When you create a campaign, you’ll choose whether you’d like to apply manual optimizations (Rule Based Optimization) or let the IQM platform’s AI engine automatically apply optimizations that aim to achieve the campaign’s primary objective and goal (AI Based Optimization). You also have the option to apply Frequency Capping, Bid Pacing, and Budget Capping.

While all advertisers can create campaigns with either AI Based Optimization or Rule Based Optimization enabled, each campaign must meet certain eligibility requirements. If you encounter an error or experience questions related to Optimization & Delivery, refer to these resources first:

Return to this article to address and resolve other factors related to a campaign’s Delivery & Optimization section.

Q: What happens if Bid Shading and Advanced Modeling are enabled at the same time?

A: Bid Shading is compatible with the Spend Ratio and Priority Bid Model settings. The Bid Modifier Bid Model setting cannot be applied at the same time as the Bid Shading feature.

Q: Why can’t I enable Advanced Modeling for my campaign?

A: While selecting Rule Based Optimization does give you access to the IQM platform’s Advanced Modeling feature, the campaign must meet certain requirements before you can enable it. Refer to Bid Model overview for more information related to eligibility criteria.

Q: Which manual optimization features can I use to manage my campaign’s performance?

A: Refer to the “Reporting and analytics” collection overview article to review each of the reports, dashboards, and data insights that you can leverage to uncover and interpret campaign performance details; and refer to Optimization overview to apply those learnings to your campaign with tools including Advanced Modeling, Pacing, and the Optimization & Delivery features included in this article.

Q: Why is the Rule Based option not selectable in my campaign’s Optimization & Delivery section?

A: Rule Based Optimization becomes disabled when any of the following are true:

Refer to Optimization & Delivery overview for more information on the eligibility criteria for Rule Based Optimization.

Q: Where can I locate the Campaign Objective, Campaign Goal, and Target KPI fields?

A: These goal-setting options are exclusive to the AI Based Optimization feature. Refer to AI Based Optimization for more details.

Q: Why is my preferred Campaign Goal unavailable?

A: The list of goals is dependent upon your Campaign Objective selection. Refer to AI Based Optimization - Campaign Objective and Campaign Goal for a full list of goals that are available for each objective.

Q: Why is the Campaign Goal field disabled?

A: The Campaign Goal field becomes enabled after you select a Campaign Objective.

Q: What are the minimum and maximum Target KPI values that I can choose?

A: Minimum and maximum values are dependent on your Campaign Goal selection and the campaign’s Creative Type. Refer to AI Based Optimization - Campaign Objective and Campaign Goal for a full list of supported ranges.

Q: What happens if I choose not to specify a Target KPI value?

A: If you choose not to specify an optional value, the AI engine will aim to optimize for the best possible performance.

Q: Can I change the Campaign Objective, Campaign Goal, and/or Target KPI value?

A: Whether you can change these selections depends on the campaign’s current status. You can adjust these settings while the campaign features a Draft or Pending status, but not after the campaign begins serving.

Q: Can I add AI Based Optimization & Delivery settings to my Programmatic Guaranteed (PG) campaigns?

A: No, AI Based Optimization & Delivery settings are supported for Advanced campaigns only.

Creating PG campaigns reduces your campaign-targeting options as you instead agree to commit a set budget for a fixed number of impressions, and at a guaranteed price. You’ll specify only essential criteria for PG deals such as campaign information, budget details, and the PG deal(s) that the campaign will target.

Refer to Programmatic Guaranteed inventory overview for more information on PG campaigns.

Q: Why haven’t any optimizations been applied to my campaign with AI Based Optimization enabled?

A: The campaign’s learning stage is still in progress. No optimizations will be applied by the IQM platform’s AI engine until this period concludes.

Q: What is a learning phase?

A: The learning phase is a process during which the AI Optimization engine gathers data and monitors trends to inform its campaign optimizations. No optimizations are applied during this phase.

Q: How long does the learning phase last?

A: The learning phase is based on campaign spend rather than a specific number of days. It extends from the moment the campaign starts serving until 20% of the campaign’s total monetary or impression budget is spent. In other words, two separate campaigns may have different learning phase durations.

Q: Where can I monitor performance data for the AI Based optimizations that were applied to my campaign?

A: You can access performance details directly from the Campaigns app. Refer to Review performance details for AI Based campaigns for step-by-step instructions to access the data.

Q: How should I interpret performance data for the AI Based optimizations that were applied to my campaign?

A: Review AI Based Optimization - KPI Performance Insights for more information on included metrics and their details.

Q: What happens if my campaign stops meeting the minimum requirements for using the AI Based Optimization feature?

A: If your campaign becomes ineligible for AI Based Optimization at any time, the AI engine will stop applying optimizations the campaign meets the requirements.

Q: Why is the AI Based option not selectable in my campaign’s Optimization & Delivery section?

A: AI Based Optimization becomes disabled when any of the following are true:

Refer to Optimization & Delivery overview for more information on the eligibility criteria for AI Based Optimization.

Q: Which campaign dimensions can the AI engine adjust when optimizing the campaign?

A: AI Based Optimization may apply changes to one or more of the following dimensions based on its performance against the Campaign Goal you specify:

Q: Can AI Based Optimizations apply Frequency optimizations to my campaign if I have the Frequency Capping feature disabled?

A: Depending on campaign performance, the AI engine may apply Frequency optimizations. A limit of 100 impressions will be set to help your target audience avoid ad fatigue. You can enable Frequency Capping at any time to choose settings that will take precedence over AI Based Optimizations.

Q: Is Frequency Capping compatible with both AI Based and Rule Based Optimization?

