How campaigns are structured
Campaigns, orders, line items and creatives, what each one controls, and what has to be true before an ad plays on a TV.
Buying on LtvAdx uses four building blocks. Knowing which one controls what saves you from setting a limit in a place that does not enforce it.
The four building blocks
| Block | What it is | What it actually controls |
|---|---|---|
| Campaign | The container for one advertising goal, with a flight, a status and a total budget. | Whether its line items may serve at all (it must be active and inside its dates), the publishers and channels you never want to run on, and how much all its line items can spend together. |
| Order | A record of a contracted buy with a seller. | Review by LtvAdx. A line item attached to an order serves only while the order is approved. |
| Line item | The buying rule: bid, budget, flight, targeting and frequency caps. | Everything that decides where, when and to whom an ad is shown, and how much you can spend. |
| Creative | The video, or the VAST tag that returns one. | What the viewer sees. Only approved creatives play. |
Read them top down: a campaign holds orders and line items, and every line item plays the approved creatives of your account.
Spend is limited by the Total Budget ($) and Daily Budget ($) on each line item, by the campaign's Total Budget ($) for all its line items together, and by your wallet balance. A campaign's daily budget and an order's budgets are records: nothing stops spend when they are reached. See Pacing and frequency.
What has to be true before an ad plays
Every item below must hold, or the line item is skipped:
- Your account is approved to go live. A new account can build drafts but cannot activate a line item or submit a creative for review.
- The campaign is active and today is inside its start and end dates.
- If the line item is attached to an order, the order is approved.
- The line item is active and today is inside its own flight.
- Neither the line item's budgets nor the campaign's total budget is used up, and your wallet has a balance above zero.
- The channel asking for an ad is one your line item may use, and it passes the line item's targeting.
- Your bid is at least the channel's minimum price, unless the line item is bound to a deal.
- You have an approved creative that fits the length of the ad break.
Why a campaign is not delivering walks through these in the order to check them.
Which line item wins
When several line items qualify for one ad break, a line item tied to a negotiated deal ranks above open auction, and within the same level the higher bid generally wins. Priority is never something you choose on a line item: it comes from a deal.
Ads play to households, not just to screens
Targeting on audience, demographics, device or viewing history works on households LtvAdx can identify on that ad request. A request from a viewer who has opted out, who is on a children's channel, or whom the publisher could not identify is served contextually. Only contextual targeting applies to those viewers: location, platform, content, time of day and channel. Household targeting and frequency caps do not.
For agencies
These pages belong to the client's advertiser account. To build a client's campaigns, select Open account on the client's row in Managed Advertisers. From the agency portal you add and manage clients on Managed Advertisers, fund them from Wallet, and read their results in Client Reports.