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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.

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Creating a Line Item

1. 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.
   
   

2. A window will open asking to define certain criteria for the line item. These fields include:
   *Required

   Field 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 Banner, Video, Native or Audio. 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.

   
   

3. 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. 

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General Tab

Essential Settings

The essential settings are important in defining the key components of the line item activity behavior.

*Required

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:

1. 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, a planned budget is able to be set with 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.

2. Next, fill out the flight's table information below the Budget Carry Over dropdown.
   1. Enter a flight name.
   2. Select a start and end date (Required).

   3. Enter a planned budget amount (Required).

   4. 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  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.

3. 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.
    
    

• Carryover Budget

  • 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.
    
    
• Impressions
  • The impressions will show the total amount of impressions for that flight.
    
    
• OSI
  • The on schedule indicator for that flight.

    OSI shows line-item pacing as per its budget goal for the current time. For example: If a line item is 6 days into its 10-day flight but it has only spent $300 of its $1000 budget, then its OSI will be 50%. Pacing at 50% means it has spent $300 of $1000 but it should have been at $600 of $1000 by day 6 of 10. See more on Pacing Report. 

    When hovering over the line-item's OSI, two bars are visible:

    • The top gray bar indicates the elapsed time.
    • The bottom bar indicates the budget delivered. The bottom bar color (green, yellow, or red) indicates the health of the delivered budget.
      
      

    The OSI field gets populated if the line item is using Lifetime or Flight pacing.

Rules for Flights

Frequency Cap

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.

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.

Custom Event Association

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:

1. CPM Basis - Cost Per Mille
2. CPC - Cost Per Click. 
3. CPCV - Cost Per Completed video
4. 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.

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Targeting Tab

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.

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Modifiers Tab

Bid Modifier

*Required

Delivery Modifier

*Required

Creative Association Tab

Here is where the association of a creative to a line item occurs. See, Creatives to learn more.

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Summary Tab

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.