Standard Planner

The DSP Planner uses historical data and trend analysis to estimate future impressions and unique consumers based on the advertiser, goal type, bid price and targeting settings.

Use the Planner to visualize how bidding and targeting changes affect the delivery, reach and total cost of your campaigns.

Note

While the Forecaster is a line-specific forecasting tool, the Planner forecasts results for all of an advertiser’s campaigns and lines. To learn more about line-specific forecasting and optimization, see Forecasting.

How to Use the Planner

To use the Planner, set your core parameters, maximum bid price and targeting. For best results, make small adjustments to one variable at a time.

Note how changes to the bidding, targeting, goals, forecast horizon and ad sizes impact reach, performance and cost.

To use the planner:

  1. Set the Core Parameters.
  2. Set the Maximum Bid Price
  3. Make Targeting Adjustments.

Set the Core Parameters

Planner forecasts are based on a core set of advertiser and line-level parameters that define the scope of the forecast.

Note

After you set the core parameters, you can change them at any time.

To set the parameters

  1. Select the Planner icon on the left side of any DSP page.
planner-icon
  1. To select the standard planner (for display, video, or audio lines), select Planner.
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You see the page for selecting the core parameters.

  1. Select the parameters as follows:
  • Select an advertiser from the Advertiser drop-down list, or select None to plan for your entire seat.
  • Select a line type (Display, Video, or Audio) from the Line Type drop-down list.
  • Select a goal type from the Goal Type drop-down list. See Goal Type Adjustments for details.
  • Select a currency from the Currency drop-down list.
  1. Use the forecast horizon drop-down to specify the time period of the forecast.
  2. For display lines, to limit forecasts to a subset of ad sizes, select those ad sizes from the Ad Sizes drop-down list.

Note

If you want to include native ads in your forecast, select the native-display or native video options at the bottom of the Ad Type drop-down list.

After you define the parameters, the Planner displays a forecast based on your core parameters. You can adjust the core parameters at any time by selecting options from the Advertiser, Line Type, Goal Type, Currency, forecast horizon, and Ad Sizes drop-down lists.

planner

Set the Maximum Bid Price

Move the Max Bid slider along the horizontal axis to raise or lower the line’s maximum bid and adjust the forecast.

set-the-maximum-bid-price

Make Targeting Adjustments

The Planner displays estimates based on the current targeting strategy. The more targeting attributes you specify, the smaller the data set available to create the forecast. If you specify too many attributes, the Planner may not have sufficient data to generate a forecast.

Targeting Attribute Description
Exchanges and Deals Use the Exchanges and Deals controls to target consumers by exchange or deal. To learn more, see Exchanges and Deals.
Location Use the Locations controls to target consumers based on location, zip code, and geofencing parameters. To learn more, see Targeting Locations.
Player Size Use the Player Size controls (video lines only) to target ad placements based on the player size. To learn more, see Player Size.
Ad Initiation Use the Ad Initiation controls (video lines only) to target consumers based on how ad placments are initiated. To learn more, see Ad Initiation.
Viewability Use the Viewability controls (video lines only) to target ad placement opportunities based on viewability rate thresholds. To learn more, see Viewability.
Demographic Use the Demographic controls to target consumers based on audience demographics. To learn more, see Demographic.
Ad Position Use the Ad Position controls (display lines only) to target consumers based on ad position. To learn more, see Ad Position.
Frequency Capping Use the Frequency Capping controls to specify line-level frequency caps. To learn more, see Frequency Capping.
User Groups Use the User Group controls to target consumers based on user groups. To learn more, see User Groups.
Audience and Pixels Use the Audience and Pixels controls to target consumers based on audiences or pixels. To learn more, see Audience.
Devices Use the Devices controls to target consumers based on devices and operating systems. To learn about targeting by device, see Devices.
Day Parting Use the Day Parting controls to target consumers based on the days of the week or hours of the day. To learn more, see Day Parting.
App and Site Lists Use the App and Site Lists controls to target target consumers based on app lists and site lists. To learn more, see App and Site Lists.
Contextuals Use the Contextuals controls to target consumers based on contextual providers. To learn more, see Contextuals.
Connection Types Use the Connection Types controls to target consumers based on their mobile device carrier networks. To learn more, see Carrier/ISP.
Languages Use the Languages controls to target consumers based on their browser language. To learn more, see Languages.
Bot Avoidance Use the Bot Avoidance controls to enable DoubleVerify or IAS bot avoidance protection. To learn more, see Bot Avoidance.
Inventory Type Use the Inventory Type controls to target consumers via web-based, app-based, or all inventory. To learn about targeting by inventory type, see Inventory Type.

Goal Type Adjustments

The Planner displays a chart with two lines: the estimated delivery on the line goal (such as impressions, actions, CTR) and the estimated reach (the number of unique users served).

The following table shows the available goals for each line type.

Line Type Goal Type Planner Results
Display CPA The estimated number of actions delivered during the forecast horizon, the impressions, daily unique cookies, estimated cost per action, and estimated total cost of the line.
  CPC The estimated number of clicks delivered during the forecast horizon, the impressions, daily unique cookies, cost per click, cost eCPM, CTR, and estimated total cost of the line.
  None The estimated number of impressions served during the forecast horizon, the daily unique cookies, cost eCPM, CTR, and estimated total cost of the line.
Video CTR The estimated click-through rate (based on an average of historical click-through rates) and the estimated number of clicks delivered within the forecast horizon, the impressions, daily unique cookies, cost eCPM, and estimated total cost of the line.
  Maximize Viewability The estimated number of viewable impressions served within the forecast horizon, the daily unique cookies, cost eCPM, CTR, and estimated total cost of the line.
  None The estimated number of impressions and unique cookies served within the forecast horizon, cost eCPM, CTR, and estimated total cost of the line.
Audio CPCL The estimated number of “completed listens” (when a user listens to your audio ad to completion) within the forecast horizon, daily unique cookies, cost eCPM, CTR, and estimated total cost of the line.
  Minimize eCPM The estimated effective cost per thousand impressions served within the forecast horizon, the daily unique cookies, cost eCPM, CTR, and estimated total cost of the line.
  None The estimated number of impressions served within the forecast horizon, the daily unique cookies, cost eCPM, CTR, and estimated total cost of the line.