DocumentationAdvertisingDSP Guide

Placement Settings

Last update: Mon Dec 09 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

CREATED FOR:

  • User

Basics

Placement name The placement name.

TIP
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.

TIP
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:

  1. 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.

  2. Click Apply.

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.

Environment: (Universal Video ad format only) The device environments (Desktop, Mobile, Connected TV) to include as targets in the placement. Specify at least one.

In custom reports, the placement-level dimension “Device Environment” indicates the targeted environment.

Placement tags: (Optional) Keywords or nicknames to help you locate this placement.

Goals

Package: (Optional) A package to which the placement is assigned. Click Edit to select an existing package or create a 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.

NOTE
  • The flight dates must be included within the campaign flight dates and the package flight dates.

Placements Assigned to Packages with Package-level Pacing

Placement Funding: How to budget for the placement:

  • Optimize based on performance: Controls the budget at the package level.

  • Set a Fixed Minimum or Maximum Budget: Allows you to set a minimum and/or a maximum placement budget. Specify at least one type of budget:

    • Maximum Budget: Enter a value and the duration (All time, Daily, Weekly, Monthly).

    • Minimum Budget: The minimum budget as a percentage of the package budget. When an interval cap is specified, the minimum budget value is always calculated as a percentage of the interval cap. Otherwise, it’s calculated as a percentage of the package budget.

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:

  1. Click Edit .

  2. Do either of the following:

    • To add a filter:

      1. Click Add Filter.
      2. Next to Only bid if, select a metric, and then enter a value.

    • To remove a filter, click X in the filter row.

  3. Click Save.

See descriptions of each pre-bid filter at “Placement-level Pre-Bid Filters and How to Use Them.”

All Other Placements

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.

NOTE
This field is only a benchmark and isn’t used for decisioning.

Pace on: The basis for pacing:

  • 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.

Flight pacing: (Placements with placement-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.

  • Slightly Ahead: (The default) Accelerates delivery so that it’s 55-65% complete halfway through the flight duration.

  • 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.

Intraday pacing: (Placements with placement-level pacing only) How to pace ad delivery across each day within the flight:

  • Even: (The default) Scales delivery based on inventory availability. Generally, more ads are delivered per hour in the daytime, when auction volume is higher, and fewer ads are delivered in the mornings and evenings.

  • ASAP: (The default) Accelerates delivery to twice the speed of Even.

    note caution
    CAUTION
    This option can negatively affect performance. Use it only when you are fully prioritizing delivery and spend over performance optimization.

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:

  1. Click Edit .

  2. Do either of the following:

    • To add a filter:

      1. Click Add Filter.
      2. Next to Only bid if, select a metric, and then enter a value.

    • To remove a filter, click X in the filter row.

  3. Click Save.

Geo-Targeting

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.

NOTE
City and DMA locations aren’t available for Roku placements.

To specify locations:

  1. Click Edit .

  2. Do any of the following:

    • To include or exclude a Country, State, City, DMA, Federal Legislative District, or State Legislative District:

      1. Select the location type in the left column.
      2. (As needed) Click a location to expand it.
      3. Next to the location, click Include to include it as a target or Exclude to exclude it as a target.

    • To search for a postal code and include or exclude all selected results:

      1. Click Search Postal Code.
      2. Select the country.
      3. Enter the city name, and then click Edit .
      4. Click the correct search result.
      5. Click Include All to include all locations as targets or Exclude All to exclude all locations as targets.

    • To enter or paste postal codes, and include or exclude them all:

      1. Click Paste Postal Code.
      2. Select the country.
      3. Enter or paste up to 1000 postal codes.
        Include one postal code per line, or enter multiple values separated by commas or tabs.
      4. Click Include All to include all locations as targets or Exclude All to exclude all locations as targets.

    • To remove a location from the Included or Excluded list, click X next to the location in the right column.

  3. Click Done.

NOTE
  • Not all countries have State, City, or Postal Code locations.
  • DMA (designated market area), Federal Legislative Districts, and State Legislative Districts are available for U.S. locations only.

Inventory Targeting

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 open exchange inventory to which DSP 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.

    • Ensure Fixed or Floor Price for the bid: (Optional) Overrides the bid price algorithm to bid at least the fixed and floor prices for deals.

  • On Demand | Roku On Demand: All premium, non-guaranteed On Demand inventory (or On Demand 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.

