Lines Overview

A line is a unique set of ads and a targeting strategy, and is defined by a its own flight dates, budget, billing model, and bid optimization strategy.

Every line belongs to a specific campaign and inherits default settings (time zone, currency, budget) from the campaign. Campaign-level flight dates (start and end dates) override line item-level settings (you can’t set up a line with a start date or end date that falls outside the campaign-level dates). Campaign-level frequency caps and budget settings form a cap for the lines under the campaign.

Line Media and Inventory

Line types vary based on both the media type and the inventory the line’s ads can run on. A line can only have one media type. The media type represents the type of media used to build the line’s creatives. As you are setting up the line, you’ll choose a media type from the Media Type drop-down list.

Media-type-drop-down-list

Lines also differ based on the inventory that a line’s ads will run on. All lines except Oath native lines bid on inventory through auctions like TripleLift, MoPub, Sharethrough, Flurry, Rubicon, and AdX.

Note

Oath native lines provide exclusive DSP access to the Oath native marketplace. You can access premium native inventory directly though DSP, enabling holistic planning and management of campaigns across Oath inventory sources. For information on Oath native inventory, download a one sheet here: Oath Native Inventory.

The following table shows the relationship between line media types and the inventory available to the line:

Media Type Ad Types Inventory Source
Standard Display Display ads, including banner, MRAID, and Rich Media ads. Standard, native, and DOOH display lines bid on third-party inventory through auctions.
Native Display Display creatives that match the look, feel and function of the media format in which they appear; often in social media and recommended content placements.
Digital Out of Home (DOOH) Display

DOOH markets to consumers “on the go” while they are in public spaces or in transit. High-impact display DOOH inventory from leading suppliers such as Clear Channel, Zoom Media, Captivate & more.

See Also:

DOOH One Sheet.

Standard Video Ads that include video content. A video ad can also include an unlimited number of companion banners (JPEGs, JPGs, PNGs, and GIFs). Standard, native, DOOH, and CTV video lines bid on third-party inventory through auctions.
Native Video Video creatives that match the look, feel and function of the media format in which they appear; often in social media and recommended content placements.
Digital Out of Home (DOOH) Video

DOOH markets to consumers “on the go” while they are in public spaces or in transit. High-impact video DOOH inventory from leading suppliers such as Clear Channel, Zoom Media, Captivate & more.

See Also:

DOOH One Sheet.

Connected TV (CTV) Video

Ads that include VAST creatives and reach CTV viewers on numerous devices, such as PlayStation, Roku, XBOX, Sling, Apple TV and many more.

See Also:

Standard Audio

Ads delivered in music, news, sports or political talk environments, such as podcasts and music streaming services.

See Also:

Standard audio lines bid on third-party inventory through auctions.
Oath Native Display Display creatives that match the look, feel and function of the media format in which they appear; often in social media and recommended Oath Native display and video lines provide exclusive DSP access to the Oath native marketplace.
Oath Native Video Video creatives that match the look, feel and function of the media format in which they appear; often in social media and recommended content placements.