Some publishers choose to sell their inventory by the number of ad impressions. This creates a question of exactly how quickly those impressions should be delivered, commonly referred to as “campaign pacing” or “impression pacing.” Impression pacing is only possible when there is both an impression limit and end date set for the campaign.
Broadstreet offers two types of pacing:
ASAP: This type of pacing delivers campaigns advertisements as fast as possible. For example, let’s say you create a campaign with an end date 3 months from today, and you set an impression cap of 100,000. If you received a few hundred thousand page views within that first week, the ad server will deliver that campaign and exhaust the impression cap as quickly as possible. It’s possible that the campaign will essentially end well before its stated end date.
EVEN: This type of pacing spreads impressions out over the course of the campaign. Broadstreet does this by intelligently creating a schedule for impression delivery and periodically adjusting it to come as close as possible to a perfect pace.
For EVEN pacing, it’s expected that the ad units (zones) that the campaign has placements in have the collective traffic required to deliver the expected impression maximum for the campaign. Campaigns that are under-delivering due to insufficient volume and share of voice scenarios may have their weights manually adjusted in the campaign settings as well. Broadstreet does internally optimize campaign weights toward the end of a campaign (typically in the last two weeks) in an attempt to achieve full delivery, overriding the settings in the campaign weight tab when necessary.
Here’s how you can create that type of campaign:
- Log in to your Broadstreet account here https://my.broadstreetads.com.
- Click on “Advertisers” on the left side menu.
- Select the advertiser you want to create a campaign for.
- Click “New campaign”.
- Enter the name for your campaign.
- Under the “Flight” tab, enter the start and end date for your campaign.
- Enter the Impressions Target goal for this campaign.
- Under Impression Pacing, select if it’s EVEN or ASAP.
- Click “Create Campaign”.