Overview
Line items act as the engine of the campaign that are configured with different targeting criteria to help an ad reach the right viewer. This page will review the process of creating a new line item.
Creating a Line Item
- Start by navigating to Trafficking > Line Items, and selecting "New Line Item" on the top right of the list view. Additionally, line items may be created by clicking the
button, then clicking Line Item at the top right of the UI. A window will open asking to define certain criteria for the line item. These fields include:
*RequiredField Name Definition Advertiser* Select an advertiser to associate this line item to. Campaign* Select a campaign for this line item to operate under. Line Item Name* This as a freeform field allowing for line item naming in accordance with your taxonomy requirements. Line Item Type* Line item type can be either Banner, Video, or Native. The selected type will only allow creatives with that file type to run on this line Item. For example, a banner creative may only run on a Line Item with "Banner" selected as the Line Item Type. Programmatic Guaranteed "Yes" or "No" toggle. A Programmatic Guaranteed line item must be used when targeting a Programmatic Guaranteed deal. - Once the fields are completed, click Create & Continue for the creation screen will appear. Alternatively, click the dropdown arrow next to create & continue displaying the options to Create & Close or Create & Start Another.
Below are the available screens with their corresponding fields needed to complete the line item creation process.
General Tab
Essential Settings
The essential settings are important in defining the key components of the line item activity behavior.
*Required
| Field Name | Description |
|---|---|
| Start Date* | When this line item will begin being eligible to serve. |
| End Date | When this line item will no longer be eligible to serve. |
| Budget Type* | Budget types at the line item level can be of type “Spend” (dollar amount) or “Impressions” (number of impressions). Line item budgets must be the same as the budget used in the campaign that houses the line item. |
| Budget* | Overall budget of the line item. The budget of an individual line item can not exceed the campaign budget. |
| Daily Budget | Daily budget cap of the line item. Daily budget is recommended to be high enough to allow entire budget to spend over the dates of the line item. |
| Bidding Strategy* | Bidding strategy to use for this line item. A line item can only have one bidding strategy - Flat CPM, CPC Goal, VCR Goal or CPA Goal. Learn more about Bidding Strategies. When selecting CPA Goal (Cost Per Acquisition) bidding strategy, a conversion event (Creating an Event Tag) must be created prior. The event pixel must have at least 1,000 Beeswax-attributed conversions within the last 30 days to be used in the CPA bidding strategy. Learn more about CPA here. |
| Pacing* | Determines how budget is spent through the life of the campaign. Can be Daily, Lifetime, Flight, or None. |
| Pacing Behavior* (Will display when a Pacing option has been chosen). | Pacing behavior determines the rate at which the budget is spent. Options include:
|
| Multiplier* (Will display when a Pacing option has been chosen). | Multiplier enables control over spending speed. For example, setting it to 1.5 will spend 150% of the allocated target amount. Enter a numerical value in this field. |
| Catchup Behavior* (Will display when a Pacing option has been chosen). | Catchup behavior determines how the pacemaker responds when the budget delivery falls behind and inventory becomes suddenly available at a certain point. Options include:
|
| CPM Bid* (Available when using CPM bidding strategy) | This is the bid amount for the line item. |
Bid Shading (Fees Apply) (Available when using CPM bidding strategy) | By enabling Bid Shading, the CPM bid in first price auction environments will be reduced in order to generate savings while minimizing reductions in the win rate. A fee will be applied on the savings rate. |
| Bid Shading Control (Available when using CPM bidding strategy) | Choose either Normal, Less Aggressive, or More Aggressive. |
| eCPC Target* (Available when using CPC Goal) | The target effective Cost per Click. |
| Max CPM Bid* (Available when using CPC Goal) | The maximum amount to bid. |
| CPA Target* (Available when using CPA Goal) | CPA performance goal; displayed numerically. |
| CPA Event* (Available when using CPA Goal) | This strategy will determine bid amounts based on historical performance of the event and help optimize line items towards goals. |
| Max Bid* (Available when using CPA Goal) | The maximum amount to bid. |
| Use Custom Bidding Agent | Toggle "Yes" or "No" to activate a custom bidding agent. |
| Alternative ID | A separately created ID that may be used for outside reporting purposes. |
| Notes | Free text field to apply notes relevant to the line item. |
Flights
Line item flights allow for granular control over the timing of line item delivery. Flights can strictly control delivery time frames, and can each have their own budget. The budget type is inherited from the line item and total budget of all flights cannot exceed the line item’s budget.
Creating a Line Item Flight
Start by navigating to Line Items > click line item name > click General tab. From this screen, complete the essential settings section and then select Flights.
