Page tree


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.

Access Line Items

  1. Select Transactions | Line Items from the main navigation.
  2. Click Create Line Item and continue with actions below.

Create a Line Item - Overview

Creating a line item includes the following steps:

  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 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:
    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.
    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 (that is, Even, ASAP, or 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.
    Allows Demand partner(s) to bid on the inventory in a wrapper-based auction environment. Priority can range from levels 8-16, allowing it compete with lower priority standard line items, as well as Open Exchange and House campaigns. Pricing is always set at the CPM rate.

    See  OpenWrap and UAS Integration  for more information.

    House: Used for ads that are non-revenue generating and typically belong to the site that hosts the ad. House ads often fill unsold inventory.

  2. Enter a Line item Name. Use a descriptive name to help differentiate each line item in a list.

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

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

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

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


Priority and Pricing


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
Open Exchange8-16

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.


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 impressions per day and 200 impressions per week.

  • Select Add Frequency Cap to add limits.
GDPR opt-out/PubMatic opt-out: If a user has not provided the consent to PubMatic (opt-out ), UAS will filter all the Ad Units/Orders/Line Items/Creatives that have a frequency cap applied to it.

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.


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

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 dialog, then choose Save.

Targeting Options


  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. Choose 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.)


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


To select a geography target:

  1. Choose Geography.
  2. Use Browse to view all of the countries in the geographic inventory.
  3. Choose Enter/Upload Zip Codes:
    • Select the country and then enter or upload zip codes.
  4. Select 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 targets let you select geographic areas and select a radius of miles or kilometers from their center.

GDPR opt-out/LMT/PubMatic opt-out: If a user has not provided the consent to PubMatic (opt-out ), UAS performs hyperlocal targeting after masking.

       For example, if a publisher has passed loc=40.730610,-73.935242, UAS will first mask the values loc=40.73,-73.93.

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


  1. Check the box 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. Select Include.



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.

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


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

Add Multiple IP Address Ranges

  1. Enter ranges of IP addresses separated by commas; for example:,
  2. Select Include or Exclude.

Upload a File of IP Ranges

  1. Create a file of IP addresses in CSV format.
  2. Choose Upload a File of IP Ranges.
  3. Select Include or Exclude.
GDPR opt-out:  If a user has not provided consent to PubMatic (opt-out), UAS filters all the Line Items that are targeted on an IP address or IP address range.


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.  

The custom key-values must not be used to pass data that PubMatic or others could use or recognize as personally-identifiable information or personal data.

Scheduling Information

Use this section to set the start and end dates/times that this line item will execute.

  1. Set the start date to either ASAP or choose Custom and set a specific date and time.
  2. Set the end date to continue on an Ongoing basis or choose 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 or the Audience's time zone or the Publishers.
  4. Choose an individual timeframe or select and drag the cursor over time periods on the days you want to include. To deselect, choose a selection to toggle it off.
  5. To hold inventory for two weeks (to avoid overselling inventory across sales members/teams), toggle the Hold Inventory option to On.
For more information and important notes about holding inventory, refer to Holding Inventory on a Line Item (UAS).


You'll use the final section of this screen when you're ready to add your creatives. That process is covered in-depth in Adding Creatives in UAS. For now, choose Save to save your Line Item, which returns to the Manage Line Items screen.

After adding creatives and before you save, you can use the Generate Forecast button to see a snapshot of the inventory being created. See  Line Item Forecasting  for details.

Line Item Status

The status for each line item appears in the Status column of the Manage Line Items screen.

Active The line item has all components needed for the line item to start delivering and has flight dates, targeting and creatives associated with it. Forecasting will indicate the inventory targeted by this line item as ‘booked.’
Inactive The line item has to be ‘set’ inactive by a user. Inactive line items can be set back to 'Active' status. Forecasting will not indicate the inventory targeted by this line item as ‘booked.’
Draft The line item is missing a creative component. Creative is needed for the line item to start delivering. Forecasting will not indicate the inventory targeted by this line item as ‘booked.’
Delivering The line item has all components needed and the start date/time has been reached. Forecasting will indicate the inventory targeted by this line item as ‘booked.’

The line item has all components needed for the line item to start delivering but has been stopped for editing reasons. Forecasting will indicate the inventory targeted by this line item as ‘booked,’ and will continue to hold the inventory until the line item un-paused.

Archived The line item has to be ‘set’ archived by a user. Archived line items cannot be set back to active. Forecasting will not indicate the inventory targeted by this line item as ‘booked.’
CompletedThe line item has met either its end date or its (impression or click) goal. Forecasting will not indicate the inventory targeted by this line item as ‘booked.’
Rejected The line item has been deactivated. Forecasting will not indicate the inventory targeted by this line item as ‘booked.’
FailedThe line item has failed. It will neither be served by AdEngine nor used by Forecasting. This status is applicable to only PMP line items and is driven by deal status update.

Monitoring Line Item Health

PubMatic provides health status indicators to determine how a line item is delivering. Health can appear in the Health column for Standard line items with a status of Active, Inactive, Delivering, Completed, or Paused.

Hover the mouse pointer over the health indicator to view actual and expected health. The expected health will be set automatically, based on the number of impressions and time frame set on the line item. The actual health will indicate how it is performing.

Editing a Line Item

Many line item fields can be edited as long as the line item hasn't been archived or have completed. To edit a line item:

  1. Select Transactions | Line Items.
  2. From the Line Items tab, locate the line item to be edited and select Edit from the drop-down menu in the Actions column for that line item.
  3. Edit fields as needed and click Save.

Additional line item fields that can be edited (as of Aug. 8, 2018):


Creative RotationCan edit Delivery state.
Front Load PercentCan edit in any state except Archived and Completed.
Frequency CapCan edit in any state except Archived and Completed.
GoalCan edit in any state except Archived and Completed.
Insertion Order (IO)Can edit in any state except Archived and Completed.
PriorityCan edit in any state except Archived and Completed.