oCPM-Billing Goals

An oCPM billing-based goal is a line-level objective that is optimized to bid on ad placement opportunities that further campaign objectives as defined by the line’s goal configuration.

Not all ad placement opportunities are of equal value. With oCPM billing, you pay for impressions on a CPM basis, but the rate paid per thousand impressions fluctuates depending on the value of the impressions. You bid more for higher value ad placements and less for impressions that do not support the line’s objectives. As a result, the advertiser is billed based on line performance as measured against a specified target goal.

Dynamic bidding enables you to bid on a wider variety of inventory. The oCPM bidder automatically adjusts the line’s bid so that ads served by the line reach the customers that you care about without overspending. During dynamic bidding, the bidder optimizes bidding to target consumers that are more likely to respond in ways that further the line’s goals (i.e. click, convert, view the ad to completion). To learn more, see Bid Optimization.

CPC Goals

An oCPM billing CPC goal is optimized to bid on ad placements that are more likely to deliver clicks. Line performance is measured in terms of cost per clicks (CPC) and the advertiser is billed based on the number of clicks the ad receives.

An optimized CPC goal specifies the line’s bid strategy based on a target CPC (the amount the advertiser wants pay per click), a maximum CPM price (the maximum the advertiser is willing to pay per thousand impressions), and a goal mode.

optimized CPC goal

The CPC bidder will bid more aggressively on ad placement opportunities that it predicts will deliver clicks.

The DSP supports oCPM billing 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.
Goal Mode

The goal mode determines whether the optimizes for line delivery or line performance:

  • A hard goal optimizes line delivery while matching or exceeding the specified target CPC goal.
  • A soft goal maximizes line performance while meeting line delivery objectives (spending the line’s total budget).

To configure an oCPM-billing CPC goal:

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

    oCPM billing CPC goals are supported for both display and video lines.

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

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

  4. Specify the maximum amount are willing to pay per thousand impressions in the Max CPM Price field.

  5. Specify the target CPC price in the Target CPC field.

  6. Choose a goal mode in the Goal Mode drop-down list.

    The Goal Mode drop-down list displays two options: Hard Goal and Soft Goal.

CPA Goals

An oCPM-billing cost per action (CPA) goal is optimized to bid on ad placement opportunities that are more likely to deliver the events (actions) specified by line’s conversion rules.

An optimized CPA 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.

optimized CPA goal

Line performance is measured in terms of conversions and the advertiser is billed based on the number of conversions the ad receives.

The DSP supports optimized CPA goals for display, video, 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-action objective, the amount the advertiser wants to pay per action.
Goal Mode

The goal mode determines whether the optimizes for line delivery or line performance:

  • A hard goal optimizes line delivery while matching or exceeding the specified target CPA goal.
  • A soft goal maximizes line performance while meeting line delivery objectives (spending the line’s total budget).
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 an oCPM-billing CPA goal:

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

    oCPM-billing CPA goals are supported for display, video, and audio lines.

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

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

  4. Specify the maximum amount that you are willing to pay per thousand impressions in the Max CPM Price field.

  5. Choose a goal mode option in the Goal Mode drop-down list.

    oCPM-billing CPA goals may be defined as hard goals or soft goals.

  6. Specify the target CPA goal in the Target CPA field.

  7. Specify at least one conversion rule in the Conversions area.

VCPM Goals

An oCPM-billing VCPM goal is optimized towards winning ad placement opportunities that will deliver viewable impressions of ads. VCPM stands for viewability CPM and the VCPM bidder will bid more aggressively on ad placement opportunities that it predicts will deliver viewable impressions.

An oCPM line defined by a viewable CPM goal is optimized to bid on ad placement opportunities that are more like to deliver viewable ad impressions.

An optimized VCPM goal specifies the viewable CPM goal based on a target VCPM (the amount that the advertiser wants to pay per thousand viewable impressions), a maximum CPM price (the maximum amount the advertiser is willing to pay per thousand impressions), and a goal mode.

optimized VCPM goal

The DSP supports optimized VCPM goals for display and video lines.

