ART19's ad trafficking tools let you target more than one line item to the same podcast at the same time. You might target different line items to different audiences within a series (for example, one line item to listeners in the United States and another to listeners in Germany), or target multiple line items to the same audience to increase the likelihood that no download goes out without a full ad load. When several line items target the same audience, understanding why one is served over another is important.
The ad selection process is linear: the ad server checks available AIPs one at a time, in sequential order. This can affect which line items are selected later in the episode, because earlier ad decisions may exclude line items from later AIPs based on Frequency and Competitive Separation settings.
The ad server determines the order in which line items are selected using three settings, in this order: Priority, then Pacing, then CPM.
Priority
All line items are assigned Standard priority by default, but can be changed to Urgent, High, Low, or Very Low. Aside from exclusions that disqualify a line item, priority is the first setting considered. A higher-priority line item is always selected over a lower-priority one.
Pacing
Pacing is set to As Fast as Possible by default. If you set a line item to pace Evenly, the ad server factors pacing into the selection order. Among line items of the same priority, one that is pacing behind is always selected over one that is on pace. A line item pacing ahead is not served again until it is back on pace. A line item is on pace when its run time is proportional to the impressions remaining. See How does line item pacing work? for detail.
CPM
Line items have no CPM by default. If you enter a CPM, it is factored into selection: among line items at the same priority, a higher CPM is selected over a lower CPM, as long as the lower-CPM line item is not pacing further behind. CPM currency depends on the value set on the Ops settings page at profile creation. For global-currency CPMs, ART19 applies the latest exchange rates when prioritizing line items.
Examples
Scenario 1 - Priority. Each line item has a different priority, so priority is the only factor considered.
| Line Item | Priority | Pacing Type | Pacing Status | CPM | Selection Order |
|---|---|---|---|---|---|
| A | High | As Fast as Possible | N/A | $10 | 1st |
| B | Standard | Evenly | On Pace | $10 | 2nd |
| C | Low | Evenly | Pacing Behind | $25 | 3rd |
In this example the order is A, then B, then C: A is High priority, B is Standard, and C is Low, so priority alone decides and pacing and CPM never come into play.
Scenario 2 - Pace. Each line item has the same priority, so the ad server compares pacing status.
| Line Item | Priority | Pacing Type | Pacing Status | CPM | Selection Order |
|---|---|---|---|---|---|
| D | Standard | Evenly | Furthest Behind | $0 | 1st |
| E | Standard | Evenly | Pacing Behind | $15 | 2nd |
| F | Standard | Evenly | On Pace | $25 | 3rd |
In this example all three line items are Standard priority, so pacing decides: D is furthest behind and delivers first, E is pacing behind and delivers second, and F is on pace and delivers last.
Scenario 3 - CPM. Each line item has the same priority and none is pacing behind, so the ad server compares CPMs.
| Line Item | Priority | Pacing Type | Pacing Status | CPM | Selection Order |
|---|---|---|---|---|---|
| G | Standard | As Fast as Possible | N/A | $25 | 1st |
| H | Standard | Evenly | On Pace | $15 | 2nd |
| I | Standard | Evenly | On Pace | $10 | 3rd |
In this example all three line items are Standard priority and none is pacing behind, so CPM decides: G at $25 delivers first, H at $15 second, and I at $10 last.
Common questions
If I set up two line items with the exact same settings, how will they deliver? They are selected in a semi-random order, which results in even delivery as long as the settings involved in selection (Priority, Pace, CPM) stay unchanged during each line item's flight.
What happens if I change a line item from Standard to High priority? If other line items target the same audience, the higher-priority line item supersedes all lower-priority ones until it is no longer available for selection (for example, it hits its goal or is pacing ahead). If nothing else targets that audience, the change has no effect.
See also: How are Ads Selected for an Episode? · How do exclusions work across line items? · How does line item pacing work?