Goals Overview

A goal is a line-level configuration that defines an advertising objective, a bid optimization method that supports that objective. Line goals are always constrained by the line’s pricing method, which determines the line’s coast and the goals that can be specified for that line.

In DSP, line budgets, bidding, and pricing are tied together in support of a line goal. A line’s goal defines only the method that optimizes line bidding towards an objective. But line goals are always always constrained by media, budget, and pricing configurations that define that line.

Before you define a goal, first define the line’s media type and the pricing. This page describes the various goal options available, the relationship between line pricing and bidding optimization, and provides step-by-step instructions for configuring and tuning various line goal iterations.

Pricing and Bidding

In the DSP, a line’s objectives and the pricing are linked together in a single line goal configuration.

This is because the goal types available to a line are constrained by its media type and pricing settings. Every line goal represents a combination of a media type, a pricing method, and a goal type. The pricing method determines the availability of goal types and the goal type defines the line’s objectives and the bidding method.

Pricing Method-based Goals Definition
oCPM-priced line goals Display, video, and audio lines defined by oCPM-priced goals are billed on a CPM basis and optimized to win ad placements likely to meet the line’s objectives.
Fixed CPM-priced line goals Display, video, and audio lines defined by fixed-CPM goals are billed at a flat CPM rate and optimized to win ad placements deemed likely to meet the line’s objectives.
vCPM-priced line goals Video lines defined by vCPM goals are billed are billed on a viewable CPM basis and optimized to win ad placements likely to meet the line’s objectives.
Fixed CPC-priced line goals Display lines defined by a fixed-CPC goals are billed at a flat CPC rate and optimized to win ad placements deemed likely to meet the line’s objectives.
CPCV-priced line goals A CPCV-priced line goal is a goal configured for a video line that uses Cost per Completed View (CPCV) or Cost per (app) Installation (CPI) pricing.
CPV-priced line goals A CPV-priced goal is a goal configured for a video line that uses cost per view (CPV) pricing.
CPCL-priced line goals A CPCL-priced goal is a goal configured for an audio line that uses cost per completed listen (CPCL) pricing.

Pricing Mode Constraints

The goal types available to a line are constrained by the line’s billing method and media type.

Billing Method Standard Display Goal Types Native Display Goal Types Standard Video Goal Types Native Video Goal Types CTV Video Goal Types Audio Goal Types
oCPM
  • CPC
  • CPA
  • VCPM
  • CPI
  • Minimize eCPM
  • Max Viewability
  • ROAS
  • None
  • CPC
  • CPA
  • Minimize eCPM
  • None
  • CPC
  • CPA
  • CPCV
  • VCPM
  • CPI
  • AVOC Rate
  • Completion Rate Threshold
  • Minimize eCPM
  • Maximize Completion
  • Maximize CTR
  • Maximize AVOC
  • Maximize Viewability
  • None
  • CPC
  • CPCV
  • Minimize eCPM
  • None
  • None
  • CPA
  • CPCL
  • Minimize eCPM
  • None
Fixed CPM
  • CPC
  • CPA
  • VCPM
  • CPI
  • Max Viewability
  • oCPC
  • ROAS
  • None
  • CPC
  • CPA
  • None
  • CPC
  • CPCV
  • VCPM
  • CPI
  • AVOC Rate
  • Completion Rate Threshold
  • Maximize Completion
  • Maximize CTR
  • Maximize AVOC
  • Maximize Viewability
  • None
  • CPC
  • CPCV
  • None
 
  • CPA
  • CPCL
  • Minimize eCPM
  • None
vCPM
  • VCPM
  • None
 
  • VCPM
  • None
     
Fixed CPC
  • CPC
  • CPA
  • CPI
  • Max Viewability
  • ROAS
  • CPC
  • CPA
       
CPCV    
  • CPCV
  • None
  • CPCV
  • None
   
CPV    
  • CPV
     
CPCL          
  • CPCL
  • None

CPM Price

In considering a line goal, keep in mind that line goals are priced using either a static CPM Price or a dynamic Max CPM price.

  • The CPM Price is a static price: the exact price the line pays per one thousand impressions.
  • The Max CPM Price field is a dynamic price: the maximum price the line pays per one thousand impressions.

See the following sections for information on static and dynamic CPM pricing, and the available line goals for each pricing model.

CPM Pricing for Display Lines

The following table shows how the CPM pricing corresponds to display line goal types.

