Optimize Campaign's scale

This article provides insights into the impact of targeting parameters on daily ad opportunities & offers guidance on optimizing for scale.

Updated over a week ago

If your campaign is not scaling sufficiently, it is recommended to review your line item's targeting parameters to ensure they are not overly restrictive. To identify this, follow the following steps:

  1. Select your campaign from the campaign list home page

  2. Click to Edit Campaign

  3. Select the line item > click on the Targeting tile > click on Daily at the top right which will reveal Daily Reach and Daily Ad Opportunities

    • For definition of Reach and Ad opportunities, see here.

  4. Insufficient daily ad opportunities due to targeting limitations trigger a caution sign, indicating limited scale and potential delivery challenges for your line item.

  5. Check your targeting to ensure it is not too restrictive:

    • Audience

    • Inventory

      • Contextual & Behavioral Targeting: Recommended to apply Contextual and Behavioral targeting on separate line items to minimize scale issues.

      • Brand Safety: Apply the Standard brand safety level to cover basic needs without overly restricting delivery.

      • Site Lists: Ensure a minimum of 100 websites in your site list for sufficient inventory to deliver your campaign.

      • Website Tier: Apply either Select or Reach tier targeting for a balanced mix of premium inventory and scale to meet your campaign needs.

      • Website Category: Optimize daily ad opportunities by using Teads Contextual targeting, which targets relevant articles instead of entire sites, based on the content taxonomy provided by IAB.

      • Device: To maximize scale, it is recommended to run campaigns on cross-device and/or mobile platforms. Excluding mobile devices from your line item will significantly limit the available inventory, as approximately 80% of our inventory is mobile.

      • Operating systems & Browsers: Targeting specific operating systems and/or browsers, such as Google Chrome or macOS, can significantly limit scale. It is advisable to use this targeting only for performance optimization purposes.

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