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 and 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.

Set the Parameters

All Planner forecasts are based on a core set of advertiser and line-level parameters that define the scope of the forecast. These parameters include the advertiser, the line type (display or video), goal type, and currency.

Note

After you set the 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, and then select Planner.
planner

You see the initial page for selecting the parameters.

planner-scope
  1. Set 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 (CPC, CPA, or None) from the Goal Type drop-down list.
  • Select a currency from the Currency drop-down list.

Forecast Across Campaigns

After you define the parameters, the Planner displays a forecast based on these parameters and controls that enable you to adjust the line’s max bid, the ad sizes served, and forecast horizon.

The Planner displays several controls that enable you to adjust the independent variables that drive line delivery and line reach.

Planner
Table 1 Planner Forecasting Controls
Control Description
Advertiser The Advertiser drop-down list enables you to specify an advertiser: the Planner forecasts all advertiser campaigns.
Line Type The Line Type drop-down list enables you define the scope of forecasts by line type: display or video.
Goal Type The Goal Type drop-down list enables you to specify the scope of the forecast by goal type. To learn more, see Goal Type Adjustments.
Currency The Currency drop-down list enables you to specify currency used in Planner forecasts.
Forecast Horizon The Forecast Horizon drop-down list enables you to specify the start and end dates of the forecast. To learn more, see Forecast Horizon Adjustments.
Ad Size The Ad Sizes drop-down list enables you to specify which ads are to be included in the forecast. The more ads selected, the greater the range of inventory and the greater the reach of the campaign. To learn more, see Ad Size Adjustments.
Max Bid The Max Bid Slider enables you to adjust the line’s maximum bid eCPM, the maximum amount the advertiser is willing to bid on ad impressions. To learn more, see Max Bid Adjustments.
Targeting Adjustments to campaign targeting can be specified using the Targeting controls. To learn more, see Targeting Adjustments.

As a general rule, make incremental adjustments to one variable at a time and note how these changes affect line delivery and reach.

  1. Adjust the forecast horizon and the ad sizes.
  2. Adjust the maximum bid price and take baseline snapshots of line reach (unique cookies), line delivery (impressions served), the cost eCPM, and cost metrics within the low and high forecast ranges at different bid prices.
  3. Adjust the line’s targeting strategy.
  4. Review how changes to the line’s reach impact the estimated performance and costs at the different ranges in the Planner.

Goal Type Adjustments

The options displayed in the Goal Type drop-down list are constrained by the selected Line Type.

Line Type Available Goal Types
Display
  • None
  • CPA
  • CPC
Video
  • None
  • CTR
  • Maximize Viewability

Max Bid Adjustments

Moving the Max Bid slider along the horizontal axis raises or lowers the line’s maximum bid and alters the forecast.

The higher the max bid, the greater the odds that the bid will win the auction and the more impressions and unique consumers the advertiser can expect.

The Planner automatically updates the impression and unique consumer forecasts as well as the estimated average cost, effective CPM (eCPM), and total budget at the different max bid prices.

Forecast Horizon Adjustments

A forecast is always prepared for a forecast horizon, a discrete future time period that defines the temporal scope of the projections. The forecast makes predictions about the dependent variables during the forecast horizon.

The Planner can prepare forecasts for a variety of predefined periods (short-term forecast horizons: today, tomorrow, next week, or next month) or for a custom forecast horizon.

DSP forecast horizons enable predictions in the short-term, identifying time periods that stretch from the present into the near future (Today, Next 7 Days, Next 14 Days, Next 30 Days). The Tomorrow and Custom Days horizon are exceptions: in the inception of these forecast horizons is set in the future.

Forecast Horizon Description
Today Specfies a forecast that encompasses the current day.
Tomorrow The Tomorrow option specifies a forecast horizon that is set in the one day in the future.
Next 7 Days Specifies a forecast that covers the next week.
Next 14 Days Specifies a forecast that covers the next two weeks.
Next 30 Days Specifies a forecast that covers the next month.
Remaining Days Specifies a forecast that encompasses the days remaining in the campaign.
Custom Days Specifies a custom range of dates. Unlike most forecast horizons, which project into the future from the present, the Custom Days forecast horizon can be scheduled to start at any future date and extend far into the future.

Ad Size Adjustments

The Planner enables you to specify the media type and ad size of the inventory it uses to forecast future delivery and performance.

When you initially access the Planner you can choose whether to forecast a display line or video line. Depending on the media type selected, the Planner will display a range of ad sizes in the Ad Size drop-down list.

  • If you are interested in seeing how well a line will perform if bidding is limited to a subset of available inventory, you can specify the ad size of inventory that is included in the forecast.
  • If you want to include native display ads or native video ads in your forecast, you can select the native-display or native video options in the Ad Size drop-down list. Both the native-display and native-video options are displayed in the Ad Sizes drop-down list regardless of the media type initially specified.

The more ads that are included in the campaign, the greater the range of available inventory and the greater the reach of the campaign.

Targeting Adjustments

The Planner displays estimates based on the current targeting strategy as defined by targeting attribute configurations defined in the Targeting page.

The more targeting attributes you specify the smaller the size of 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.

The following targeting attributes cannot be used in forecasting for display lines:

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

Planner Charting

The Planner enables you to view summary estimates (impressions, unique cookies, cost eCPM, CTR, and total cost) of line or campaign performance based on the line’s maximum bid.

