Good question!

Universal pixels allow you to track conversions and target audiences through a single pixel on your websites. You can create a universal pixel, place it on different webpages, and then use rules to segment visitors and track conversions. This eliminates the need to create individual pixels for each webpage that you have to track.

Universal pixels are created at the brand level. To create a new pixel, first choose the brand that you want to it to be associated with.

• In the Brands view, click Universal Pixels.
• Click New Universal Pixel in the top right
• Enter a Name for the
• You can now click Create to save the universal pixel and place it on your webpages. However, if you already know what you want the pixel to track, click New Rule Set to define a rule
• By default, the pixel tracks all It will Add to/Remove from Audiences and Add to Conversions every time the pixel fires. To change this behavior, you must add specific rules.
• To add specific rules to a set, click Add rule.
  • For more information about setting up rules and rule sets, see Universal Pixel Rules. When you have set up your rules, click Create to save the pixel. To edit a universal pixel, click the Actions button next to the pixel name and select Edit. You can change the pixel’s name and modify the rule sets as required.

• If you have multiple rules, you can organize them into groups: select the rules that you want to connect and click Group.
• To define the relationship between rules and groups of rules, select And or Or. And means that both of the conditions have to be met in order for the audience or conversion to be tracked. Or means that only one of the conditions has to be met.

• Use the dropdown menus to link your rule set to audiences and/or You can create new audiences and conversions from the menus if necessary.
• To copy a rule set, click Duplicate. To add another rule set, click New Rule Set in the top right corner.

Cross-device support lets you target people rather than individual devices. Basis DSP’s cross-device feature leverages the Tapad Graph, Tapad’s probabilistic and deterministic cross-device graph, to help classify different devices as belonging to the same users. Tapad Graph is built via machine learning algorithms using device data such as proximity, IP addresses, and app logins. Enabling cross-device support doesn’t mean that impressions will only be shown to users who have been recognized by the cross-device graph. Approximately 25-35% of users can be found in the graph. At the moment, cross-device support is only available for campaigns in North America (US, Canada, and Mexico). For optimum performance and reporting, it’s recommended to enable the “Target only trackable impressions” option in the Devices section of the campaign editor when using cross-device support.

• Create a new campaign or edit an existing
• Select Enable cross-device in the Basics section of the General If you turn off “Target only trackable devices” and want to turn it back on, clear the Enable cross-device check box and re-select it.

Basis DSP expresses multipliers as decimals that range from 0.05 to 20. Multipliers smaller than 1 decrease the bid price, and multipliers larger than 1 increase the bid price. For example, if you want to bid twice as much for the first impression that a user sees, apply a multiplier of 2. To bid half as much for the third impression that a user sees, apply a multiplier of 0.5.

• In the General tab of the campaign editor, select Use bid multipliers under the Basics
• Enter the Default Bid and the Max Bid for your The Max Bid is the highest amount that this campaign can bid on a single impression.

Set your multipliers for Frequency Cap, Platform/Inventory Type, and Exchange. NOTE: If the campaign has machine learning optimization enabled, bid multipliers only act when the campaign is in learning mode. When the campaign is in optimized mode, bid multipliers no longer take effect. If a campaign has algorithmic optimization enabled, the DSP values the bid price that is generated by the system more than the price that is provided manually, so bid multipliers do not take effect.

Frequency Cap: Frequency multipliers change the bid depending on how many times the campaign delivers an impression to a single user within a window of time. You can apply multipliers to any of the allowed impressions. For example, if a campaign can deliver three impressions every 24 hours, you can apply different multipliers to the first, second, and third impressions within that time frame.

• Enable bid multipliers, then select On under Frequency Cap.
• Set how often you want to show the ad to a See Group Frequency Cap for more details.
• In the Frequency Cap Bid Multipliers table, set the bid multiplier that you want to apply for each impression that a user Click the Edit button that appears when you hover over the bid factor. Multipliers can range from 0.05 to 20.
• Click Apply.

Inventory Type: Inventory Type multipliers change the bid price for impressions on desktop, mobile web, mobile app, or other inventory types.

• Enable bid multipliers, then select Platform/Inventory Type in the Advanced
• Select the inventory types that you want to target. See General Options for more information
• Click Edit to set the bid multiplier for the selected inventory Multipliers can range from 0.05 to 20.
• Click Apply.

Exchange: Exchange multipliers increase or decrease the bid price for individual exchanges.

• Enable bid multipliers and navigate to the Inventory
• Select your inventory, and under Exchange Bid Multipliers, click Add Exchanges.
• In the Add to Current Exchange List window, select the exchanges that you want to adjust your bid for and click Add to Exchange List.
• Click on the multiplier that you want to edit, enter the new value, and press Enter to save Multipliers can range from 0.05 – 20.

Creative: You can adjust bids for the campaign’s individual creatives or for different creative dimensions. You must link ads to your campaign before you apply bid multipliers.

