List of Goal Types

The following table lists all of the goal types available in DSP.

Goal Types Use Case
CPC

A cost per click (CPC) goal defines a goal that is optimized towards maximizing the number of clicks that the line receives during its flight.

CPC goals area supported for both display and video lines. A CPC goal is defined a target CPC (cost per click), and maximum CPM price (maximum cost per thousand impressions), and a goal mode (hard or soft).

CPA

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

CPA goals are supported for display lines. A CPA (cost per action) goal is defined by its goal mode (hard or soft), target CPA (cost per acquisition), maximum CPM price (maximum cost per thousand impressions), and at least one conversion rule.

CPCV

A cost per completed view (CPCV) goal is optimized towards maximizing the number of completed views that a line receives during its flight.

CPCV goals area supported for video lines. A CPCV goal is defined by a target CPCV (the cost per completed view), a maximum CPM price (the maximum cost per one thousand impressions), and a goal mode (hard or soft).

VCPM

A viewability CPM (VCPM) goal is optimized towards maximizing the number of viewable impressions that the line receives during its flight.

VCPM goals are supported for both display and video lines. A VCPM goal is defined by a target VCPM (the cost per viewable impression), maximum CPM price (the maximum cost per one thousand impressions), and a goal mode (hard or soft).

AVOC Rate An AVOC Rate goal is optimized towards maximizing the number of ad impressions that are viewable and audible on completion as defined by Moat AVOC standards during its flight.
CPI

A Cost per Installation (CPI) goal is a mobile-centric goal that is optimized towards maximizing the number of ad impressions that are likely to result in a mobile app installation.

CPI goals are supported for display and video lines. A CPI goal is defined by a target CPI (cost per installation), a maximum CPM price (the maximum cost per one thousand impressions), and a conversion pixel for app installations. Line performance is measured in terms of “conversions”, and line billing is based on conversions.

Completion Rate Threshold

A Completion Rate Threshold goal is optimized towards maximizing the number of completed impressions that the line receives during its flight.

Completion Rate Threshold goals are supported for video lines. A Completion Rate Threshold goal is defined by a completion threshold (the target completed view rate) and a maximum CPM price (the maximum cost per one thousand impressions).

Minimize eCPM Minimize eCPM goals are supported for both display and video lines. A Minimize eCPM goal is defined by a maximum CPM price and a viewability rate threshold that specifies the viewability percentage targeted (a parameter specified in the Targeting view).
ROAS

A ROAS (return on ad spend) goal is defined by target ROAS (return on ad spend expressed as a ratio), maximum CPM price (maximum cost per thousand impressions), and at least one conversion rule.

ROAS goals are supported for display lines.

Maximize Completion Maximize Completion goals are supported for video lines. A Maximize Completion goal is a soft optimization goal maximizes the video completion rate over time without sacrificing line delivery.
Maximize CTR

A Maximize CTR goal is a soft optimization goal that maximizes the click-through rate (CTR) over time without sacrificing line delivery.

Maximize CTR goals are supported for video lines. A Maximize CTR goal is defined by a maximum CPM price and a viewability rate threshold that specifies the viewability percentage targeted (a parameter specified in the Targeting view).

Maximize AVOC

A Maximize AVOC goal specifies a soft optimization goal that maximizes line delivery as a primary goal and the AVOC rate as a secondary goal.

Maximize AVOC goals are supported for video lines. 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.

Viewability

A Viewability goal is a soft optimization goal optimizes video viewability as defined by third-party measurement provider Moat.

Viewability goals are supported for video lines. A viewable video impression requires that 50% of video ad pixels are active and in the viewable portion of the viewer’s browser for two consecutive seconds.

CPCL

A Cost per Completed Listen (CPCL) goal is optimized towards maximizing the number of times end-users listen to an entire audio ad during its flight.

CPCL goals area supported for audio lines. A CPCL goal is defined by a target CPCL (the cost per completed listen), a maximum CPM price (the maximum cost per one thousand impressions), and a goal mode (hard or soft).

CPV

A Cost per View (CPV) goal is optimized towards maximizing the number of times end-users watch at least 15-30 seconds of a video ad.

CPV goals are supported for video lines. A CPV goal is defined by a target CPV (the cost per view), and a maximum CPM price (the maximum cost per one thousand impressions).

oCPC

An optimized CPC (oCPC) goal is optimized towards reaching a specified profit margin while delivering ads at a specified target CPC price.

oCPC goals are supported for CPM-billed display lines. An oCPC goal is defined by a target profit margin percentage, and target cost per click.

None If the None option is selected, no goal type is specified for the line and bid optimization is disabled.