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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.
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.
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.
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.
Inventory Type: Inventory Type multipliers change the bid price for impressions on desktop, mobile web, mobile app, or other inventory types.
Exchange: Exchange multipliers increase or decrease the bid price for individual exchanges.
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.
campaign targets the United Kingdom, you should enter a UK number.
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.
Enabling Algorithmic Optimization for a Campaign
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.
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.
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.
Cannabis, fire arms, ammunition and more are available through several of the 33 exchanges in the DSP.