Fixed CPM-Billing Goals

A fixed-CPM goal is a campaign objective that is configured for a line using the Fixed CPM billing method. In fixed-CPM lines, the advertiser is billed at a fixed rate per one thousand impressions.

Although the line is billed at fixed rate based on number of impressions served, the advertiser can manually optimize the line to deliver clicks, acquisitions, completed views, or to meet a variety of viewability metrics.

CPC Goals

A CPC goal defines an line objective that is optimized towards maximizing the number of clicks that the line receives during its flight. Line performance is measured in terms of the cost per click.

A fixed-CPM CPC goal is defined by a maximum CPM price (maximum cost per thousand impressions), target CPC (cost per click), maximum CPC rate, target click-through rate, and a minimum click-through rate.

fixed-cpm-cpc-goal

The DSP supports fixed-CPM CPC goals for both display and video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPC Specifies the cost-per-click objective, the amount the advertiser wants to pay per click.
Max CPC Specifies the maximum cost per click, the maximum price the advertiser is willing to pay per click.
Target Click Through Rate Specifies the click-through rate objective, the percentage of ad impressions that deliver clicks.
Min Click Through Rate Specifies the minimum acceptable click-through rate, the minimum percentage of ad impressions that deliver clicks.

To configure a fixed CPM-billing CPC goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the CPC option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPC in the Target CPC field.
  5. Specify the maximum CPC in the Max CPC field.
  6. Specify the target click-through rate in the Target Click Through Rate field.
  7. Specify the minimum click-through rate in the Min Click Through Rate field.

CPA Goals

A line defined by a CPA (cost per action) goal is optimized to maximize the acquisitions captured by the line’s conversion rules.

CPA lines are optimized to bid on consumers that are more likely convert, line performance is measured in terms of “conversions”, and line billing is based on conversions.

A fixed-CPM CPA goal is defined by a maximum CPM price (maximum cost per thousand impressions), target CPA (cost per action), and maximum CPA rate.

fixed-cpm-cpa-goal

The DSP supports fixed-CPM CPA goals for display and audio lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPA Specifies the cost-per-acquisition objective, the amount the advertiser wants to pay per acquistion.
Max CPA Specifies the maximum cost per acquisition, the maximum price the advertiser is willing to pay per acquisition.
Conversions Specifies the action (event) that defines the line’s objective. The line must be defined by at least one conversion rule. To learn more about conversions, see Conversions

To configure a fixed-CPM CPA goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the CPA option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPA in the Target CPA field.
  5. Specify the maximum CPA in the Max CPA field.

Max Viewability Goals

A Max Viewability goal is a soft optimization goal that maximizes towards impression opportunities likely to deliver viewable impressions as defined by a specified third-party viewability standard.

Although a fixed-CPM line is billed at a flat-CPM rate, the line is optimized to bid on ad placement opportunities likely to deliver viewable impressions. The viewability of the line is measured according to the specified viewability standard.

A fixed-CPM Max Viewability goal is defined by a user-defined CPM price (maximum cost per thousand impressions) and a viewability standard.

Fixed-CPM Max Viewability Goal

The DSP supports fixed-CPM Max Viewability goals for both display and video lines.

The Max Viewability goal is defined by a viewability standard that defines the viewability of ad impressions.

  • The IAB/MRC viewability standard is supported for both display lines and video lines.
  • The GroupM viewability standard is supported for video lines. A viewable video impression requires that 50% of video ad pixels are active and in the viewable portion of the consumer’s browser for two consecutive seconds.

To configure a Fixed CPM-billing Max Viewability goal:

  1. Choose the CPM option in the Billing Method drop-down list.

  2. Choose the Max Viewability option in the Goal Type drop-down list.

  3. Specify the price you are willing to pay per one thousand impressions in the CPM Price field.

  4. Choose a viewability standard in the Standard field.

    The Standard drop-down list displays two options: IAB/MRC and GroupM.

oCPC Goals

An optimized cost-per-click (oCPC) goal is optimized towards ad placement opportunities likely to delivery clicks.

Although an oCPC line is billed at a flat CPM rate, the line is optimized to bid on ad placement opportunities likely to deliver clicks.

A fixed-CPM oCPC goal is defined by a profit margin goal and a target CPC price.

fixed-cpm-ocpc-goal

The DSP supports fixed-CPM oCPC goals for display lines.

Property Description
Profit Margin Goal% Specifies the percentage over the specified CPM price that represents the line’s goal.
Target CPC Specifies the cost-per-click objective, the amount the advertiser wants to pay per click.

