Overview of Campaign Management in Advertising Cloud DSP

Advertising Cloud DSP campaigns have the following hierarchy:

  • Campaign
    • Package(s)
      • Placement(s)
        • Ad(s)
          • Creative(s)

Campaigns

Campaigns are the overarching framework of flight settings. Each campaign is configured with an advertiser, start and end dates, an overall budget, a cross-device targeting option and default frequency cap, and reporting options for viewability, fraud, brand safety, and audience verification. All campaign-level settings automatically apply to each package and placement within the campaign.

Packages

Each campaign can contain one or more packages, each of which includes a set of placements.

Use packages to group placements for delivery to a set budget, performance goal, and custom pacing strategy. DSP optimizes packages by shifting budgets to the best-performing placements in the package. You can organize packages by placement format, inventory type, data provider, persona, or other distinguishable characteristics.

Packages are optional but recommended.

Placements

A placement stores targeting parameters for one or more ads of the same ad type. You can create a placement for a single campaign or package, and then assign ads to it.

Ads

Ads include creative assets and tracking URLs. You can either upload your creative assets and DSP will serve the ads that use them for free, or you can upload third-party ad serving tags.

Once your ads are set up, you’ll need to attach each ad to a placement. You can attach a single ad to one or more placements.

All active, approved ads in an active placement in an active campaign are eligible to run based on the placement targeting parameters.

Creatives

You can upload audio and video files to use in ads for specified campaigns.

You can immediately create an ad with the uploaded creative, or you can create an ad later from either the Creatives view or the Ads view.

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