last IP address in the range in the second text box.
  3. Click Include or Exclude.
Add Multiple IP Address Ranges
  1. Enter ranges of IP addresses separated by commas; for example:
    192.1.1.0-192.12.2.2, 192.3.3.4-192.168.1.
  2. Click Include or Exclude.
Upload a File of IP Ranges
  1. Create a file of IP addresses in CSV format.
  2. Click Upload a File of IP Ranges.
  3. Click Include or Exclude.

 

Custom

Use Custom Targeting to target specific types of ad viewers. You must first create custom parameters to be used for custom targeting of key value pairs. You can specify custom key-value pairs to create demographic segments based on age, gender, or other attributes based on your audience.

Scheduling Information

Duration & Ad Scheduling

Set start and end dates for this line item to be executed.

  1. Set the start date to either ASAP or click Custom and set a specific date and time.
  2. Set the end date to continue on an Ongoing basis or click Custom and set a specific date and time. ('Ongoing' not available for 'Standard' Line Items.)
  3. To set Day Parting parameters, set the option to On and select either the Time Zone for the Audience's time zone or the Publishers.
  4. Click on individual timeframes to select or click and drag the cursor over time periods on the days you want to include. To deselect, click a selection to toggle it off.

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