Optimization Goals and How to Use Them
Optimization Goal
Description
When to Use This Goal
Always Max Bid & Highest Clickthrough Rate
With package-level optimization, budget allocation prioritizes placements with the highest click-through rates.
Auction appraisals prioritize CTR if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted CTR threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize CTR if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted CTR threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Click-through Rate
Ad types: Pre-roll, Display
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a CTR goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible CTR while attempting to spend the full budget.
Benchmark: Highest Click-through Rate
Ad types: Pre-roll, Display
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a CTR goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible CTR while attempting to spend the full budget.
Always Max Bid & Highest Completion Rate
With package-level optimization, budget allocation prioritizes placements with the highest completion rates.
Auction appraisals prioritize Completion Rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted Completion Rate threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize Completion Rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted Completion Rate threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Completion Rate
Ad types: Pre-roll only
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a Completion Rate goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible Completion Rate while attempting to spend the full budget.
Benchmark: Highest Completion Rate
Ad types: Pre-roll only
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and a Completion Rate goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible Completion Rate while attempting to spend the full budget.
Always Max Bid & Highest Engagement Rate
With package-level optimization, budget allocation prioritizes placements with the highest engagement rates.
Auction appraisals prioritize engagement rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted engagement rate threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize engagement rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted engagement rate threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Engagement Rate
Ad types: Mobile Interstitial only
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and an engagement goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible engagement rate while attempting to spend the full budget.
Benchmark: Highest Engagement Rate
Ad types: Mobile Interstitial only
Note: Use this goal if you have a fixed CPM goal that doesn’t need to be surpassed and an engagement goal that must be maximized. Set the Max Bid to the desired CPM goal, and DSP will achieve the best possible engagement rate while attempting to spend the full budget.
Always Max Bid & Highest Viewability Rate (Adobe - GroupM)
With package-level optimization, budget allocation prioritizes placements with the highest viewability rates.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings.
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings.
Always Max Bid & Highest Viewability Rate (Adobe - MRC)
With package-level optimization, budget allocation prioritizes placements with the highest viewability rates.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings.
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
If the campaign’s Viewability Sensitivity setting is set to “Standard (50% of ad in view for 2 consecutive seconds),” then the Media Rating Council (MRC) viewability measurement standard is used for the campaign. If the campaign is set to “Strict (100% of ad in view & audio on for 50% duration)” then the GroupM viewability measurement standard is used for the campaign. Ideally, you should match the campaign setting with the optimization goal and pre-bid filter settings.
Always Max Bid & Highest Viewability Rate (IAS - MRC)
With package-level optimization, budget allocation prioritizes placements with the highest viewability rates.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Auction appraisals prioritize viewability rate if spend goals are being met. The bid submitted is always the set Max Bid, but the predicted viewability rate threshold becomes stricter if a placement is spending well.
Campaign Type: Branding
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign.
Benchmark: Highest Viewability Rate
Ad types: Interactive Pre-roll only
Note: This goal always uses the placement-level Max Bid.
This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign.
Always Max Bid and Maximize Reach
This goal attempts to achieve maximum household reach with a given number of impressions, always using the placement-level Max Bid. If spend goals are being met, then the DSP becomes more selective and bids for an auction only when there a chance to achieve incremental unique reach.
Campaign Type: Branding
Benchmark: Maximize Reach
Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video
Benchmark: Maximize Reach
Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video
Highest ROAS (click focused) - Custom Goal
(Available at the package level only) Budget allocation prioritizes placements with the highest return on ad spend (ROAS), focusing more on click-based conversions than impression-based conversions.
Auction appraisals prioritize ROAS. If spend goals are being met, then DSP balances lowering the CPMs with raising the ROAS.
Auction appraisals prioritize ROAS. If spend goals are being met, then DSP balances lowering the CPMs with raising the ROAS.
Campaign Type: Performance
Benchmark: Highest Revenue
Ad types: Display, Native, and Video
The package must have received at least 1000 clicks to start optimizing.
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Benchmark: Highest Revenue
Ad types: Display, Native, and Video
The package must have received at least 1000 clicks to start optimizing.
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Highest ROAS - Custom Goal
(Available at the package level only) Budget allocation prioritizes placements with the highest Return On Ad Spend (ROAS).
Auction appraisals prioritize ROAS. If spend goals are being met, then DSP balances lowering the CPMs with raising the ROAS.
Auction appraisals prioritize ROAS. If spend goals are being met, then DSP balances lowering the CPMs with raising the ROAS.
Campaign Type: Performance
Benchmark: Highest Revenue
Ad types: Display, Native, Video, CTV, and Universal Video
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Benchmark: Highest Revenue
Ad types: Display, Native, Video, CTV, and Universal Video
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Lowest Cost Per Click
With package-level optimization, budget allocation prioritizes placements with the lowest CPCs.
Auction appraisals prioritize CPC. If spend goals are being met, then DSP balances lowering the CPMs with raising the CTRs in an attempt to lower the CPCs.
Auction appraisals prioritize CPC. If spend goals are being met, then DSP balances lowering the CPMs with raising the CTRs in an attempt to lower the CPCs.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest Click-through Rate
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible CPC. To guarantee a maximum CPM, use it as the Max Bid for the placement.
