Create a Line Item within a Campaign

A line item is used to deliver against an advertising strategy. Line items can be added from the campaign page by clicking “Add Line Item”. From there, you can configure targeting and other settings. Two types of options are available in the configuration:

1. Mandatory core settings without which a campaign will not run, and
2. Optional overrides of Quantcast automation settings, which are enabled by default for optimal performance.

Click “Save” to confirm your configuration.

Mandatory core settings

• Name: a unique name used to identify the line item (e.g., region_goal_audience_format).
• Goal: type of goal you are looking to achieve with this line item (e.g., CTR, CPA, ROAS, etc). This is one of the most important pieces of the line item configuration since the type of goal selected defines what our AI will optimize toward.
• Goal value: the value you want to optimize toward. Since optimization always requires making tradeoffs between multiple parameters (e.g., for a given a budget, there is a tradeoff between CPA and the number of impressions that can be serve), specifying a realistic and accurate goal value is important to ensure that our AI makes the tradeoffs most beneficial for the outcome you wish to drive.
• Audience: Depending on the type of goal you are looking to achieve, audience configuration will require different inputs:

1. For CPA and ROAS (Cost Per Action and Return on Ad Spend, respectively):  
   • Conversion audience: Use this Audience when you want to address customers who visited and converted on your site. The audience must be a site audience or combination of multiple site audiences.
   • Prospecting: Use this Audience when you want to prospect new customers that have not visited or converted on your site in the past. Our AI will identify new customers that exhibit behavior similar to your converters.
   • Retargeting: Use this Audience when you want to re-target customers that have already visited your site (i.e., customers that have visited any page of your site as long as it has been tagged).
2. For CTR and Viewability:
   • Target Audience: Select the audience that you want to reach. Learn how to build a custom audience or use an available demographic audience.
   • Goal will be automatically set to drive creative clicks and viewability
3. For Site Visits:
   • Target Audience: Select the audience that you want to reach. Learn how to build a custom audience or use an available demographic audience.
   • Site Visit Event: Select the page that you want to optimize and drive traffic to. This should be a site entry page such as the ‘homepage’ and not a conversion event. Goal value should be a desired Cost Per Site Visit.
4. For Audience Validation, Brand Study, and Store Traffic:
   • Target Audience: Select the audience that you want to reach. Learn how to build a custom audience or use an available demographic audience.
   • Average Frequency: Set the target frequency goal for this line item. Frequency per user will be for the duration of the individual flights. Learn how the frequency management system works. 

1. Enter the individual regions to include or exclude, or
2. Upload a list of DMAs or zip/postal codes.

Note: If you have multiple line items with the same geo-targeting, you may download the geo-targeting configuration from one in order to apply it to another.

• Format: type of creative (link to Upload Creative) format that you want to use for this line item (e.g., HTML5/Static, Rich Media, Pre-roll video).
• Flights: used to allocate budget to a line item. To add a new flight, click “Add Flight”. A new row will be added to the flights table. Set the desired start and end dates and specify the desired budget. If you specified a margin when creating the campaign, you will see gross and net prices displayed separately. Budgets are always entered as gross budgets (inclusive of all fees). Quantcast will automatically calculate the net budget (budget spent directly on Quantcast advertising). Once you’ve set the dates and budget for the new flight, click “Apply” to finalize the flight. As with all other settings, changes will only become effective once you publish the entire campaign.

Automation Settings

Quantcast automatically allocates budget toward the impressions most likely to drive your desired outcome. Predictive analytics fueled by direct measurement of the entire web enables us to completely remove human bias from campaign optimization. You may manually override this automation for certain settings if you wish. To override auto settings, toggle the setting from ON to OFF, prompting manual entries to customize.

1. Viewability: If you want to set a minimum viewability threshold to target, you can opt out of the auto settings here and set a specific viewability goal to target. For certain goal types, we may provide viewability guarantees; this will be indicated.
2. Site Lists: Site lists allow you to directly influence the sites that your ads will or will not be served on. You can specify a set of blacklists to augment our existing default blacklist, or provide whitelists that specify a list of sites to run on exclusively. We recommend to use these lists sparingly, as large blacklists and small whitelists can significantly reduce the number of qualified users eligible for the campaign. You can add blacklists and whitelists to your campaign by selecting a previously-configured site list.
3. Devices: you can opt to restrict the devices and operating systems that are targeted. It is generally our recommendation not to restrict any of these settings as we are designed to predict and target users most valuable to you, regardless of what device they are using.