Campaign Budgets:

Manage Budgets

• If ‘Manage Budgets’ is selected on the campaign, the budget entered at the campaign level will be controlling. The associated line items will inherit the same flight dates as the campaign and Line budgets will be applied as a weight (this is converted to a % of the total campaign budget). Changes to the campaign budget or flight dates will automatically update the Line flight dates & budgets accordingly.
• If ‘Manage Budgets’ is not applied to a campaign, each line can have a dollar amount or impression budget assigned. Keep in mind your line budgets will not have to equal the campaign budget, so be sure to check the ‘Flight Checks’ section to verify that you have not over or under allocated budget to your lines. The flight dates for associated line items must be within the start and end date of the campaign, but do not have to run for the full campaign flight. Updates to campaign budget and dates will not change associated line settings.

Budget Type

The budget type set on the campaign level will carry through to all associated line items.

• Impressions: set the total budget goal as a volume of impressions.
• Spend: set the total budget goal as a dollar amount (USD).

All campaigns must have at least 1 line item created under them, or they will not deliver impressions. The campaign object can control the budget of associated lines, but it does not execute the campaign spend.

Line Item Budgets:

Budget Allocation Weight:

If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.

To determine the percentage of the budget that will be allocated to a line, divide the weight for that line over the total weights for all associated lines. This will be automatically calculated in the lines management table once the line is saved. For example, if the campaign has a lifetime budget of $10,000 and 3 line items with the following weights: 1, 2 & 2, the budget would be allocated as 1/5, 2/,5 and 2/5 or $2,000, $4,000 and $4,000. If all of the lines have the same weights, the budget will be distributed evenly among them.

If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.

Lifetime Cost/Imps:

If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.

Budget Multiplier:

The budget multiplier is a feature that can be used to manage line pacing. The multiplier entered in this field will be applied to increase or decrease the daily budget of the line to either increase or decrease the pacing of the line. For example, if your line has a daily budget of $100, and you apply a budget mutliplier of 1.1, the daily budget will increase to $110 causing the line to pace slightly ahead of perfect pacing (if it is able to deliver in full). If the line is not able to deliver in full, applying a multiplier may help to push the line to spend more and catch up the pacing as well.

Bid Type:

There are 3 bidding methods that can be utilized on a Line Item, ‘Basic Bid’, ‘Bid at Floor’ and ‘Advanced Bid Controls. The bid set on a line item is a CPM (price per 1,000 impressions) for the media and does not include the Pontiac tech fee or any additional fees that may be incurred or applied to the Line as outlined in the Pontiac pricing agreement such as foot traffic, video hosting etc. These fees will be applied in the Total Cost and Total Cost CPM for the Line, but do not need to be accounted for in the bid price.

Basic Bid:

With the ‘Basic Bid’ In the bid field on the line item, the line will use the single bid entered here on every eligible impression it bids on. For Deal inventory, a recommended bid price can be found in the ‘Deals’ table of the ‘Inventory’ tab.

Bid at Floor Price:

If this checkbox is applied, the Line will dynamically decrease the bid price according to the floor price in each impression. The dollar amount entered in the ‘Max Bid Price’ field, will still control the max bid placed. However, if this bid is higher than the floor for an impression, the Line will still only bid at the floor. This feature can be used if a Line is targeting multiple deals, or a deal with variable price floors for inventory available, to avoid over-bidding on impressions with a floor below the entered bid. Note, this will never bid higher than the floor specified in the bid request.

Advanced Bid Controls:

With ‘Advanced Bid Controls’ a custom bid can be set for each deal associated. Select ‘Advanced Bid Controls’ as the ‘Bid Type’, then click the upload button next to the ‘Default Bid Price’ field. This will open a list of associated deals, and a field to set bid price for each (deals will have to be selected in Targeting section prior to configuring bids). If a deal is added to a line and advanced bid controls are not set, the line will use the bid entered in the ‘Default Bid’ field. The max bid field will be used as an overall cap – if the bid configured on a deal is above the max bid, the line will not bid on this deal.