This is entirely up to you, but we suggest you keep to a specific nomenclature for all your campaign names, such as this format: Country_CreativeType_OS_Product

Example: DE_Video_iOS_ShoppingApp.

Deal ID is a unique alphanumeric code given to a direct deal done via programmatic between the advertiser and the publisher. It is specific to a preferred deal or private auction. The campaign competes for the impression only in the preferred deal or private auction and thus becomes ineligible to compete for the impression in the Open Auction.

The default time standard for all campaigns is UTC (GMT +0), and you cannot change this.

The default option is Run ads all the time, which means that the campaign will run 24/7. However, if you plan to run within a specific time frame, select Run ads on a schedule instead.

A schedule is useful if you want to target active hours based on the countries selected or if you want to reach users at the time where engagement may be higher. For example, if a fast food chain was running a campaign to attract customers for their breakfast menu, they would run their ads in the morning to ensure maximum relevance.

Note: If you run campaigns using our CPI optimization type, our algorithm takes care of the time of the day and optimizes the delivery based on its learnings to deliver more impressions during the time when it can get the best CPI and scale.

You can select any of three optimization goal types available in the platform for each campaign. Each type adjusts the bid price based on what is most important for each advertiser.

Please refer to the Creative Specifications and Guidelines for more information. You can run only 1 Creative Type per campaign, so it is best to understand how each creative type can add value to a campaign.

While the algorithm is optimizing for CPC or CPI, bidding happens on CPM. The model calculates a predicted probability of conversion (click/install) and prices the impression on CPM accordingly.

This feature allows you to control the maximum CPM you want to bid on each impression while still leveraging the CPC or CPI model.

This field is applicable only when the CPC or CPI Optimization Type is selected and is switched on by default. When switched on, the Max Bid (CPM) field appears.

Max Bid (CPM) is the maximum CPM you want to bid on each impression. This field is applicable only when the CPC or CPI Optimization Type is selected.

Target CPC or CPI is the CPC or CPI you would like to achieve for your campaign. This field is applicable only when the CPC or CPI Optimization Type is selected.

For example, if you want to spend a maximum of $100 a day, you can indicate that in the Daily field. If the campaign has a fixed budget of $5,000 overall, you can indicate that in the Total field.

Note: Campaign will stop serving when it hits the daily budget or the total budget caps.

Impression Capping allows you to limit the number of impressions served in the campaign daily or in total and does not factor in pacing. By default, this field is switched off. If this is enabled, you have the option of switching on the Impression Pacing field as well.

Frequency Capping allows you to limit the number of times that your ad will be shown to a user over a period of time. This ensures that your ad does not get served to the same users too often within a given number of days (to avoid audience fatigue).

By default, None is selected. If Impressions is selected, the Max (number of times) field and the maximum number of Days field will appear.

Auto Blacklisting will automatically blacklist Placement IDs that are not performing well.

The algorithm looks at performance of app placements and calculates the probability of whether an app will perform well for the campaign or not. If the model predicts that the app is not a good fit, it will automatically blacklist it for the specific campaign. It will remain blacklisted for some days but it can be removed after a few days to test and see if the performance has improved.

By default, this field is applicable to only CPI Optimization Type and is switched off.

If you are using other Optimization Types or prefer more granular control and want to manually blacklist Placement IDs, refer to the Black List segment of the Targeting section.

Country targeting is a mandatory field. You can toggle between Include and Exclude by clicking on the buttons next to the fields.

The selection of States and Cities will be populated based on the Countries chosen. For example, if you had selected United States, you will only be seeing US States and Cities in the respective dropdowns.

Zip Code targeting is enabled only if one country is selected. The field will be locked if multiple countries are selected. Do note that there is a maximum of 20 characters per Zip Code and a maximum of 1,000 Zip Codes in total. Only hyphens, commas, numerals, alphabets and wildcards (*) are allowed.

To target a range of Zip Codes, you can use * as a wildcard. For instance, 107** allows you to target 10712, 107AB etc.

Note: Zip Codes will not be verified against the country. If the Zip Codes are not for the selected country, ads will not be served to that audience.

Lat-Long allows hyperlocal targeting, such as the location of an airport. Do note this narrows down the inventory greatly and may also drive the bid price up.

Coordinates must be in the following format:

Latitude 1, Longitude 1, Radius 1 | Latitude 2, Longitude 2, Radius 2, etc.

Latitude can range from -90 to 90. Longitude can range from -180 to 180. Radius is defined in miles and can range from 0.5 to 999 with 2 decimal points.

Note: There is a limit of 2,500 geo-locations in total.

