Placement name The placement name.
Use a naming convention that makes sense for your situation. One suggested naming convention is “<Campaign Name>: <Ad Unit>: <Duration>: <Targeting>.”
Status: The placement status: Active (the default) or Paused.
The best practice is to pause the placement until you’re ready to launch it.
Details: (Read-only) The applicable ad type, the account that is creating or created the placement, and the parent campaign. To see more details, click Show more.
Templates: Opens a list of existing placement templates. To auto-populate targeting settings from a template:
Do either of the following:
To reuse all target from a template, select the check box next to the template name.
To reuse individual target types from a template, expand the template name and select the check box next to the target types you want to reuse.
Ad specs for forecast: (Video ad formats only) The ad duration and/or ad specifications, which are used to calculate the Forecast projection on the right. The fields vary by ad type.
Placement tags: (Optional) Keywords or nicknames to help you locate this placement.
Package: (Optional) A package to which the placement is assigned. Click to select and existing package or create a new package. When you assign the placement to a package, the Goals section is updated with the flight dates, delivery goal, and budget from the package.
Flight Dates: The start date and end date for the placement. Approved ads are eligible to run during the flight when the placement is active and assigned to an active package or campaign.
The dates for the package (when applicable) or campaign are auto-populated by default.
Placement Funding: How to budget for the placement:
Max Bid: The maximum to pay for 1000 impressions.
Placement Pre-bid Filters: Up to five KPI thresholds (such as a minimum viewability metric or click-through rate) that must be met for bidding to occur. You can use pre-bid filters as optimization tactics, but understand that each rule may limit the opportunities on which this placement can bid. To add or edit filters:
See descriptions of each pre-bid filter at “Placement-level Pre-Bid Filters and How to Use Them.”
Budget Goal: The gross budget cap and the budget interval (All time, Daily, Weekly, Monthly).
Gross Budget Goal: (Placements in campaigns with margin management only) The gross budget cap and the budget interval (All time, Daily, Weekly, Monthly).
Optimization Goal: The optimization goal for the package. See descriptions of each optimization goal at “Optimization Goals and How to Use Them”.
Target Goal: The target goal, which is used to track performance.
This field is only a benchmark and isn’t used for decisioning.
Pace on: What pacing will be based on:
Budget goal: (Default) This option delivers as many impressions as possible within the allocated budget.
Impressions: This option delivers impressions until a specified quantity is reached within a specified interval. When you select this option, specify the number of impressions and the interval: All time, Daily, Monthly, or Weekly.
Max Bid: The maximum to pay for 1000 impressions.
Pacing Fill Strategy: (Packages with package-level pacing only) How to pace ad delivery:
Even: (The default) Paces delivery uniformly throughout each flight, with a target of 50% of the delivery in the first half of the flight.
Frontload: Accelerates delivery so that it is 65-75% complete halfway through the flight.
Aggressive Frontload: Accelerates delivery so that it is 75-85% complete halfway through the flight.
Placement Pre-bid Filters: (Optional) Up to five filters that must be met for bidding to occur. You can use pre-bid filters as optimization tactics, but keep in mind that each rule may limit the opportunities on which this placement can bid. To add or edit filters:
Audience Location: (Optional) Specific locations in which to include or exclude ads in the placement. If you don’t specify any locations, all locations are targeted.
City and DMA locations aren’t available for Roku placements.
To specify locations:
Inventory Sources: Inventory sources to include or exclude as targets. For most placement types, all inventory types, and all sources for each type, are included by default. For Roku placements, you must specify the inventory type and sources. You can choose from the following types of inventory:
Public: (All placement types except for Roku) All of the open exchange inventory to which Advertising Cloud has access. You can include and exclude public inventory.
You can view the list by source or by feed. When you view the list by feed, you can search by feed name, feed key, or a selected characteristic tag.
Private | Roku Private: Your existing private deals (or existing private Roku deals for Roku placements) with publishers that you’ve set up in DSP. You can include, but not exclude, public inventory.
You can search the list by keyword, key, deal ID, or custom tag.
On Demand | Roku On Demand: All premium, non-guaranteed On Demand inventory (or On Demand [!DNL] Roku deals for Roku placements) to which you’ve subscribed in DSP. You can include and exclude On Demand inventory.
You can view the list by source or by feed. When you view the list by feed, you can search by feed name, feed key, or a selected publisher region, category tag, or characteristic tag.
To specify inventory targeting:
If you subscribed to On Demand inventory but can’t locate the publishers or deals to target, then check the status of the deals. For more information about statuses, see About On Demand Premium Inventory.
Exclude out-stream: (Video placements only) Excludes outstream traffic.
Outstream ads usually appear over the content as a pop-up or stuffed into content (in the native experience), rather than as regular video ads in a video player.
Traffic type: The types of traffic to target. Options include Websites and Apps.
Site tier: (Available when Paste list of targeted sites is Off) The quality of the sites to target. Tiers 1-3 are all brand safe and have been vetted and approved by the DSP mapping team.
Inventory is specific to the ad units in the placement.
For performance campaigns, the best practice is to select All Sites.
Site Categories: (Optional; available when Paste list of targeted sites is Off) Site categories within the selected site tiers to either include or exclude (but not both) as targets. Choose from vertical site lists that Advertising Cloud has mapped based on site subject:
Exclude Sites: (Optional; available when Paste list of targeted sites is Off) Sites to exclude. You can either search for and select sites, or enter or paste domain names:
Language: (Optional) A single language to target.
Site List Preview: (Read-only) All targeted and blocked sites for the placement.
