How to Improve Line Item 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. Dynamic Budget Multiplier
    Applying the Dynamic Budget Multiplier to your Line will allow the Pontiac Platform to adjust daily budgets to catch up the pacing. To turn on the Dynamic Budget Multiplier, open the Line item, select ‘Edit’, check the ‘Allow Dynamic Budget Multiplier’ box and submit changes.
  2. Dynamic Frequency
    Applying Dynamic Frequency to your Line will allow the Pontiac Platform to increase or decrease the daily and lifetime frequency caps based on pacing. If your Line is pacing behind, this feature will increase the frequency that each user can see your ad allowing the Line to increase delivery. To turn on Dynamic Frequency, open the Line item, select ‘Edit’, check the ‘Allow Dynamic Frequency’ box and submit changes.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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, try using the ‘Expand Zip Targets’ feature. By adding additional zip codes within a tight radius you may achieve better scale and still stay in the target area. In the Targeting menu, open the zip code tab. Enter a radius in meters and select ‘Get Zips’. This will find zip codes within this radius from the center point of the zip code/s entered. A window will open showing you the list of zip codes found within this radius. Select ‘Add Zips’ to add the new zip codes to the targeting on the Line Item. If you are using a Lat Long Audience try expanding the Radius from 150m to 2251m. This should expand the potential Audience size and increase delivery.
  9. Site lists/App lists
    It is possible that the sites or apps that you are targeting do not have ads on them, have limited traffic, the ad slots are not available through the open exchange or the available ad sizes differ from the sizes you are using. The only way to know for sure if you can access these sites or apps is by testing it. You can try incremental increases in the bids to see at what CPM these sites might clear or expanding your site list with similar sites.  If you are not achieving the desired scale, but would like to target contextually a custom contextual segment could be a good alternative. Read more on this option here: Custom Contextual Targeting
  10. 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. 
  11. It is important to strike a balance between targeting and scale. If you are utilizing multiple targeting parameters on the same Line (Geo targets, Audience data, Site/App lists etc) you may be ‘over-targeting’ and restricting the Line from serving. Try removing or expanding one or more of the targeting parameters to see if the Line begins to serve.