To configure a Fixed CPM-billing oCPC goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the oCPC option in the Goal Type drop-down list.
  3. Specify the target profit margin goal in the Profit Margin Goal % field.
  4. Specify the target CPC in the Target CPC field.

ROAS Goals

A fixed CPM-billing ROAS goal is defined by a maximum CPM price (maximum cost per thousand impressions), target ROAS ratio, and a maximum ROAS ratio.

fixed-cpm-roas-goal

The DSP supports fixed-CPM ROAS goals for display lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target ROAS Specifies the return-on-ad-spend ratio that is the objective of the line.
Max ROAS Specifies the maximum return-on-ad-spend ratio.

To configure a fixed CPM-billing ROAS goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the CPC option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target ROAS ratio in the Target ROAS field.
  5. Specify the maximum ROAS ratio in the Max ROAS field.

CPCV Goals

Although a fixed CPM-billing CPCV line is billed at a flat CPM rate, the line is optimized to bid on video ad placements likely to deliver completed views.

A fixed CPM-billing CPCV goal is defined by a maximum CPM price (maximum cost per thousand impressions), target CPCV price, maximum CPCV price, target completion rate percentage, and a minimum completion rate percentage.

fixed-cpm-cpcv-goal

The DSP supports fixed-CPM CPCV goals for video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPCV Specifies the targeted CPCV price that represents the line’s objective: the price that the advertiser wants to spend per completed view.
Max CPCV Specifies the maximum price the advertiser is willing to pay per completed view.
Target Completion Rate (CR) Specifies the targeted completion rate for video ad placements.
Min Completion Rate (CR) Specifies the minimum completion rate for video ad placements.

To configure a Fixed CPM-billing CPCV goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the CPCV option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPCV in the Target CPCV field.
  5. Specify the maximum CPCV in the Max CPCV field.
  6. Specify the target completion rate in the Target Completion Rate (CR) field.
  7. Specify the minimum CPCV rate in the Min CPCV field.

VCPM Goals

A fixed CPM-billing VCPM goal is defined by a maximum CPM price (maximum cost per one thousand impressions), target VCPM (viewable CPM), maximum VCPM rate, target viewability rate, and a minimum viewability rate.

fixed-cpm-vcpm-goal

DSP supports Fixed-CPM VCPM goals for both display and video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target VCPM Specifies the targeted CPCV price that represents the line’s objective: the price that the advertiser wants to spend per viewable impressions per thousand.
Max VCPM Specifies the maximum price the advertiser is willing to pay per viewable impressions per thousand.
Target Viewability Rate (VR) Specifies the targeted viewability rate for video ad placements.
Min Viewability Rate (VR) Specifies the minimum viewability rate for video ad placements.

For Fixed-CPM lines, you also set the Target and Minimum Viewability Rate percentages.

If the viewability rate percentage falls below the minimum viewability threshold, the line does not bid.

To configure a Fixed CPM-billing VCPM goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the VCPM option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target VCPM in the Target VCPM field.
  5. Specify the maximum VCPM in the Max VCPM field.
  6. Specify the target viewability rate in the Target Viewability Rate field.
  7. Specify the minimum viewability rate in the Min Viewability Rate field.

CPI Goals

A line defined by a CPI (cost per installation) goal is optimized to maximize the app installations captured by the line’s conversion rules.

CPI lines are optimized to bid on consumers that are more likely install an app, line performance is measured in terms of “app installations”, and line billing is based on installations.

A fixed-CPM CPI goal is a mobile-centric goal that is defined by a maximum CPM price (maximum cost per thousand impressions), target CPI (cost per installation), and maximum CPI rate.

fixed-cpm-cpi-goal

The DSP supports fixed-CPM CPI goals for display and video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPI Specifies the cost-per-app-installation objective, the amount the advertiser wants to pay per installation.
Max CPI Specifies the maximum cost per installation, the maximum price the advertiser is willing to pay per installation.
Conversions Specifies the action (event) that defines the line’s objective. The line must be defined by at least one conversion rule. To learn more about conversions, see Conversions

To configure a fixed-CPM CPI goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the CPI option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPI in the Target CPI field.
  5. Specify the maximum CPI in the Max CPI field.
  6. Lines with CPI goals require you to associate the line with at least one app URL conversion rule in the Conversions area of the Line Properties page. See App URL Rules for information on creating app URL rules.

