Augmented Line Items (And CPC Items for Xandr)

Augmented line items enhance the standard features of items by providing options to support more sophisticated users. Augmented Item can be configured in ADvendio by setting the [Configure Ad Type Formats] for Xandr products  to Augmented. All further configurations can be done similarly to regular Xandr Items. In general, we support the same targeting options for Augmented Items as for Standard and Guaranteed Line Items.

Here is a quick overview of the relevant Augmented Line Item settings we support:

• Ad Type

• Underspend catch up

• Supply Strategy

• Budget Type *

• Geography

• Flight 1 (ADvendio currently only supports a single flight, per item. All relevant information like start/end date, budget, and pacing can be set from ADvendio)

• Daily pacing allocation

• Managed Inventory Targeting

• Audience Segments

• Frequency Caps

• Device Type

• System

• Reporting Labels

2.1 Set required Geo-Targeting

To set up Geo Targeting criteria in ADvendio, you can use our geo-targeting feature in the Media Configuration. But, as this is required to be set, you might want to save your Sales Reps additional steps in setting up their Campaign Items, by predefining geotargeting on the product level. Good news: we got you covered!

With the Ad Spec AdServer ID Assignment, you can decide for each of your Ad Specs, which geo-targeting will be submitted automatically to Xandr. These criteria can be either included or excluded and will be used for each Campaign Item created from that Ad Spec. You can still add additional Geo-Targeting to your item, but not remove the predefined geo-targeting.

To configure this, open the Ad Spec and manually create new assignments to AdServer IDs. To do so, open the related lists and click the new button on the list of AdServer ID AdSpec Assignments:

Open

You can then select the AdServer ID which represents your Geo Targeting criteria you want to use (e.g. the country you want to include)

Open

Click the save button and you geo preconfiguration is done! For more information you can also view 3.2.3 Predefined AdServer Targeting for Products: Connect Ad Specs via Ad Server IDs

2.2 Configure the Supply Strategy

The supply strategy is mainly used for buying augmented line items to configure from which sources inventory should be considered:

• Only from managed inventory

• From Open Auctions

• Or from Deals (Xandrs equivalent of private auctions)

This can however also influence the performance of your sold items as a publisher and will also influence the targeting options that are available. As a default, ADvendio will target only managed as a supply strategy.

You can however change this, by using our supply strategy field. Simply select which supply sources you want to use and save this.

This information can be set on a Campaign Item or preconfigured on an Ad Spec. If you set a specific value on the Campaign Item, it will override any settings on the Ad Spec level.

2.3 How to Set up Goals and Pacing for Augmented Line Items? And how are flights configured?

For Augmented Line Items, ADvendio provides certain setting possibilities for goals and flights.

1. ADvendio always creates a single Flight for each Augmented Campaign Item, the start and end date of the flight being based on the Campaign Item's start and end date.

2. You can set the overall Budget either to a specific Budget or as Unlimited.

   1. Attention: Unlimited Budgets at the Augmented Line Item level are not compatible with Insertion Orders that use Budget Type Flexible since it requires an unlimited budget at the IO level as well.

3. Use the ADvendio Budget Type field, to set up if your Augmented Item will use an Impression Goal or a Revenue Budget. Depending on the choice, either the Campaign Item Quantity field from ADvendio will be used to set your Impression Budget or the Revenue Budget will be set according to your Amount Net/Net.

4. You can decide whether to use a pacing percentage or a daily budget. Those settings are controlled by the Secondary Goal Type and Secondary Goal Budget/Percent fields.

5. Underspend catch up is an option that is assigned by default when configuring an AdType for the Xandr record type → and the AdType picklist option “Augmented (ALI)” is selected
   
   

More information on setting up the goals for Xandr in ADvendio can be found here: [Configure Ad Type Formats] for Xandr products and here: 4.2.5.6 How to overwrite Item Type and Goal settings from your Ad Type on Campaign Items(Ad Type, Goal Type, Goal Percent / Quantity)

2.4 Setting up CPC Items with a click goal in ADvendio.

Augmented Line Items from Xandr are also a way to enable you, to sell your advertisement on a Cost per Click base.

• On the Campaign Item level in ADvendio, select Billing Category ‘CPC’

• Enter the target number of clicks that need to be reached in the Campaign Item 'Quantity' field

• This configuration will use the Revenue Goal settings in Xandr, to ensure your Xandr Item will deliver only the determined number of clicks. To make sure everything works, there are a few settings in ADvendio, you need to keep in mind.

In order to set up a click goal, ADvendio will do some calculations based on your Campaign Item fields. We will take Sales Price * Quantity in order to define the flight Budget in Xandr. The configuration means in our example: I want to reach 5000 clicks, with a CPC of 0.50€, so we will set the budget to 2,500.00€. After 5000 clicks have been reached, Xandr will see that this budget is reached and will stop delivery of this Item: