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Creating line items

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:

To create a line item:

  1. 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.
  2. The View Order screen opens.

    OpenX's View Order Screen

  3. Click Add Line Item to open the Create Line Item form.
  4. The Create Line Item form is organized into four main sections:

    • Line Item Details
    • Delivery Settings
    • Targeting
    • Summary on the right side for easy review
  5. Enter a unique name for the new line item and provide a description to help others recognize it.
  6. Choose the Inventory Type that this line item should run on, like Mobile or Web. Each line item can run on one type of inventory.
  7. After you save the line item, you cannot change this setting.

  8. If you want to set up a Header BiddingA monetization tool that exposes each impression to programmatic demand before calling the ad server. This lets publishers realize the true value of their direct and indirect inventory in real time. line item, see Header bidding line items.
  9. Choose a Buying Model to describe the terms under which a purchase is made, as well as the priorityIndicates which deal or line item should take precedence in the case that multiple deals or line items are eligible to serve for a given ad request. order in which OpenX Ad Server considers line items for selection.
  10. 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.

  11. Type the rate in the Pricing Rate field, up to four decimal points, and select a pricing modelThe method for assigning a value to a line item, such as cost per mille (CPM) or cost per click (CPC). to apply to the rate from the dropdown menu to the right. This can be one of the following:
  12. 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.

  13. Set an Impression GoalThe maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., 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 again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving. for the line item (required for the Volume GoalA setting for guaranteed line items. A volume goal for impressions is used to reach a set number of impressions as soon as possible, depending on the Priority setting for the line item. buying model). Type in the maximum number of impressions to deliver for this line item in a single day (per day), or over the duration of the line item's flight (total), or both.
    • 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.
  14. (Only for Share of Voice buying models) In the Share of Voice field, type a number between 1 and 99.9 to represent the percentage of actual impressions to deliver for this line item.
  15. 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.

  16. (For all buying models except House) Optionally, select the This is a Make Good Line Item check box if you want OpenX to deliver ads for this line item with urgency; that is, ahead of competing line items, which allows for overbooking.
  17. (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:

  18. (Only for Volume Goal buying models) In the Priority list, select a number between 1 (Highest) and 10 (Lowest) to indicate the priority to give this line item relative to competing line items in cases where available inventory is low. The default is 5.
  19. 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.
  20. (Optional for all buying models except Guaranteed - Volume Goal) Specify the line item's end date.
    • 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.

    Create line item screen - Details to Flight

  21. In the Delivery Settings panel, choose an Ad Delivery Mode. This mode determines how the ads in the line item are selected for delivery. This can be one of the following, although plug-ins may provide additional ad delivery modes.
  22. Delivery Settings section of Create Line Item form

  23. (Only for Companion Ad Delivery Mode) Select a Fill Method from the list, which determines how the ads in a companion line item must be delivered together. Select one of the following:
    • 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.
  24. (For all Ad Delivery Modes except Companion) Choose Yes or No for the Limit line item to one ad per pageview selector. Selecting Yes will limit the number of ads that display for this line item to one per single web page. This means that if there are multiple ad units on a web page, only one ad for the line item is eligible to serve.
  25. Note: OpenX Ad Server only honors this ad limit for ad unit group or multi-ad unit requests.

  26. (Optional) If you would like to set a Frequency Cap, make sure the slider is set to Yes, then:
  27. (Optional, but best practice for CPC) Specify Click Cap details for the line item.
    • 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.
  28. (Optional) Set a Lifetime Conversion Cap for the line item. Type an integer that represents the maximum number of conversions, or actions, that a line item may generate within its flight dates. The line item will expire if it reaches this limit.
  29. (Optional) Type an External Identifier for the line item.
  30. In the Targeting panel, set your Targeting Dimensions by choosing either a targeting template or Custom. If you choose an existing targeting template, that is the only step for this panel. If you choose Custom, you will need to set the targeting dimensions manually.
  31. If the current line item is set for guaranteed delivery, review overbooking messages, if any. OpenX Ad Server determines if creating the line item will result in the overbooking of impressions, which may either preempt other competing line items, or preempt the current line item after you create it, and may display one of the following messages at the bottom of the screen:
    • "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.
  32. Review your choices in the Summary and click one of the following on the top right of the form:
    • 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.

Note: 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.

This topic applies to Ad Server. This topic applies to SSP. Most SSP activities are completed by OpenX.

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