Last updated on March 16, 2017
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 execution for an order, representing a specific purchase for a specific Inventory Type (such as Native, Web, Mobile, Email, or Video ads).
For ads to be delivered against your direct-sold inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., create and set attributes for each of your line items, such as:
- Type of inventory to purchase
- Pricing and impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. goals
- Frequency cap
- Ad delivery modeSpecifies how OpenX selects the ads in a line item for delivery when a line item wins an impression. OpenX can evenly distribute impressions between ads in the line item (equal weighting), distribute impressions between ads in the line item based on each ads’ ad weight setting (manual weighting), or deliver ads together to a predefined ad unit group (companion), according to the selected fill method.
- A passback ad tagA small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space. (if any)
- PageviewWhat is displayed each time a browser requests a web page. One pageview might register as multiple hits on the server because pages can contain more than one element, such as several banners. Since pageviews do not account for browsers that are set to disable images, they are an unreliable way of gauging the success of a campaign. limit
- Flight datesAn interval that specifies the maximum life span of a line item. If its impression goal is met before the end of the flight, the line item becomes unavailable. Flight dates must fall within order dates.
- 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.
- Click caps
- An external identifierA free-form reference ID. For example, "Debbie's Account."
To create a line item:
- Go to Orders in OpenX Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. and select the account that owns the order to which you would like to add a line item.
- Click Add Line Item to open the Create Line Item form.
The View Order screen opens.
The Create Line Item form is organized into four main sections:
- Line Item Details
- Delivery Settings
- Summary on the right side for easy review
After you save the line item, you cannot change this setting.
After you create a line item, you cannot change its Buying ModelThe terms under which a specific inventory purchase is made, as well as the priority order in which OpenX considers a line item for selection, including 1. Guaranteed – exclusive; 2. Guaranteed – share of voice; 3. Guaranteed – volume goal; 4. Non-guaranteed – preferred access; 5. Non-guaranteed; 6. House if its current status is active.
Note: If you choose a Guaranteed buying model, you can also run a Forecast from the Summary on the right. You may need to scroll down in the summary to see it. The Forecast will run within the line item form.
- CPACost per action, a pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions).: Cost per action
- CPCCost per click, a pricing method which calculates cost based on the number of times a user clicks on an ad.: Cost per click
- CPDCost per day, a pricing model where advertisers pay on a daily basis for their ads to be displayed on a particular website.: Cost per day
- CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000).: Cost per thousand impressions (the default)
This field is optional for a house line item. The line item does not produce this revenue; however, it attributes a value to the line item so that it can compete with other house line items. If the impression matches a real-time selling ruleCalled "OpenX Market Rule" for OpenX products. Enables OpenX Ad Server, Bidder, and SSP customers to specify what inventory is eligible for RTB buyers to purchase. Publishers can use this tool to set specific criteria for selling their inventory, such as: inventory targeting, floor price, and ad quality filters., it sets the floorThe minimum price a publisher is willing to accept for a given impression. price to determine if the house line item wins the impression or if a real-time bidder wins the impression. If there is no cost associated with the line item, you must enter a Pricing Rate of zero (0 or 0.0) and select a pricing model.
- When a line item reaches its daily impression goal, it is temporarily ineligible to serve ads. For example, you set the daily impression goal to 5. If the line item reaches 5 impressions in a single day (perhaps on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible for ad serving again on day 6.
- When the line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving.
If you choose this option, make sure that the sum of the Share of Voice percentages for the eligible line items equals 100%. For more details, see selecting a line item based on priority.
(Only for Volume Goal buying models) In the Pacing ModelIndicates how OpenX distributes impressions for a guaranteed - volume goal line item during its flight, either smooth or non-smooth. With smooth pacing, the ad server evenly distributes impressions. With non-smooth pacing, OpenX Ad Server distributes impressions based on the configuration, which by default, delivers 95 percent of the impressions by the midpoint of the line item's flight. dropdown menu, select the way in which you want OpenX to pace impressions over the duration the line item. This can be one of the following:
Choose the starting date and time in the Flight Dates panel. The following options are available:
- Now: The line item will start running after you complete setup and activate it.
- Specific: The line item will start running on a selected date and time. Select the start date and start time for when the line item will become available for impressions. For the Guaranteed - Volume Goal buying model, the OpenX Ad Server uses this date for pacing. For all other buying models, this date serves as a start date boundary for trafficking the line item. This date cannot precede today's date or the container order's start date. The default time is 00:00 (midnight), and it can be specified to the minute. The timezone is based on that of the advertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites. account.
- For the Guaranteed - Volume Goal model, the end date is required because it is used for pacing and so that OpenX Ad Server can reserve inventory.
- For other buying models, this date serves as the end date boundary for trafficking the line item. This date cannot precede today's date or the container order's start date. The default time is 23:59, and it can be specified to the minute. The OpenX Ad Server will account for Daylight Saving Time if it applies.
