This article provides answers to some of the questions you may have about inventory services.
What are the limits and requirements for ad markers?
You can create 1 ad marker per account. Once an ad marker is created, it cannot be deleted; you can deactivate the ad marker if you do not wish to use it. If you specify either ad size or ad format in your ad marker settings, you must include ad size or ad format values in your ad call.
What targeting attributes can I include in an ad tag?
To generate an ad tag, you can specify up to 10 ad sizes, ad formats, content topics, custom content categories, content types, custom sections, and reporting tags. You must specify at least 1 content topic and 1 ad size to generate an ad tag. To retrieve the list of targeting attribute types that are supported in an ad tag, use the getSupportedTargetingAttributeTypes operation.
How many audience sharing rules can I create?
You can create up to 100 audience sharing rules per site, each with a unique name up to 80 characters.
What are the limits and requirements for booking limits?
A partner rule can have a maximum of 40 booking limits. You must associate each booking limit with at least one or a combination of the following attributes: publisher, site attribute, content topic value.
- For site attributes, the most specific setting takes effect. That means a site-specific limit overrides one for the site’s publisher.
- For content attributes, you cannot have overlapping specifications.
- Parent and child nodes from the same hierarchical path are not allowed for site structure or content topic attributes.
You can specify at most one site structure and/or one publisher for a booking limit. Booking limits cannot contain duplicate inventory attributes.
How many custom ad delivery modes can I create?
You can define up to 1000 custom ad delivery modes, each with a unique name up to 50 characters and description up to 500 characters.
What are the limits for custom content categories?
You can add up to 10000 custom content categories per site, each with a unique name up to 80 characters and description up to 500 characters.
What are the limits for custom geographical areas?
You can create up to 5000 custom geographical areas per account, each with a unique name up to 40 characters and description up to 250 characters. You must specify at least 1 (or up to 4000) ZIP or postal codes to define the custom geographical area. You cannot, however, specify a mix of both ZIP and postal codes in a (single) custom geographical area.
What are the limits for custom sections?
You can add up to 1000 sections per site, each with a unique name up to 80 characters and description up to 500 characters.
What are the limits and requirements for inventory contribution rules?
You can create up to 3000 inventory contribution rules.
- Inventory contribution rules can be based on the following attributes: site, ad size, custom ad delivery mode, custom section, and date range.
- You can specify only one custom section in an inventory contribution rule.
What are the limits and requirements for inventory forecast adjustments?
Inventory forecast adjustments allow you to make changes to the number of impressions you are expecting for a certain portion of your inventory for a given period. The following requirements/limitations apply:
- Inventory forecast adjustments are supported only for standard graphical and video ads.
- You can specify a maximum of 4000 inventory forecast adjustments per site.
- You can specify only one value for each content attribute when defining an inventory adjustment (for example, you could specify both a content topic and a content type, but not two values for content type).
- Ad size is required for standard graphical ads and optional for video ads.
What are the limits and requirements for inventory holdbacks?
Inventory holdback allows you to reserve inventory. The following requirements/limitations apply:
- You can add up to 3000 holdbacks.
- Each holdback must include at least one ad (ad size or ad delivery mode) or content targeting (publisher, site, content topic, content type, custom section, or custom content category) attribute. You can specify at most one publisher and/or one site for the inventory holdback.
Note: You cannot send duplicate values for a given attribute type.
- The name cannot exceed 45 characters and description cannot exceed 245 characters.
- When specified as:
- A percentage, the amount reserved varies if inventory forecasts fluctuate. The holdback percentage can be between 1 and 100% and cannot contain decimal values.
- Absolute number of impressions, value must be greater than 0 and commas are not allowed.
- Each holdback must be unique for a combination of advertiser, agency, inventory, and date range. You cannot have multiple holdbacks with the same combination of advertiser, agency, inventory, and date range.
- You can associate each holdback with a maximum of 10 affiliates.
If multiple advertisers and/or agencies are specified for a holdback, the advertisers and agencies will have "first come first served" access to the reserved inventory.
What are the limits and requirements for inventory identifiers?
