Glossary

Client

The business entity, company or organisation, that pays for campaigns. Usually either a media agency, or a direct client advertiser.

Advertiser

The advertiser / brand. Belongs to a specific client.

Campaign

A marketing campaign, belonging to a specific advertiser.

Market / SSP

External marketplace integrated with BidTheatre. Represents sellers.

Supplier

Publisher that supplies ad inventory. Belongs to a specific market.

Site

Web site domain belonging to a Supplier

Tag

Specific ad placement on a Site

Creative

The graphics that make up an advertisement (ad). Can be e.g. banner, video, audio or native.

Spend & Costs

In a programmatic campaign, "cost" is the sum of

  • media costs
  • audience costs (optionally)
  • platform fees
  • targeting fees (if any)

Campaign budget targeting is based on the concept of campaign "spend", which is derived from campaign costs and the line item assigned to the campaign (see below).

Max CPM

The Max CPM set on a campaign or bid strategy will govern the max CPM for the sum of all costs and fees. This means that a given max CPM needs to account for both media costs, any audience costs and the fees. It does not, however, take into account any line item set (see below). Before submitting a bid, the system will subtract audience costs and any fees from the bid CPM. Also, currency conversions between systems may introduce small pricing differences that you should account for.

Generally you should expect the average effective CPM paid to be less than the set max CPM. This depends on two factors:

  • In second price auctions, the paid CPM is the bid CPM of the second highest bidder
  • If the campaign uses bid minimization or bid optimization, the system will adjust the bid CPM downwards depending on the circumstances of your campaign.

Line Item

The line item facilitates the possibility to introduce a margin so that the costs represents a given percentage of spend. This enables e.g. an agency to have their own handling fee included in the campaign budget.

For example, consider the following scenario:

  • Campaign has a cycle with a target spend budget of 100 000 SEK
  • The campaign has a 10% margin line item assigned

In this case, campaign spend will be costs incurred from buying + 10% margin, so that the sum of all costs at the end of the campaign cycle is 90 000 SEK. This is what will be invoiced from BidTheatre, but campaign reporting will show 100 000 SEK campaign spend. Reports will also show cost columns, if that is preferred.

Of course, it is also possible to use a 0% margin line item, which will equate campaign spend with campaigns costs. This is probably the preferred setup for advertisers direct.

Max CPM and Line Items

Note that the set max CPM for bids do not take the assigned line item into account. This means that if you want to achieve a maximum spend CPM for a campaign including the line item margin, you will need to reduce the line item margin from your set bid max CPM.

Example: Campaign line item is 10%. Target eCPM including margin is CPM 50 SEK. Your max CPM should be 50 SEK * (1 - 0.1) = 45 SEK.

Terminated campaigns

Campaigns that have been ended for more than four weeks will automatically be set as "terminated" and not listed in the default campaign list. To show terminated campaigns, use the toggle button above the table.

To un-terminate a campaign, use the actions button in the top right campaign view.

Did this answer your question?