Bulk importer guidelines for line items
Please adhere to these general guidelines:
- Please do not rename the Line Items sheet within the bulk importer template.
- When adding flight details to the following columns per line item, leave the cells that are on the same row as the other line item details empty:
- Flight Id
- Flight Start Date
- Flight End Date
- Lifetime Budget
- Lifetime Budget Imps
- Pacing, Pacing Percent
- Flight Creatives
- If adding multiple flights for one line item, be sure to enter all the details for each flight, such as start dates and end dates, on a separate row.
Temporary ID information
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| IO Temporary Ids | Specifies the identifier or comma-separated list of identifiers used to link new line items to a parent insertion order that will be created within the spreadsheet. | Alphanumeric values | No | example123 |
| LI Temporary Id | Specifies the identifier used to link new objects within the spreadsheet to a particular line item. This is a placeholder value and will not be the actual identifier of the newly-created object. | Alphanumeric value | No | example123 |
Basic settings
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Line Item Id | Specifies the identifier assigned to the line item. Note: If the line item identifier isn't provided, a new line item will be created. |
Numeric value | No | 1234 |
| Advertiser Id | Specifies the identifier assigned to the associated line item's advertiser. | Numeric value | Yes | 1234 |
| Insertion Order Ids | Specifies the identifiers of the existing insertion orders that the line item will be associated to. | Numeric value Note: If there are multiple numeric values, use commas to separate them. |
Yes | 1234,4567 |
| Line Item Name | Specifies the name of the line item. | Characters | Yes | My line item |
| External Code | Specifies the custom code assigned to the insertion order. | - Alphanumeric values - Periods - Underscores - Dashes |
No | code1234 |
| State | Specifies current status of the line item. | - active - inactive |
Yes | active |
| Ad Type | Specifies the creative type associated with the line item. | - banner - video - audio - native |
Yes | banner |
Budgeting and scheduling
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Revenue Type | Specifies the line item's revenue type. | - cpm - viewable cpm - dynamic cpm - cpc - cpcv - cost_plus_margin |
Yes | cpm |
| Revenue Value | Specifies the revenue amount. | Numeric value | Yes | 5 |
| Payment Type | Specifies the line item's payment type. Note: If "Native" is specified as the Ad Type, then you can only specify "Impression" as the Payment Type. |
- impression - view - video |
Yes | impression |
| Flight Start Date | Specifies the flight's start date. | Date/time Use the YYYY-MM-DD hh:mm:ss format. Excel will try to auto format the date to MM/DD/YYYY, which is also accepted but will be less accurate. Hours should be based on the UTC time zone. |
Yes | 2018-11-09 00:00:00 |
| Flight End Date | Specifies the flight's end date. Do not enter an end date if there is no end date. | Date/time Use the YYYY-MM-DD hh:mm:ss format. Excel will try to auto format the date to MM/DD/YYYY, which is also accepted but will be less accurate. Hours should be based on the UTC time zone. |
No | 2018-11-09 23:59:39 |
| Daily Budget | Specifies the daily budget amount. | Numeric value | No | 1000 |
| Daily Budget Imps | Specifies the daily budget represented by a number of impressions. | Numeric value | No | 10 |
| Lifetime Budget | Specifies the flight's lifetime budget. | Numeric value | Yes, if Lifetime Budget Imps is not specified. | 100 |
| Lifetime Budget Imps | Specifies the flight's lifetime budget represented by a number of impressions. | Numeric value | Yes, if a Lifetime Budget is not specified. | 80 |
| Pacing | Specifies whether the line item should spend its overall lifetime budget evenly across flights. | - TRUE - FALSE |
Yes | FALSE |
| Pacing Percent | Specifies what percentage of your flight budget should be spent per day. | Numeric value between 50 and 150 | No | 50 |
| Underspend Catch-Up | Dictates how your line item distributes unspent budget throughout the remainder of a flight. | - evenly - asap |
Yes | evenly |
| Daypart Monday | Specifies a comma-separated list of hour ranges to target throughout Monday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daypart Tuesday | Specifies a comma-separated list of hour ranges to target throughout Tuesday. | Numeric range consisting of any whole number between 0 and 23 | No | 20-23 |