From the General tab, there will be an option to choose the pacing for the flight once the bidding strategy has been selected on the line item. Pacing is a required field for the flight.
Once pacing is selected, a view will expand that displays the line item flight information:
To get started, choose a 'budget carry over' setting. See below for an explanation of the selectable options from this dropdown:
For any of the three options, once the flight is over by 12 hours, the un-used budget on the flight will be allocated to future flights based on the carry-over type selected:
None: Selected by default. No budget will carry over to the next flight. Additionally, you will be able to set a planned budget of custom or spend all.
Add To next flight: Add all the remaining budget to the next available flight’s budget.
Distribute evenly: Any remaining budget will be distributed evenly to current and future flights. Each flight will receive the same amount of budget.
Prorated by length: The remaining budget will be distributed prorated to the length of each future flight, meaning the longer flight will receive more carried-over budget than a shorter flight.
- Next, fill out the flight's table information below the Budget Carry Over dropdown.
- Enter a flight name.
- Select a start and end date (Required).
Enter a planned budget amount (Required).
Review the Approximate Post Flight Remaining budget below the 'End Date' field. This number takes the amount of budget from the line item and subtracts what is spent from your flights. Ensure the remaining budget is not negative.
A planned budget can be either: Custom or Spend All. Only a budget carry over of type none will allow you to choose spend all.
- There will be an option to create another flight from this screen. Once done creating flights, select Save and Continue to finish setting up the line item.
Flight Summary
Once flight is completed, select the summary tab and navigate to Essential Settings within the line item to view the flight's settings.
- View the budget carry over selection and flights that have been set up.
- To edit/view a flight, select that flight to be redirected to the general tab.
Flight Quick Stats
Flight quick stats will enhance the data insights offered when working with flights. This includes the following:
Budget Information
- Planned Budget
- Planned budget means the budget planned to spend for that individual flight.
- Planned budget means the budget planned to spend for that individual flight.
Carryover Budget
- Carry over will display the carry over amount from the previous flight(s).
- Carry over will display the carry over amount from the previous flight(s).
Total Flight
- Total Flight Budget will show the sum of planned budget and budget carry over column.
Analytics
- Spend
- The spend column will show the total amount spent for that flight.
- The spend column will show the total amount spent for that flight.
- Impressions
- The impressions will show the total amount of impressions for that flight.
- The impressions will show the total amount of impressions for that flight.
- OSI
- The on schedule indicator for that flight.
Rules for Flights
- Line Item Flights are validated to assure that both the time intervals and budgets make logical sense:
- Two flights within the same Line Item cannot have overlapping date ranges.
- Flights cannot start before the Line Item start_date.
- Flights cannot end after the Line Item end_date.
- The total budget of all flights cannot exceed the budget of the Line Item.
Frequency Cap
Up to three frequency caps are allowed at the line item level. Frequency caps are also available to set at the line item level.
When trafficking a line item, there is the option of setting a Frequency Cap to restrict the number of times a particular ad will be shown to a particular user. Standard uses the Beeswax cookie ID on web traffic, and the mobile device ID on in-app traffic. Additionally, Beeswax has optional support for enhanced frequency capping on IP Address, IDFV, proprietary customer IDs, and cross device IDs.
| Field Name | Description |
|---|---|
| ID Type | Select the level of ID for which the frequency cap will be applied:
When selecting either Person ID or Household ID, an option will appear to select a cross-device vendor. Dropdown options will appear with either Person or Household vendor depending on ID type selection. |
| Use Fallback | "Yes" or "No" toggle. Learn more about fallback here. |
| Add Another Frequency Cap | Add additional lines of frequency cap settings to configure the ads per number of time periods (day, hour, minute, or week). |
Vendor Fees
Be sure to account for any vendor fees that may be associated to this line item. Fees may include FreeWheel Identity Network, or other data providers.Field Name Description ID Once a Vendor Fee is applied, an ID will be created for it. Vendor Select the vendor associated with this fee via dropdown. If an inactive vendor is selected, an error message will display when moving to the next screen. Vendor Fee Name Associate a free-text field name for this Fee. Fee Type Options include: Default, Custom CPM, Custom Percent. Fee Amount Adjust the fee amount that will be allocated to this Line Item.
To associate an Event, the event must be set to allow only selected line items for attribution.
Events without whitelabled assignments will automatically track conversion for all line items under the advertisers.
If an event has been created on the account, it will be selectable to apply to this line item. To learn more, see Events
Revenue
On a line item, there is an option set a Revenue value, which can be used to report on the revenue made from running a given campaign. Profit margin is then able to be calculated by subtracting the spend from the Revenue.