    • Ensure Fixed or Floor Price for the bid: (Optional) Overrides the bid price algorithm to bid at least the fixed and floor prices for deals.

To specify inventory targeting:

  • To exclude an inventory type, clear the check box next to the name.

  • To target an inventory type:

    1. Select the check box next to the inventory type name.

    2. (Optional) Change the sources to include:

      1. Click Edit .

      2. (Public and On Demand inventory) Click View by Source or View by Feed to change how the sources are listed.

      3. (When applicable) Filter the inventory as needed.

      4. Specify the sources to include and exclude:

        • To include a Public or On Demand source, click Include next to the source name.

        • To include Private sources:

          • To include all inventory in a deal, click Include all next to the deal name.
          • To include an individual inventory source, expand the deal name, and then click the check box next to the source name.

        • To exclude a Public or On source, click Exclude next to the source name.

    3. (Optional) To download a CSV file with the targeting information to your browser’s Downloads location, click Save & Export.

    4. Click Save.

TIP
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.

Site and App Targeting

Traffic type: The types of traffic to target. Options include Websites and Apps.

Tier: (Available when Paste list of targeted sites is Off) The quality of the traffic to target. Tiers 1-3 are all brand safe and have been approved by the DSP mapping team.

  • Tier 1: Premium sites and applications that are nationally recognizable.

  • Tier 2: Targets Tier 1 as well as quality sites and applications that are less widely known than Tier 1.

  • Tier 3: Targets Tiers 1-2 plus legitimate and brand-safe sites and applications that cater to a niche audience. Use Tier 3 for reach or data targeting buys.

  • All Sites or Apps: Targets Tiers 1-3 and new inventory that has not been screened or categorized, which you can use for reach.

NOTE
Inventory is specific to the ad units in the placement.
TIP
For performance campaigns, the best practice is to select All Sites.

Site or App 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 DSP has mapped based on subject:

  1. Click Edit .

  2. Specify the site categories to either include or exclude:

    • To include site categories:

      1. Click Include categories.
      2. Select the check box next to each category to target.

    • To exclude site categories:

      1. Click Exclude categories.
      2. Select the check box next to each category to exclude.

  3. (Optional) To download a CSV file with the targeting information to your browser’s Downloads location, click Export.

  4. Click Save.

Exclude Sites or Apps: (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:

  1. Click Edit .

  2. Specify the sites:

    • To search for a site:

      1. Click Search.

      2. Enter a keyword, select a site tier, and/or select a site category.

      3. In the search results, select the sites to exclude:

        • To exclude an individual site, select the adjacent check box.
        • (When more than 50 results are available) To exclude the first 50 results, click Exclude these 50. To exclude all search results, click Exclude these <NN>.

    • To enter domain names:

      1. Click Paste.
      2. Enter one or more domain names on separate lines.
      3. Click Exclude All.

  3. Click Done when you’re finished.

NOTE
  • Account-level and advertiser-level blocked site lists are also applied, in addition to the DSP globally blocked site list, which includes sites deemed unsafe for ads.
  • Blocked site lists always override targeted site lists. If a placement both excludes and includes the same target for an ad, then the target is excluded.

Language: (Optional) A single language to target.

Site or App 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:

  1. Click Edit .

  2. Specify the sites:

    • To search for a site:

      1. Click Search.

      2. Enter a keyword, select a site tier, and/or select a site category.

      3. In the search results, select the sites to include:

        • To exclude an individual site, select the adjacent check box.
        • (When more than 50 results are available) To include the first 50 results, click Include these 50. To include all search results, click Include these <NN>.

    • To enter domain names:

      1. click Paste.
      2. Enter one or more domain names on separate lines.
      3. Click Include All.

  3. Click Done.

Audience Targeting

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 an audience that you can reuse later, or select specific audience segments:

  • To select an existing audience, click Select next to Included Audiences, and then select the audience.
  • To create an audience, click Select next to Included Audiences, and then select + Create Audience. For instructions, see Create a Reusable Audience, beginning with Step 3.
  • To select specific audience segments, click Select segments for this placement only. Select the segment logic; for instructions, see Step 6 in “Create a Reusable Audience.” When you’re done, click Save.

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:

  • To select an existing audience, click Select next to Excluded Audiences, and then select the audience.

  • To create an audience, click Select next to Excluded Audiences, and then select + Create Audience. For instructions, see Create a Reusable Audience, beginning with Step 3.

