The campaign priority determines the execution order of campaigns within an Insertion Order (IO). With this feature, you can assign priorities to your campaigns. The platform then activates campaigns with the highest priority first. Lower-priority campaigns begin serving only if the initial campaign or set of campaigns fails to meet the required pacing. This sequential process persists until all campaigns within an IO have been activated or the entire IO budget is consumed.

The most beneficial use case for this feature is when your messaging is designed for a very niche target, but you’re concerned that the campaign will not have enough scale to fill. In this case, you can set up priority 1 campaigns with the most narrow targeting parameters. In priority 2 campaigns, you can widen each of your targeting parameters to achieve greater scale. Continue to do so until you’ve reached the widest targeting parameters you are willing to execute. This way, only the campaigns with the most niche targeting will activate. If pacing issues are encountered, the prioritization will kick in and the campaign(s) with wider targeting parameters will activate to increase scale and fulfill spend.

Overall, the Campaign Priority provides an opportunity to optimize ad spend to the most receptive audiences by honing in on the narrowest possible desired targeting dimensions first. It allows you to do so without manual campaign monitoring and optimizations, thereby streamlining campaign management.

You can assign priorities to each campaign within a range of 1 to 10, considering your targeting requirements. For example, consider an Insertion Order (IO) with three campaigns labeled Campaign 1 to 3. Let's assume Campaign 1 targets a very niche audience and is assigned priority 1 with 100% of the IO budget, while Campaign 2, with a priority of 2, targets a moderately broad audience and is allocated up to 50% of the IO budget. Similarly, Campaign 3, with priority 3, targets a broader audience and receives 30% of the IO budget. Assume that all campaigns start and end on the same day. Below is a table detailing this scenario:

In this case, Campaign 1 starts running on Jan 1. However, Campaign 2 and Campaign 3, despite their start date being Jan 1st, do not begin serving impressions as their priorities are 2 and 3, respectively.

On Jan 2, the pacing check for the IO is conducted. If the total spend of the IO is less than 90% of the expected spend, the platform automatically initiates Campaign 2. However, if the total spend of the IO is equal to or greater than 90% of the expected spend, only Campaign 1 continues execution.

Details on the cadence of pacing checks can be found in the FAQs below.

Please note that in this example, 100% of the budget is allocated to Campaign 1, while Campaign 2 is allocated 50% of the budget, and Campaign 3 is allocated 30% of the budget. Therefore, if pacing remains optimal throughout the campaign duration, it is anticipated that campaign 1, targeting the niche audience, will fully execute the IO budget. However, in the event of low pacing, campaign 2 will be activated, spending a maximum of 50% of the IO budget.

The pacing check schedule is as follows:

For example, for a campaign lasting 15 days, the pacing schedule is as follows:

No, once the platform starts serving lower-priority campaigns, it continues serving ads on those campaigns throughout the IO duration.

No, assigning campaign priority priorities is optional.

The priority range is from 1 to 10, with lower numbers indicating higher priority.

Yes, advertisers can assign the same priority to multiple campaigns if needed. Campaigns with the same priority will run concurrently.

Yes, advertisers have the flexibility to modify priorities at any time during the IO duration.

The IO must have an end date for priorities to be assigned.

Yes, while a minimum $1k daily budget and a minimum 7-day IO duration are preferred for effectiveness, advertisers can set campaign priority priorities for an IO with any budget or duration.