| Daypart Wednesday | Specifies a comma-separated list of hour ranges to target throughout Wednesday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daypart Thursday | Specifies a comma-separated list of hour ranges to target throughout Thursday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daypart Friday | Specifies a comma-separated list of hour ranges to target throughout Friday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daypart Saturday | Specifies a comma-separated list of hour ranges to target throughout Saturday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daypart Sunday | Specifies a comma-separated list of hour ranges to target throughout Sunday. | Numeric range consisting of any whole number between 0 and 23 | No | 7-16,20-23 |
| Daily Pacing Allocation | Sets the pace for how quickly the budget should be spent in one day. | - evenly - asap |
Yes | evenly |
Optimization
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Optimization Type | Specifies the metrics that should be used to measure the line item's performance. | - none - cpc - cpa - viewable cpm - ctr - cpcv - vcr |
Yes | cpc |
| Min CPM | Specifies the minimum CPM when Cost Plus or Dynamic CPM is set for the line item. | Numeric value | No | 1 |
| Max CPM | Specifies the maximum CPM when Cost Plus or Dynamic CPM is set for the line item. | Numeric value | No | 8 |
| Optimization Goal Target | Required for CTR, CPC, CPA, Viewable CPM, CPCV, and VCR optimization types. Note: Depending on the chosen optimization type, this numeric value can take on the form of a percentage or a currency value. |
Numeric value | No | 85 |
| Post-View Post-Click Strategy | Only used when the line item has a CPA goal for both post-click and post-view conversions to determine whether it is optimized for retargeting or prospecting. | - prospecting - retargeting |
No | propsecting |
| Post Click Only | Specifies the CPA post-click goal that the line item will optimize to. | - TRUE - FALSE |
No | FALSE |
| Post Click Goal Target | Specifies the CPA post-click goal that the line item will optimize to. | Numeric value | No | 12 |
| Goal Pixel Id | Specifies the identifier assigned to the targeted goal pixel. | Numeric value | No | 1036301 |
| Goal Priority | Specifies whether to give greater priority to delivery, performance, or margin. | - delivery - performance - margin |
Yes | margin |
| Min Margin Percent | Only set this field if the goal priority has been set to margin and revenue type has not been set to cost_plus_margin. | Numeric value (in %) | No | 25 |
| Conversion Pixels | Specifies a comma-separated list of conversion pixel identifiers that will be tracked. | Numeric value | No | 4912,192941,10203 |
Inventory and brand safety targeting
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Supply Strategies | Specifies the type of inventory (open exchange, managed, or deal inventory) that should be targeted. | - rtb - managed - deals |
Yes | rtb,managed |
| Deals | Specifies a comma-separated list of individual deals that will be targeted. Note: If this cell is left empty and "deals" is selected as the supply strategy, then all deals will be targeted. |
Numeric value | No | 10918,10433,123412 |
| Deal Lists | Specifies a series of deal lists separated by commas that will be targeted. Note: If this cell is left empty and "deals" is selected as the supply strategy, then all deal lists will be targeted. |
Alphanumeric value | No | My_Deal_List_1,My_Deal_List_2 |
| Include Deals | Specifies whether a deal should be included. | - TRUE - FALSE |
No | TRUE |
| Managed Priority | Specifies how line items that have their supply strategy set to Managed should be prioritized. Note: This field doesn't apply to line items that have their supply strategy set to Open Exchange or Deals. |
Numeric value | No | 5 |
| Inventory Types | Specifies a comma-separated list of inventory types to exclude. Note: If this cell is left empty, all inventory types will be included by default. |
- web - mobile_web - mobile_app |
Yes | mobile_web,web |
| Blocklists | Specifies blocklists that are associated with the line item. | Id | No | 160 |
| Allowlists | Specifies allowlists that are associated with the line item. | Id | No | 17,18 |
| Ads Txt Authorized Only | Specifies whether the associated creatives should only serve on ads.txt verified inventory. | - TRUE - FALSE |
No | TRUE |
| Member Targets | Specifies which seller member identifiers should be excluded or included in a profile. | Action (exclude or include)-Id1,Id2,Id3 | No | include-1,2,3 |
| Seller Member Group Targets | Specifies which seller member groups should be excluded or included in a profile. | Action (exclude or include)-Id1,Id2,Id3 | No | exclude-4,5,6 |
Audience and location targeting
Note
Effective August 30, 2021:
- Tapad's graph (id:3) will provide global coverage excluding Europe.
- Microsoft Advertising's graph (id:4) will provide coverage for Europe and the United States.
