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How OpenX Ad Server delivers ads for line items

Last updated on February 22, 2017

For each line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery., you need to set 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 for ad delivery, what type of inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. that the line item is intended for, and how you want OpenX to deliver ads for the line item when it wins an 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.. You do this by setting a 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, an Inventory Type, and an Ad Delivery Mode.

Buying models

For each line item, specify one of the following buying models, which determines the priority order in which OpenX Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. considers line items for delivery:

Inventory types

Each line item is intended for a particular type of inventory, which affects the types of ads that you can create for each line item. For example, a Web line item can support flash ads, but an email line item can only support image ads. The selected inventory type also affects the targeting criteria for the line item; that is, you can only target inventory of the same type. You specify this during line item setup, through the Inventory Type setting, which can be one of the following:

Ad delivery modes

For each line item that you create, you must specify how you want OpenX to deliver ads for the line item when it wins an impression. The line item's 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. can be one of the following:

About companion line items

When you set up a companion line item, you must target at least one ad unit groupA collection of ad units where related ads display together at the same time.. When Ad Server receives a call for an ad unitThe smallest inventory component that represents the space on a site where ads display. group, it uses 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. setting to determine whether a companion placement should be served to the webpage. The master ad unit anchors the delivery of companion ads in a single call for the ad unit group. If 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 selected Fill Method for the line item (Best Fit or All or None). Remaining ad units not filled by the companion line item go through the normal ad selection process. If a companion line item is not selected for the master ad unit, each ad unit referenced by the ad unit group goes through the normal ad selection process and no companion line items are considered.

Targeting is tied to the ad delivery mode. Because you must target ad unit groups for companion line items, OpenX does not allow you to change a line item's Ad Delivery Mode setting to or from Companion.

About billable and non-billable impressions

Each time OpenX selects and serves an ad for a line item, it counts an impression. Each impression is either non-billable or billable. Non-billable impressions include those for House line items, as well as those for non-master companion ads, which serve for companion line items. That is, in the case of companion line items, the impression for the master ad unit counts as a billable impressionAn ad impression for which a publisher or ad network charges the advertiser who owns the ad., and the impression for a non-master companion ad unit (anchored by the master ad unit) is a non-billable impression. For example, if OpenX delivers 10,000 synchronized impressions of two ads for a companion line item, the impressions for the master ad unit are billable (10,000 impressions), and those for the non-master companion ad unit are non-billable (10,000 impressions). For line items with an Ad Delivery Mode setting of Equal Weighting or Manual Weighting, billable impressions are counted each time OpenX selects and serves an ad for the line item.

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

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