As you drag the Max Bid slider along horizontal axis, the Planner displays updated estimates at each maximum bid price point: impressions, unique cookies, cost eCPM, click-through rate (CTR), and total cost. To learn more, see Max Bid Adjustments.

Unlike the Forecaster which dynamically adjusts forecasts based on changes to a line’s bid strategy or the targeting strategy, the Planner displays updated impression, video impression, and unique cookie estimates only when you click the Update Results button. To learn more, see `Planner Forecasting`_.

Planner forecasts are always Planner is goal-specific. The Planner charts estimates based on four goal types:

  • CPM (None)
  • CPA
  • CTR
  • Max Viewability

The Planner shows both the low and high ranges (margins of error) for impression volumes and unique consumer counts. The low and high forecast ranges are displayed as dotted lines in the chart.

CPM Goals

If no goal type is specified, the Planner prepares a forecast for a campaign that is billed on a fixed-CPM basis. The Planner forecasts the number of impressions and unique cookies delivered given the bid price within the forecast horizon.

The Planner overlays two dynamically-generated line charts: a line that shows the estimated line delivery (the number of ad impressions served) and a line that charts the line’s estimated reach (the number of unique consumers served).

Planner

In the chart the vertical axis represents the number of impressions served (on the left) and the number of unique cookies (on the right). The horizontal axis represents the maximum bid the advertiser is willing pay per one thousand impressions.

Table 2 Planner Forecast Estimates
Metric Description
Impressions The estimated number of impressions served during the forecast horizon.
Unique Cookies The estimated number of unique consumers served ad impressions during the forecast horizon.
Viewable Imps The estimated number of viewable impressions served during the forecast horizon. (Displayed only if a viewability goal is set for the line.)
Maximum Bid The maximum bid is an independent variable that determines line delivery, line reach, cost eCPM, and the total cost of the line. (The targeting strategy is another independent variable.)
Cost eCPM The estimated effective cost per thousand impressions.
CTR The estimated click-through rate based on an average of historical click-through rates.
Total Cost The estimated total cost of the line during the forecast horizon.

CPA Goals

If a CPA goal is selected, the Planner prepares a forecast for a campaign that is optimized towards maximizing the number of actions delivered. The Planner forecasts the number of actions and unique cookies delivered given the bid price within the forecast horizon.

The Planner displays two dynamically-generated line charts: a line that shows the estimated the number of actions and a line that shows the estimated the number of unique consumers served.

Planner

In the chart the vertical axis represents the number of actions delivered (on the left) and the number of unique cookies served (on the right). The horizontal axis represents the maximum bid price the advertiser will pay per action (CPA).

Metric Description
Actions The estimated number of actions delivered during the forecast horizon.
Unique Cookies The estimated number of unique consumers served ad impressions during the forecast horizon.
Maximum Bid The maximum bid is an independent variable that determines line delivery, line reach, cost eCPM, and the total cost of the line. (The targeting strategy is another independent variable.)
Cost Per Action The estimated cost per action.
Total Cost The estimated total cost of the line during the forecast horizon.

CTR Goals

If a CTR goal is selected, the Planner prepares a forecast for a campaign that is optimized towards maximizing the number of clicks delivered. The Planner forecasts the click-through rate/number of clicks and the number of unique cookies served given the bid price within the forecast horizon.

The charts shows two dynamically-generated line charts: a line that shows the estimated CTR (the click-through rate) and a line that shows the estimated number of clicks given the specified Maximum Bid per click.

Planner

In the chart the vertical axis represents the click-through rate and on the right both the number of clicks and the number of unique cookies. The horizontal axis represents the maximum bid per click.

Metric Description
CTR The estimated click-through rate delivered during the forecast horizon.
Clicks The estimated number of clicks delivered during the forecast horizon.
Unique Cookies The estimated number of unique consumers served ad impressions during the forecast horizon.
Maximum Bid The maximum bid is an independent variable that determines line delivery, line reach, cost eCPM, and the total cost of the line. (The targeting strategy is another independent variable.)
Cost eCPM The estimated effective cost per thousand impressions.
Total Cost The estimated total cost of the line during the forecast horizon.

Maximize Viewability Goals

If a Maximize Viewability goal is selected, the Planner prepares a forecast for a campaign that is optimized towards maximizing the number of viewable impressions served. The Planner forecasts the number of impressions, viewable impressions, and unique cookies served given the bid price within the forecast horizon.

The charts shows three dynamically-generated line charts: a line that shows the estimated number of impressions, a line that shows the estimated number of viewable impressions, and a line that shows the estimated number of unique cookies given the specified Maximum Bid per click.

Planner

In the chart the vertical axis represents the number of impressions served (on the left) and the number of unique cookies (on the right). The horizontal axis represents the price paid per viewable impression.

Table 3 Planner Forecast Estimates
Metric Description
Impressions The estimated number of impressions served during the forecast horizon.
Unique Cookies The estimated number of unique consumers served ad impressions during the forecast horizon.
Viewable Imps The estimated number of viewable impressions served during the forecast horizon. (Displayed only if a viewability goal is set for the line.)
Maximum Bid The maximum bid is an independent variable that determines line delivery, line reach, cost eCPM, and the total cost of the line. (The targeting strategy is another independent variable.)
Cost eCPM The estimated effective cost per thousand impressions.
CTR The estimated click-through rate based on an average of historical click-through rates.
Total Cost The estimated total cost of the line during the forecast horizon.