Creating real-time bidding line items

Last updated on April 12, 2018

A line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. is the primary unit of inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. targeting for DSPs.


Before you set up RTBReal-time bidding, auctioning online inventory within an ad exchange. Buyers bid for the impression based on the value of the user, whereas the seller sets pricing floors and awards the impression to the highest bidder. The auction process takes place in milliseconds, which is why the process is referred to as “real-time.” line items, you must first specify your RTB settings.

Creating an RTB line item

To navigate to the Create Line Item screen, open the order you want to add a line item for and click Create Line Item.

The Create Line Item screen consists of the following steps:

Setting line item details

  1. Enter a unique Name.

  2. (Optional) Enter a Description to help recognize the line item.
  3. (If present) Select a Buying Method from the following:

  4. Set a Budget to indicate how much you intend to spend for the line item.

    Type the budget amount in the field and select one of the following budget types:

    Tip: If you select the Bid only when your RTB data is available for the inventory check box, your line item will only be solicited for bids when impressions include RTB data.

Setting up targeting

Set targeting criteriaThe rules that define how a creative should be targeted for delivery to viewers. There are several types of targeting criteria: audience targeting, custom targeting, geographic targeting, inventory and content targeting, screen type (delivery media) targeting, and technology and devices targeting. for the line item to identify the ad space where you want your ads to serve. OpenX applies custom targetingA targeting dimension that describes custom key-value pairs that a publisher defines based on what they know about their visitors. criteria as a default to get you started. This default custom targeting includes setting the siteAn OpenX component that represents top-level domains or subdomains and is used to organize ad units. Sites enable you to target and report on inventory performance.'s intended audience to over 12-years old and applying the parent account's blacklistBlocking a particular entity's access to your inventory from the Ad Exchange. A blacklist will allow new entities by default whereas a whitelist will block new entities by default. for categories and domains.

If you'd like more specific targeting, you can edit the default settings to specify additional targeting criteria as follows: 

  1. Click the pencil icon to edit the targeting form.

  2. Set targeting criteria for the line item using one or more targeting dimensions.

  3. Click Apply.

Reviewing and saving

  1. Review your selections, either on the form or within the Summary section on the right side of the screen.

  2. Navigate to the top of the screen and do one of the following to complete setup for the new line item:

    • Click Create. The Create Line Item screen closes, and a confirmation message for the new line item appears above the line items list. You can create ads for the line item at a later time.

    • Click More, then:

      • Create and Add Another Line Item. This option opens another Create Line Item screen. You will still see a confirmation message for the line item you just created.
      • Create and Add Ad. This opens the Create Ad screen. You will still see a confirmation message for the line item you just created.

Important: By default, OpenX Ad Exchange initially creates line items in a pending state. You need to change the status of the new line item to active before it can be available for ad serving. Make sure that the status of the line item's order is also active.