Once you have created an Insertion Order, it is time to create a Line Item. Line Items offer a second level of flexibility. A line item defines the financial agreement with the advertiser, including how much the advertiser has allocated to spend (budget), the basis on which the advertiser has agreed to pay (revenue type). It is the third step in the hierarchy (Advertiser > Insertion Order > Line Items > Campaigns). After setting up a line item, you can create campaigns to specify how to execute the media investment. To create a new Insertion Order navigate in you advertiser to Demand > Line Item and press the new-line-item button.
In settings you have to select the following:
- Name: Enter the name for the line item. You will later be able to search for and report on the campaign using this name.
- Status: The status is set to "Inactive" by default to prevent the underlying campaigns from spending before all necessary settings and creatives are complete. You can set the state to "Active" at any time.
- Frequency cap: The line item frequency cap is disabled by default. Any frequency cap you will define here will ensure that across all campaign that belong to this line item, you will never show more impressions than defined during the set timeframe.
Frequency Cap Example:
Let's say you have 10 campaigns linked to a single line item, each campaign with a frequency cap of 10 impressions per 24 hours. This means that potentially, a user could be targeted with 100 impressions in total.
When you define a frequency cap of 50 impressions per 24 hours on the line-item level however, the user will see only a maximum of 50 impressions coming from the 10 campaigns during that 24 hour timeframe.
Note: This does not mean that each campaign will deliver an even amount of impressions. The algorithm will always optimize towards the most relevant delivery of impressions.
The line item level will also allow you to fill in a specific budget. This budget is the total budget of all campaigns for that specific line item. This field will not have an effect on your campaigns, but will only give you an overview of the daily spend needed for this specific line item in your reporting. It is possible this budget differs from the budget you filled in on the insertion order level, as you are allowed to use multiple line items.
Cost rules allow you to report third party costs that are on top of the media spend budget. Such as creatives, hosting, managed buy fees or other costs.
The next and final step is adding Creatives to the platform. Once you have these, you are ready to create your first campaign.