Improving Pacing

If you are unsatisfied with the scale of your campaign or your Line Items are pacing below 80%, we recommend evaluating the following potential issues or obstacles to delivery and making changes to your campaign accordingly.

  1. Remarketing Audience size
    If this is a remarketing campaign, the size of the audience may be restricting delivery. It takes some time after the pixel is placed on the website to build a substantial remarketing Audience. If the remarketing pixel was recently placed, it is normal for delivery to be limited and additional changes do not need to be made at this time. To check the loads for a Remarketing segment open the Advertiser menu and expand the Audience section to view the Audience metrics. You should see ‘Total Loads’, ‘Avg Daily Uniques’, and ‘Avg Monthly Uniques’. If your Remarketing segment is showing 0 ‘Loads’ after it has been placed for several days, there may be an issue with the pixel placement. Email your Account Manager to check pixel placement.
    You can increase your remarketing segment size by launching a simultaneous prospecting campaign, driving new users to your website who will then be added to this Audience. Additionally, you can add the segment pixel into the Creatives of your prospecting campaign to further increase your audience size by also adding users into the pool who see your ads, but don’t click on them or land on your website.
  2. Third-Party Audience Loads
    If you are using Third-Party Audiences email your Account Manager to check the metrics for these Audiences. If the Audience does not contain an adequate number of users, your Account Manager can recommend similar Audiences with more users that should improve delivery.
  3. Custom or On Boarded Audience Size
    Appropriate targeting will help make your campaign stronger. However, keep in mind, if the targeted pool is too small, the scale of your campaign will be limited. It is important to strike a balance between targeting and Audience size.
  4. Multiple Audience Segments
    If you are using several audience segments, open the Line Item menu and look at the green box/boxes that contain the Audiences you are targeting. If there is an ‘And’ between the segments or groups of segments, this is restricting delivery to ONLY serve to individuals who belong to ALL of these segments or groups of segments. Layering several Audiences in this manner could severely restrict the size of your potential Audience and will limit impressions served. You can edit the logic by editing the Line and selecting ‘Associate Segments’. This will open the Audiences window where you can modify targeting to ‘Any’ or ‘All’ between segment groups. For more information see here: Boolean Logic.
  5. Geo Targeting
    Geo-targeting is a valuable strategy to reach your desired Audience, however, if the geographic area that you are targeting is too small, delivery of your campaign could be restricted. If you are using Zip Codes and not seeing success, try targeting a region or DMA instead. Zip Codes can be limiting because only 60% of computers are identifiable to the Zip Code level, so by using a region or DMA, you can achieve more scale and stay in the target area. If you are using a Lat Long Audience try expanding the Radius from 138m to 2251m. This should expand the potential Audience size and increase delivery.
  6. Increase Bids
    Higher bids will help win more impressions and will also improve the quality of the inventory. If you are targeting an Onboarded Audience or a Third-Party Audience with an additional cost, we recommend that you add the associated price of the most expensive segment to your base and max bids to ensure that you can win impressions. The closing CPM will include the cost of the Audience data, so if your base bid is $2.43 and you’re targeting an Audience with a cost of $2.00, you would really be bidding $0.43 for the media. See our general bid recommendations here: Bid Recommendations.
  7. Sensitive Creatives
    If one of your Creatives is flagged as ‘Sensitive’, this content is allowed on the platform, but the Line Item will be restricted to the sensitive publishers that allow this type of content. Any exchanges that you selected to target will be ‘grayed’ out and only the exchanges allowing sensitive content will be targeted. This may restrict both delivery and performance of your campaign as these exchanges typically contain lower quality inventory and can also include fraud. Audit results can only be changed by resolving the issue that caused the Creative to be flagged as sensitive. If you think your Creative was flagged incorrectly, email your Account Manager.