The optimization feature is enabled for all eligible line items in your DFP network.
| Reservation type - cost type | Performance optimized? (CTR) | Revenue optimized? | Report CTR lift? | Report eCPM lift? |
|---|---|---|---|---|
| Standard - CPM | Yes: for optimized traffic | No | Yes | No |
| Standard - CPC | Yes: for optimized traffic | No | Yes | Yes (positive side-effect) |
| Bulk - CPM | Yes: for optimized traffic | No | Yes | No |
| Bulk - CPC | Yes: for optimized traffic | No | Yes | Yes (positive side-effect) |
| Price priority - CPM | No | No, other than default dynamic allocation | No | No |
| Price priority - CPC | No | Yes | Yes (positive side-effect) | Yes |
Requirements for performance optimization
In order to be eligible for performance optimization, ads must:
-
Have an impression or click goal.
-
Be set to frontloaded or even delivery.
-
Have click-tracking enabled. Without click-tracking there is no way to measure optimization.
What kinds of ads can’t be optimized or will result in negative lift?
-
Overbooked orders are less likely to be optimized, because all possible impressions must serve to the line item with no room to try to optimize.
-
Line items set to deliver as fast as possible, because there’s no flexibility in how the ads will serve.
Best practices
The more flexibility an ad has, the better it performs. Specifically, ads lend themselves best to optimization when they have:
-
Broad targeting criteria
-
Long campaigns
-
High impression goals
-
Plenty of available inventory
Pass additional key-values in ad tag requests: if your network can offer additional data that DFP cannot infer, passing those values in the custom targeting section can help optimization by providing more signals that it can correlate to CTR.