We offer a wide range of supply integrations and support multiple Creative Types. Advertisers can leverage different exchanges to run their campaigns and get the advantage of winning the same publisher's inventory across different positions in the publisher's waterfall. For a full list of ad exchanges we are integrated with, click here.

You have the option to run across all exchanges by leaving the Exchanges field blank.

Note: Approval is based on criteria such as Creative Type & Campaign Category (e.g. Entertainment or Personal Finance). If a new exchange is added anytime after the campaign has already been approved, please reach out to the AM team for re-approvals.

We have access to global traffic of over 1Bn QPS. This is largely split into App (85%) and Mobile Web (15%), though this fluctuates depending on criteria such as Country, Ad Format or Creative Size.

With App traffic, you have the additional option of granular and contextually relevant targeting based on an App's Category, Genre and Sub-genre with the Smart App Categories feature.

You can select either of these options in the dropdown list. By default, All is selected.

Network Type refers to the network connection type of the mobile device, in this case, WIFI and Cellular. You can select either of these options in the dropdown list. By default, All is selected. To target specific carriers, select Cellular and another dropdown list will appear below.

Carrier-targeting is applicable when Network Type selected is Cellular. The selection of Carriers will be populated based on the Countries chosen. For example, if you had selected United States, you will only be seeing US carriers in the dropdown.

OS refers to the Operating System of the mobile device. By default, both Android and iOS are selected.

The options available are All and Specific Version.

The selection of OS Versions will be populated based on the OS chosen. For example, if you had selected iOS, you will only be seeing iOS versions. By default, All is selected.

A Device Identifier is a unique string of characters or numbers that helps track and identify a specific device, such as a smartphone or a tablet. You have the option to do granular targeting based on whether Device ID information is present in the bid request or not. The options available are Present, Missing, or Both. By default, Both is selected.

The options available are Phone, Tablet or All. By default, All is selected.

This refers to the brand of the mobile device and will be based on the OS selected. For example, if you had selected iOS, you will only be seeing Apple in the dropdown list.

This refers to the language of the mobile device that the user has configured, for example, English or Russian.

Smart App Categories provide a uniform, consistent and granular categorization of both Gaming and Non-Gaming apps across Play Store and App Store. As of this update, Smart App Categories consist of 8 Categories, 42 Genres and 350 Sub-genres, allowing granular and contextually relevant targeting.

The Interactive HTML aims to deliver an engaging interactive user experience, while also offering the benefit of gathering users responses.

Video creatives follow the VAST protocol, a standard defined by the IAB to ensure seamless communication between ad servers and video players when serving video ads.

Native ads fit seamlessly into the look and feel of non-advertising content units, which improves engagement and overall user experience. These ads complement the form, design and function of their environment, delivering a less intrusive user experience as a result.

You can input the App Bundle IDs that you want to optimize in the Bundle ID field.

An App Bundle ID is:

A unique identifier for an app on all exchanges. Typically, iOS Bundle IDs have a numerical format (e.g. 1617391485) while Android Bundle IDs have an alphabetical format (e.g. com.example.myapp). To get this value, you may use the macro {APP_BUNDLE}.

You can get these IDs from Reports or from the Running Apps section of the Campaign View page.

In the Bundle ID Bid Multipliers popup, input the Multiplier value, Bundle ID and Expiry Date (optional). Click the + button to add the entry, then click the Save button. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.

You can input the Placement IDs that you want to optimize in the Bundle ID field.

A Placement ID is:

A unique Alphanumeric ID for an app which is specific to an exchange. To get this value, you may use the macro {EXCHANGE_ID}_{APP_ID}.

Example: 10038-accuweather.com

You can get these IDs from Reports or from the Running Apps section of the Campaign View page.

In the Placement ID Bid Multipliers popup, input the Multiplier value, Placement ID and Expiry Date (optional). Click the + button to add the entry, then click the Save button. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.

In the Exchanges Bid Multipliers popup, input the Multiplier value, then select the Exchange from the dropdown list and input Expiry Date (optional). Click the + button to add the entry, then click the Save button. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.

In the Network Type Bid Multiplier popup, input the Multiplier value, then select either Wi-Fi or Cellular and input Expiry Date (optional), then click the Save button. You can only select one option for the Network Type parameter. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.

In the Device Identifier Bid Multiplier popup, input the Multiplier value, then select either Present or Missing and input Expiry Date (optional), then click the Save button. You can only select one option for the Device Identifier parameter. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.

In the Location Bid Multipliers popup, input the Multiplier value, then select Country from the dropdown list and input Expiry Date (optional). The countries listed are what you have pre-selected in the Countries segment within the Targeting section. Click the + button to add the entry, then click the Save button. To edit the entry in the future, click the pencil icon again and adjust accordingly. To remove the entry, simply click the X button.