Revenue is calculated according to one of four calculations:
- CPM Basis - Cost Per Mille
- CPC - Cost Per Click.
- CPCV - Cost Per Completed video
- CPA/CPI - Cost Per Acquisition/Installation
Once the Revenue Type is selected, apply a numerical currency figure in the Revenue Amount field.
Learn more about Revenue.
Targeting
The targeting tab helps define certain targeting requirements so that the ad gets displayed to the correct audience. To view all available targeting options, please see Line Item Targeting.
Modifiers
To learn more about Modifiers, please see Delivery Modifiers and Bid Modifiers.
Bid Modifier
*Required
| Field Name | Definition |
|---|---|
| Name* | Name the modifier to be relevant to the certain modifier terms selected. I.e. Language Modifier |
| Advertiser* | Select an Advertiser via dropdown to associate the modifier to. Modifiers can be applied to the account level, or to an Advertiser. |
| Bid Model | Matching Bid Model’s values will be multiplied with Bid Modifier terms. Learn more about Bid Models. |
| Max Bid* | Final bid prices will be capped at this value. |
| Min Bid | Final bid prices will be floored at this value. |
| Alternative ID | Separately created ID for use of external reporting purposes. |
| Notes | Any desired notes about this modifier. |
| Add Bid Modifier Terms | Here is where multiple targeting fields may be selected and applied to the Modifier. |
Delivery Modifier
*Required
| Field Name | Description |
|---|---|
| Name* | Name the modifier to be relevant to the certain modifier terms selected. I.e. Language Modifier |
| Advertiser* | Select an advertiser via dropdown to associate the modifier to. Modifiers can be applied to the account level, or to an advertiser. |
| Modifier Type | Modify with either terms or model. Choosing terms will allow a manual selection of targeting requirements. A Delivery Model can be used in place of Modifier Terms, and requires choosing a Delivery Model and Fallback Weight. Learn more about Delivery Models. |
| Delivery Model* (Available when selecting "With Model" as Modifier Type) | A Delivery Model can be used in place of Modifier Terms. See more here. |
| Fallback Weight* (Available when selecting "With Model" as Modifier Type) | For every Delivery Modifier, a Fallback Weight value is required, which will be the weight that is associated with any auctions that matched targeting but do not necessarily match a row in the model or delivery modifier terms (similar to a Default Bid for Bid Models and Modifiers). It is recommended to set the default to 1 in order to fulfill the budget. The Fallback Weight Value can be set as "0" to ensure auctions outside of the model/modifier terms will not be bid on, but doing this may increase the likelihood of under-delivery. |
| Notes | Any desired notes about this modifier. |
| Alternative ID | Separately created ID for use of external reporting purposes. |
| Add Delivery Modifier Terms | Here is where multiple targeting fields may be selected and applied to the modifier. |
Creative Association
Here is where the association of a creative to a line item occurs. See, Creatives to learn more.
| Column Name | Description |
|---|---|
| Creative Name & ID | Displays the name and ID applied to the creative. |
| Association ID | ID of this specific association used for reporting |
| Creative Thumbnail | Thumbnail uploaded representing the creative. |
| Creative Status | Either Active or Inactive status for the creative association. |
| Association Weight | Weight is used to control the relative likelihood that a given creative is chosen when one or more creatives matches and the Creative Weighting Method is 'Weighted'. Best practice is for the weights of all creatives of a single format/size to add up to 100. |
| Creative Start Date | Starting date for eligibility of this creative to serve. |
| Creative End Date | End date for eligibility of this creative to serve. |
| Association Start Date | Start date for when this creative may be associated to the given line item. |
| Association End Date | End date for when this creative may be associated to the given line item. |
Summary
The summary tab will show an overview of the selected settings for the created line item. There is an option to save Essential Settings as a Line Item Preset, which will be a selectable grouping of settings able to be applied to a future created line item.
Activity Log
This log is a view of different changes or activity that has been done to this line item. See the table below for the viewable fields:
| Column Name | Description |
|---|---|
| Log ID | An associated Log ID to the specific activity. |
| Category | The location of the change within the Campaign settings. |
| Field | Which field in the Campaign settings that was altered. |
| Added | Any settings added. |
| Removed | Any settings removed |
| Action | Options include: Update, Create, Delete. |
| Date & Time | Date & Time of the activity. |
| User & ID | The User & ID of the user who made the Change. |
| Review & Restore | Restore a previous version of this activity to be applied to the Campaign. |