Benchmark: Efficient CPM & Highest Click-through Rate
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible CPC. To guarantee a maximum CPM, use it as the Max Bid for the placement.
Lowest Cost Per Completion
With package-level optimization, budget allocation prioritizes placements with the lowest cost per completion.
Auction appraisals prioritize video completion rates (VCR). If spend goals are being met, then DSP balances lowering the CPMs with increasing the VCRs in an attempt to lower the costs per completion.
Auction appraisals prioritize video completion rates (VCR). If spend goals are being met, then DSP balances lowering the CPMs with increasing the VCRs in an attempt to lower the costs per completion.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest Completion Rate
Ad types: Pre-roll only
Benchmark: Efficient CPM & Highest Completion Rate
Ad types: Pre-roll only
Lowest Cost Per Engagement
With package-level optimization, budget allocation prioritizes placements with the lowest engagement rates.
Auction appraisals prioritize engagement rate. If spend goals are being met, then DSP attempts to balance lowering the CPMs with lowering the costs per engagement.
Auction appraisals prioritize engagement rate. If spend goals are being met, then DSP attempts to balance lowering the CPMs with lowering the costs per engagement.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest Engagement Rate
Ad types: Mobile Interstitial only
Benchmark: Efficient CPM & Highest Engagement Rate
Ad types: Mobile Interstitial only
Lowest Cost per Reach
This goal attempts to achieve maximum household reach with a given budget. If spend goals are being met, then the bids vary depending on the chance to achieve incremental unique reach.
Campaign Type: Branding
Benchmark: Efficient Cost per Reach
Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video
Benchmark: Efficient Cost per Reach
Ad types: Pre-roll, Display, CTV, Native, Audio, and Universal Video
Lowest Cost Per View
Operates similarly to Lowest CPM. With package-level optimization, budget allocation prioritizes placements with the lowest CPMs.
Auction appraisals prioritize CPM. If spend goals are being met, then DSP progressively lowers the CPMs.
Auction appraisals prioritize CPM. If spend goals are being met, then DSP progressively lowers the CPMs.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest Click-through Rate
Ad types: Pre-roll, Display
Benchmark: Efficient CPM & Highest Click-through Rate
Ad types: Pre-roll, Display
Lowest CPA (click focused) - Custom Goal
(Available at the package level only) Budget allocation prioritizes placements with the lowest CPAs, focusing more on click-based conversions than impression-based conversions.
Auction appraisals prioritize CPA. If spend goals are being met, then DSP balances lowering the CPMs with lowering the CPAs.
Auction appraisals prioritize CPA. If spend goals are being met, then DSP balances lowering the CPMs with lowering the CPAs.
Campaign Type: Performance
Benchmark: Lowest CPA
Ad types: Display, Native, and Video
The package must have received at least 1000 clicks to start optimizing.
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Benchmark: Lowest CPA
Ad types: Display, Native, and Video
The package must have received at least 1000 clicks to start optimizing.
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Lowest CPA - Custom Goal
(Available at the package level only) Budget allocation prioritizes placements with the lowest CPAs.
Auction appraisals prioritize CPA. If spend goals are being met, then DSP balances lowering the CPMs with lowering the CPAs.
Auction appraisals prioritize CPA. If spend goals are being met, then DSP balances lowering the CPMs with lowering the CPAs.
Campaign Type: Performance
Benchmark: Lowest CPA
Ad types: Display, Native, Video, CTV, and Universal Video
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Benchmark: Lowest CPA
Ad types: Display, Native, Video, CTV, and Universal Video
Note: See “Best Practices for Setting up Performance Campaigns” for more information.
Lowest CPM
With package-level optimization, budget allocation prioritizes placements with the lowest CPMs.
Auction appraisals prioritize CPM. If spend goals are being met, then DSP progressively lowers the CPMs.
Auction appraisals prioritize CPM. If spend goals are being met, then DSP progressively lowers the CPMs.
Campaign Type: Branding
Benchmark: Efficient CPM
Ad types: Pre-roll, Display, CTV, Native, Audio
Benchmark: Efficient CPM
Ad types: Pre-roll, Display, CTV, Native, Audio
Lowest vCPM (Adobe - GroupM)
With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
Lowest vCPM (Adobe - MRC)
With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
Lowest vCPM (IAS - MRC)
With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign.
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from IAS is informing the algorithm. Use this goal only when you’ve enabled the IAS integration for the campaign.
Lowest vCPM (Moat - GroupM)
With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from Moat is informing the algorithm. Use this goal only when you’ve enabled the Moat integration for the campaign.
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from Moat is informing the algorithm. Use this goal only when you’ve enabled the Moat integration for the campaign.
Lowest vCPM (Moat - MRC)
With package-level optimization, budget allocation prioritizes placements with the lowest vCPMs.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Auction appraisals prioritize vCPM. If spend goals are being met, then DSP attempts to balance lowering the CPMs with raising viewability.
Campaign Type: Branding
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from Moat is informing the algorithm. Use this goal only when you’ve enabled the Moat integration for the campaign.
Benchmark: Efficient CPM & Highest vCPM
Ad types: Pre-roll, Display
Note: Use this goal to achieve the best possible vCPM.
To guarantee a maximum CPM, use it as the Max Bid for the placement.
This setting works best when third-party data from Moat is informing the algorithm. Use this goal only when you’ve enabled the Moat integration for the campaign.
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