How forecasting accounts for custom criteria

When you check inventory for a prospective line item that includes custom targeting, keep the following in mind:

  • After you add the key-values to ad tags on your website, you’ll get complete forecasting numbers after 28 days. You may see some partial numbers before 28 days, but we recommend waiting a full 28 days before running a forecast that includes these key-values.
  • After 28 days have passed since adding the key-values to your ad tags, you can use the key-values in any forecasts without any other setup required.
  • Regardless of whether the key-value only accepts predefined values or also accepts free-form values, only those keys and values that have been added to the website’s tags 28 days prior to the forecast are fully accounted for when projecting inventory. For example, if you add a new predefined value (e.g., “chartreuse” in color = chartreuse) to your ad tags, forecasts will fully account for that additional value after 28 days. This is because it needs to be included in the forecasting sample file.
  • The best practice for adding new custom keys and values is to add them to your ad tags, wait 28 days, and only then start using them in targeting. This way your forecasts will be current as soon as you start targeting to the new keys and values.
The custom criteria type (free-form or predefined) has no effect on forecasting. You can switch from one to the other anytime.
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