A: Yes. You can set and manage Frequency Capping settings for a campaign regardless of whether AI Based or Rule Based Optimization are selected.

Q: What is the purpose of a campaign’s Frequency Cap?

A: Frequency Caps limit the number of impressions a user can see during a given time frame. This setting helps advertisers walk the fine line of driving brand awareness and earning conversions without over-serving ads.

Q: What Frequency Cap do you recommend for my campaign?

A: Each campaign is unique based on the targeting parameters you set and the current bid landscape. This means that there’s not one recommended Frequency Cap for optimal campaign performance. We recommend starting with a lower Frequency Cap (e.g., 3 impressions per day) and gradually increasing it, as needed, based on the campaign’s reach and overall performance.

Q: Can I set a different Frequency Cap for a campaign’s creatives, audiences, or inventory?

A: No, Frequency Capping is set at the campaign level rather than for individual campaign elements.

Q: Can I set a different Frequency Cap for multiple durations?

A: Yes, a maximum of four frequency rules are supported per campaign. You can add one rule for each duration type (daily, weekly, monthly, campaign).

Q: What happens if I choose a Frequency Cap rule based on Campaign Duration, but I haven’t chosen an end date for the campaign?

A: You’ll need to define a campaign end date before you can save a Frequency Cap rule that’s based on Campaign Duration. You can complete this step directly from the Frequency Capping section of your campaign.

Q: What is the relationship between my campaign’s multiple Frequency Cap rules?

A: Your campaign applies an "AND" relationship to Frequency Cap rules. If any single rule is met within a timeframe, it takes precedence, preventing further impressions to the user during that period.

Q: What are the devices for which IQM receives Device IDs?

A: We receive Device IDs for mobile, connected TV (CTV), over-the-top (OTT), and tablet devices.

Q: What scenarios might cause a campaign to exceed its Frequency Cap?

A: A given user may get served your ad additional times depending on whether a unique identifier (IQM ID or Ramp ID) is available.

For example, consider an advertiser who sets a Frequency Cap of 1 impression for a campaign. The first impression is counted at the Ramp ID level. Later, the campaign bids on a request for the same user because no unique identifier–such as a Ramp ID–is available. In this scenario, the cookie ID becomes the primary identifier and the bid is sent again. The cookie ID is counted as a unique user.

Q: What percentage of traffic is capped at the IQM ID or Ramp ID level?

A: Approximately 45-50% of bid request traffic is capped at the IQM ID or Ramp ID level. The remaining traffic is capped at the Device ID, Cookie ID, or IP Address level.

Q: When does Frequency Capping management take place?

A: You can add optional Frequency Capping settings to your campaign when you complete the campaign’s Optimization & Delivery section. A campaign’s Optimization & Delivery settings determine how aggressively it should bid based on how much you’d like to spend, how you’d like to pace bidding, and how often you’d like for users to see an ad. Refer to Optimization & Delivery overview for more information.

Q: How do I set up new Frequency Capping settings for a campaign?

A: Refer to the steps outlined in Manage a campaign’s Optimization & Delivery settings to complete this process.

Q: How do I change existing Frequency Capping settings for a campaign?

A: Refer to the steps outlined in Manage a campaign’s Optimization & Delivery settings to complete this process.

Q: What happens if I choose AI Based Optimization for my campaign and I don’t enable Frequency Capping?

A: Depending on campaign performance, the AI engine may apply Frequency optimizations. A limit of 100 impressions will be set to help your target audience avoid ad fatigue. You can enable Frequency Capping at any time to choose settings that will take precedence over AI Based Optimizations.

Q: Is Bid Pacing compatible with both AI Based and Rule Based Optimization?

A: Yes. You can enable the Bid Pacing feature for a campaign regardless of whether AI Based or Rule Based Optimization are selected.

Q: When does it make sense to enable Bid Pacing?

A: The decision to apply Bid Pacing can depend on its pacing performance. For example, consider disabling the Bid Pacing feature if the campaign is pacing behind. This change will allow it to spend the daily budget as soon as possible without pacing restrictions in place.

Q: When does Bid Pacing management take place?

A: You can enable the optional Bid Pacing feature when you complete a campaign’s Optimization & Delivery section. A campaign’s Optimization & Delivery settings determine how aggressively it should bid based on how much you’d like to spend, how you’d like to pace bidding, and how often you’d like for users to see an ad. Refer to Optimization & Delivery overview for more information.

Q: How do I enable Bid Pacing for a campaign?

A: Refer to the steps outlined in Manage a campaign’s Optimization & Delivery settings to complete this process.

Q: Is Budget Capping compatible with both AI Based and Rule Based Optimization?

A: Yes. You set and manage Budget Capping settings for a campaign regardless of whether AI Based or Rule Based Optimization are selected.

Q: When does Budget Capping management take place?

A: You can enable optional Budget Capping settings when you complete a campaign’s Optimization & Delivery section. A campaign’s Optimization & Delivery settings determine how aggressively it should bid based on how much you’d like to spend, how you’d like to pace bidding, and how often you’d like for users to see an ad. Refer to Optimization & Delivery overview for more information.

Q: How do I add my Budget Capping setting to a campaign?

A: Refer to the steps outlined in Manage a campaign’s Optimization & Delivery settings to complete this process.

Q: When does it make sense to apply Budget Capping?

A: Since impression and budget caps cause your campaign to stop spending once the daily limits are reached, we recommend reserving these settings for campaigns and IOs that are pacing on track (90%-100%) or pacing ahead (100%-120%). You might also consider increasing a budget cap to allow the campaign’s pacing to catch up. Refer to Pacing overview for more information on how pacing performance is calculated, and how it differs for budget-based and impression-based campaigns.