Create an insertion order

About insertion orders

An insertion order (IO) contains a set of line items that are related to the same advertising campaign. Insertion orders can contain frequency caps, pacing settings, partner costs, and default targeting for line items. Line items in an insertion order share the same budget and serve based on the insertion order’s start and end dates.

Create an insertion order

Follow these steps to create a new insertion order.

  1. Open your advertiser in Display & Video 360.

  2. In the left menu, click Campaigns, then select an existing campaign or create a new one.

    Note you can't create new insertion orders in the system generated campaign.

  3. Click New insertion order.
  4. Choose an insertion order type: 
Real-time bidding

On the page that opens, enter the following information for your insertion order:

  1. Name for your insertion order.

  2. Budget information, including start and end dates.

  3. Pacing settings.

    1. Your insertion order's performance goal and optimization setting.

      About performance goals and optimization

      Your insertion order's performance goal is used to provide optimization recommendations, power automatic budget allocation (if it's turned on), and visualize performance against the goal you've set. Goals work best when goal targets are realistic and closely reflect your objectives.

      Available Performance Goals

      CPA Target cost per action
      CPM Target CPM
      CPC Target cost per click
      CPV Target cost per YouTube view
      CPIAVC Target cost per impression audible and visible at completion
      GMAIL_CPE Target cost per gmail engagement
      CTR Target clickthrough rate
      Viewability Target a viewability percentage
      Completion Rate (audio) Target a completed audio listens percentage
      CPCL Target cost per completed audio listen
      Completion Rate (video) Target a completed video views percentage
      CPCV Target cost per completed video view
      Click CVR Target a number of conversions per click
      Impression CVR Target conversions per impression
      Value Over Cost Target value over cost
      VCPM Target cost per thousand viewable impressions
      VTR Target YouTube view rate
      TOS10 Target cost per video impression that was on screen for at least 10 seconds.
      Maximize Pacing Maximize the pacing of your insertion order.

      Optimization types

      In addition to specifying your performance goal, you can also specify how you want Display & Video 360 to optimize your insertion order's bids and budget allocation:

      • Automate bid & budget at insertion order level: Use automated bid strategies and budget allocation to dynamically set your line items' bids and automatically shift your line items' budgets based on performance.

      • Control bid and budget at the line item level: Use this setting if you want to manually set your line items' bids and budgets. 

        • Automatically optimize your budget allocation: Use this setting to use automatic budget allocation to automatically shift your line items' budgets based on performance.

  4. The insertion order-level frequency cap.

  5. The inventory sources you want to buy inventory from.

  6. Any insertion order-level default targeting. This targeting will be used as default targeting for any new line items you subsequently create within your insertion order.​

Click Save when you've entered all the information above.

Connected TV

Learn more about how to create a TV Insertion order by following the instructions here

Digital Out of Home

Learn more about how to create a Digital Out Of Home insertion order by following the instructions here.

You're now ready to add line items to this insertion order to bid on impressions.

Insertion order statuses

Insertion orders may have one of the following statuses, which control whether or not an insertion order's line items can bid on inventory:

  • Active insertion orders are eligible to spend their budgets via any active line items associated with the insertion order.
  • Paused insertion orders can't spend their budgets, even if any line items associated with the insertion order are active. Please note, if you pause your insertion order, it can take several hours for the system to halt your ads completely. At this point, you won't accrue any more costs.

Duplicate an insertion order

To use existing insertion orders as templates for new ones, use the Action menu to duplicate insertion orders. The duplicated insertion orders will contain copies of the original insertion orders' line items.

  1. Navigate to the insertion orders you’d like to duplicate in the insertion order or combined view.
  2. Select the checkbox next to the insertion orders you want to copy.
  3. Click Action > Duplicate.
  4. Select a destination for the duplicated insertion order. You have the option to duplicate insertion orders within their original media plan, or to another media plan within the same advertiser. 
  5. Click Save.

Duplicated insertion orders will be paused by default to prevent unintended delivery. However, the duplicated line items within a duplicated insertion order will have the same status as the original line items.

If an insertion order with a past start date is duplicated, the new insertion order will have a default start date 30 days in the future, with the same duration as the original. 

You can't duplicate insertion orders in the system generated campaign.

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