ID 103. Spend monthly budget with fix CPM evenly (pay for media cost)

This strategy buys the required volume of impressions, bidding for the relevant bid requests within the fixed CPM. The strategy will not exceed the specified average CPM, and it is generally used for in the following cases:

  • For branding campaigns with the definite quality of supply identified with the CPM level.

  • For buying deals.

  • For the even spend of budget for traffic that is consistent in quality and volume

Brief Overview

Budget Factor

Description

Payment Model

Pay for media cost

Primarily Goal

Spend Budget

Budget Pacing

ID 101 for Evenly or ID 102 for ASAP

Budget Types

ID 101 for Lifetime or ID 103 for Monthly

Recommendations

If no targeting restrictions are set, the strategy will buy the cheapest available inventory; this can negatively impact the inventory quality. We strongly recommend to use this buying strategy with inventory restrictions such as:

  • Traffic source lists, e.g. domains, URLs, app bundles.

  • User segments uploaded to BidCore or collected by segment pixels.

  • Specified supply sources, e.g. non-guaranteed deals.

Conversely, if the settings are too strict the strategy will buy all available traffic, but it may not be enough to spend the allocated budget and achieve the volume goals. The possible causes of this may be:

  • The campaign targets user segments with a limited number of UUIDs and uses additional targeting parameters e.g. SSP or geo that significantly limit the audience.

  • Low CPMs targeting premium supply sources, e.g. domains, app bundles, SSPs

  • Low CPMs and high margin volume.

Strategy Settings

Budget

The total budget of the line item includes margin, extra fees, and media cost. This strategy will spend 100% of the budget during the specified flight dates with lifetime pacing. The budget will not be fully spent if some settings, e.g. CPM, margin, targetings are too strict, as there will not be enough inventory to purchase.

CPM

The CPM in this strategy is an upper restriction for the optimization engine, i.e. the average CPM will never be higher than specified. As the strategy has lifetime pacing, it can buy inventory with a CPM higher than specified, but the final average CPM will b be equal or lower than specified.