You can optionally export the list of targeted and blocked sites as a comma-separated values (CSV) file. To export the list, click Export full site list, and then open or save the file according to your browser’s normal procedure.
Allow unscreened sites: (Standard display placements only) Enables ad delivery on non-audited sites. When the placement targets private inventory, this option may deliver ads on blocked sites.
Paste list of targeted sites: Allows you to target specific sites only. When you enable this option, the other site targeting options are disabled.
Sites: (Available when Paste list of targeted sites is On) Sites to target. You can either search for and select sites, or enter or paste domain names:
Included Audiences: Any audience targets for the placement, including third-party segments, first-party segments, Adobe segments, custom segments, and saved audiences. The total and active deduplicated audience size across all selected segments and saved audiences is also displayed. You can select an existing audience, create a new audience that you can reuse later, or select specific audience segments:
Excluded Audiences: Any audiences to exclude for the placement, including audiences with third-party segments, first-party segments, Adobe segments, custom segments, and saved audiences. The total and active deduplicated audience size across all excluded audiences is also displayed. You can select an existing audience or create a new audience that you can reuse later:
Cross Device Targeting: (Available when you select at least one segment or audience and the campaign is configured for people-based cross-device targeting. Allows you to extend your targeting across all of a person’s known devices (per the device graph specified in the campaign settings), even devices that aren’t in the specified segments. Fees may apply depending on the graph specified for the campaign. Device graph data is currently only available in North America.
Placement Cap: (Optional) The number of times a unique device or person (depending on the specified Cross Device Level) will be served ads from the placement. Options include Unlimited or a specific amount per day, week, or month.
You can set frequency caps at the campaign, package, and placement levels. DSP will respect the strictest frequency cap in the campaign hierarchy.
Secondary Cap: (Optional; available when you include a numeric Placement Cap) An additional limitation within the bounds of the primary placement cap. Select the number of impressions and the time period (such as 3 per 12 hours).
Day Parting: (Optional) Specific days of the week and time of day in which ads may run. To specify dayparting intervals:
Topic Targeting: (Optional; available to advertisers configured with Comscore and Grapeshot segments) Specific segment names or IDs from Comscore and Grapeshot to include as targets. Additional fees may apply for this feature. To activate this feature and set up topic segments, contact your Adobe account team.
To specify topic targeting:
Topic targeting limits the inventory on which the placement can bid, so use topic targeting for only a small percentage of your overall buy.
Set up any negative targeting within the segment on Comscore or Grapeshot.
Device Targeting: (Optional) Specific device information, including device types, manufacturers, operating systems, browsers, and connectivity types, to include and exclude as targets. To specify device targeting:
ISP Targeting: (Optional) Specific internet service providers (ISPs) to either include or exclude (but not both) as targets. To specify ISP targeting:
Contextual filtering: Types of Comscore, DoubleVerify, Integral Ad Science, and Peer39 contextual filters to apply. The advertiser-level defaults are selected for new placements, but you can change the settings:
Integral Ad Science
Adult Content: (Optional) The degree of adult content for which to block ads by default: Do Not Block (the default), Standard, or Strict. Additional fees may apply.
Alcohol Content: (Optional) The degree of alcohol content for which to block ads by default: Do Not Block (the default), Standard, or Strict. Additional fees may apply.
Pre-bid fraud blocking: Types of sites to block based on fraudulent traffic and suspicious activities measured through DoubleVerify, Integral Ad Science, and Peer39. The advertiser-level defaults are selected for new placements, but you can change the settings:
Block Fraud Sites (100% Invalid traffic) and User-Based Fraud and IVT Devices: By default, blocks all 100% invalid traffic, including traffic on highjacked devices, for new placements. Additional fees may apply.
Also block sites with: (Optional) An additional level of fraud and invalid traffic that will cause DSP to block ads by default: None (the default, which doesn’t block additional traffic), >2% Average Fraud/IVT levels (lowest reach), >4% Average Fraud/IVT levels, >6% Average Fraud/IVT levels, >10% Average Fraud/IVT levels, or >25% Average Fraud/IVT levels. Additional fees may apply.
Integral Ad Science:
Which level of Ads.txt pre-bid filtering to use by leveraging each publisher’s Authorized Digital Sellers list. The advertiser-level default is selected for new placements, but you can change the settings:
DoubleVerify Authentic Brand Safety: (Advertisers configured with the DoubleVerify Authentic Brand Safety option) Enables DoubleVerify Authentic Brand Safety, which blocks impressions post-bid using the custom brand safety rules configured for the specified segment ID. DSP bills your account for usage for the segment ID specified in the advertiser settings.
(Roku placements) Third-party tracking vendors approved by Roku include Acxiom, comScore, Data Plus Math, Experian, Factual, Kantar, Marketing Evolution, Neustar, Nielsen, Nielsen Catalina Solutions, NinthDecimal, Oracle, Placed, Polk, and Research Now.
Event Pixels: (Optional) Third-party event-tracking pixels that will be attached by default to all new ads in the placement. To specify event pixels:
Conversion Pixels: (Optional) Conversion tracking pixels that will be attached by default to all new ads in the placement. To specify conversion pixels:
In the main menu, go to Resources > Conversion pixels.
In the pixel row, click edit.
Copy the value(s) in the HTML Tag and Flash Tag fields, as needed, to provide to the advertiser or website contact.
The advertiser’s IT department or other group may need to schedule, or be informed about, the tag deployment.
3rd-party Fees: (Optional) A static, third-party fee rate to be tracked as a non-billable cost per 1000 impressions. The package-level default is automatically applied for new placements, when applicable, unless you enter a different value.
Billable fees are reflected in the Net CPM metric.