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Line Item tiers and levels determine which sets of ads have precedence over others. Synamedia Iris Ad manager supports six different tiers depending on your campaign's priority and objectives.
Guaranteed
Sponsorship
Standard
Promo House
Standard House
Backfill House
In the six tiers mentioned above, the Guaranteed tier gets absolute priority over all other types of ads.
The Line Item tiers and levels also allow you to set rules so that backfill house ads (internal promotions) only appear if there is no advertiser to fill the slot.
The Sponsorship, Standard, and Promo House tiers can have levels ranging from 1 to 10, with each level influencing the final ranking score. In the final ranking, level 1 contributes the highest score, and level 10 contributes the lowest score.
Tiers work like a waterfall: Synamedia Iris Ad Manager will attempt to fill any impressions that are not captured by the highest priority with the next highest priority, and so on. These are set at the Line-Item level.
The following sections describe each of the tiers in Synamedia Iris Ad Manager. Note that you can define the Line Item defaults at the campaign level too.
The Guaranteed tier holds the highest level of priority among all the Line Item tiers.
Whenever a Line Item's targeting criteria align with the ad opportunity presented, then Line Items with the Guaranteed tier will always be served first. However, exercise caution and use this tier sparingly, as it is not intended for most Line Items.
When selecting the Guaranteed tier, you can assign an order from 1 to 100 to your Line Items. Line Items in the Guaranteed tier will be evaluated from order 1 through to order 100, serving the first eligible Line Item for the ad opportunity.
If there are multiple Line Items with the same order, then the delivery will be based on the round robin basis for the order.
By strategically assigning priority order within the Guaranteed tier, you can optimize the serving of your Line Item based on their importance and relevance to your advertising goals.
Note that the Guaranteed tier should be used judiciously. For most Line Items, other tiers may provide more suitable options for achieving the desired results.
This is a non-guaranteed tier for paid campaigns that must serve when the targeting criteria is met for that ad opportunity.
The Sponsorship tier's priority is just below the Guaranteed tier. It is advised that this tier should only be used on a limited basis, as it is not designed to be used for most Line Items.
The Sponsorship Tier has ten levels to differentiate between different priorities. Level 1 has the highest score. whereas level 10 has the lowest score. However, the ranking of the campaign depends on several factors. A tier is one of the factors to determine the rank score.
It is recommended that the Cost per Thousand Impressions (CPM) value of a Line Item is specified if the Line Item is in the Sponsorship tier.
This is a non-guaranteed tier for advertiser-paid campaigns with set delivery goals.
The Line Items in this tier will serve after all Line Items in the Guaranteed and Sponsorship tiers have been served (if the targeting criteria are met for the ad opportunity). Line Items in the Standard tier always compete based upon Synamedia Iris Ad Manager's automated ad decisioning logic.
There are ten levels in the Standard tier. Level 1 has the highest score and level 10 has the lowest score. The selection of levels influences the final rank score of a campaign.
The Synamedia Iris ADS will calculate a rank score for each campaign, per each ad opportunity to determine the winning outcome. The aim of Line Items in this tier is to maximize the best possible yield available while simultaneously automating the process. All Standard tier Line Items are subject to automated prioritization by Iris Ad Decision relative to other Standard tier Line Items only.
It is recommended that the CPM value of a Line Item is specified if the Line Item is in the Standard tier.
This is a non-guaranteed tier to support the implementation and management of backfill and last resort Line Items.
The Line Item will serve when the targeting criteria are met for that ad opportunity. The use of this tier is designed to ensure that all available slots are filled.
Within the lowest priority, the Promo House tier ads are positioned to ensure continuity of viewer experience, to promote the company and their related activities and most importantly, to ensure backfill ads are not served or to have a spot go unfilled.
Promo House Line Items ads are expected to be unpaid and will serve after all Guaranteed, Sponsorship and Standard Line Items are fulfilled.
The Promo House Line Items have levels ranging from 1 to 10, with each level influencing the final campaign rank score.
Standard House Line Item only serve when there are no Guaranteed, Sponsorship, Standard, or Promo House Line Items available.
A Standard House Line Item will serve when the targeting criteria are met for that ad opportunity. These Line Items are served on a round-robin share of voice.
Backfill House Line Items only serve when no Line Items are available for serving and the targeting criteria are met for that ad opportunity.
That is, Backfill House Line Items are treated as if they have a zero rate ($0 rate) and do not compete with any other Line Items. These Line Items are served on a round-robin share of voice.
The following table describes the campaign tiers and the associated levels:
Tier | Level | Order | Decision Logic |
|---|---|---|---|
Guaranteed | Not applicable | 1-100 | The order is determined as follows: 1 represents the highest level, while 100 represents the lowest. |
Sponsorship | 1-10 | Not applicable | Rank Score |
Standard | 1-10 | Not applicable | Rank Score |
Promo House | 1-10 | Not applicable | Rank Score (Without Concept of Price) |
Standard House | Not applicable | Not applicable | Round Robin Share of Voice |
Backfill House | Not applicable | Not applicable | Round Robin Share of Voice |
To choose which Line Item will deliver, the Synamedia Iris decision engine will seek a Rank Score output for every Line Item and for every ad opportunity.
The Rank Score is created for every Line Item and will be unique for each ad opportunity.
The factors that influence Rank Score include the following:
Cost per thousand impressions (CPM) - Price
Line Item budget
Outstanding Impression Density
Campaign Level
Line Item Level
The factors that influence the Line Item's ranking such as CPM, budget, tiers, levels, and annual budget, and so on are defined as part of Line Item's metadata that can be configured by the API.
Note: For comparison purposes in the prioritization process, it is mandatory that the CPM price and budget data are defined in a consistent currency. For this feature, the actual currency is immaterial.
To define tier and level, a "tiering" object is added to line-item metadata, during campaign definition or update.
For example, to define a Line Item with tier standards and level 7, use the following:
"tiering" :{
"tier": "standard",
"level": 7
}
Tiering definition is not mandatory. In case tiering is not defined, the Line Item default will be the Standards tier with level 5.
