When running programmatic campaigns, the fundamental setup elements are those that control where the campaign will run, when and how often ads will be shown, how much an impression is worth for the brand and what pre-bid filters do we want to to apply to the inventory elements.
Contextual targeting allows advertisers to reach users who are consuming a specific type of content. Contextual Data vendors usually offer keyword or theme base targeting.
% of impressions that qualify as Viewable according to IAB standards. It can be verified on reporting or targeted using pre-bid filters.
% of impressions that appeared on Brand Safe pages. It can be verified on reporting or targeted using pre-bid brand safety filters.
Dates when the campaign is live.
The maximum numbers of impressions a user will receive on a specific amount of time.
Pace on where the campaign will be delivered. Most of the time options include Even, ASAP or No Cap.
Max Bid for impressions.
Day of week where ad was delivered or targeted.
Specific hour when when the ad was delivered or targeted.
Type of browser where the ad was delivered or targeted.
Geo-location where the ad was delivered or targeted. Geo targeting usually includes a series of datapoints that describies a specific region.
Internet Service Provider used by the user.
Country where the ad was delivered or targted.
Zip Code usually is translated into lat/long coordinates where the ad is targeted or delivered.
Designated market area where the population can receive the same (or similar) content.
DSP defined region inside a territory