Optimizing towards vCPM

When setting up the campaign it is worth to keep in mind that the more rules you add, under "Audience" and "Media" for each Bidding Plan, the inventory that the campaign is able to access will decrease. This will then limit your possibility of doing optimizations. And for doing optimizations it is best practice to be able to access as much of the available inventory as possible and to have as many formats as possible.

A few things to keep in mind when optimizing towards vCPM:

• The definition of Viewability is that at least 50% of the ad must be visible for at least 1 second.
• The set "Target eCPM" to bid with, what you are able to buy, on will affect vCPM.
• Where the ad is positioned on the publisher site will affect Viewability.
• "Above the fold" position, "Lazy loading" on sites and "sticky" ads will affect and most likely result in a higher Viewability value.

To begin optimizing your campaign towards vCPM we've gathered some step by step recommendations here to get you started. When following the below recommendations, please wait at least an hour, or even a full day in-between, to see the results before moving on to the next step.

Step by step

1. Work with the Viewability-optimizers for each bidding plan.

• Focus on "Viewability" when the campaign is on track.

• Focus on "Hard Viewability" if the campaign is not on track.

  

2. Lower "Target CPM" to reduce the cost.

3. Work with sites

• In Drill Down: "Remove" or set "CPM Override".
• In Site Pools: Add and/or remove sites.

4. Work with formats

• In Drill Down: "Remove" or set "CPM Override".
• In Portfolios: Add and/or remove formats.

5. Work with or remove the Frequency-rule in Audience.

6. Use the "Page Position"-rule in Audience in Audience to set "Above the fold" only.