Guaranteed/Non-guaranteed Campaigns
- Sebastian Perez (Unlicensed)
In order to achieve a better distribution of the available inventory, and thus get better profits and opportunities by the use of Exchange, 2 new models of campaigns have been created:
- GUARANTEED: This model implies that the direct campaign has a priority to be delivered by the Ad Server. Following an order of delivery priority, in case it might be displayed, the system will not make it compete with programmatic campaigns (coming from Exchange).
- NON-GUARANTEED: This model implies that the Ad Server will try to maximize publishers' revenues by giving priority to a programmatic campaign if this pays more than the direct campaign -even if the campaign is delayed and might not complete the defined goal of impressions/actions by the completion date. There are several campaigns which may be part of these categories, as direct agreements with networks, performance campaigns, CPC campaigns, CPM campaigns at very low prices, etc.
| Price considerations: - In case the price of the campaign is not available, it is ignored and the minimum price is taken from the Exchange configuration. - In cases where it is not a CPM type campaign, the eCPM will be taken. If unavailable, it is ignored and the minimum price is taken from the Exchange configuration.
|
The campaign can be defined as 'Guaranteed' by using a checkbox in the form. It will be disabled by default and this will imply it will be considered as 'Non-guaranteed' until set active:
The campaign condition can be seen in its view:
The following chart shows the mode and delivery condition applying to each type of campaign (CPM, SPONSOR, etc.), according to its guaranteed or non-guaranteed condition:
Important considerations:
- Exclusive Priority: Never auctions
- Guaranteed Sponsor: Never auctions
- Non-guaranteed Sponsor: Auctions - The bid floor is the campaign price or minimum price set (price floor)
- CPM/CPC/CPA Guaranteed:
Delayed/ASAP -> Doesn't auction
Up to date (on time) -> Auctions and competes against the minimum price set (price floor)
- CPM/CPC/CPA Non-guaranteed:
Delayed/ASAP -> Auctions and competes with the campaign price/ minimum price
Up to date (on time) -> Auctions and competes against the minimum price set (price floor)
Related links: