Build a line item

A line item is the core unit that bundles all the elements needed to deliver an ad.

It connects a creative with the following elements so ads render under predefined conditions:

• Targeting rules
• Pricing
• Caps
• Delivery settings

Each line item gives you the flexibility and control to maximize revenue while ensuring a campaign serves as intended.

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Prerequisites

Setting	Description
Creative	Ad asset delivered to viewers through the video player Learn how to create a new creative.
Targeting rules	(Optional) Rules defining when and where ads render, ensuring campaigns reach the intended audience in the right context Learn how to create a targeting rule. If no targeting rule has been defined, the line item will serve to all web traffic.

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Create a line item

Follow these steps to create a targeting rule:

1. On the Line items page, click Create line item.
2. Define the general details of the line item.
3. (Optional - Smart ad server) Set ad quality specifications.
4. Define the line item serving details.
5. Click Save. The line item is saved.

General

The General tab allows you to set up the core details of a line item:

• Name and status
• Creative
• Floor price
• Targeting rules
• Priority
• Competitive trafficking

Follow these steps to define the core line item details:

1. On the General tab, enter a line item Name.
2. Click the Status toggle to ACTIVE.

   🚧

   By default, a new line item is INACTIVE. Set the status to ACTIVE to make the line item eligible to deliver impressions.

   If you’re not ready to complete setup (for example, adding targeting or flight dates), leave this setting as INACTIVE and change it to ACTIVE later.

3. Select a Creative.
4. Set the floor price.
   
   

   Option	Description
   CPM	(3rd party tag, JS API defined) Sets a price for ad impressions
   Floor CPM	(Prebid.js) Sets a floor price for ad impressions Follow these steps to set the price: Select the Floor CPM. A field appears. Enter a value between 0.01 - 100 to set the cost per mille (cost per thousand impressions) in USD.
   Min CPM	(Smart server bidding) Sets a minimum price for ad impressions Follow these steps to set the price: Select the Min CPM. A field appears. Enter a value between 0.01 - 100 to set the cost per mille (cost per thousand impressions) in USD.
   Fixed CPM	(Smart server bidding) Sets a static floor price for ad impressions Follow these steps to set the price: Select Fixed CPM. A field appears. Enter a value between 0.01 - 100 to set the cost per mille (cost per thousand impressions) in USD.
   Floor price predictor	(Prebid.js, Smart server bidding) Automates floor price decisions in real time Follow these steps to set the price: Select Floor price predictor. (Optional) In the price field, set the minimum CPM.

   
   
5. (Optional) Under Targeting rules, enable a targeting rule for at least one platform:
   1. Click the toggle to ON. The specific platform section expands.
   2. Select a Targeting rule from the dropdown menu.

      📘

      If no targeting rule is selected, all platforms will be targeted.

6. Under Preferences, select the Priority.
   
   

   Priority	Description
   Top - 1st	Overrides all other bids, even if those bids are higher priced Common usage: Campaigns that must deliver regardless of competing demand
   Preferred - 2nd	Takes precedence over Default and House Common usage: Campaigns that should be favored over most demand but don’t require guaranteed delivery
   Default - 3rd (Recommended)	Competes evenly with demand from other sources on a level playing field Common usage: Recommended for most line items
   House - 4th	Serves as a backup when no other demand is available Common usage: Unsold inventory, often used for self-promotion

   
   
7. Select a Competitive trafficking option.
   
   

   Competitive trafficking	Description
   Optimized	Line item entered into the auction, based on its performance Common usage: Campaigns that must deliver regardless of competing demand
   Forced	Line item entered into the auction regardless of its performance Publisher demand line items are set to Forced by default to ensure they are entered into the auction every time.

Ad quality

The Ad quality tab allows you to manage which ads are permitted to serve. You can exclude IAB categories from serving ads, with the option to refine subcategories within each selection.

Follow these steps to block specific categories:

1. Click + Block categories. The Block categories panel opens.
2. (Optional) Search for a category.
3. Select one or more top-level categories.
4. (Optional) Refine selected top-level categories:
   1. Expand a top-level category.
   2. Click the checkbox next to one or more subcategories to include in the blocked categories list.
5. Click Done. The panel closes and the selected categories and subcategories appear under Blocked categories.

Serving

The Serving tab allows you to define when and how a line item delivers. You can control spend, impressions, requests, and delivery timing by configuring the following line item settings:

• Flight dates
• Budget caps and pacing
• Player caps
• Ad break serving

Flight dates

Setting	Description
Flight dates	Period during which a line item runs All dates are based on Coordinated Universal Time (UTC) time. Follow these steps to set the flight dates: Select a Start date. Select an End date.

Budget caps

The Budget caps section allows you to limit a line item’s spend, impressions, or requests at both total and daily levels. You can also control delivery patterns with budget pacing options, which distribute spend or impressions over time.

Setting	Description
Total spend cap	Maximum budget a line item can spend When the cap is reached, the line item stops running and changes to Capped status. Follow these steps to set the total spend cap: Click the toggle to ON. Enter a value between 1 - 1000000 for the spending cap.
Total impression cap	Maximum number of impressions a line item can serve over its lifetime When the cap is reached, the line item stops running and changes to Completed status. Historical impressions are always included in the total count. Follow these steps to set the total impression cap: Click the toggle to ON. Enter a value for the impression cap.
Daily spend cap	Maximum budget a line item can spend in a single day, in USD Follow these steps to set the daily spend cap: Click the toggle to ON. Enter a value between 1 - 10,000,000 for the spending cap.
Daily impression cap	Maximum number of impressions a line item can serve in a single day Follow these steps to set the daily impression cap: Click the toggle to ON. Enter a value between 1 - 10,000,000 for the impression cap.
Request cap	Maximum number of ad requests a line item can send in a single day Follow these steps to set the request cap: Click the toggle to ON. Enter a value between 1 - 100,000,000 for the request cap.
User frequency cap	Maximum number of times a single user can be shown an ad from the line item in a single day (UTC time) Follow these steps to set the user frequency cap: Click the toggle to ON. Enter a value between 1 - 10 for the frequency cap.
Budget pacing	Distribution pattern for how a line item’s budget or impressions are spent over time 📘 Budget pacing can be specified only when one of the following is set: Daily spend cap Daily impression cap Flight dates and total spend cap Flight dates and total impression cap Fastest (Default) Spends the budget as quickly as possible, starting on the first day of the flight Evenly by hour Distributes the budget evenly across each hour of the flight, redistributing delivery over the remaining hours when overdelivery or underdelivery occurs Follow these steps: From the dropdown menu, select Evenly by hour. Select a Pacing catch-up option: Fastest: Recovers delivery within the next hour Evenly: Redistributes the remaining budget evenly across the rest of the flight Evenly by day Distributes the budget evenly across each day of the flight when a Total cap is set, redistributing delivery over the remaining days if overdelivery or underdelivery occurs Follow these steps: From the dropdown menu, select Evenly by day. Select a Pacing catch-up option: Fastest: Recovers delivery within the next day Evenly: Redistributes the remaining budget evenly across the rest of the flight

Player caps

The Player caps section allows you to limit the number of ad requests or impressions at the player, content, or ad opportunity level.

Setting	Description
Player load	Maximum number of ad requests or impressions allowed within a set timeframe Follow these steps to define the player load: Select Player load. Set the Requests Click the toggle to ON. Enter a Cap between 1 - 50,000,000. Select a Timeframe. Total: Sets the timeframe to the entire player session Custom: Enables you to set the duration in seconds, between 1 - 86,400. (Optional) Uncheck Ignore filled requests to include them in your request cap calculation. Set the Impressions Click the toggle to ON. Enter a Cap between 1 - 50,000,000. Select a Timeframe. Total: Sets the timeframe to the entire user session Custom: Enables you to set the duration in seconds, between 1 - 86,400.
Content load	Maximum number of ad requests or impressions allowed while the same content is playing Follow these steps to define the content load: Select Content load. Set the Requests Click the toggle to ON. Enter a Cap between 1 - 50,000,000. (Optional) Uncheck Ignore filled requests to include them in your request cap calculation. Set the Impressions Click the toggle to ON. Enter a Cap between 1 - 50,000,000.
Ad opportunity	Maximum number of ad requests allowed for a single ad opportunity Follow these steps to define ad opportunities: Select Ad opportunity. Enter the Ad requests cap between 1 - 10,000. (Optional) Click Force calling to ensure a line item competes in every ad opportunity by requiring at least one call. 🚧 Use this option sparingly, as enabling it for multiple client-side line items may impact page, player, and monetization performance.

Ad break serving

The Ad break serving section allows you to define when ads play within ad breaks. You can target all breaks or specific breaks.

🚧

Ad schedules cannot be used with the ad server.

Target everything

Click Target everything to target all ad breaks.

Custom targeting

Follow these steps to define custom targeting:

1. Click Custom targeting. The targeting settings appear.
2. Click Single ad break next to each type of ad break to target.