- Companion: The system will deliver multiple ads together where applicable. (Companion ad items only deliver to an ad unit groupA collection of ad units where related ads display together at the same time. when they fill the master ad unitThe ad unit that anchors ad delivery for an ad unit group when a companion line item wins the impression for the master ad unit. The remaining ad units are filled with ads from the companion line item, as appropriate, based on the line item’s Companion Delivery Mode. See ad delivery mode.; therefore, companion delivery line items are not eligible to deliver to ad unitThe smallest inventory component that represents the space on a site where ads display. groups once the master ad unit is filled.)
- CTRClick-through rate, the percentage of impressions that results in a click through. For example if a banner was clicked on 87 times after being shown 1000 times, it would have a CTR or click-through rate of .087 or 8.7% (87/1000 = 0.087×100 = 8.7). Optmized: OpenX Ad Server will rate the click-through-rate (CTR) of each creativeThe media asset associated with an ad, such as an image or video file. served in rotationA way in which creatives are served on a page. The creative will change when the page is refreshed, rather than stay static. Some advertisers may request that their ad not be rotated. and will then serve the creative with the highest CTR more often than the others.
- Equal WeightingAn ad delivery method for which the Ad Server evenly distributes impressions between ads in the line item. See ad delivery mode. (the default): OpenX Ad Server will evenly distribute impressions between multiple ads in the line item.
- Manual WeightingAn ad delivery method for which the ad server distributes impressions between ads in a line item based on the Ad Weight setting for each of the ads in the line item.: The OpenX Ad Server will distribute impressions between ads in the line item based on the Weight setting for each ad.
If you choose Companion delivery mode:
- You cannot change this setting.
- You must select a Fill Method.
- You cannot select the Ad Limit Per Pageview check box.
- You must target at least one ad unit group when you set up targeting for the line item.
- Best fit: The server attempts to match as many ads in the line item with as many ad units in the ad unit group as possible. This does not require that all ad units are filled by the line item or that all ads from the line item are served at the same time.
- All or None: All ads for the line item must serve together for an ad unit group; however, the line item may not consume all available ad units.
Note: OpenX Ad Server only honors this ad limit for ad unit group or multi-ad unit requests.
- Set a Session CapAn integer that specifies the total number of times during a session that a viewer can be exposed to a combination of ads for a particular line item. for the line item. Type an integer that represents the maximum number of impressions the line item may generate for a specified time frame. Set the time frame according to days, hours, and minutes.
- Set a User Lifetime CapAn integer that specifies the total number of times that a user can be exposed to a combination of ads for a particular line item during the lifetime of the flight.. Type an integer that represents the maximum number of impressions the line item may generate within its flight dates. The line item will expire if it reaches this limit.
- Set a Daily Click Cap for the line item. Type an integer that represents the maximum number of clicks a line item may generate within a single day. The line item will be suspended until the start of the next day if it reaches this limit.
- Set a Lifetime Click Cap for the line item. Type an integer that represents the maximum number of clicks a line item may generate within its flight dates. The line item will expire if it reaches this limit.
- You will only be able to see targeting templates whose inventory type matches your line item.
- See targeting dimensions to learn more about the different targeting dimensions OpenX supports.
- For help with content targetingA targeting dimension that describes the context and layout that the ad space exists within., like inventory and ad unit size, see:
- If you need to clear a targeting template, click the trash can icon to start with a fresh targeting form. Your targeting template will not be deleted.
- "Submitting this form will book the line item above" means that you can create the line item without conflicting with any competing line items.
- "Submitting this form will result in overbooking impressions" means the new line item will conflict with competing line items, and that by creating the line item, you risk overbooking impressions. To attempt to eliminate overbooking issues, you can make changes to the current line item before you complete setup. For example, you may want to change impression goals, flight dates, or targeting parameters. Then proceed to the next step to complete line item setup. Alternatively, click Cancel if you no longer want to create the line item.
- More. From here you can choose either Create and Add Another Line Item or Create and Add Ad.
- Create Line Item creates the line item and closes the Create Line Item screen. You will see a confirmation message for the new line item above the line items list. You can create ads for the line item at a later time.
By default, OpenX Ad Server initially creates:
- Guaranteed line items in a pending state. You need to change the status of each guaranteed line itemA purchase that reserves inventory. to active before it can be available for ad serving. In addition, the status of the line item's container order must be active in order for you to change the line item's status.
- Non-guaranteed and house line items in the same state as the container order. That is, if you create a non-guaranteed line itemFourth priority buying model, which does not reserve inventory. AKA “remnant line item.” for an order with an inactive status, then the new line item will initially have an inactive status. You will need to activate it (and the container order) before it can be available for ad serving.
Now your new line item is set up. See Ads for an overview of creating ads for your new line item.