Line items

Bulk line items

Line item type used to fill your site's unsold inventory. Bulk line items:

  • Allow you to enter a specific quantity of impressions.
  • Help you unload unsold inventory within your network.
  • Aren't included in forecast results.
  • Are eligible to compete directly with AdSense and Ad Exchange.

How do bulk line items compete with other indirectly-sold line items?

Within each priority level, line items are grouped based on their goal type, and they will be served in the following order of preference until the line item's goal or cap is met:

  1. Line items with percentage goals (a specific portion of traffic, or an exclusive sale), such as network line items.

  2. Line items with absolute goals (impressions or clicks), such as bulk line items.

  3. Line items that are unlimited (non-guaranteed, with a click or impression cap), such as price priority.

If your network has enabled AdSense or Ad Exchange to compete with your indirectly-sold line items, then in each of the steps above the ad server will also look for eligible AdSense or Ad Exchange line items.

If AdSense or Ad Exchange has a line item with a higher CPM than the one selected by Google Ad Manager Small Business, regardless of the type, Ad Manager will serve the AdSense or Ad Exchange line item. So even though a bulk line item may be set to 3,000 impressions, for example, it could wind up not delivering if it is always beaten by AdSense or Ad Exchange. Learn more about how Ad Exchange line items compete with remnant line items.

See the Ad selection white paper for more information.

Note: Price Priority, Bulk and Network line items that do not compete on price in the unified auction (such as line items with a zero rate and no Value CPM) are treated as House line items.

Why did my line item exceed its limit?

A line item's delivered impressions total might exceed the daily or lifetime cap by a small amount due to delayed impression counting or simultaneous requests that occur as the cap is reached.

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