Line performance is measured in terms of viewable ad impressions and the advertiser is billed based on the viewable ad impressions the ad receives.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target VCPM Specifies the viewable CPM objective, the amount the advertiser wants to pay per one thousand viewable impressions.
Goal Mode

The goal mode determines whether the optimizes for line delivery or line performance:

  • A hard goal optimizes line delivery while matching or exceeding the specified target VCPM goal.
  • A soft goal maximizes line performance while meeting line delivery objectives (spending the line’s total budget).

To configure an oCPM-billing VCPM goal:

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

    oCPM-billing VCPM goals are supported for both display and video lines.

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

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

  4. Specify the maximum amount that you are willing to pay per thousand impressions in the Max CPM Price field.

  5. Specify the target VCPM goal in the Target VCPM field.

  6. Choose a goal mode in the Goal Mode drop-down list.

    oCPM-billing VCPM goals may be defined as hard goals or soft goals.

CPI Goals

An oCPM-billing cost per (app) installation (CPI) goal is a mobile-centric goal that is optimized to bid on ad placement opportunities that are more likely to deliver app installations specified by line’s conversion rules.

An optimized CPI goal is defined by its goal mode (hard or soft), target CPI (cost per installation), maximum CPM price (maximum cost per thousand impressions), and at least one conversion rule.

optimized CPA goal

Line performance is measured in terms of app install conversions and the advertiser is billed based on the number of conversions the ad receives.

The DSP supports optimized CPA 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 CPI Specifies the cost-per-installation objective, the amount the advertiser wants to pay per installation.
Goal Mode

The goal mode determines whether the optimizes for line delivery or line performance:

  • A hard goal optimizes line delivery while matching or exceeding the specified target CPI goal.
  • A soft goal maximizes line performance while meeting line delivery objectives (spending the line’s total budget).
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 an oCPM-billing CPI goal:

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

    oCPM-billing CPI goals are supported for both display and video lines.

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

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

  4. Specify the maximum amount that you are willing to pay per thousand impressions in the Max CPM Price field.

  5. Choose a goal mode option in the Goal Mode drop-down list.

    You can define oCPM-billing CPI goals as hard goals or soft goals.

  6. Specify the target CPI goal in the Target CPI field.

  7. 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.

Minimize eCPM Goals

The Minimize eCPM goal type prioritizes line delivery and enables advertisers to deliver their line budgets in full while simutaneously serving as many impressions as possible within that budget.

The platform will only minimize the eCPM price if sufficient ad placement opportunities are available in sites that match the line’s targeting criteria.

  • If sufficient inventory is available that matches the line’s targeting criteria, the platform will optimize for line delivery and minimize the eCPM price in order to spend the full budget.
  • If insufficient inventory is available matching the line’s targeting criteria, the platform will not minimize the eCPM.

An optimized Minimize eCPM goal is defined by a maximum CPM price, the cost the advertiser is willing to pay per one thousand impressions.

optimized Minimize eCPM goal

The DSP supports optimized minimize eCPM goals for display and video lines.

Note

If you’re using other goals like CPA/CPC/CPCV currently we do minimize the corresponding goal, i.e. we automatically minimize towards lowest achievable eCPA/eCPC/eCPCV. This behavior is already present in the our system today.

To configure an oCPM-billing minimize eCPM goal:

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

    The Minimized eCPM goal type is supported for display, video and audio lines.

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

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

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

Max Viewability Goals

A Max Viewability goal is a soft optimization goal that prioritizes line delivery as a display line’s primary objective and viewability as a secondary objective.

An oCPM-billing Max Viewability goal is defined by the maximum CPM price (maximum cost per thousand impressions) and the standard used to measure viewability (by default, IAB/MRC).

optimized Max Viewability goal

The viewability of the line’s ad placements is measured according to the specified viewability standard. The IAB/MRC viewability standard is supported by default.

The DSP supports optimized Max Viewability goals for display lines only.

To configure an oCPM-billing Max Viewability goal:

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

    The Max Viewability goal type is supported for display lines only.

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

  3. Select the Max Viewability option in the Goal Type drop-down list.

  4. Specify the maximum amount you are willing to pay per thousand impressions in the Max CPM Price field.

  5. Select a viewability standard option in the Standard drop-down list.

ROAS Goals

An oCPM-billing ROAS goal is optimized to bid on ad placement opportunities that are more likely to enable the advertiser to deliver at a specified ratio to their ad spend.

