Optimization Goals and How to Use Them
Last update: January 6, 2025
- Topics:
- DSP Optimization
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| Optimization Goal | Description | When to Use This Goal |
|---|---|---|
| Always Max Bid & Clickthrough Rate | With package-level optimization, budget allocation prioritizes placements with the highest click-through rates. Auction appraisals prioritize CTR the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted CTR threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Click-through Rate Ad types: Pre-roll, Display Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a CTR goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP achieves the best possible CTR while attempting to spend the full budget. |
| Always Max Bid & Completion Rate | With package-level optimization, budget allocation prioritizes placements with the highest completion rates. Auction appraisals prioritize Completion Rate the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted Completion Rate threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Completion Rate Ad types: Pre-roll only Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a Completion Rate goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP achieves the best possible Completion Rate while attempting to spend the full budget. |
| Always Max Bid & Engagement Rate | With package-level optimization, budget allocation prioritizes placements with the highest engagement rates. Auction appraisals prioritize engagement rate the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted engagement rate threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Engagement Rate Ad types: Mobile Interstitial only Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and an engagement goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP achieves the best possible engagement rate while attempting to spend the full budget. |
| Always Max Bid & Maximize Reach | This goal attempts to achieve maximum household reach with a given number of impressions, always using the placement-level Max Bid. If the spend goals are being met, then DSP becomes more selective and bids for an auction only when there a chance to achieve incremental unique reach. | Campaign Type: Branding Benchmark: Maximize Reach Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video |
| Always Max Bid & Viewability Rate (Adobe - GroupM) | With package-level optimization, budget allocation prioritizes placements with the highest viewability rates. Auction appraisals prioritize viewability rate the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Viewability Rate Ad types: Interactive Pre-roll only Note: This goal always uses the placement-level Max Bid. If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings. |
| Always Max Bid & Viewability Rate (Adobe - MRC) | With package-level optimization, budget allocation prioritizes placements with the highest viewability rates. Auction appraisals prioritize viewability rate the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Viewability Rate Ad types: Interactive Pre-roll only Note: This goal always uses the placement-level Max Bid. If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings. |
| Always Max Bid & Viewability Rate (IAS - MRC) | With package-level optimization, budget allocation prioritizes placements with the highest viewability rates. Auction appraisals prioritize viewability rate the spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well. | Campaign Type: Branding Benchmark: Highest Viewability Rate Ad types: Interactive Pre-roll only Note: This goal always uses the placement-level Max Bid. This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign. |
| Highest Return on Ad Spend (ROAS) | (Available at the package level only) Budget allocation prioritizes placements with the highest ROAS for a final conversion event included in the specified custom goal, taking into consideration all additional weighted upper-funnel events (such as website visits and shopping cart additions) in the custom goal. You can specify whether the optimization model should learn only from click-based conversions or from both click- and impression-based conversions. Auction appraisals prioritize ROAS. the spend goals are being met, then DSP balances lowering the CPMs with raising the ROAS. | Campaign Type: Performance Benchmark: Highest Revenue Ad types: Display, Native, Video, CTV, and Universal Video Note: See “Best Practices for Setting up Performance Campaigns” for more information. |
| Lowest Cost per Acquisition (CPA) | (Available at the package level only) Budget allocation prioritizes placements with the lowest CPAs for a final conversion event included in the specified custom goal, taking into consideration all additional weighted upper-funnel events (such as website visits and shopping cart additions) in the custom goal. You can specify whether the optimization model should learn only from click-based conversions or from both click- and impression-based conversions. Auction appraisals prioritize CPA. the spend goals are being met, then DSP balances lowering the CPMs with lowering the CPAs. | Campaign Type: Performance Benchmark: Lowest CPA Ad types: Display, Native, Video, CTV, and Universal Video Note: See “Best Practices for Setting up Performance Campaigns” for more information. |
| Lowest Cost per Click | With package-level optimization, budget allocation prioritizes placements with the lowest CPCs. Auction appraisals prioritize CPC. the spend goals are being met, then DSP balances lowering the CPMs with raising the CTRs in an attempt to lower the CPCs. | Campaign Type: Branding Benchmark: Efficient CPM & Highest Click-through Rate Ad types: Pre-roll, Display Note: Use this goal to achieve the best possible CPC. To guarantee a maximum CPM, use it as the Max Bid for the placement. |
| Lowest Cost per Completion | With package-level optimization, budget allocation prioritizes placements with the lowest cost per completion. Auction appraisals prioritize video completion rates (VCR). the spend goals are being met, then DSP balances lowering the CPMs with increasing the VCRs in an attempt to lower the costs per completion. | Campaign Type: Branding Benchmark: Efficient CPM & Highest Completion Rate Ad types: Pre-roll only |
| Lowest Cost per Engagement | With package-level optimization, budget allocation prioritizes placements with the lowest engagement rates. Auction appraisals prioritize engagement rate. the spend goals are being met, then DSP attempts to balance lowering the CPMs with lowering the costs per engagement. | Campaign Type: Branding Benchmark: Efficient CPM & Highest Engagement Rate Ad types: Mobile Interstitial only |
| Lowest Cost per Reach | This goal attempts to achieve maximum household reach with a given budget. If the spend goals are being met, then the bids vary depending on the chance to achieve incremental unique reach. | Campaign Type: Branding Benchmark: Efficient Cost per Reach Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video |
| Lowest Cost per View | Operates similarly to Lowest CPM. With package-level optimization, budget allocation prioritizes placements with the lowest CPMs. Auction appraisals prioritize CPM. the spend goals are being met, then DSP progressively lowers the CPMs. | Campaign Type: Branding Benchmark: Efficient CPM & Highest Click-through Rate Ad types: Pre-roll, Display |
| Lowest CPM | With package-level optimization, budget allocation prioritizes placements with the lowest CPMs. Auction appraisals prioritize CPM. the spend goals are being met, then DSP progressively lowers the CPMs. | Campaign Type: Branding Benchmark: Efficient CPM Ad types: Pre-roll, Display, CTV, Native, Audio |
| Lowest vCPM (Adobe - GroupM) | With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs. Auction appraisals prioritize vCPM. the spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability. | Campaign Type: Branding Benchmark: Efficient CPM & Highest vCPM Ad types: Pre-roll, Display Note: Use this goal to achieve the best possible vCPM. To guarantee a maximum CPM, use it as the Max Bid for the placement. |
| Lowest vCPM (Adobe - MRC) | With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs. Auction appraisals prioritize vCPM. the spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability. | Campaign Type: Branding Benchmark: Efficient CPM & Highest vCPM Ad types: Pre-roll, Display Note: Use this goal to achieve the best possible vCPM. To guarantee a maximum CPM, use it as the Max Bid for the placement. |
| Lowest vCPM (IAS - MRC) | With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs. Auction appraisals prioritize vCPM. the spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability. | Campaign Type: Branding Benchmark: Efficient CPM & Highest vCPM Ad types: Pre-roll, Display Note: Use this goal to achieve the best possible vCPM. To guarantee a maximum CPM, use it as the Max Bid for the placement. This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign. |
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