To associate the line with an app URL rule, do the following:

  • Select your app URL conversion rule from the Pixel Name drop-down list.
  • Type a value for the rule.
  • To define the click window– the time period after a click that the conversion is tracked, select an option in the Click Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 30 Minutes.
  • To specify the view window– the time period after an impression that the conversion is tracked, select an option in the View Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 7 Days.

AVOC Rate Goals

A fixed CPM-billing AVOC Rate goal is defined by a maximum CPM price (maximum cost per one thousand impressions) and a target AVOC rate.

fixed-cpm-avoc-rate-goal

The DSP supports fixed-CPM AVOC Rate goals for video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target AVOC Rate Specifies the AVOC rate objective.

To configure a fixed CPM-billing AVOC rate goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the AVOC Rate option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target AVOC rate in the Target AVOC Rate field.

Completion Rate Threshold Goals

A fixed-CPM Completion Rate Threshold goal is defined by a maximum CPM price (maximum cost per one thousand impressions) and a completion rate threshold percentage.

fixed-cpm-max-completion-goal

The DSP supports fixed-CPM Completion Rate Threshold goals for video lines.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Completion Threshold Specifies the completion threshold objective.

To configure a fixed CPM-billing Completion Rate Threshold goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the Completion Rate Threshold option in the Goal Type drop-down list.
  3. Specify the maximize price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the completion rate threshold in the Completion Threshold field.

Maximize Completion Goals

A fixed CPM-billing Maximize Completion goal is defined by a CPM price.

The DSP supports fixed-CPM Maximize Completion goals for video lines.

To configure a fixed-CPM Maximize Completion goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the Maximize Completion option in the Goal Type drop-down list.
  3. Specify the price you are willing to pay per one thousand impressions in the CPM Price field.

Maximize CTR Goals

A fixed CPM-billing Maximize CTR goal is defined by a CPM price, the price the advertiser will pay per one thousand impressions.

fixed-cpm-max-ctr-goal

The DSP supports fixed-CPM Maximize CTR goals for video lines.

To configure a fixed CPM-billing Maximize CTR goal:

  1. Choose the CPM option in the Billing Method drop-down list.
  2. Choose the Maximize CTR option in the Goal Type drop-down list.
  3. Specify the price you are willing to pay per one thousand impressions in the CPM Price field.

Maximize AVOC Goals

A maximize AVOC goal is a soft optimization goal that prioritizes line delivery as a primary objective and line performance as a secondary objective.

The AVOC (Audible and Visible on Completion) rate is a proprietary Moat metric that measures the percentage of video ad impressions that play to completion in which the ad was both visible and audible on completion.

A fixed-CPM Maximize AVOC goal is defined by a CPM price, the price the advertiser will pay per one thousand impressions.

fixed-cpm-max-avoc-goal

Although the line is billed at a flat CPM rate, the line is optimized to bid on lines deemed more likely to meet the targeted AVOC rate.

The DSP supports fixed Maximize AVOC goals for video lines.

To configure a fixed CPM-billing Maximize AVOC goal:

  1. Choose the Video option in the Media Type drop-down list.

    Maximize AVOC goals are supported for video lines only.

  2. Choose the CPM option in the Billing Method drop-down list.

  3. Choose the AVOC option in the Goal Type drop-down list.

  4. Specify the price you are willing to pay per one thousand impressions in the CPM Price field.

Maximize Viewability Goals

A fixed CPM-billing Maximize Viewability goal optimizes towards line delivery as the primary goal and towards increasing the rate of viewable impressions as a secondary goal.

Although the line is billed on a CPM basis, bidding is optimized towards opportunities likely to deliver viewable impressions. The viewability of ad placements is determined by the specified viewability standard.

A fixed CPM-billing Maximize Viewability goal is defined by a CPM price, the price that the advertiser will pay per one thousand impressions, and a viewability standard.

fixed-cpm-max-viewability-goal

The Max Viewability goal is defined by a viewability standard that defines the viewability of ad impressions.

  • The IAB/MRC viewability standard is supported for both display lines and video lines.
  • The GroupM viewability standard is supported for video lines. A viewable video impression requires that 50% of video ad pixels are active and in the viewable portion of the consumer’s browser for two consecutive seconds.

The DSP supports fixed Maximize Viewability goals for video lines.

To configure a fixed CPM-billing Maximize Viewability goal:

  1. Choose the CPM option in the Billing Method drop-down list.

  2. Choose the Maximize Viewability option in the Goal Type drop-down list.

  3. Specify the price you are willing to pay per one thousand impressions in the CPM Price field.

  4. Specify the viewability standard in the Standard field.

    The Standard drop-down list displays two options: IAB/MRC and GroupM.