Line item types and priorities

Line item type and priority are a starting point to determine how a line item competes with other line items, yield groups, and Ad Exchange for impressions. Line item type and priority are only one factor in ad selection.

Each line item must specify a line item type. Line item types are mapped to a numeric priority value that serves as a guide for ad selection. The lower the number, the higher the priority.

For example, guaranteed "Sponsorship" line items are priority 4, while non-guaranteed "Bulk" line items are priority 12. When these line items compete for an impression, the Sponsorship line item is prioritized over the Bulk line item and wins ahead of the Bulk line item during ad selection.

A line item's delivered impressions total might exceed the daily or lifetime cap by a small amount due to delayed impression counting or simultaneous requests that occur as the cap is reached.

The Preferred Deals line item type has a fixed priority value that ensures it wins ahead of the Open Auction and all other line item types except Sponsorship and Standard line items. Sponsorship and Standard line items generally serve ahead of Preferred Deals except when Dynamic Allocation is activated and non-guaranteed competes with guaranteed line items in real time.

While Sponsorship and Standard line items are for demand that is guaranteed, Network, Bulk and Price Priority line items are for demand that is non-guaranteed. Any third-party ad network or exchange that provides an appropriate ad tag can be represented by a non-guaranteed line item that competes based on a price that you enter into Ad Manager—for example, this is how header bidding can be configured. House line items are for advertising your own products and services.

Since non-guaranteed inventory can safely be superseded, these line item types are not included in lists of contending line items when performing a forecast. If you want to offer guaranteed inventory to an advertiser or buyer, use Sponsorship or Standard line items.

Ad Manager ranks all eligible remnant line items (Network, Bulk, Price Priority) set to a CPM rate by their value CPM. If there is no value CPM, Ad Manager uses the line item CPM rate instead.

Remnant line items set to a CPA rate (Network and Bulk) are treated like House line items: as if they have a $0 rate and, thus, do not compete on price via dynamic allocation.

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