You can create up to 500 inventory identifiers per site, each with a unique name up to 60 characters. Each inventory identifier can represent presets for one, several, or all of the core parameters. For each inventory identifier, you can specify:
- Up to 10 ad sizes, content topics, content types, custom content categories, custom sections, and reporting tags.
- Only one ad delivery mode.
To retrieve the list of targeting attribute types that are supported in an inventory identifier, use the getSupportedTargetingAttributeTypes operation.
What are the limits and requirements for inventory opt-ins?
You can create up to a maximum of 1000 inventory opt-ins. You must associate each opt-in with at least one value for site, content topic, and ad size attributes. Keep the following in mind:
- For any attribute, the most general opt-in takes effect. For example, if you have two opt-ins for Site A—one with Any Ad Size and another with the 160x600 Ad Size—the Site A: Any Ad Size opt-in will take effect.
- For content topic, the topmost setting in the hierarchy will take effect, and will include all of the children content topics. For example, if you specify the Sports content topic, the opt-in will include children sports topics like Baseball, Football, and so on. Thus, if you also specify the Baseball content topic in another opt-in, the platform will ignore it because it’s already accounted for in the more general opt-in.
What are the limits and requirements for inventory packages?
An inventory package groups inventory, comprised of inventory and/or audience attributes, into a single unit. The following requirements/limitations apply:
- Maximum of 1000 packages.
- Name can be up to 40 characters and (package and audience) description can be up to 1000 characters.
- Impressions and Exclusive are the supported delivery models.
- Pricing type can be:
- Fixed type (for Exclusive delivery model only).
What characters are not allowed in the name field?
The following characters are not allowed in the name field:
- ! (exclamation mark)
- @ (at sign)
- # (number sign)
- $ (dollar sign)
- % (percent sign)
- ^ (caret)
- & (ampersand)
- * (asterisk)
- ( (open round bracket)
- ) (close round bracket)
- ' (single quote)
- " (double quote)
- ` (grave accent)
- ~ (tilde)
- < (less than )
- > (greater than)
What are the limits and requirements for palettes?
You can create up to 50 palettes, each with a unique name up to 50 characters. A palette color must be defined as a 6 digit HEX value.
What are the limits and requirements for partner rules?
You can create up to 1000 partner rules. You can create:
- Only 1 preferred (self-serve) partner rule per network.
- Only 1 standard (cross-sell) partner rule per link or deal and 999 partner rules per network, each with a unique name up to 80 characters and description up to 240 characters. Each partner rule can have:
- Up to 40 booking limits.
- Up to 1000 inventory opt-ins.
- 1 targeting rule.
Partner rules that apply to self-sold inventory only can contain booking limits only. Partner rules that apply to cross-sell deals only can contain targeting rules, inventory opt-ins, and booking limits.
When defining booking limits, you must associate each booking limit with at least one site attribute value and one content topic value. For:
- Site attributes, the most specific setting takes effect. That means a site-specific limit overrides one for the site’s publisher.
- Content attributes, you cannot have overlapping specifications.
Note: If you don’t specify a booking limit, the rule allows 100% booking of any content topic on any site.
When defining inventory opt-ins, you must associate each opt-in with at least one value for site, content topic, and ad size attributes.
What are the limits and requirements for publisher custom data?
You can add:
- Up to 500 custom names (up to 40 characters) per network/self-managed account.
- Up to 1000 custom values (up to 40 characters) per name and up to 10,000 values per (network/self-managed) account.
Note: Values cannot include ampersand, single quote, double quote, pipe, semicolon, comma, or asterisk character.
What are the limits and requirements for a rate card?
You can use the publisher rate card to set run-of publisher rates. A publisher level rate card is not required to price inventory, only site rate cards can be used. Creating a base rate or rate adjustment will setup a Publisher Rate Card.
You can have up to 2 rate cards per site, 1 active and 1 pending, each with a unique name up to 80 characters. You can add:
- A maximum of 1000 rate adjustments to a rate card.
The rate adjustment:
- Floor CPM cannot exceed 100000.
- Target CPM cannot exceed 100000.