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Countries | Specifies whether or not to target a particular country. See the Country list to look up the appropriate country codes. | Action (include or exclude)-Code1,Code2,Code3 | Yes | include-US,FR |
| Regions | Specifies whether or not to target a particular region. See the Region list to look up the appropriate region identifiers. | Action (include or exclude)-Id1,Id2,Id3 | No | exclude-1080,1081 |
| Cities | Specifies whether or not to target a particular city. See the City list to look up the appropriate City identifiers. | Action (include or exclude)-Id1,Id2,Id3 | No | include-68778,68779,68780 |
| Metro Codes | Specifies whether or not to target a particular metro code. See the Metro Code list to look up the appropriate metro codes. | Action (include or exclude)-Id1,Id2,Id3 | No | include-500,501,502 |
| Postal Codes | Specifies whether or not to target specific postal codes. | Postal Code 1,Postal Code 2,Postal Code 3,Postal Code 4 | No | 120563,120564 |
| Postal Code Lists | Specifies whether or not to target postal codes that have been grouped together in a list. | Alphanumeric value | No | My_Postal_Code_List_1,My_Postal_Code_List_2 |
| Cross Device | Specifies the identifier of the cross device graph that is being targeted. | - null (no cross device) - 3 (Tapad graph) - 4 (Microsoft Advertising graph) |
No | 3 |
| Segment Boolean operator | Allows "and" or "or" boolean operators to be used between targeted segment groups. | - and - or |
No | and |
| Congressional Districts | Specifies whether or not to target specific Congressional Districts. | Numeric Values (Note: If there are multiple numeric values, use commas to separate them). | No | 139898 |
| State Senate Districts | Specifies whether or not to target specific State Senate Districts. | Numeric Values (Note: If there are multiple numeric values, use commas to separate them). | No | 141210 |
| State House Districts | Specifies whether or not to target specific State House Districts. | Numeric Values (Note: If there are multiple numeric values, use commas to separate them). | No | 139960 |
Frequency and recency
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Hourly Frequency | Specifies the maximum number of impressions per person per hour. | Numeric value (255 characters max) | No | 10 |
| Daily Frequency | Specifies the maximum number of impressions per person per day. | Numeric value (255 characters max) | No | 20 |
| Weekly Frequency | Specifies the maximum number of impressions per person per week. | Numeric value (255 characters max) | No | 50 |
| Monthly Frequency | Specifies the maximum number of impressions per person per month. | Numeric value (255 characters max) | No | 200 |
| Lifetime Frequency | Specifies the maximum number of impressions per person. | Numeric value (255 characters max) | No | 255 |
| Recency | Specifies the minimum number of minutes between impressions per person. | Numeric value (255 characters max) | No | 60 |
| Include Users Without Cookies | Determines whether impressions will be served to unidentified users. Note: When serving impressions to unidentified users, frequency and recency caps will be ignored for those users. |
- TRUE (excludes users who do not have cookies enabled) - FALSE (includes users who do not have cookies enabled) |
Yes | TRUE |
Viewability and environment targeting
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Viewability Threshold | Percentage of how likely an impression is to be viewable. Note: Custom viewability thresholds are allowed. |
Numeric value between 0 and 100 | No | - For standard IAB thresholds: 12 - For custom viewability thresholds: custom-12 |
| Video Completion Threshold | Percentage of how likely a video impression is to be viewed in its entirety. | Numeric value between 0 and 100 | No | 18 |
| Device Types | Specifies a comma-separated list of device types that will be targeted. | - pc - phone - tablet - tv - stb - gameconsole |
No | pc,phone |
| Playback Methods | Specifies a comma-separated list of playback method identifiers: (1: playback-method-auto-play-sound-on), (2: playback-method-auto-play-sound-off), (3: playback-method-click-to-play), (4: playback-method-mouse-over), (5: playback-method-auto-play-sound-unknown). | 1,2,3,4, or 5 | No | 1,3,5 |
| Video Targets Allow Unknown Playback Method | Determines whether to allow unknown playback methods. | - TRUE - FALSE |
Yes | FALSE |
| Video Targets Allow Unknown Context | Determines whether to allow unknown contexts for video targeting. | - TRUE - FALSE |
Yes | FALSE |
| Player Sizes | Specifies the player size for video targeting in which 1= Small, 2= Medium, and 3= Large. | 1, 2, and/or 3 (small, medium, or large) | No | 1, 2 |
| Video Targets Allow Unknown Player Size | Determines whether to allow unknown player sizes for video targeting. | - TRUE - FALSE |
Yes | TRUE |
| Video Target Contexts | Specifies a comma separated list of video target contexts. | 1, 2, 3, and/or 4 (pre-roll, mid-roll, post-roll, outstream) | No | 1, 2 |
| Browsers | Specifies a comma-separated list of browser identifiers that will be included or excluded. See the Browser list to look up the appropriate browser identifiers. | Action (include or exclude)-Id1,Id2,Id3 | No | include-210,401,201 |
| Languages | Specifies a comma-separated list of language identifiers that will be included or excluded. See the Language list to look up the appropriate language identifiers. | Action (include, exclude)-Id1,Id2,Id3 | No | exclude-129,140,120 |
| User Group Bucket | Specifies a comma-separated list of user groups that will be targeted using A/B testing. | Numeric value ranges between 0 and 99 | No | 0-18,25-32,58-63 |
| User Groups Include Cookieless Users | Determines whether to target users who don't have cookies enabled. | - TRUE - FALSE |
No | FALSE |
Creatives
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Creative Rotation | Specifies the creative-rotation strategy that will be used when multiple creatives of the same size are trafficked through the line item. | - even - weighted - ctr-optimized |
No | even |
| Flight Creatives | Specifies the creatives associated to the flight. | Id1,Id2,Id3,Id4 | No | 10040,120421,120202 |
Fees
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Partner Fees | Specifies a comma-separated list of partner fee identifiers that have been applied to the line item. | Numeric value | No | 321014,149129,1292 |
Internal fields
| Column Name | Description | Potential Values | Mandatory | Example |
|---|---|---|---|---|
| Flight Id | Specifies the identifier assigned to the flight. Note: If you're leveraging exported object details, leave the existing flight identifier. Otherwise, leave this cell empty so that a new flight can be created. |
Numeric value | No | 12345 |
| Profile Id | Specifies the identifier assigned to the profile. Note: If you're leveraging exported object details, leave the existing profile identifier. Otherwise, leave this cell empty so that a new profile can be created. |
Numeric value | No | 13912 |