Basic Settings

After pressing the Create New Campaign button, and choosing the creative type of ad: Banner, Popunder, Push, Video, Native, Interstitial, the Basic Settings tab will open.

Set the campaign name and fill in its settings:

• Bid Price – default Bid price for the Campaign;
• Select Payment Model – CPM (cost per mile) or CPC (cost per click);
• Flight Dates – timeframe of your Campaign from start to finish. If left empty, the Campaign will continue to run indefinitely until you stop it manually. When you specify the start and end times, UTC+0 timezone is used by default;
• Campaign Time Zones – select the appropriate Campaign Time Zones instead of UTC+0 to ensure your ads are displayed at the optimal times for your target audience. The chosen time zones will be used to schedule flight dates and control when your ads appear based on the local time in each selected region.
• Total Limits – the total number of impressions (for CPM payment model), clicks (for CPC pricing model), or the spend this Campaign can use during its lifetime;
• Daily Limits – the number of impressions (for CPM payment model), clicks (for CPC pricing model), or the spend this Campaign can use during each day;

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Useful tip

To control your campaign budget and avoid overspending always set Daily Spend Limit.

Even Pacing

Even Pacing – ensures that ad impressions/clicks/budget are distributed evenly over a specified period rather than being over-delivered at the start or under-delivered towards the end, Flight Dates and Limits must be selected;

When enabled, Even Pacing regulates the pace of ad delivery by distributing the total impressions/clicks, or budget evenly within a defined time frame. This ensures a steady flow of ads without sudden surges or slow trickles.

To activate Even Pacing, the following conditions must be met:

1. Limits are set:
   • Total Impressions/Clicks or Spend Limits AND the Flight Dates are specified – the campaign must have a defined duration for the total limits to run smoothly;
   • Daily Limits are set – the defined impressions/clicks or budget run smoothly during the day;
2. The Even Pacing switcher is turned ON.

Even Pacing can operate based on the selected Campaign Time Zones. In this case, it will respect the local time of the chosen time zone instead of using UTC+0 by default.

Also, the Date and Time Targeting can be used alongside Even Pacing. This allows you to specify exact days and time slots when your ads should be delivered while maintaining an even pacing strategy.

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Useful tip

For the best results, it’s recommended to turn on Even Pacing when activating your campaign for the first time.

If you enable Even Pacing after your campaign has already started, you may experience a temporary surge or drop in impressions as the system attempts to compensate for missed pacing. This can lead to a higher-than-expected delivery in the initial hours or no delivery at all.

To avoid this, activate Even Pacing at the start of the campaign day. This ensures a smooth, evenly distributed flow of impressions from the beginning. However, if you turn it on later, don’t worry — after an initial adjustment, the system will stabilize, and pacing will remain consistent for the rest of the campaign.

Estimated Impression-to-Bid Rate

• Estimated Impression-to-Bid Rate (available only for the CPM payment model) – a metric used to estimate the likelihood that a bid request will result in an impression on the ad;
• Estimated Click-to-Bid Rate (available only for the CPC payment model) – a metric used to estimate the likelihood that a bid request will result in a click on the ad.

The Estimated Impression/Click-to-Bid Rate formula (the approximate ratio of the number of impressions/clicks to the number of bids) is used for a limit reservation – the system automatically stops bidding in expectation of impressions/clicks until the set ratio is reached. It is imperative to understand that this formula is applied to prevent any unnecessary or unprofitable bids.

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Pay attention

The Impression/Click-to-Bid rate Auto Adjust Enabled switch allows the automatic adjustment of the Impression-to-Bid Rate or Click-to-Bid rate. It is advised to always use it.

Setting the Estimated Impression/Click-to-Bid Rate manually requires its value to be as close to the real one as possible. Otherwise, bidding on the campaign will stop if the expected value is several times larger than the actual Click-To-Bid rate.

Capping

• Frequency Cap – ad view by a unique user per 24 hours and/or 30 days – the number of times a specific user sees ads in your campaign over a given time period;
• Recency Cap - a limit that sets the time after the last bid when the system can bid again for the same user (by default 600 seconds).

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Keep in mind

If there are multiple Capping and/or Limit settings at the same time, once the first condition is met, the Campaign stops bidding.

Press the Next button to move to the next campaign settings tab.