Overview

This article explains the priority and volume settings in direct insertions.

Group volumes

This article describes priorities and volumes for single insertions. To set group volumes shared by multiple insertions, see Create direct insertion: group volumes.

Ad selection process

Understanding the ad selection process is essential for managing priorities and volumes. To select and deliver the most appropriate ad in response to an ad request, the system performs the following steps: 

• Identify all insertions eligible for delivery in response to the ad request. An insertion is considered as eligible if its placements and targeting criteria match the ad request.
• Select the best insertion based on priority and the progress toward its delivery goals.
• Additionally, if programmatic monetization is set up with the Holistic yield option, attempt to maximize yield through programmatic monetization, while ensuring guaranteed insertions reach their goal volumes.

Access

To access the priority and volume settings, go to the Delivery section of the insertion.

Priority model

The following chart shows Equativ’s priority model with details about the usual use cases, delivery mode, and rate types.

Guaranteed priorities

Use guaranteed priorities when you must deliver a specific goal volume, such as a set number of impressions, to an advertiser or agency.

The system treats these volumes as reserved inventory in Forecast calculations. For more details, see Create direct insertion: insertion forecast. 

Guaranteed insertions can compete for placements with open auctions. If the programmatic monetization uses the Holistic yield option, the system will ensure that guaranteed insertions meet their volume targets. A winning bid will only take priority, if no competing guaranteed insertion is behind schedule. For more details about the Holistic yield option, see Activate open auctions.

Exclusive priorities

Use Exclusive priorities for flat-fee insertions that must take priority over all other insertions on specific placements for a limited time.

Higher exclusive priority levels take full priority over lower levels. For example, an Exclusive 2 insertion receives all impressions when competing with an Exclusive 3 insertion.

Weight

For Exclusive insertions, you can enter a weight between 1 and 100 to act as a secondary priority level. The system uses weights to prioritize multiple insertions on the same level, such as multiple insertions on the Exclusive 2 priority.

High and Normal priorities

Use High and Normal priorities for insertions sold on a CPM, CPC, or CPE basis.

Insertions on the High 1-4 levels generally take full priority over those on the Normal 1-4 levels. However, if, for example, a High 3 insertion pauses to ensure even delivery, the system may select a lower-priority insertion, such as a Normal 2 insertion.

Non-guaranteed priorities

Use non-guaranteed priorities when reaching a specific goal volume isn’t critical. Only use these levels if you have no volume commitment to the advertiser or agency.

Non-guaranteed insertions can run on placements also used for open auctions. Any winning bids from open auctions take priority over non-guaranteed insertions.

eCPM priority

Use the eCPM priority to maximize the effective CPM (eCPM). These are typically long-term insertions—for example, one year—sold on a CPM, CPC, or CPE basis without a goal volume.

To use this priority, you must enter cost data (CPM, CPC, CPE, or Flat fee) in the General settings section of the insertion. If you define a discount, the optimization algorithm uses the net price.

Regardless of the cost type, the system optimizes all eCPM insertions to achieve the highest possible effective CPM. For example, a CPC insertion might deliver more often than a CPM insertion if its click-through rate generates a higher eCPM.

Low priorities

Use Low priorities for insertions sold to minor agencies on a CPM, CPC, or CPE basis. Low priority volumes are non-guaranteed. Don’t use them for volume commitments. 

Very low 1 and Very low 2-4 priorities

Use Very low 1 and Very low 2-4 priorities for in-house (unsold) ads or backfill ads, usually without any rate.
Create at least one Very low insertion on each placement in your network. If no active insertion is available, the system serves a transparent 1x1 pixel.

Higher Very low priority levels take full priority over lower levels. For example, a Very low 2 insertion receives all impressions when competing with a Very low 3 insertion.

Weight

For Very low 1 and Very low 2-4 insertions, you can enter a weight between 1 and 100 to act as a secondary priority level. The system uses weights to prioritize multiple insertions on the same level, such as multiple insertions on the Very low 2 priority.

Very low - eCPM priority

The Very low - eCPM priority functions like the eCPM priority mentioned earlier in this document, but is located between the Very low 1 and Very low 2 priority level.

Goal volumes

* Not compatible with Exclusive 1 priority.
** Only compatible with Exclusive 1 priority.
*** Only compatible with insertions with Impression type In-stream video, Out-stream video, or Audio. Not compatible with Exclusive 1 priority.

Delivery mode

The delivery mode determines how the goal volume is delivered:

• Even: This delivery mode distributes the volume evenly across the duration by pausing delivery for short periods.
• Asap: This delivery mode delivers the volume as quickly as possible, without even distribution. The goal may be reached before the end date.

Depending on the selected goal volume, the delivery mode applies to either the entire insertion duration or to each day:

• Entire insertion: The delivery mode applies to the entire insertion duration in case of goal volumes: Impressions, Minimum impressions, Clicks, Viewable impressions, Video completes, Video starts, Video 1st quartile, Video midpoints, Video 3rd quartile, Impressions per day, Clicks per day.
• Each day: The delivery mode applies to each day in case of goal volumes: Impressions per day, Clicks per day.

Daily volume cap

You can set an optional daily volume cap—Impressions per day or Clicks per day— in addition to the goal volume.
Impressions/Clicks per day as daily volume caps are fundamentally different from Impressions/Clicks per day as goal volumes. Goal volumes use an algorithm to analyze and optimize delivery based on your selected delivery mode (Even or Asap). In contrast, a daily volume cap is a threshold with no delivery optimization. Once reached, delivery stops until midnight and resumes the following day.

Compatibility matrix 

The following table lists the priority levels with the following information:

• If the priorities level supports a weight. 
• The compatible delivery modes (Even or As soon as possible).
• If specifying a goal volume is required or optional.
• Recommendations for usage.

* Supports a weight between 1 and 100 to act as a secondary priority level. The system uses weights to prioritize multiple insertions on the same level, such as multiple insertions on the Exclusive 2 priority.

** The compatible Goal volume types depend on the selected priority level and impression type: 

• Exclusive 1 priority level and any impression type:
  • Minimum impressions
  • Impressions per day
  • Clicks per day
• Any other priority level and impression type Display or Native:
  • Impressions
  • Clicks
  • Impressions per day
  • Clicks per day
  • Viewable impressions
• Any other priority level and impression type In-stream video, Out-stream video, and Audio:
  • Impressions
  • Clicks
  • Impressions per day
  • Clicks per day
  • Viewable impressions
  • Video completes
  • Video starts
  • Video 1st quartile
  • Video midpoints
  • Video 3rd quartile