An oCPM-billing ROAS goal is defined by target ROAS (return on ad spend expressed as a ratio) and maximum CPM price (maximum cost per thousand impressions).

optimized ROAS goal

The DSP supports optimized 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 objective expressed as ratio between ad spend and ad value. The target goal specifies amount that the advertiser is willing to spend as a ratio. For example, a ratio of 1:1 means that ad spend and the value of the ad placement are equal.

To configure an oCPM-billing ROAS goal:

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

    oCPM-billing ROAS goals are supported for display lines only.

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

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

  4. Specify the maximum amount you are willing to pay per thousand impressions in the Max CPM Price field.

  5. Specify the target ROAS ratio in the Target ROAS field.

CPCV Goals

An oCPM-billing CPCV goal is optimized towards winning ad placement opportunities that will deliver completed views of video ads. CPCV stands for cost per CPCV and the CPCV bidder will bid more aggressively on ad placement opportunities that it predicts will deliver completed views.

The CPCV goal specifies the cost per completed view goal based on a target CPCV (the amount the advertiser wants to pay per completed view), maximum CPM price (the maximum amount the advertiser is willing to pay per thousand impressions), and a goal mode.

optimized CPCV goal

The DSP supports optimized 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 CPCV objective, the amount the advertiser wants to pay per completed view of a video ad.
Goal Mode

The goal mode determines whether the optimizes for line delivery or line performance:

  • A hard goal optimizes line delivery while matching or exceeding the specified target CPCV goal.
  • A soft goal maximizes line performance while meeting line delivery objectives (spending the line’s total budget).

To configure an oCPM-billing CPCV goal:

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

    oCPM-billing CPCV goals are supported for video lines only.

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

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

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

  5. Specify the target CPCV rate in the Target CPCV Rate field.

  6. Choose an option in the Goal Mode drop-down list.

    oCPM-billing CPCV goals can be defined as hard goals or soft goals.

AVOC Rate Goals

An oCPM-billing AVOC Rate goal is a hard threshold goal that optimizes towards winning ad placement opportunities that will deliver impressions that are both viewable and audible on completion of video ads.

The AVOC (Audible and Visible on Completion) standard 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.

An optimized AVOC Rate goal is defined by the maximum CPM price and a target AVOC rate expressed as a percentage.

optimized VCPM goal

The AVOC Rate bidder will bid more aggressively on ad placement opportunities that it predicts will deliver AVOC impressions.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target AVOC Rate Specifies an AVOC rate that represents a hard threshold.

The DSP supports optimized AVOC Rate goals for video lines only.

To configure an oCPM-billing AVOC hard threshold:

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

    oCPM-billing AVOC Rate goals are supported for video lines only.

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

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

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

  5. Specify the target AVOC rate in the Target AVOC Rate field.

Completion Rate Threshold Goals

An oCPM-billing Completion Rate Threshold goal is optimized towards winning ad placement opportunities that will deliver a higher completed view rate.

The Completion Rate Threshold goal is defined by a target completion threshold that specifies the target completed view rate percentage. The completed view rate represents the percent of video ad impressions that are played to completion, meaning that the viewer did not skip the video ad.

oCPM Completion Rate Threshold Goals

The Completed Rate Threshold is a hard-threshold goal, meaning that the specified CVR defines the primary objective of the line. Line delivery is of secondary concern for the Completed Rate Threshold bidder. Inventory with high completion rates is limited; An aggressive CVR hard-threshold goal may impact line delivery.

The DSP supports optimized 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 Rate Threshold Specifies the targeted completed goal percentage for the video ad impressions served by the line.

To configure an oCPM-billing Completion Rate Threshold goal:

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

    oCPM billing Completion Rate Threshold goals are supported for video lines only.

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

  3. Choose the Completion Rate Threshold option in the Goal Type drop-down list.

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

  5. Specify a Completion Rate Threshold percentage goal in the Completion Rate Threshold field.

Maximize Completion Goals

A Maximize Completion goal optimizes towards completed views. A completed view occurs whenever a video ad plays to completion. For example, a 30-second video creative would record a completed view when a consumer watches that video creative through to the thirty second mark.

