Change the delivery speed for a line item

DFP's ad delivery pacing system is designed to distribute the impressions for a line item in one of three ways:

  • As fast as possible: A line item is never considered "on schedule" and tries to use every impression it can get.

  • Front-loaded: A line item tries to get ahead of schedule by as much as 25% throughout the life of the line item.

    Upgraded? This is different from legacy DART for Publishers, where front-loading stopped half-way through the life of the ad.
  • Even delivery The ad server will deliver 5% more than the even goal. However, due to forecasting hints, the delivery indicator may be higher than 105% particularly early on in a campaign. (learn more about forecasting hints to the ad server)


How will selecting "As fast as possible" for a line item affect other line items?

It can be helpful to think of "as fast as possible" line items as "deliver fast, if possible" line items. In other words, if there is enough inventory, they should be delivered quickly, but we're not going to preempt delivery of "evenly" scheduled line items at the same priority.

DFP still computes a satisfaction index (SI) for "as fast as possible" line items; the goal SI for all line items (evenly, front-loaded and as fast as possible) is the same. During the line item selection process, "as fast as possible", "evenly" and "front-loaded" line items are weighted based on whether or not they're behind schedule.

So, if an "as fast as possible" line item is the only eligible candidate, it will always serve (until it hits its impression goal) but if there are competing line items, they will compete based on which line item is more behind schedule to hit its impression goal by the end of its run.

Differences between front-loaded and even delivery

For both front-loaded and even delivery line items, DFP distributes the total number of impressions over the life of the campaign. DFP distributes the impressions by calculating hourly delivery goals for the line item based on:

  • the number of impressions booked
  • number of impressions already served
  • time remaining in the campaign
  • traffic hints from the forecasting system
  • a front-loading factor

The only difference between front-loaded and even delivery is the front-loading factor that is applied to each hourly goal. The goals for front-loaded ads are increased by 25%, while the goals for even delivery ads are increased by only 5%. For even delivery ads we still apply this small 5% front-loading factor as an extra safeguard against under-delivery.


To change the delivery speed of a line item:

  1. Click the Orders tab.

  2. Click the order containing the line item that you'd like to edit.

  3. Click the line item that you'd like to edit and then click the Settings tab.

  4. Under "Deliver impressions", select either of the following:

    • Evenly

    • Front-loaded

    • As fast as possible

  5. Click Save.

By default, DFP will deliver ads evenly across the line item's delivery period.

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