Getting started: Line items

Last updated June 1, 2016

A line itemThe primary unit of execution for an 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 Advertiser 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:

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:

  1. Content targetingA targeting dimension that describes the context and layout that the ad space exists within.: allows you to target ad unitThe 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

  2. Geographic targeting: selects users by IP latitude and longitude, allowing you to target viewers by continent, country, place, region, city, and zip code

  3. 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

  4. Audience targetingTargeting of specific audience segments, such as an age demographic. Audience segments can be defined in OpenX or in an external data management platform (DMP).: allows you to target audience segments, target off of OpenX's user cookiesSmall text files sent from a web server to a browser, then returned by the browser each time it logs on to that server. Advertisers use cookies to monitor the number of ads that have been shown to a visitor, while they are used by websites to gauge numbers of unique visitors., and leverages integration with 3rd party data management platforms (DMPs).

  5. 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

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:

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?

Create line items


This topic applies to Ad Server.

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