DocumentationAdvertisingDSP Guide

Campaign Settings

Last update: Mon Nov 03 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

CREATED FOR:

  • User

Basic Campaign Details

Name: The campaign name.

Advertiser: (Read-only for existing campaigns) The applicable advertiser (brand). Select an existing advertiser or create a new one.

Advertiser URL: The advertiser’s official page. This field speeds your ad approval process with inventory partners.

Timezone: (Read-only for existing campaigns) The time zone for reporting and bidding.

Customer PO: (Optional) A customer purchase order for the insertion order/purchase order.

[Campaign Dates]: The campaign start and end dates.

Campaign Goals

Margin Management: (Self-service accounts that are serviced by agencies using margins) Options for margin management:

  • Would you like to manage margins for this campaign?: Whether to manage margins for the campaign: Yes or No (the default). When you choose Yes, specify the additional settings. Once you enable margin management and save the campaign, you can’t disable margin management.

  • How would you like to compute agency fees?: (Campaigns with margin management only) How to compute agency fees, which are the portion of the campaign’s gross budget that’s withheld and not included in the net spend:

    • Margin % of Total Budget: (the default) Compute fees as a percentage of the gross spend. Specify the Agency Fee Type (fixed or composite) and the Margin % or Composite Margin %.

    • Apply Markup % on top of individual cost components: Compute fees as a specified percentage of your media cost, data and other costs, and/or Adobe tech fees. Specify the Markup % and select the components on which to apply the markup.

  • Agency Fee Type: (Campaigns that use Margin % of Total Budget) The type of agency fee.

    • Fixed: (the default) Allows DSP to withhold a fixed percentage of the gross spend as agency fees. Specify the Margin %.

    • Composite: Allows DSP to withhold a percentage of the gross spend to account for both agency fees and Adobe tech fees. Specify the Composite Margin %.

  • Margin %: (Campaigns that use Margin % of Total Budget with fixed margins) The percentage of the gross spend to be withheld as agency fees. Any changes to the margin value are applied to future gross spend only and not to the historical gross spend for the campaign. The Estimated Tax Withholding value is excluded from the gross spend before the margin is applied. See the following examples, which assume that the campaign doesn’t underspend or overspend.

    • Example 1: Suppose that the Gross Budget is 100 USD and the Margin % is 5% throughout the flight. At the end of campaign flight, the agency fees are computed as 5 USD (which is 5% of 100 USD), and the net spend is 95 USD (which is campaign budget [100 USD] - agency fees [5 USD]).

    • Example 2 with changes to the margin: For the same campaign, suppose Margin % was changed from 5% to 10% when the gross spend was 40 USD. For the period before the change, the agency fees are computed as 2 USD (which is 5% of 40 USD); for the period after the change, the agency fees are computed as 6 USD (which is 10% of 60 USD). The total agency fees are computed as 8 USD (which is 2 USD + 6 USD), and the net spend is 92 USD (which is campaign budget [100 USD] - total agency fees [8 USD]).

    • Example 3 with tax withholding: Suppose that the Gross Budget is 100 USD, the Estimated Tax Withholding at the end of the campaign flight is 10 USD, and the Margin % is 5% throughout the flight. At the end of campaign flight, the agency fees are computed as 4.5 USD (which is 5% of (campaign budget [100 USD] - tax withholding [USD 10])), and the net spend is 85.5 USD (which is campaign budget [100 USD] - agency fees [4.5 USD] - tax withholding [10 USD]).

  • Composite Margin %: (Campaigns that use Margin % of Total Budget with composite margins) The percentage of the gross spend that, to be withheld as Adobe tech fees and agency fees combined. Agency fees are computed by subtracting the Adobe tech fees from the composite margin amount. Any changes to the composite margin value are applied to future gross spend only and not to the historical gross spend for the campaign. The Estimated Tax Withholding value is excluded from the gross spend before the composite margin is applied.

    For example, suppose that the Gross Budget is 100 USD, the Adobe tech fees at the end of the campaign flight are 10 USD, and the Composite Margin % is 17% throughout the flight. At the end of campaign flight (assuming that the campaign doesn’t underspend or overspend), the agency fees are computed as 7 USD (which is (17% of 100 USD) - 10), and the net spend is 93 USD (which is campaign budget [100 USD] - agency fees [7 USD]).

  • Markup %: (Campaigns that use Apply Markup % on top of individual cost components) The percentage to apply to specified cost components to compute agency fees. Any changes to the markup value are applied to future costs only and not to the historical costs for the campaign.

  • Select cost components on which markup will be applied: (Campaigns that use Apply Markup % on top of individual cost components) The cost components for which the Markup % is applied. Select all applicable components: Media cost, Data and Other costs, and/or Adobe tech fees. Any changes to the component selection are applied to future costs only and not to the historical costs for the campaign.

    For example, the Markup % is 10% for “Media cost” and "Data and Other costs. If, at any point in the campaign flight, the media cost is 20 USD, data and other costs are 5 USD, and Adobe tech fees are 2 USD, then the agency fees are computed as 2.50 USD (which is 10% of (20 USD + 5 USD), and the gross spend is 29.50 USD (which is media cost [20 USD] + data and other costs [5 USD] + Adobe tech fees [2 USD] + agency fees [2.50 USD]).

