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Overview
Line items are act as the actual workhorse engine of the Campaign. These 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
- Start by navigating to Trafficking > Line Items, and selecting "New Line Item" on the top right of the list view.
A window will open asking to define certain criteria for the Line Itemline item. These fields include:
*RequiredField Name Definition Advertiser* Select an Advertiser advertiser to associate this Line Item line item to. Campaign* Select a Campaign campaign for this Line Item line item to operate under. Line Item Name* This should should correspond with the purpose of this Line Item. I.e." Banner for xyz.com"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. Mobile campaigns can be set up as either “video” or “banner” depending on the creative format being used. Programmatic Guaranteed "Yes" or "No" toggle. A Programmatic Guaranteed line item will have a guaranteed revenue outcome. must be used when targeting a Programmatic Guaranteed deal. Section - Next, 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
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available screens with their corresponding fields
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needed to complete the
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line item creation process.
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General Tab
Essential Settings
These The essential settings are important in defining the key components of the Line Item line item activity behavior.
*Required
| Field Name | Description | ||
|---|---|---|---|
| Start Date* | When this Line Item line item will begin being eligible to serve. | ||
| End Date | When this Line Item line item will no longer be eligible to serve. | ||
| Budget Type* | Budget types at the Line Item line item level can be of type “Spend” (dollar amount) or “Impressions” (number of impressions). Line Item budget types do not have to item budgets must be the same as Campaign budget typesthe budget used in the campaign that houses the line item. | ||
| Budget* | Overall budget of the Line Itemline item. The budget of an individual Line Item line item can not exceed the Campaign campaign budget. | ||
| Daily Budget | Daily budget cap of the Line Itemline item. Daily budget must is recommended to be high enough to allow entire budget to spend over the dates of the Line Itemline item. | ||
| Bidding Strategy* | Bidding strategy to use for this Line Itemline item. A Line Item line item can only have one Bidding bidding strategy . Either - Flat CPM, CPC Goal, VCR Goal , or CPA Goal. Learn more about Bidding Strategies.
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| Pacing* | Determines how your 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:
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| 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:
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| 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. |
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| Include A Shared Block | ||||
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Frequency Cap
| Info |
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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, users have 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. Frequency is typically determined by the ID found in the bidRequest.user.buyeruserID or device.ifa openRTB fields, which correspond to the Beeswax 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:
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| 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). | Adding the Frequency Cap | Configure how many ads may display every certain time period for this Line Item. |
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.
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| Note |
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To associate an Event, the event must be set to allow only selected Line Items 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 Accountaccount, it will be selectable to apply to this Line Itemline item. To learn more, see Events
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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 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 Complete ViewCompleted 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.
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Targeting
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| Info |
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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 advertiser via dropdown to associate the modifier to. Modifiers can be applied to the account level, or to an Advertiseradvertiser. |
| Modifier Type | Modify with either terms or model. Choosing terms will allow a manual selection of Targeting 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 Modifiermodifier. |
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Creative Association
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Bid Modifiers:
- Bid Modifier
- Max bid
- Min bid
Delivery Modifiers:
- Delivery Modifier
- Fallback weight
Apply changes by clicking "Save and close" for the creatives to update.
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. |
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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.
Analytics
The Analytics tab displays two charts, Real Time Stats and Bid Decision Flow graphs. These charts display information about the line item to better help understand its performance.
Real Time Stats
The stats here are represented in both a "Bids and Wins" chart, which shows a real time numerical count of both bids and wins on the given line item, and a "Spend" chart that displays Budget, Total Spend, and Incremental Spend. For a historical view on these numbers, there is a "Lookback Range" dropdown that will adjust the charts to anywhere from the last 1-72 hours. Be sure to click Refresh to view the most recent and relevant data.
Bid Decision Flow
A number of factors can contribute to why a line item may not be bidding. Given the multitude of permutations for setting up and optimizing line items in Beeswax, it can be difficult to narrow down the cause of delivery issues. Bid Decision Flow is a diagnostic tool for troubleshooting line item performance that provides a graph of the auction data being sent to the customer’s bidder and visualizes how the bidding system chose to respond to auctions within a given lookback window. This lookback range may be adjust between 1-72 hours, similarly to Real Time Stats. To learn more, see Bid Decision Flow.
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Activity Log
This log is a view of different changes an or activity that has been done to this selected Line Itemline item. See the table below for the viewable fields:
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