An oCPM-billing Maximize Completion goal is defined by a maximum CPM price and a viewability rate threshold that specifies the viewability percentage targeted.

oCPM Maximize Completion Goals

A Maximize Completion goal is a soft goal, which means that line delivery is treated as the line’s primary goal.

The DSP supports optimized Maximize Completion 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 Rate Threshold Specifies the targeted viewability rate. This parameter is specified in the Targeting view.

To configure an oCPM-billing Maximize Completion goal:

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

    oCPM-billing Maximize Completion goals are supported for video lines only.

  2. Select the oCPM billing option in the Billing Method drop-down list.

  3. Select the Maximize Completion option in the Goal Type drop-down list.

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

  5. Specify the completion rate threshold goal in the Targeting view.

Maximize CTR Goals

An oCPM-billing Maximize CTR goal optimizes towards a high click-through rate on completed views.

An optimized Maximize CTR goal is defined by a maximum CPM price and a viewability rate threshold that specifies the viewability percentage targeted.

oCPM Maximize CTR Goals

The DSP supports optimized Maximize CTR goals for video lines.

To configure an oCPM-billing Maximize CTR goal:

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

    oCPM-billing Maximize CTR goals are supported for video lines only.

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

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

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

Maximize AVOC Goals

An oCPM-billing Maximize AVOC goal specifies a soft optimization goal that maximizes line delivery as a primary goal and the AVOC rate as a secondary goal.

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.

The Maximize AVOC goal is defined by a CPM price and a target AVOC rate.

oCPM Maximize AVOC Goals

The DSP supports optimized Maximize AVOC goals for video lines.

To configure an oCPM-billing Maximize AVOC goal:

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

    oCPM-billing Maximize AVOC goals are supported for video lines only.

  2. Choose the oCPM 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 thousand impressions in the CPM Price field.

oCPM-billing Maximize Viewability Goals

A Maximize Viewability goal is a soft optimization goal for video lines that prioritizes line delivery as line’s primary objective and ad impression viewability as a secondary goal.

An oCPM-billing Maximize Viewability goal is defined by a maximum CPM price and a viewability standard, which specifies the threshold that must be achieved to register as a viewable impression.

oCPM Maximize Viewability Goals

The DSP supports optimized Maximize Viewability goal for video lines only.

The viewability of the line’s ad placements is measured according to the specified viewability standard.

  • The IAB/MRC standard specifies that 50% of the video ad pixels must be active and in the viewable portion of the consumer’s browser for two consecutive seconds to register a viewable impression. The IAB/MRC viewability standard is supported for both display lines and video lines.
  • The GroupM standard specifies that a video ad must be audible and in the viewable portion of the consumer’s browser for half its duration to register a viewable impression. The GroupM viewability standard is supported for video lines.

To configure an oCPM-billing Maximize Viewability goal:

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

    oCPM-billing Maximize Viewability goals are supported for video lines only.

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

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

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

  5. Choose a viewability standard option in the Standard drop-down list. The Standard drop-down list displays two options: IAB/MRC and GroupM.

oCPM-billing Viewability Threshold Goals

oCPM-billing Viewability Threshold goals optimize towards meeting the specified viewability rate as a primary goal and towards maximizing line delivery as a secondary goal.

Viewability is the measurement of a digital opportunity to be seen by a consumer. A video ad that presents the consumer with the opportunity be seen is called a viewable impression. Two viewability standards are supported for video lines:

An oCPM-billing Viewability Threshold goal is defined by a CPM price, a viewability standard, and a viewability rate threshold (defined in the Targeting view).

oCPM Viewability Threshold

The viewability of the line’s ad placements is measured according to the specified viewability standard.

  • 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.

oCPM-billing Maximize Viewability goals are supported for video lines.

To configure an oCPM-billing viewability threshold goal:

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

    oCPM-billing Maximize Viewability goals are supported for video lines only.

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

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

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

  5. Choose a viewability standard option in the Standard drop-down list. The Standard drop-down list displays two options: IAB/MRC and GroupM.

  6. Click the Create Line button.

  7. To specify line targeting, click the Targeting tab. The Targeting view appears.

  8. To specify a viewability threshold, click the Viewability toggle. To enable targeting based on viewability, select a viewability standard, and specify the viewability rate threshold.

  9. Click the Save Changes button.