Gross Budget: (Campaigns with margin management only) The gross campaign budget, before the specified marginal adjustments are applied.

Budget: (Campaigns without margin management) The overall campaign budget.

Estimated Tax Withholding: Withholds a percentage of total spend across ad fees, ad serving fees, and/or data fees at the account level for country or local taxes. Rates are estimates for budgeting and pacing purposes, so invoiced tax rates may vary.

To estimate taxes to withhold:

  1. Click Update rates here.

  2. Specify the Estimated tax rate, as a percentage.

  3. Select the check box next to each fee type for which to withhold taxes. The fee types include:

    • Include estimated tax - ads fee: Applies to all Advertising DSP media spend, including taxes on campaign management fees.

    • Include estimated tax - ad serving fee: Applies to all spend on Advertising DSP except for media and data. It excludes taxes for campaign management fees

    • Include estimated tax - data fee: Applies to all data spend on Advertising DSP.

  4. Click Submit.

NOTE

  • In the U.S., states may vary in their inclusion of tax fees across ads, ad serving, and data. For organizations in other countries, include all three categories of tax fees to account for VAT.

  • You can also configure these values in the account’s fee settings.

Cross Device Level: (Read-only for existing campaigns created since 22 June 2020; not available for campaigns created before 22 June 2020) The level at which DSP targets ads and applies frequency caps: Same Device to target a device or People to target a person across all of their known devices. Note: Cross-device support isn’t available for placements that target universal IDs.

Device Graph: (Read-only for existing campaigns; campaigns with people-based cross-device targeting only) The device graph to use for cross-device targeting and frequency management:

  • LiveRamp - U.S. only: Available to all advertisers for cross-device targeting at $0.35 CPM for impressions that are delivered by using the LiveRamp device graph (that is, for devices not found within the targeted audience segments). You can set up cross-device targeting at the placement level.

    This option is also available to all advertisers, without any fees, for frequency management and attribution measurement.

    Cross-device support applies only for placements that target legacy IDs but not for placements that target universal IDs (including LiveRamps). Targeting, frequency management, and attribution for universal IDs is applied at the ID level only.

Frequency Cap: (Optional) The number of times a unique device, universal ID, or person (depending on the specified Cross Device Level and the placement’s Targeting setting) can be served ads from the campaign. Options include Unlimited or a specific amount per day, week, or month.

NOTE
You can set frequency caps at the campaign, package, and placement levels. DSP respects the strictest frequency cap in the campaign hierarchy.

Packages: The packages to include in the campaign. Select existing packages and/or create packages to include. If you create packages, see descriptions about the package settings for more information.

Campaign Measurement

NOTE
The following settings enable only measurement and reporting capabilities. Performance optimization is executed only at the package and placement level.

3rd Party Metrics

Viewability, Fraud, & Brand Safety

IAS: (Optional) Enables IAS measurement and reporting of viewability, fraud, brand safety, and audience verification, using the specified settings. Additional fees apply.

  • Measure On: The inventory on which to measure: Display and VPAID video inventory (the default) or Display, VPAID & VAST video inventory.

    note note
    NOTE
    Video viewability is measurable on VPAID inventory only.

  • IAS Account ID (AnID): (Advertisers with their own IAS accounts; optional) The organization’s IAS account ID, which IAS will bill directly for usage.

  • IAS Team ID: (Advertisers with their own IAS accounts; optional) The team ID for the organization’s IAS account, which IAS will bill directly for usage.

Audience Verification

Comscore Campaign Ratings: (Optional) Enables Comscore validated Campaign Ratings measurement and reporting of audience verification, using the specified settings. Additional fees apply.

  • Target Gender: The gender to target: Both (the default), Male, or Female

  • Target Age: The age range to target. Use the left and right sliders to reduce the range as needed.

  • Target Country: (Optional) A country to target. Comscore measures impressions served in supported countries only.

Attention Measurement attention-measurement

Adelaide: Enables tracking for the placement-level Attention Score metric (the weighted average number of Adelaide “Attention Units” across impressions). Metrics are available for all placement types except for Roku connected TV, VPAID-only pre-roll, and audio that’s not a podcast. DSP automatically attaches a JavaScript tag to all associated creatives, and Adelaide tracks the exposure data and sends it to DSP daily. You can use the date to manually optimize your spending towards placement tactics with better attention scores.

The Attention Score field is available in the Metrics section of reports; within the Campaigns, Packages, and Placements views; and on the Sites, Ads, and Inventory tabs of the placement details view.

Using Adelaide segments for measurement incurs a CPM fee for each impression delivered from ads with Adelaide measurement tags. This fee is separate from fees for placement-level attention targeting.

1st Party Metrics

Viewability sensitivity: Enables first-party measurement and reporting of viewability using the IAB Open Video Viewability (OpenVV) technology, based on the specified sensitivity level:

  • Standard (50% of ad in view for two consecutive seconds)

  • Strict (100% of ad in view and audio on for 50% duration)

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