Overview of Campaign Management in Advertising DSP

DSP campaigns have the following hierarchy:

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


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.


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.


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 include creative assets and tracking URLs. You can upload third-party ad serving tags individually or in bulk by using partner tag sheets or the bulk tag template. You can also manually create native display ads for DSP to serve.

Once your ads are set up, you must attach each ad to a placement to begin running the ad. 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.