Line items

Sponsorship line items

Sponsorships are high-priority line items that deliver a percentage of available matching requests. This type of advertising is sometimes called "share-of-voice" because the advertiser gets a certain share of the page views on your site. Learn more about line item types and priorities.

Sponsorships are generally time-based ads, and can be sold based on cost per thousand impressions (CPM), cost per click (CPC), or cost per day (CPD). All targeting criteria is available for sponsorship line items. If targeting criteria is selected, the percentage basis becomes the percentage of matching impressions.

Exclusive and competing sponsorships

Percentage goals are set for sponsorship line items, which determine the percentage of matching requests where they will serve. They're served ahead of other line items of the same priority, up to the goal you set.

If you set a goal of 100%, and no other sponsorship targets the same inventory and criteria, then the sponsorship serves exclusively. If you set a percentage less than 100%, line items of equal and lower priority can be served along with the sponsorship.


1 Exclusive sponsorship: A single line item is booked for 100% of the matching requests. Since no other sponsorships are booked, this line item will deliver as booked.
2 Competing sponsorships: Two line items are booked, each for 50% of matching requests. Since the total of these two line items equals 100%, these line items will deliver as booked.
3 Multiple competing sponsorships: Three line items are booked, one for 50%, and two for 25% of matching requests. Since the total of these three line items equal 100%, these line items will deliver as booked.


  • Delivery of competing sponsorship line items is not affected by price.
  • Forecasting of partial sponsorship line items might not be completely accurate for new ad units. This is because the "available impressions" forecast metric is dependent on historical data.
  • The "Sponsorship Priority" feature prevents First Look from serving before 100% sponsorship line items if First Look CPM is higher than the sponsorship CPM.
    To turn on this feature, go to Admin and then Global Settings and then Ad Serving Settings.

Overbooked competing sponsorships

When multiple sponsorships targeting the same or overlapping inventory and criteria have goals that add up to more than 100%, delivery becomes harder to predict. You should generally avoid competing sponsorships booked for more than a total combined 100% of available inventory.


4 Overbooked competing sponsorships: Two line items are booked, one for 100%, and another for 50% of matching requests. Since the total of these line items equals 150%, neither will deliver as booked.
5 The likely delivery percentages for the overbooked competing sponsorships in example (4).
  Calculate anticipated delivery of an overbooked sponsorship

When sponsorships contend for impressions beyond 100%, delivery is based on the ratio of each line item's percentage to the total booked percentage:

Line item's booked percentage / Total booked percentage for all sponsorships

Using the example in (4) and (5), above, you should get the following final delivery amounts:

Line item 1:  100% / 150% = 67%

Line item 2:   50% / 150% = 33%

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