Budgets

This section explains how line budgeting works within the overall scope of campaign and line budget settings, line budget types, daily budget types, and the different pricing options.

The following table lists the settings that DSP uses to track and manage a line budget:

Setting Description
Campaign Budget

Every line is part of a campaign, and the campaign total budget constrains the line budget, unless the campaign budget is unlimited. Setting the campaign daily budget is optional.

  • Campaign Total Budget. Although the sum of multiple lines may exceed a campaign’s total budget, DSP always caps line delivery at the campaign’s total budget. In some use cases, you can configure line budgets that exceed campaign budgets to enable certain line pacing scenarios. To learn more, see Pacing.
  • Campaign Daily Budget. If the sum of the line-level daily budgets is greater than the campaign’s daily budget, the campaign’s budget will cap line delivery for that day.
Line Budget Type The default line budget type is Currency. If you define an Optimized CPM (oCPM) or Fixed CPM-billed line, you can set the budget type to be a currency-based budget or an impression-based budget. Lines that use other billing methods are always currency-based.
Total Line Budget The total line budget amount sets the total amount (in currency or impressions) available to the line during its flight.
Daily Budget Type

You can set the daily line budget to a specified amount, or allow DSP to automatically allocate the daily budget. See Daily Budget Types.

Select one of the following daily budget types:

  • Specified Amount. Specify the daily budget cap you want for the line.
  • Auto Allocated. The line’s total budget is distributed evenly across the line’s flight: Daily Budget = Total Budget/Flight Duration.

The daily budget type is an important factor in line delivery optimization and line pacing. For information on how a line’s daily budget affects line pacing, see Line Delivery Optimization.

Daily Budget Amount The daily budget amount is the portion of the total budget that the line can spend each day.
Billing Method (pricing) The line-level billing configuration you choose to manage your campaign costs. See Pricing for more details.

Line Delivery

A line will immediately stop bidding whenever its daily budget runs out or the campaign’s daily budget runs out (which ever comes first).

Note

Lines that stop bidding due to a daily budget cap are not deactivated.

  • If the line or campaign budget is increased, the line starts bidding again immediately (within five minutes).
  • If the budget is not increased, the line starts bidding again when a new day starts.

Line Budget Types

Fixed CPM and Optimized CPM (oCPM) lines have an additional budgeting component called Budget Type. The DSP supports oCPM and fixed CPM billing for both display and video lines.

Budget Type Description
Currency-Based Currency-based budgets track budget based on the amount of money spent. (The currency used to track the budget is specified at the campaign level.)
Impression-Based Impression-based budgeting allows you to control the number of impressions a line delivers, and respects the line’s Max CPM price, daily pacing, optimization goals, and targeting options.

Currency-Based Budgets

A currency-based, fixed CPM budget defines the line budget. DSP tracks the line’s budget using the currency you specified at the campaign level.

currency-based-budget

You can allocate a currency-based total budget across the days of the line flight automatically or by a user-defined specified amount.

To configure a currency-based fixed CPM budget:

  1. Select the Optimized CPM (oCPM) or Fixed CPM option from the Billing Method drop-down list.

  2. Choose the currency option in the Budget Type drop-down list.

    You see the following options in the Budget Type drop-down list: Impression and US Dollar (USD) or another currency depending on campaign-level settings.

  3. To specify a currency-based total budget, specify the total spend during the line’s flight in the Total Budget field.

  4. Choose a daily budget type in the Daily Budget Type drop-down list.

Impression-Based Budgets

An impression-based, fixed CPM budget defines the line’s total budget in terms of the number of impressions served over the line’s flight.

impression-based-budget

This option enables you to control the number of impressions a line delivers, and respects the line’s Max CPM price, daily pacing, optimization goals, and targeting options.

An impression-based total budget may be allocated across the days of the line flight automatically or by a user-defined specified amount.

To configure an impression-based fixed CPM budget:

  1. Select the Optimized CPM (oCPM) or Fixed CPM option from the Billing Method drop-down list.

  2. Select a budget type in the Budget Type drop-down list.

    The Budget Type drop-down list displays two options: Impression and US Dollar (USD) or another currency depending on campaign-level settings.

  3. Specify the line’s total budget.

    • To specify a currency-based total budget, specify an total spend during the line’s flight in the Total Budget field.
    • To specify an impression-based total budget, specify the number of impressions to be delivered during the line’s flight in the Total Impressions field.
  4. Select the Specified Amount daily budget type in the Daily Budget Type drop-down list.

Daily Budget Types

You can set the daily line budget to a specified amount, or allow DSP to automatically allocate the daily budget.

Specified Amount Daily Budgets

Line budgets (regardless of the billing method) may be defined using the Specified Amount daily budget type.

To configure a specified amount line budget:

  1. Select a budget type in the Budget Type drop-down list.
  2. Select the Specified Amount daily budget type in the Daily Budget Type drop-down list.

Auto-Allocated Daily Budgets

Line budgets (regardless of the billing method) may be defined using the Auto Allocated daily budget type.

The line’s total budget is distributed evenly across the line’s flight: Daily Budget = Total Budget/Flight Duration.

To configure an auto-allocated line budget:

  1. Select a budget type in the Budget Type drop-down list.

    The Budget Type drop-down list displays two options: Impression and US Dollar (USD) or another currency depending on campaign-level settings.

  2. Select the Auto Allocated daily budget type in the Daily Budget Type drop-down list.

  3. Specify the line’s daily budget in the Daily Budget Amount field.