Last updated June 1, 2016
A line itemThe primary unit of execution for an OpenX order, which represents a specific inventory purchase and the required conditions for ad delivery. is a collection of similar ads created under an order in your AdvertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites. account. In the diagram below, you can see how line items relate to other objects.
At the line item level, you can decide settings like:
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 and 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.
Note: Other ad tech platforms may enable you to set ad sizes on the line item level; however, the ad size setting for OpenX Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. is at the ad level.
Before you commit to serving a line item, you can also use the Forecasting tool to see a forecast of impressions that would be filled by the proposed line item, as well as revenue impact. Forecasting will be covered later in this guide.
What is targeting?
OpenX provides comprehensive targeting, increasing the value of your ad units by enabling advertisers to reach their target audiences.
OpenX Ad Server has five targeting dimensions:
Content targetingA targeting dimension that describes the context and layout that the ad space exists within.: allows you to target ad unitIn OpenX, the smallest inventory component that represents the space on a site where ads display. configurations, like specific units of inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., size, placement, content topicDescribes the main subject of the online content surrounding the ad space, such as sports or automotive., and URL
Geographic targeting: selects users by IP latitude and longitude, allowing you to target viewers by continent, country, place, region, city, and zip code
Technographic targetingA targeting dimension that describes the technologies a user employs in their computing environment, such as their computer’s operating system. Also referred to as “technology and devices targeting.”: enables you to target specific operating systems, browsers, languages, platforms (desktop, tablet, mobile), user agents, and connection types and speeds
Custom targetingA targeting dimension that describes custom key-value pairs that a publisher defines based on what they know about their visitors.: enables you to target based on your own first party user data, the information you have collected yourself, like from a registration form
Buying models describe the priority in which OpenX Ad Server considers line items. There are five different buying model priorities, listed from highest to lowest priority:
Guaranteed Exclusive line items have first priority for ad selection. They serve to every available impression throughout the date and time boundaries for the line item.
Guaranteed - Share of Voice
Guaranteed - Share of Voice line items have second priority for ad selection. They reserve an expected volume of traffic, but they may deliver more or fewer impressions than reserved, based on actual traffic. These line items do not guarantee a specific volume; rather, they guarantee a portion of actual volume.
Guaranteed - Volume Goal
Guaranteed - 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. line items have third priority for impressions. They deliver impressions to reach the goal as soon as possible, depending on the Priority setting for the line item.
Non-Guaranteed line items have fourth priority for impressions and are at the first level at which the 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.” market can compete.
These line items do not reserve inventory; therefore, OpenX Ad Server does not forecast available or matching impressions when you set up this type of line item. If a non-guaranteed line itemFourth priority buying model, which does not reserve inventory. AKA “remnant line item.” is eligible for an impression which also 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., OpenX Ad Server may allow real-time bidders to compete for the impression. In this case, the line item would only win the impression if its price was higher than the floorThe minimum price a publisher is willing to accept for a given impression. price set for the 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..
House line items have last priority for impressions.
These line items do not reserve inventory; therefore, OpenX Ad Server does not forecast available or matching impressions when setting up this type of line item. You are not required to specify a price for a house line item, because house line items do not produce actual revenue. However, you may find it useful to set pricing for a house line item to attribute a value to it.
In addition, if a house line item is eligible for an impression which also matches a real-time selling rule, OpenX Ad Server may allow real-time bidders to compete for the impression. In this case, the house line item would only win the impression if its price was higher than the floor price set for the real-time selling rule.
Buying models can have pricing rates on a CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000). basis or by CPCCost per click, a pricing method which calculates cost based on the number of times a user clicks on an ad., CPDCost per day, a pricing model where advertisers pay on a daily basis for their ads to be displayed on a particular website., or CPACost per action, a pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions)..
Guaranteed Exclusive, Share of Voice, and Volume Goal represent guaranteed orders you have established directly with advertisers.
Note: Other ad tech platforms may call their buying models something different, like Delivery priority.
Are you ready to create line items?