- List CPM cannot exceed 100000.
- Percentage markup cannot be more than 300 and less than -100.
- A maximum of 4600 base rates and one default base rate to a rate card.
The base rate:
- Floor CPM cannot be negative and cannot exceed 100000.
- Target CPM cannot be negative and cannot exceed 100000.
- List CPM cannot be negative and cannot exceed 100000.
- Target percentage markup cannot be negative and cannot exceed 300.
- List percentage markup cannot be negative and cannot exceed 300.
Note: Rate cards apply to guaranteed ad delivery only, not to non-guaranteed ad delivery.
When specifying currency, please note that:
- Sites belonging to networks or self-managed publishers can specify a currency from a set of currencies valid for that account.
- Sites belonging to a managed publisher must use the default currency for that account.
The currency cannot be changed for a published rate card.
Which base rate is used to determine the final price?
During order setup, the calculated rate is based on the best match between rate attributes and the targeting criteria using this formula: final rate = (base rate) + (zero or more rate adjustments). The platform selects exactly one base rate from those published in the rate card. When multiple base rates match, it selects the rate that has the closest match to the targeting criteria.
When multiple base rates match an inventory search query, the platform uses an “attribute priority list” to determine the base rate to use to calculate the final price. The attribute priority list is generally used to “break ties” between matching base rates. Multiple base rates would match when each matching base rate covers a subset of the attributes specified in the inventory search query. The attribute priority list is as follows:
- Ad attributes (ad size or ad delivery mode)
- Content attributes (content topic, content type, custom section, custom category)
- Ad format or ad behavior or ad relationships
- Affiliates (rate tag, advertiser, agency)
- Audience attributes (demographic, geographic, or behavioral targeting, etc.)
If a base rate matches an attribute that’s higher on this list, it will “win” and that base rate will be used as the base for calculating the final price. Once the base rate is identified, the system will apply all appropriate rate adjustments on top of that base rate.
When no base rates match, the site's default rate applies.
What happens when overlapping attributes are defined in two or more rate adjustments?
When two adjustments have overlapping attributes, the platform selects the adjustment with the closest match to the targeting criteria for the ad placements. Including only a single attribute in each rate adjustment can greatly simplify rate card management. This allows the platform to apply all appropriate adjustments and makes it less likely that an adjustment won't be applied because of a conflict. This also makes it easier to analyze the final calculated rate during order setup.
How many rate tags can I create?
Rate tags are labels that can be applied to one or more base rates and rate adjustments. A rate tag can then be specified when setting up a guaranteed deal, making inventory available to the partner based on those rates. You can define up to 1000 affiliate rate tags with a name up to 40 characters and description up to 256 characters.
What are the limits for referral segments?
You can create up to 30 referral segments per network. Each referral segment can contain up to 10 (exact match) URLs, up to 255 characters.
How many reporting tags can I create?
You can create a total of 500 reporting tags, each with a unique name up to 80 characters and description up to 3000 characters. The same reporting tags can be used across multiple sites.
What happens when I update the name of a reporting tag?
When you change the name of a reporting tag, the system continues to track activity using the new name; you do not lose the history.
What are the limits and requirements for adding a site?
You can add up to 100 sites, each with a unique name up to 50 characters and description up to 500 characters. The URL of a site cannot exceed 1024 characters. You can add 1 site access per site.
Note: For text fields when setting up a site, valid characters include alphanumerics and these special symbols: dash (-) and underscore (_).
What are the limits and requirements for targeting rules?
Targeting rules can be associated with a partner rule. Targeting can be controlled for the following attributes:
|Inventory Attributes||Geographic Attributes||Demographic Attributes||Behavioral Attributes|
|Content Topic||Custom Geographical Areas||Age Range||Audience Segments|
|Content Type||Income Range|
For each of these attributes, you can define the following targeting behaviors:
|targetingAttributesAllowedInOrders||Buyers can choose from a list of publisher-specified values.|
|targetingAttributesPresetInOrders||The value for the attribute is preset by the publisher.|
|targetingAttributeTypesDisabledInOrders||Buyers cannot target using this attribute.|