Targeting: The types of user IDs to target. You can’t change this setting after the placement is live (that is, after the flight has begun).

When you select both legacy IDs and universal IDs, bidding preference is given to universal IDs.

  • Legacy IDs (Cookies, MAIDS, CTV): (The default) Targets users based on their cookies, mobile advertising IDs, or connected TV (CTV) IDs. IDs are selected based on the browser, in-app, or CTV inventory.

  • Universal ID Beta: Targets user privacy-focused IDs; select one ID type. The available options are determined by the selected geographical targets in the Geo-Targeting section. Use with RampID segments imported directly to DSP, segments for which DSP converts your PII to universal IDs, or custom segments that tracks universal IDs.

    • ID5: Targets ID5 IDs created probabilistically from email addresses and other signals. ID5 IDs are available for no fee. Note: Third-party segments from Eyeota may include ID5 IDs.

    • RampID: Targets LiveRamp RampIDs of users logged into your site using their email addresses. RampIDs are available for users in North America, Australia, and New Zealand.

    • Unified ID2.0: Targets Unified ID2.0 (UID2) IDs of users logged into your site using their email addresses.UID2 IDs aren’t available for users in the European Economic Area and some additional countries. See the list of prohibited countries.

    Terms of service: The terms of service agreement for using universal IDs. You or another user in the DSP account must accept the terms once before you can convert data to a new ID type. For customers with managed service contracts, your Adobe Account Team will get your consent and accept the terms on your organization’s behalf. To read the terms, click >. To accept the terms, scroll to the bottom of the terms and click Accept.

Cross Device Targeting: (Available when the campaign is configured for people-based cross-device targeting, you target legacy IDs only (not universal IDs), and you select at least one segment or audience. 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 available only in North America.

Placement Cap: (Optional) The number of times a unique device, universal ID, or person (depending on the specified Cross Device Level for the campaign and the placement’s Targeting setting) can be served ads from the placement. 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.

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:

  1. Click Edit .

  2. Select the applicable time zone.

  3. Specify the intervals:

    • To select a preset interval, click one of the interval buttons. Options include Weekends*, Weekdays, Morning, Lunch, Dinner, or Prime (primetime).
    • To manually select an interval, click inside a cell and optionally drag to select the interval.

  4. Click Save.

Topic Targeting: (Optional; available to advertisers configured with Proximic by Comscore segments) Specific segment names or IDs from Proximic by Comscore 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:

  1. Click Edit .

  2. Specify the segments to target:

    1. In the left column, select the partner: (Comscore.
    2. In the input field, enter the segment names or segment IDs.

  3. (Optional) To download a CSV file with the topic information to your browser’s Downloads location, click Export.

  4. Click Save.

TIP

  • 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 Proximic by Comscore.

Device Targeting: (Optional) Specific device information, including device types, manufacturers, operating systems, browsers, and connectivity types, to include and exclude as targets. The types vary by placement type. To specify device targeting:

  1. Click Edit .

  2. Specify the device details to include and exclude:

    1. In the left column, select the category.

    2. Specify targeting:

      • To include a value, click Include next to the value name.
      • To exclude a value, click Exclude next to the value name.

  3. (Optional) To download a CSV file with the device targeting information to your browser’s Downloads location, click Export.

  4. Click Save.

ISP Targeting: (Optional) Specific internet service providers (ISPs) to either include or exclude (but not both) as targets. To specify ISP targeting:

  1. Click Edit .

  2. Specify the ISPs to include or exclude:

    • To include ISPs:

      1. Click Include ISPs.
      2. (Optional) Filter the list by keyword.
      3. Select the check box next to each ISP to target.

    • To exclude ISPs:

      1. Click Exclude ISPs.
      2. (Optional) Filter the list by keyword.
      3. Select the check box next to each ISP to exclude.

  3. (Optional) To download a CSV file with the ISP targeting information to your browser’s Downloads location, click Export.

  4. Click Save.

Brand Safety and Media Quality

DoubleVerify ABS segment ID: (Optional; DoubleVerify customers only; available for desktop pre-roll, standard and click-to-play display, and native display and video placements only; not supported for default programmatic guaranteed placements for deals) A DoubleVerify Authentic Brand Safety segment ID associated with the organization’s DoubleVerify account to use for the placement. Specifying an ID 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.

The ID must begin with “51” and consist of eight digits. By default, if a segment ID is specified in the advertiser account settings, then the advertiser-level ID is entered, but you can change the ID to use a different segment or delete the ID to disable the feature.