• Enable bid multipliers and navigate to the Linked Ads tab in the campaign
• In the Bid Multipliers column, click on the multiplier that you want to
• Enter the multiplier value for this ad and press Enter. Multipliers can range from 0.05 – 00.

• Search the inventory section to observe yesterday’s CPMs in your target market. Use the filter feature and select Video and Connected TV
• Make sure to enable Cross Device
• De-select all other devices in the Device tab of your campaign
• Go into #2 of the Inventory section and search the programming you’d like to run
• To purchase specific programming, start a new campaign. Select the device and network you’d like to run on in #2 of the inventory
• In the general tab, day part to the day and hour your show “airs.”

• 300×250
• 320×50
• 728×90
• 160×600
• 300×600

• To set up a click-to-call campaign, enter a telephone number as the destination URL when you upload an ad. Include the country code, the area code, and the prefix “tel:”. For example:
  • tel: 14165551234
  • To make sure that the call connects successfully, enter the number as you would dial it on your phone to call the target geographic region. For North America, this means an 11-digit format, including “1” at the beginning of the number. Mobile phones will always accept this format, even if the call is local. You can include “+” before the number as well, but this is
  • Additionally, the phone number should match your campaign’s targeted For example, if the

  campaign targets the United Kingdom, you should enter a UK number.

  • It is important to note that clicking the ad does not automatically make a call. Instead, a phone app will open with the assigned number already entered. The user will have to press the call button to actually place the If this does not happen, there will be a mismatch between the number of clicks on the ad and the number of calls that you receive.

  Note: We do not support premium phone numbers. To find out what constitutes a premium number, refer to Premium-rate telephone number on Wikipedia.

The DSP has a 3 step approval process that typically takes about 36

Algorithmic optimization maximizes a campaign’s performance by adjusting the CPM bid price and status based on the campaign goals that you set. The optimization algorithm changes the CPM bid and/or status of inventory sources that are generating clicks, conversions, or video views.  If click-through rate is the chosen goal, optimization creates rules that maximize the probability of clicks, using the theory that a domain or placement that provided a click in the past has a higher probability of providing a click again in the future. The algorithm increases bids for domains or placements that have produced more clicks, similar to what a buyer would do manually. Note: Because its predictions are based on clicks from the past, a campaign must see clicks before the optimization algorithm can act. Click probabilities are quite low, and when the number of clicks is low – often in the early phases of a campaign – expect larger fluctuations in CTR, and then smaller transitions once the campaign has a larger sample size of clicks available.

• If a placement or domain meets the goal that you set, Basis DSP will continue to bid higher in paced increments.
• If the placement or domain doesn’t meet the goal, Basis DSP lowers the bid and/or turns off the placement. You have the option to set additional rules for how and when the bid and status adjustments take

Enabling Algorithmic Optimization for a Campaign

• In the Budget section of the General tab, be sure that the campaign has a start date and an end date If the group specifies flight dates, campaign flight dates are optional.
• In the Optimization section of the General tab, select Algorithmic optimization.
• Choose a Goal type and target

Note: When your campaign is running, don’t change the goal type mid-flight. If you need to run the campaign with a different goal type, make a copy of the campaign and edit the goal type in the new copy.

• The target value can be a dollar amount or percentage, depending on the goal type you choose:
  • Click-Through Rate (CTR): Clicks to Impressions ratio, as a percentage: (Clicks / Impressions) * 100
  • The default value is 0.05%
  • Cost Per Click (eCPC): Cost to acquire a click: (Media Cost / Clicks)
  • The default value is $5.00
  • Cost Per Acquisition (eCPA): Cost to acquire an acquisition or conversion: (Media Cost / Conversions)
    • The default value is $25
    • Select if you want to Optimize for primary conversions instead of all If you set multiple primary conversions, they are all included in the optimization.
  • Cost Per Completed Video (eCPCV): Cost to run a video through completion: (Media Cost / Completed Video Views)
    • The default value is $0.10.
  • Video Completion Rate (VCR): Percentage of completed video views: (Number of Completed Videos / Number of Video Starts) *
    • The default value is %50.00.
  • Choose a Maximum Bid, which is the highest CPM bid that can be a given to a The maximum bid should be higher than the campaign’s Default CPM Bid.

Note: The maximum CPM bid does not have to be equal or greater than the campaign’s Default CPM Bid. We recommend starting with a Maximum Bid equal to the campaign’s Default CPM Bid. After the campaign has run in optimized mode for a few days, you can lower the Maximum Bid if it’s not achieving the desired CPC goal, or you can leave it unchanged if it is achieving the goal.

• Choose to optimize on Placements or Domains. Optimizing by domains (the default) considers all placements in the domain

Optional: Configure the Advanced optimization settings.

On the Inventory tab, choose the exchanges you want the campaign to run on. Optimized campaigns can be enabled to Run on Selected Exchanges or Run on All Exchanges.

• Adjust your campaign targeting and audiences, link the creatives, and save the

Cannabis, fire arms, ammunition and more are available through several of the 33 exchanges in the DSP.