ID 23. Maximize volume of viewable impressions with target margin

This strategy will buy as many viewable impressions as possible, achieving the specified margin goal, with CPM less than or equal to the target amount. It will try to buy the cheapest viewable impressions available while achieving the target margin. The strategy is recommended if you want to maximize the impression viewability.

Brief Overview

Budget Factor


Payment Model

Pay for media cost

Primarily Goal

Maximize viewable impressions volume

Use Case

Maximize the volume of viewable impressions while achieving the target margin

Budget Pacing


Budget Types



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

  • Low CPMs

  • Low CPMs with strict targeting

  • High CTRs with limited traffic volumes

Strategy Settings

Advertiser 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.

Maximum average CPM

The CPM in this strategy is a 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 some inventory with CPMs higher than specified, but the final average CPM will be equal or lower than specified.

Target margin

Margin is a fixed percentage of the total media cost. The target CPL is automatically calculated according to margin and the strategy will bid with the CPL decreased to cover the margin. This ensures the buying strategy always takes margin into account and complies with the target CPL.