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:

  • DoubleVerify:

    • Block sites that are: (Optional) One or more types of inventory context to block by default. Additional fees may apply.

  • Peer 39:

    • Target sites that are: (Optional) One or more types of inventory attributes to target by default. Additional fees may apply.

  • ComScore:

    • Block sites that are: (Optional) One or more types of inventory attributes to block by default. Additional fees may apply.

  • 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:

  • DoubleVerify:

    • Block Fraud Sites (100% Invalid traffic) and User-Based Fraud and IVT Devices: By default, blocks all 100% invalid traffic, including traffic on hijacked devices, for new placements. Additional fees may apply.

    • Also block sites with: (Optional) An additional level of fraud and invalid traffic that causes 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.

  • Peer 39:

    • Block sites that are: (Optional) One or more types of fraud that cause DSP to block ads by default: Fraud (which blocks all sites with fraud), Fraud: Bot Sites_Non-Human traffic, and/or Fraud: Zero Ads. Additional fees may apply.

  • Integral Ad Science:

    • Block sites that are: (Optional) A type of suspicious website or app activity that causes DSP to block ads by default: None (the default, which doesn’t block ads based on suspicious activity), Suspicious Activity - High Risk, or Suspicious Activity - High or Moderate Risk. Additional fees may apply.

Pre-bid viewability:

Which pre-bid viewability filters by DoubleVerify, and Integral Ad Science to apply for the placement. The advertiser-level defaults are selected for new placements, but you can change the settings. Additional fees may apply.

Ads.txt filtering:

Which level of Ads.txt pre-bid filtering to use by applying each publisher’s Authorized Digital Sellers list. The advertiser-level default is selected for new placements, but you can change the settings:

  • Opt out of ads.txt (default): To buy inventory from all sellers.
  • Ads.txt sellers + sites without ads.txt: To prioritize buying inventory from a domain’s authorized direct sellers and resellers.
  • Ads.txt sellers only: To buy inventory only from a domain’s authorized direct sellers and resellers.
  • Ads.txt sellers only: To buy inventory only from a domain’s authorized direct sellers.

Attention Targeting: (Display, video, mobile, and standard connected TV placements) Targets Adelaide pre-bid segments with a specific attention level (high, medium, or low) based on the specified site, format, and ad size. The segments are updated weekly. Note: Using Adelaide segments for targeting incurs a CPM fee for each impression delivered with Adelaide attention targeting; this fee is separate from fees for attention measurement. For interactive pre-roll placements, you’re charged only for VAST impressions.

Tracking placement-tracking

NOTE
(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 to attach by default to all new ads in the placement. To specify event pixels:

  1. Click Edit .

  2. Do any of the following:

    • To select an existing pixel, select the check box in the pixel row.

    • To create a pixel:

      1. Click Create.

      2. Enter the following information:

        • Pixel name: The pixel name; the maximum length is 500 characters. Use a name that helps you easily identify the pixel.
        • Pixel event fires on: The event that triggers the pixel to fire. The available events vary by ad type.
        • Pixel type: Whether the pixel is an IMG URL (1x1 pixel image file), HTML, or JavaScript URL.
        • Pixel URL: The URL of the pixel image.

      3. Click Create and attach.

    1. Click Save.

Conversion Pixels: (Optional) Conversion tracking pixels to attach by default to all new ads in the placement. To specify conversion pixels:

  1. Click Edit .

  2. Do any of the following:

    • To select an existing pixel, select the check box in the pixel row.

    • To create a pixel:

      1. Click Create.

      2. Enter the following information:

        • Conversion pixel name: The pixel name; the maximum length is 500 characters. Use a name that helps you easily identify the pixel.
        • Conversion category: The type of conversion.
        • Impression conversion window: The number of days after an ad impression occurs in which the impression can be attributed to a conversion. The default is 30 days.
        • Click conversion window: The number of days after an ad click occurs in which the click can be attributed to a conversion. The default is 30 days.
        • Notes: (Optional) A description or other information about the pixel.

      3. Click Create and attach.

      4. Implement the conversion pixel on the relevant webpages:

        1. In the main menu, go to Resources > Conversion pixels.

        2. In the pixel row, click edit.

        3. 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.

    1. Click Save.

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.

NOTE
Billable fees are reflected in the Net CPM metric.
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