CPM Price Setting Standard Display Goals Native Display Goals
Max CPM Price
  • oCPM-billing CPC
  • oCPM-billing CPA
  • oCPM-billing VCPM
  • oCPM-billing CPI
  • oCPM-billing Minimize eCPM
  • oCPM-billing Max Viewability
  • oCPM-billing ROAS
  • Fixed CPM-billing CPC
  • Fixed CPM-billing CPA
  • Fixed CPM-billing VCPM
  • Fixed CPM-billing CPI
  • Fixed CPM-billing Max Viewability
  • Fixed CPM-billing oCPC
  • Fixed CPM-billing ROAS
  • Fixed CPC-billing CPA
  • Fixed CPC-billing CPI
  • Fixed CPC-billing Max Viewability
  • Fixed CPC-billing ROAS
  • oCPM-billing CPC
  • oCPM-billing CPA
  • oCPM-billing CPI
  • oCPM-billing Minimize eCPM
  • Fixed CPM-billing CPC
  • Fixed CPM-billing CPA
  • Fixed CPM-billing CPI
  • Fixed CPC-billing CPA
  • Fixed CPC-billing CPI
CPM Price
  • oCPM-billing None
  • Fixed CPM-billing None
  • oCPM-billing None
  • Fixed CPM-billing None

CPM Pricing for Video Lines

The following table shows how the CPM pricing corresponds to video line goal types.

CPM Price Setting Standard Video Goals Native Video Goals
Max CPM Price
  • oCPM-billing CPC
  • oCPM-billing CPA
  • oCPM-billing CPCV
  • oCPM-billing VCPM
  • oCPM-billing CPI
  • oCPM-billing Completion Rate Threshold
  • oCPM-billing Minimize eCPM
  • CPCV-billing CPCV
  • CPCV-billing CPI
  • Fixed CPM-billing CPC
  • Fixed CPM-billing CPCV
  • Fixed CPM-billing VCPM
  • Fixed CPM-billing CPI
  • Fixed CPM-billing AVOC Rate
  • Fixed CPM-billing Completion Rate Threshold
  • oCPM-billing CPC
  • oCPM-billing CPCV
  • oCPM-billing CPI
  • oCPM-billing Minimize eCPM
  • CPCV-billing CPCV
  • CPCV-billing CPI
  • Fixed CPM-billing CPC
  • Fixed CPM-billing CPCV
  • Fixed CPM-billing CPI
CPM Price
  • oCPM-billing Maximize Completion
  • oCPM-billing Maximize CTR
  • oCPM-billing Maximize AVOC
  • oCPM-billing Max Viewability
  • oCPM-billing None
  • CPCV-billing None
  • Fixed CPM-billing Maximize Completion
  • Fixed CPM-billing Maximize CTR
  • Fixed CPM-billing Maximize AVOC
  • Fixed CPM-billing Maximize Viewability
  • Fixed CPM-billing None
  • oCPM-billing None
  • CPCV-billing None
  • Fixed CPM-billing None

CPM Pricing for CTV Lines

CTV lines only support oCPM billing with a Max CPM price, and no goals.

CPM Pricing for Audio Lines

The following table shows how the CPM pricing corresponds to the line’s goal type.

CPM Price Setting Audio Goals
Max CPM Price
  • oCPM-billing CPA
  • oCPM-billing CPCL
  • oCPM-billing Minimize eCPM
  • CPCL-billing CPCL
  • Fixed CPM-billing CPA
  • Fixed CPM-billing CPCL
  • Fixed CPM-billing Minimize eCPM
CPM Price
  • oCPM-billing None
  • CPCL-billing None
  • Fixed CPM-billing None

Goal Modes

In DSP, a line can be optimized towards maximizing line delivery or line performance.

  • Line delivery measures the ability of a line to spend its entire budget and serve the expected number of impressions.
  • Line performance measures the performance of the line against its goal. The relative success or failure of the lines is defined by its goal type.

The DSP supports two goal modes: hard goals and soft goals.

Goal Mode Definition
Hard Goal

A hard goal is a goal that attempts to maximize line delivery while simultaneously matching or exceeding the line performance.

A hard goal prioritizes achieving a specific performance threshold, which takes precedence over line delivery. If the specific performance goal is achieved, the line will try to spend as much budget as possible. Performance on hard goal is optimized to be as close as possible to the set goal amount.

Soft Goal

A soft goal is a goal that attempts to maximize line performance while simultaneously delivering the line’s total budget.

A soft optimization goal prioritizes line delivery (spending the line’s full budget) and maximizing ad viewability (as defined by Moat for video lines and Yahoo for display lines) over meeting a specified performance goal (clicks, actions). If the line’s entire budget can be spent, the line will then maximize line performance. Delivery on soft optimization goals depend on the availability of supply that satisfies the hard targeting criteria.