Overview

Our optimisation tool allows your DV360 campaigns to be optimized using various configurable entities, facts, and outcomes. Each component plays a role in evaluating campaign performance metrics and adjusting parameters for optimal results as explained further.


Entities

Entities represent components within the campaign structure, each associated with specific facts that capture different campaign metrics. The supported entities are:

  1. Insertion Order
  2. Line Item
  3. Ad Group

Facts

Facts represent measurable attributes tied to entities. They provide data about campaign performance and serve as inputs for decision-making. The facts include:


  • Total Spend: Represents the cumulative spend in the campaign.
  • Yesterday's Spend: The spend recorded on the previous day.
  • Yesterday's Spend Pace (in %): The percentage indicating spend pace for the previous day.
  • Elapsed Days: The number of days since the campaign started.
  • Elapsed Days (in %): Percentage of campaign days that have elapsed in comparison to the total campaign duration.
  • Line Item Type: The type of line item. Options are:
    • Target Frequency
    • Non Target Frequency
  • Bid Amount: The bid amount set for the ad group.
  • Delivered CPM: The cost per thousand impressions (CPM) actually delivered, Can be compared against the Planned CPM.
  • Planned CPM: The target CPM planned, Can be compared against Delivered CPM.
  • Daily Budget: The daily budget allocation for a line item.
  • Remaining Budget: The remaining budget in the campaign.
  • Remaining Days: The number of days left in the campaign.


Entity : Insertion Order


If you select "Insertion Order" as the Entity, you can choose only one Fact from the list associated with it. After selecting the Fact, you then choose an Operator and enter a Value.

  • If you select "Delivered CPM" as the Fact:

  • You must also select a Type Value, which can be either "Fact" or "Value".

  • If you choose "Fact" as the Type Value, then "Planned CPM" will appear as the corresponding Fact to compare against.



Entity : Line Item


Entity : Ad Group




Outcomes

Outcomes define the potential actions or adjustments to optimize the campaign.


Basic

Adjustments include changing the 'daily budget' for LI entities or 'bid' for Ad Group entities.


Custom

  1. Optimise LI Daily Budgets: Adjust LI daily budgets using a buffer percentage, with a required parameter buffer percentage (default: 2%).
  2. Increase Ad Group Bid (Capped by CPM): Increase bid amount with a cap set by CPM. Parameters include:
    • Cap by CPM ?: Whether to cap the increase by CPM
    • Increase by (in %): Percentage increase applied to the bid


Outcome Actions

Outcome actions specify the types of adjustments possible for campaign facts. Supported actions include:


  • Set: Sets a value directly.
  • Increase: Increases a value by a specified amount (Numerical only).
  • Increase by Percentage: Increases a value by a percentage (Numerical only).
  • Decrease: Decreases a value by a specified amount (Numerical only).
  • Decrease by Percentage: Decreases a value by a percentage (Numerical only).


Know more about optimisation and reporting in the following articles: